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How to Design Compelling Content Experiences

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HOW TO DESIGN COMPELLING CONTENT EXPERIENCES Hana Abaza VP Marketing, Uberflip @hanaabaza #uberwebinar @uberflip @Snap_App Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie


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We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) #uberwebinar @uberflip @Snap_App


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We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) Join in on Twitter #uberwebinar @uberflip @Snap_App


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WHY  COMPELLING  CONTENT?   Noise   Providing  value   Be=er  data     #uberwebinar @uberflip @Snap_App


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NOISE:  CONTENT  MARKETING  IS  HARD   #uberwebinar @uberflip @berflip @Snap_App


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YET,  WE’RE  CONTINUING  TO  PRODUCE  CONTENT   “ 93%  of  marketers   planned  to  increase  or   maintain  their  content   output  in  2015.”     #uberwebinar @uberflip @Snap_App —  The  Economist  Group  


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IS  ALL  CONTENT  CREATED  EQUAL?   “ Only  36%  of   marketers  believe   sta\c  content  is   effec\ve  at   engaging  buyers.”       —DemandMetric   #uberwebinar @uberflip @Snap_App


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ALWAYS  ADDING  VALUE   Solu*ons  win.   Help  the  buyer  get  educated   #uberwebinar @uberflip @Snap_App


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CONTENT  ADDS  VALUE   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.   #uberwebinar @uberflip @Snap_App


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BETTER  MARKETING  DATA   57   %   #uberwebinar of  B2B  organiza\ons  iden\fy  conver\ng   qualified  leads  into  paying  customers  as   a  top  funnel  priority.   @uberflip @Snap_App


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A  WINNING  COMBINATION   Compelling  content  enables  us  to  offer  something  our   prospects  really  want,  while  we  collect  be=er  data.     #uberwebinar @uberflip @Snap_App


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A  WINNING  COMBINATION   Compelling  content  enables  us  to  offer  something  our   prospects  really  want,  while  we  collect  be=er  data.     #uberwebinar @uberflip @Snap_App


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


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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           #uberwebinar o  SnapApp  customers  get  an   average  30%  click  rate  on  their   interac\ve  content     @uberflip @Snap_App


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CUT  THROUGH  THE  NOISE   “ 70%  of   marketers   believe   interac\ve   content  is   effec\ve  at   engaging   buyers.”   —DemandMetric   #uberwebinar @uberflip @Snap_App


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Break Through The Noise MARKETERS CREATE COMPELLING EXPERIENCES #uberwebinar @uberflip @Snap_App


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INTERACTIVE  CTAS  JUST  WORK   54   %   increased  click-­‐through   #uberwebinar @uberflip @Snap_App $200k   in  pipeline  within  30  days  


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Deliver Value VALUE WITHOUT THE FUSS #uberwebinar @uberflip @Snap_App


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DELIVER  VALUE   #uberwebinar @uberflip @Snap_App


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ECOVA  -­‐  ASSESSMENT   •  Benchmark   assessment     •  Helps  prospects   make  strategic   decisions  and  be   more  compe\\ve  in   their  industry     #uberwebinar @uberflip @Snap_App


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SILKROAD  -­‐  CALCULATOR   •  Cost  savings   calculator     •  Helps  prospects   iden\fy  how  they   could  save  money   and  make  be=er   decisions  accordingly     #uberwebinar @uberflip @Snap_App


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Data Through Dialogue MORE CONTENT TO CAPTURE ACTIONABLE DATA #uberwebinar @uberflip @Snap_App


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BETTER  MARKETING  DATA   #uberwebinar @uberflip @Snap_App


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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   nurturing   sales  enablement   #uberwebinar @uberflip @Snap_App


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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     #uberwebinar @uberflip @Snap_App


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Let’s Get Started INTERACTIVE CONTENT FROM THOUGHT TO ACTION #uberwebinar @uberflip @Snap_App


