how to optimize the content experience for lead gen

HOW TO

HANA ABAZA VP Marketing at Uberflip

EXPERIENCEOPTMIZE THE CONTENT

@Uberflip #pipecon @HanaAbaza

ABOUT UBERFLIP

We help marketers create, manage

and optimize the content

experience – no IT required!

Power your content library, resource

center, blog and more.

PUBLISH.

PUBLISH.

ALL OF THE TIME.

GET LINKS.

GET LINKS.

FROM ALL THE PLACES.

There are over 152,000 blogs on the Internet Source: WPVirtuose

56,520 free eBooks were published last year Source: BuzzSumo Search

GuidesWhite PapersWebinarsEtc. etc. etc…


People (and Google) Said “Stop It”


We Need Better Content, Not More Content


“Great content is useful, inspired and pathologically empathetic to the needs of the people you’re

trying to reach .”

Ann Handley, COO at Marketing Profs & Author of Everybody Writes

We Need Better Content, Not More Content


But wait, there’s more!


( Marketing Existentialism)

If content is published and nobody shares it, does it exist?

“Content is king, but distribution is queen and she wears the pants.”

Jonathan Perelman, Vice President at Buzzfeed


You’re smart. You know this.



You make ridiculously good content.




Your content is EVERYWHERE.




Your content is EVERYWHERE.

People are clicking!


And then you send them to

your backyard.

#fail


Lost subscribers

Lost leads

Lost customers

Lost revenue

Wave Goodbye


HIGH CONVERTING KEY ELEMENTS OF A

CONTENT EXPERIENCE


Disclaimer: you have the right content to begin with. Your best bet? Your sales team.


Align content creation with insight from sales.




Address (and reinforce) common pain points.




Address (and reinforce) common pain points.

Create content that manages objections.



Start Here

1.  Empower the sales team

2.  Ask for feedback

3.  Market to them!

*Multi-channel marketing works best for

sales reps J


Scanable

Actionable

Shareable

Scalable

You-oriented

SASSY


SCANABLE Easy To Read

Well Formatted

Instant value

Easy to read (font / size)

Subheads

Paragraphs aren’t too long


ACTIONABLE Create an Engagement Path

Include Calls-to-Action

§  Learn from Ikea!

§  Where should people go next?

§  Recommend Content

§  Encourage Comments

§  Include Call-to-actions

CREATE AN ENGAGEMENT PATH

Calls-to-Action

Clarity

Context

Targeting

CLARITY

Is the action and value obvious?

CONTEXT

…is everything.


L


J

TARGETING


Generic

L


Tailored

J


SHARABLE Is it worth sharing?

Is it easy to share your content?

Are you asking them to share it?


Add This


Does your content experience scale to any screen size?

SCALABLE

No? Feel the wrath of

Google and sacrifice

conversion rates.


Is there value for the individual?

Is it personalized?

Can they find what they want?

Is the experience tailored?

YOU-ORIENTED


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By Persona

Easy for your audience and your team to find.

Great, but how actually get email addresses?


Optimizing for Subscribers & Leads

1.  Company Blog

2.  Resource Center

3.  Gating Premium Content


COMPANY BLOG OPTIMIZING THE


Company Blog Build Subscribers à Drive Traffic, Build Growth


Source: anumhussain.com

Company Blog Build Subscribers à Drive Traffic, Build Growth

Design + Value + No Distractions = 8% Conversion Rate


EmbedForm

Personalized

Bounce Exchange, ConversionMonk, HubSpot, Uberflip

We boosted blog subscribers by 9X

in one month with this guy.


Source: anumhussain.com

Company Blog Generating Leads

Text Link (first link has the most weight)

CTAs (bottom, side, slide-in)

Pop-Up / Overlay / Nested Form


RESOURCE CENTER OPTIMIZING YOUR


RESOURCE CENTER OPTIMIZING YOUR

Same rules apply! But think about leads (not subscribers)


This tells me nothing!


GENERATE LEADS GATING CONTENT TO

Should I gate it, or leave it?


What is your goal?

More leads

Increase awareness and reach

Is the content

high value? Yes!

Leave It No

No Is there a

big enough audience?

Yes! Gate It! Content

2 APPROACHES TO GATE CONTENT

(1) LANDING PAGES (2) OVERLAY CTAs


ü  Simple, clear and concise

ü  Call-to-action

ü  Optimize forms for goals

ü  Add a human being

Landing Pages


ü  Concise message

ü  Context matters

ü  Source traffic matters

CTA Overlays


A few examples…


Limited fields (using progressive profiling)

Responsive

Compelling messaging

Eliminating steps


Only one field (higher conversion)

Relevant Image

Credibility

Value prop is clear

Clear CTA


Lots of fields (better qualifies leads)

Relevant Image

Responsive experience

Descriptive, value prop

Clear call-to-action


Smart fields and Progressive Profiling

Always be

testing.


Landing Page


Landing Page CTA Overlay


250% increase in conversion

Landing Page CTA Overlay


KEY TAKEAWAYS

A Good (Responsive) Experience

Clear, Contextual, Targeted CTAs

Tailor the Experience

Gate Valuable Content

Test, Test, Test


Free eBook

Learn when and how to gate content for lead generation.

ubrflp.in/gatecontent


Tweet @uberflip and show us you

know how to rock a pink headband!

Ann Handley’s

Dog!


THANK YOU!

Questions?

hub.uberflip.com

@HanaAbaza