@uberflip @Snap_App

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Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie

Hana Abaza VP Marketing, Uberflip @hanaabaza

HOW TO DESIGN COMPELLING CONTENT

EXPERIENCES

@uberflip @Snap_App

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WHY  COMPELLING  CONTENT?  

Noise  

Providing  value  

Be=er  data    

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NOISE:  CONTENT  MARKETING  IS  HARD  

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93%  of  marketers  planned  to  increase  or  maintain  their  content  output  in  2015.”  

“ YET,  WE’RE  CONTINUING  TO  PRODUCE  CONTENT  

 —  The  Economist  Group  

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93  %  

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IS  ALL  CONTENT  CREATED  EQUAL?  

Only  36%  of  marketers  believe  sta\c  content  is  effec\ve  at  engaging  buyers.”      —DemandMetric  

“

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36  %  

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Solu*ons  win.  Help  the  buyer  get  educated  

ALWAYS  ADDING  VALUE  

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What  are  the  key  characteris\cs  of  content  that  had  a  meaningful  impact  on  your  percep\ons  of  a  brand?    -­‐The  Economist  Group    “

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“content that contained unique or timely information”

“it helped me understand complex issues in simple terms”

64  %  60  %  

Over                                          of  execu\ves  say  that  content  has  meaningful  impacts  on  the  percep\ons  of  the  brand  by  both  providing  unique  informa\on  and  helping  them  to  understand  complex  issues.  

60  %  

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CONTENT  ADDS  VALUE  

Over                                    of  execu\ves  say  that  content  has  meaningful  impacts  on  the  percep\ons  of  the  brand  by  both  providing  unique  informa\on  and  helping  them  to  understand  complex  issues.  

60  %  

@uberflip @Snap_App

BETTER  MARKETING  DATA  

Marketers  need  a  way  to  be8er  data  and  qualify  faster    

of  B2B  organiza\ons  iden\fy  conver\ng  qualified  leads  into  paying  customers  as  a  top  funnel  priority.  

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57  %  

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A  WINNING  COMBINATION  

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Compelling  content  enables  us  to  offer  something  our  prospects  really  want,  while  we  collect  be=er  data.    

A  WINNING  COMBINATION  

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Compelling  content  enables  us  to  offer  something  our  prospects  really  want,  while  we  collect  be=er  data.    

WHAT  IS  INTERACTIVE  CONTENT?  Any  content  where  the  prospect  has  to  ac\vely  par\cipate  -­‐  clicking,  answering  ques\ons,  and  learning  more      

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NATURALLY  COMPELLING  •  Interac\ve  content  offers  prospects  something  new  and  different    

•  Natural  human  desire  to  assess,  compete,  compare,  share    

•  Interac\ve  calls-­‐to-­‐ac\on  get  great  engagement    

   o  SnapApp  customers  get  an  

average  30%  click  rate  on  their  interac\ve  content    

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CUT  THROUGH  THE  NOISE  

“70%  of  marketers  believe  interac\ve  content  is  effec\ve  at  engaging  buyers.”  —DemandMetric    

70%  of  marketers  believe  interac\ve  content  is  effec\ve  at  engaging  buyers.”  —DemandMetric  

“

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MARKETERS CREATE COMPELLING EXPERIENCES

Break Through The Noise

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INTERACTIVE  CTAS  JUST  WORK  

CEB  got  great  results  with  “Take  Our  Quiz”:  

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•  54%  increased  click-­‐through  •  200k  in  pipeline  within  30  days  

54  %   $200k  increased  click-­‐through   in  pipeline  within  30  days  

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VALUE WITHOUT THE FUSS

Deliver Value

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DELIVER  VALUE  

Image  ideas:  SnapApp  character  helping  marketer  (from  the  Unitrends  holiday  customer  story)        

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ECOVA  -­‐  ASSESSMENT  

•  Benchmark  assessment    

•  Helps  prospects  make  strategic  decisions  and  be  more  compe\\ve  in  their  industry    

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SILKROAD  -­‐  CALCULATOR  

•  Cost  savings  calculator    

•  Helps  prospects  iden\fy  how  they  could  save  money  and  make  be=er  decisions  accordingly    

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@uberflip @Snap_App

MORE CONTENT TO CAPTURE ACTIONABLE DATA

Data Through Dialogue

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BETTER  MARKETING  DATA  Image  ideas…  funnel,  character  of  a  person  in  front  a  filled-­‐out  lead  form,  graphic  of  a  bunch  of  content  feeding  into  a  markeHng  automaHon  logo  cloud….    