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WHAT  CAN  YOU  MAKE?     #uberwebinar @uberflip @Snap_App


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WHAT  CAN  YOU  MAKE?     #uberwebinar @uberflip @Snap_App


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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?     #uberwebinar @uberflip @Snap_App


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WHERE’S  THE  VALUE?     •  •  •  •  •  #uberwebinar Entertainment   Distrac\on   Informa\on     Answers     Something  that  makes  them  look  good  in   front  of  their  peers,  etc.     @uberflip @Snap_App


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ALIGN  VALUE  +  GOAL   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?     #uberwebinar @uberflip @Snap_App


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ALIGN  VALUE  +  GOAL   Interactive Content Think  about  it  within  the  context  of  the  rest  of   your  content  –  how  would  an  assessment  or   survey  support  your  long-­‐form  white  paper?     #uberwebinar @uberflip @Snap_App


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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  o  o  o  o  Events   Blog   Paid  media   Social     Email     •  Layer  it  into  all  your  campaigns  &  programs     #uberwebinar @uberflip @Snap_App


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EMAIL   #uberwebinar @uberflip


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PAID  MEDIA     #uberwebinar @uberflip


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SOCIAL   #uberwebinar @uberflip


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BLOG   #uberwebinar @uberflip


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EVENTS   #uberwebinar @uberflip


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“ It’s the content, stupid. experience


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Content marketing isn’t just about the content. #uberwebinar @uberflip @Snap_App


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Content marketing isn’t just about the content. It’s about the execution. #uberwebinar @uberflip @Snap_App


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Content marketing isn’t just about the content. It’s about the execution. It’s about the experience. #uberwebinar @uberflip @Snap_App


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A FRAMEWORK TO OPTIMIZE THE CONTENT EXPERIENCE #uberwebinar @uberflip @Snap_App


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A FRAMEWORK TO OPTIMIZE THE CONTENT EXPERIENCE 1.  Define Your Goals #uberwebinar @uberflip @Snap_App


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A FRAMEWORK TO OPTIMIZE THE CONTENT EXPERIENCE 1.  Define Your Goals 2.  Consider the Context #uberwebinar @uberflip @Snap_App


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A FRAMEWORK TO OPTIMIZE THE CONTENT EXPERIENCE 1.  Define Your Goals 2.  Consider the Context 3.  Make it SASSY #uberwebinar @uberflip @Snap_App


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Optimize Based On Your Goals Increase Awareness Increase Subscribers Increase Leads Is it shareable content? Is it easy to share from your blog, resource center, Content Hub, etc.? #uberwebinar Are you asking for an email? Are you gating the right content, the right way? Are you delivering on your promise? Are you leveraging call-to-actions? @uberflip @Snap_App Increase Lead Quality Are you talking about the right topics? Are you talking to the right persona?


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Context #uberwebinar @uberflip @Snap_App


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…is everything. #uberwebinar @uberflip @Snap_App


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L #uberwebinar @uberflip @Snap_App


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J #uberwebinar @uberflip @Snap_App


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IS YOUR CONTENT SASSY? Scanable Actionable Shareable Scalable You-oriented #uberwebinar @uberflip @Snap_App


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SCANABLE Easy To Read Well Formatted Instant value #uberwebinar @uberflip @Snap_App


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ACTIONABLE Create an Engagement Path Include Calls-to-Action #uberwebinar @uberflip @Snap_App


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SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it? #uberwebinar @uberflip @Snap_App


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SCALABLE Does your content experience scale to any screen size? #uberwebinar @uberflip @Snap_App


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YOU-ORIENTED Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? #uberwebinar @uberflip @Snap_App


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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 #uberwebinar @uberflip @Snap_App


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QUESTION TIME! Hana Abaza VP Marketing, Uberflip @hanaabaza Vanessa Porter Senior Marketing Manager, SnapApp @NessieBessie hub.uberflip.com #uberwebinar @uberflip @Snap_App


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