To improve your content marketing, you need to stop thinking about content marketing and start thinking about experiential content instead. Here's why:
The phrase content marketing has become too small and generic. Simply calling it content marketing and thinking of it in terms of sharing blogs, publishing articles, emailing eBooks, and promoting webinars dilutes the value and importance. of real content marketing. Content is the blood that flows through the veins of a company. Without it, there is no input. No sales support. No need arises. There is no social network. And also no sales.
UberFlip define the content experience as follows:
One content experience is the environment in there content life, how it's structured, and how it engages prospects and customers to interact with your company.
So, starting today, we're shifting our thinking to the entire content experience. Because when we shift mindset to experience, we shift focus from just publishing a blog post to personalization, organization, and whole strategy.
What is content marketing if it's not' about coming up with strategies to get customers to buy your products and services?
What is content marketing if it doesn't & # 039; Not about coming up with a strategy to get customers to buy your products and services? Click to Tweet
And I have the perfect way to change your mind and show you how companies like GE, Cisco, and SAP are implementing content experience strategies to dramatically improve their content marketing results. It is called Content Experience Rest a free 4-part webinar series that I recorded with my friend Randy Frisch at UberFlip. Don't worry, each webiNINE is short – only 9 minutes. It's fast, it's fun, and you'll be a content experience expert in the time it takes to drink a cup of coffee (or two).
If you prefer this kind of reading, here is a brief summary of what we discuss in Contents Experience Coffee Break :
1. Bring your content to life with inbound, demand, account-based marketing and sales support
Is simply yes The content on your website and in your channels isn't good enough anymore. In fact, according to a study by SiriusDecisions, 60 – 70% of all content goes unused at all. Sorry.
But content is more important than ever.
According to a study by SiriusDecisions, 60 – 70 % of all #content doesn & # 039; I do not know you. #ouch Click to Tweet
This is a summary of the Coffee Break Experience Content
Content related to inbound marketing. It is related to account-based marketing. It touches the need to create. And it touches on the ability to sell, to name a few. You can – and should – think about the entire experience and how you can leverage content with:
- Inbound marketing : create content that solves your prospect's problems and have it ready for them when and where they need it.
- Create demand : drive people to a personalized content experience and drive conversions/leads.
- Account-based marketing : engage your target accounts with personalized content experiences to accelerate progress and drive sales.
- Sales support: empower actual members of your sales team to consume content and distribute it to potential customers.
I love this example of account-based content Randy shared from Snowflake. See how Snowflake customizes the content for the account they're targeting? INCREDIBLE.
2. You can – and should – Scale personalized content experiences into your marketing campaigns
We talk a lot about your content marketing, but we don't really do it. I wrote about this over 6 years ago in my book Youtility .
For 2019, you need a content experience framework to create and market personalized content for every part of the buyer's journey. And you can download a great framework that UberFlip creates. With this schema, you can plan an end-to-end experience that works. It sounds more complicated than it is. This framework from UberFlip makes it easy.
3. And now the fun part! Increase engagement and conversions of your content by getting it elsewhere
Follow UberFlip Recent Content Experience Report (download now), by placing your content in many places (e.g. under different types of navigation in your website) you can increase your content views by 8X ( no, not 8% —8X)!
Placing your content in multiple places can increase views by more than 8X (yes, 8x, not 8 percent) Click to Tweet
It makes sense: if you put your content in more places, you'll get more engagement.
Creating new content isn't the only way to increase views and sales; you should also put content in more contextual places. In fact, adding more than two titles to your navbar can increase content views by 200%.
I like it.
For example, let's say our team at Convince & Convert creates a social ebook that matches the themed drop-down list on ConvinceandConvert.com. We can get a good view boost by placing the same content under the vertical focus or the drop-down solution focus.
Make sense: the more specific and relevant your navigation is, the more likely people are to see your content.
Not convinced of the business impact? Just remember: it takes 7 pieces of content to get your leads ready for sale. If you personalize your content and help potential customers access The easier your content is, the closer you'll get to the opportunity – faster. Cha-ching.
It takes 7 pieces of content to get your leads ready for sale. If you personalize your content and make it easier for potential customers to access your content, you & # 039; will bring them closer to the opportunity – faster. Click to Tweet
4. But now to the question: Who owns the content experience?
If content experience is so important (it is!), who is responsible for it in your organization? Here are a few options Randy and I discussed:
Content Marketers
I can make that case. If a content marketer is involved with storytelling and content, should they be in charge of the content experience? In small organizations, this makes sense.
Marketers create demand
On-demand marketers tend to be involved in lead nurturing and lead management, so they should care about the content they're using in lead nurturing campaigns. its ability. Putting on-demand marketers in charge of content experiences makes sense in some organizations.
Digital Marketer
If you are a digital marketer in charge of website content, you can own the content experience while working closely with the content curators.
And how about a new role: Content Experience Manager / Director / Vice President? This could be you!
Still pondering who owns the content experience? UberFlip has created an entire ebook on the subject. Check it out . Maybe you could be the first (or next?) Content Experience VP in your organization.
Now that you've shifted your focus from content marketing to the whole content experience, be sure to grab a coffee (or even beer, I don't judge) and join me. Contents Experience Coffee Break to see how you can get amazing returns from your content in 2019. See you there.
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