boost engagement with better content experiences

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Jermaine Reyes Content Marketing Manager Sam Patterson Marketing Manager

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Page 1: Boost Engagement with Better Content Experiences

Jermaine ReyesContent Marketing Manager

Sam PattersonMarketing Manager

Page 2: Boost Engagement with Better Content Experiences

Only 30% of marketers believe that their content marketing is effective.

- Content Marketing Institute

Page 3: Boost Engagement with Better Content Experiences

Great content isn’t enough.

Page 4: Boost Engagement with Better Content Experiences

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

Page 5: Boost Engagement with Better Content Experiences

What do we mean by experience?

Page 6: Boost Engagement with Better Content Experiences

Scenario 1

Page 7: Boost Engagement with Better Content Experiences

Scenario 2

Page 8: Boost Engagement with Better Content Experiences

Environment has a profound impact on human behavior.

Page 9: Boost Engagement with Better Content Experiences
Page 10: Boost Engagement with Better Content Experiences

• 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

Page 11: Boost Engagement with Better Content Experiences

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

Page 12: Boost Engagement with Better Content Experiences

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

Page 13: Boost Engagement with Better Content Experiences

Choose Your Own Adventure

Page 14: Boost Engagement with Better Content Experiences

Organize your Content

Page 15: Boost Engagement with Better Content Experiences

Organize your Content

Page 16: Boost Engagement with Better Content Experiences

Organize your Content

Page 17: Boost Engagement with Better Content Experiences

• Create topic based nurture streams.• Let behavior drive nurture stream placement.• Test email format preference. • Use a consistent look.

Optimize for all Channels: Emails

Page 18: Boost Engagement with Better Content Experiences

• 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

Page 19: Boost Engagement with Better Content Experiences

• Re-engage inactive buyers• Respect channel preferences

Optimize for all Channels: Direct Mail

Page 20: Boost Engagement with Better Content Experiences

• Adapt existing content into videos.

• YouTube cards and end cards for continued engagement.

Optimize for All Channels:Video

Page 21: Boost Engagement with Better Content Experiences

Don’t try to “close on the first date.” Always start with the WHY.

Always Deliver Actual Value

Page 22: Boost Engagement with Better Content Experiences

Use Every Part of the Buffalo

Page 23: Boost Engagement with Better Content Experiences

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

Page 24: Boost Engagement with Better Content Experiences

Example: Salesforce AppExchange

Page 25: Boost Engagement with Better Content Experiences

Example: Salesforce AppExchange

Page 26: Boost Engagement with Better Content Experiences

Example: Salesforce AppExchange

Page 27: Boost Engagement with Better Content Experiences

Example: Salesforce AppExchange

Page 28: Boost Engagement with Better Content Experiences

Define engagement for your business.

1

2

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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

Page 29: Boost Engagement with Better Content Experiences

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