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@uberflip @Snap_App

DIALOGUES,  NOT  MONOLOGUES  

You  can  ask  your  audience  a  direct  ques\on  and  get  a  direct  answer,  which  you  record  and  push  into  your  marke\ng  automa\on  system  

lead  scoring   •  lead  scoring  •  nurturing  •  sales  enablement    

nurturing  

sales  enablement  

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BLACKBAUD  -­‐  CALCULATOR  

Created  a  \me-­‐saving  calculator  their  sales  team  used  on  live  sales  calls  to  demonstrate  the  tangible  value  of  their  product    

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INTERACTIVE CONTENT FROM THOUGHT TO ACTION

Let’s Get Started

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WHAT  CAN  YOU  MAKE?    

OR  something  similar  to  what  we  just  did  for  the  partner  pages  

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@uberflip @Snap_App

WHAT  CAN  YOU  MAKE?    

OR  something  similar  to  what  we  just  did  for  the  partner  pages  

@uberflip

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@uberflip @Snap_App

START  WITH  YOUR  GOAL    

• What  informa\on  do  you  want  to  gather/share?    •  Is  this  lead  genera\on,  branding,  customer  success?    •  Is  this  a  quick  touch  or  part  of  a  larger  campaign?    

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WHERE’S  THE  VALUE?    

•  Entertainment  •  Distrac\on  •  Informa\on    •  Answers    •  Something  that  makes  them  look  good  in  front  of  their  peers,  etc.    

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ALIGN  VALUE  +  GOAL  

Think  about  it  within  the  context  of  the  rest  of  your  content  –  how  would  an  assessment  or  survey  support  your  long-­‐form  white  paper?    

VALUE GOAL

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ALIGN  VALUE  +  GOAL  

Think  about  it  within  the  context  of  the  rest  of  your  content  –  how  would  an  assessment  or  survey  support  your  long-­‐form  white  paper?    

Interactive Content

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USE  IT  EVERYWHERE  

•  The  great  thing  about  interac\ve  content  is  you  can  use  it  anywhere  you  would  use  sta\c  content  to  get  be=er  results    

•  Use  cases    o  Events  o  Blog  o  Paid  media  o  Social    o  Email    

•  Layer  it  into  all  your  campaigns  &  programs    

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EMAIL  

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PAID  MEDIA    

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SOCIAL  

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BLOG  

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EVENTS  

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It’s the content, stupid. “ experience����������� ������������������  

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Content marketing isn’t just about the content.

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Content marketing isn’t just about the content.

It’s about the execution.

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@uberflip @Snap_App

Content marketing isn’t just about the content.

It’s about the execution.

It’s about the experience.

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THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE

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THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE

1.  Define Your Goals

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1.  Define Your Goals

2.  Consider the Context

THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE

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1.  Define Your Goals

2.  Consider the Context

3.  Make it SASSY

THE CONTENT EXPERIENCE A FRAMEWORK TO OPTIMIZE

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Optimize Based On Your Goals

Increase Awareness

Is it shareable content?

Is it easy to share from your blog, resource center,

Content Hub, etc.?

Increase Subscribers

Are you asking for an email?

Are you delivering on your promise?

Increase Leads

Are you gating the right content, the

right way?

Are you leveraging call-to-actions?

Increase Lead Quality

Are you talking about the right

topics?

Are you talking to the right persona?

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Context

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…is everything.

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L

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J

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Scanable

Actionable

Shareable

Scalable

You-oriented

IS YOUR CONTENT SASSY?

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SCANABLE Easy To Read

Well Formatted

Instant value

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ACTIONABLE Create an Engagement Path

Include Calls-to-Action

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SHARABLE Is it worth sharing?

Is it easy to share your content?

Are you asking them to share it?

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Does your content experience scale to any screen size?

SCALABLE

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Is there value for the individual?

Is it personalized?

Can they find what they want?

Is the experience tailored?

YOU-ORIENTED

RESOURCES

Interactive Content and the Buyer’s Journey

Why B2B Marketers Should Care About Interactive Video

5 Steps to Repurpose Your Static Content

How to Create The Ultimate Interactive eBook

@uberflip @Snap_App

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QUESTION TIME!

Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie

Hana Abaza VP Marketing, Uberflip @hanaabaza

hub.uberflip.com

@uberflip @Snap_App

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