boost engagement with better content experiences
TRANSCRIPT
Jermaine ReyesContent Marketing Manager
Sam PattersonMarketing Manager
Only 30% of marketers believe that their content marketing is effective.
- Content Marketing Institute
Great content isn’t enough.
Views
Landing Visits
Click Throughs
DefiningEngagement
“Real people responding in measurable ways to your content.” -Neil Patel
Set clear objectives and goals.Pick the right metrics.
Assists
Shares
Leads
What do we mean by experience?
Scenario 1
Scenario 2
Environment has a profound impact on human behavior.
• Start with what you know about your ideal customer.• Learn as you go.
Constantly compile inventory of what resonates and what doesn’t. Even negative feedback is valuable!
Know Your Audience
Know not only what content your personas like to consume, but how they want to consume it.
Ask your customersA/B test content setupRecord and study behavior
Know Your Audience
Build an Engagement Path• Modify a piece of content to work for various buyer stages.• Make sure your content is aligned to various stages of the
journey, and is easy for consumers to find and access when they are at each stage.
• Use real time personalization.
YourContent
Top of Funnel
Middle of Funnel
Bottom of Funnel
By Account
By Persona
By Segment
By Vertical
By Topic
By Type
Choose Your Own Adventure
Organize your Content
Organize your Content
Organize your Content
• Create topic based nurture streams.• Let behavior drive nurture stream placement.• Test email format preference. • Use a consistent look.
Optimize for all Channels: Emails
• Go where your leads go.• Your content format should match the platform.• Make it easy for viewer to continue engagement with your
brand.
Optimize for all Channels: Forums, Blogs
• Re-engage inactive buyers• Respect channel preferences
Optimize for all Channels: Direct Mail
• Adapt existing content into videos.
• YouTube cards and end cards for continued engagement.
Optimize for All Channels:Video
Don’t try to “close on the first date.” Always start with the WHY.
Always Deliver Actual Value
Use Every Part of the Buffalo
Post-Purchase Experiences
YourContent
Top of Funnel
Middle of Funnel
Bottom of Funnel
By Account
By Persona
By Segment
By Vertical
By Topic
By Type
By End User
Engaged Customers
Example: Salesforce AppExchange
Example: Salesforce AppExchange
Example: Salesforce AppExchange
Example: Salesforce AppExchange
Define engagement for your business.
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5 Enhance experience across the buyer’s journey.
Use every part of the buffalo.
Start with what you know about your ideal customer.
Take the time!
Final Thoughts
QUESTIONS?Additional Resources:
Four Pillars of Content Marketing: link here
Tactile Marketing Automation Idea Book: http://pfl.com/dm
Sam PattersonMarketing Manager
@SamSheble
Jermaine ReyesContent Marketing Manager