how to fix your broken resources center

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Michael Keshen Marketing Specialist Hana Abaza Director of Marketing HOW TO FIX YOUR BORING RESOURCES CENTER #ubercontent

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Whether you’re creating eBooks, blog posts or presentations, your content will typically find its home on your resources page. Unfortunately, much focus will be devoted towards creating and promoting your content, with your poor resources page being the forgotten stepchild of your strategy. In this presentation, we’ll go over how to make your resources page an essential part of your website rather than a place where content is sent to die. You’ll learn best practices on: - Centralizing & organizing all of your content marketing - Fostering continuous engagement with your content - Self-managing your resources page on your own - no IT department - Utilizing your content to generate more leads

TRANSCRIPT

Page 1: How To Fix Your Broken Resources Center

Michael Keshen Marketing Specialist

Hana Abaza Director of Marketing

HOW TO FIX YOUR BORING RESOURCES CENTER

#ubercontent

Page 2: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

MARKETERS PRODUCE A TON OF CONTENT

§  93% of B2B marketers use content marketing

§  60% of marketers create at least 1 piece of content per week

§  73% of B2B marketers are producing more content than they

did a year ago

CMI, EMARKETER

Page 3: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

AND YET…

Page 4: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

ONLY 42% OF B2B MARKETERS SAY

THEY’RE EFFECTIVE AT CONTENT MARKETING

CMI

Page 5: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

THINK OF YOUR CHILDHOOD BEDROOM CLOSET

§  When you’re done with a toy, you toss it into

your closet

§  Years later, it’s time to sort through all these

long-forgotten gems

Page 6: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

MARKETERS TREAT THEIR RESOURCE CENTERS LIKE THEIR CLOSET

§  When a campaign is finished, content is

tossed into the resources page

§  Little strategy for how audience will

continue “playing” with their content

Page 7: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

WHAT SHOULD A RESOURCES CENTER DO?

§  Provide visitors with relevant & value content to enjoy

§  Increase engagement with visitors

§  Generate more leads for your business

Page 8: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

TOP 5 RESOURCE CENTER MISTAKES

Page 9: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

CONTENT ORGANIZED BY TYPE

§  Focuses on form, not function

§  Audience isn’t necessarily interested in a

type of content

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Page 10: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

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Page 11: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

CREATED LIKE A STATIC WEBSITE

§  Must have “final version” before it goes live

§  Difficult to make changes

§  Costly to produce – time and resources

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Page 12: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

LOTS OF DEAD ENDS

§  Nowhere to go after they open your PDF

§  Visitors have to figure out where to go next

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Page 13: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

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Page 14: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

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Page 15: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

IRRELEVANT CALL-TO-ACTIONS

§  Only one generic CTA used

§  Comes on too strong or not strong enough

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Page 16: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

IRRELEVANT CALL-TO-ACTIONS 4

Don't����������� ������������������  put����������� ������������������  a����������� ������������������  

'beginner'����������� ������������������  CTA����������� ������������������  

next����������� ������������������  to����������� ������������������  'advanced'����������� ������������������  

content����������� ������������������  

Page 17: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

IRRELEVANT CALL-TO-ACTIONS 4

Much����������� ������������������  

better!����������� ������������������  

Page 18: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

NO CONTENT AUDITS

§  Is your content still relevant & useful?

§  Is everything still organized properly?

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Page 19: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

TOP 5 RESOURCES CENTER MUST-HAVES

Page 20: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

CONTENT THAT IS RELEVANT

§  Categorized by function, not form

§  Content regularly posted for all

topics & buyer personas

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78% of CMOs believe custom content is

the future of marketing (DemandCentric)

Page 21: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

MARKETING PROFS

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Page 22: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

ENGAGEMENT PATH WITH NO DEAD ENDS

§  It’s clear where to go next

§  Always more content to discover

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Page 23: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

VISUAL.LY

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Page 24: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

EASY FOR MARKETERS TO UPDATE CONTENT

§  New content can be added & organized

§  Managed by marketers – not IT

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Page 25: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

EASY FOR MARKTERS TO PROMOTE & GATE

§  Add & update relevant CTAs

§  Restrict access to premium content

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Page 26: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

4

MONETATE

Page 27: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

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MONETATE

250%����������� ������������������  ����������� ������������������  increase����������� ������������������  in����������� ������������������  conversion!����������� ������������������  

Page 28: How To Fix Your Broken Resources Center

HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent

WORKS NICELY WITH MARKETING ECOSYSTEM

§  Leads are sent to marketing automation

§  Visitor activity is measurable & synced

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Page 29: How To Fix Your Broken Resources Center

THANK YOU!

@uberflip [email protected] hub.uberflip.com

#ubercontent