How to Optimize the Content Experience for Lead Gen

HOW TO
HANA ABAZA
VP Marketing at Uberflip
EXPERIENCE
OPTMIZE THE CONTENT

@Uberflip #pipecon@HanaAbaza
ABOUT UBERFLIP
We help marketers create, manage
and optimize the content
experience – no IT required!
Power your content library, resource
center, blog and more.

GET LINKS.
FROM ALL THE
PLACES.

There are
over 152,000
blogs on the
Internet
Source: WPVirtuose

56,520 free
eBooks were
published last
year
Source: BuzzSumo Search

Guides
White Papers
Webinars
Etc. etc. etc…

People (and Google) Said “Stop It”

We Need Better Content, Not More Content

“Great content is useful, inspired and pathologically
empathetic to the needs of the people you’re
trying to reach .”
Ann Handley, COO at Marketing Profs
& Author of Everybody Writes
We Need Better Content, Not More Content

But wait,
there’s more!

( Marketing Existentialism)
If content is published and nobody
shares it, does it exist?

“Content is king, but distribution is queen and she wears the pants.”
Jonathan Perelman, Vice President at Buzzfeed

You’re smart. You know this.

You make ridiculously good content.

Your content is EVERYWHERE.

Your content is EVERYWHERE.
People are clicking!

And then you
send them to
your backyard.
#fail

Lost subscribers
Lost leads
Lost customers
Lost revenue
Wave Goodbye

HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE

Disclaimer: you have the right content to begin with.
Your best bet? Your sales team.

Align content creation with insight from sales.

Address (and reinforce) common pain points.

Address (and reinforce) common pain points.
Create content that manages objections.

Start Here
1.  Empower the sales team
2.  Ask for feedback
3.  Market to them!
*Multi-channel marketing works best for
sales reps J

Scanable
Actionable
Shareable
Scalable
You-oriented
SASSY

SCANABLE
Easy To Read
Well Formatted
Instant value

Subheads
Paragraphs
aren’t too long

ACTIONABLE
Create an Engagement Path
Include Calls-to-Action

§  Learn from Ikea!
§  Where should people go next?
§  Recommend Content
§  Encourage Comments
§  Include Call-to-actions
CREATE AN
ENGAGEMENT PATH

Calls-to-Action
Clarity
Context
Targeting

CLARITY
Is the action and
value obvious?

L

J

Generic
L

Tailored
J

SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?

Add This

Does your content experience scale to any screen size?
SCALABLE

No? Feel the wrath of
Google and sacrifice
conversion rates.

Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED

Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy for your audience and
your team to find.

Great, but how actually
get email addresses?

Optimizing for Subscribers & Leads
1.  Company Blog
2.  Resource Center
3.  Gating Premium Content

COMPANY BLOG
OPTIMIZING THE

Company Blog
Build Subscribers à Drive Traffic, Build Growth

Source: anumhussain.com
Company Blog
Build Subscribers à Drive Traffic, Build Growth

Design + Value + No Distractions = 8% Conversion Rate

Embed
Form

Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip

We boosted blog
subscribers by 9X
in one month
with this guy.

Source: anumhussain.com
Company Blog
Generating Leads
Text Link (first link has the most weight)
CTAs (bottom, side, slide-in)
Pop-Up / Overlay / Nested Form

RESOURCE CENTER
OPTIMIZING YOUR

RESOURCE CENTER
OPTIMIZING YOUR
Same rules apply! But think about leads (not subscribers)

This tells me
nothing!

GENERATE LEADS
GATING CONTENT TO

Should I gate it,
or leave it?

What is
your goal?
More leads
Increase
awareness
and reach
Is the
content
high value?
Yes!
Leave It No
No
Is there a
big enough
audience?
Yes! Gate It!Content

2 APPROACHES TO GATE
CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs

ü  Simple, clear and concise
ü  Call-to-action
ü  Optimize forms for goals
ü  Add a human being
Landing Pages

ü  Concise message
ü  Context matters
ü  Source traffic matters
CTA Overlays

A few examples…

Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps

Only one field
(higher conversion)
Relevant
Image
Credibility
Value prop is clear
Clear CTA

Lots of fields (better
qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action

Smart fields and
Progressive Profiling

Landing Page

Landing Page CTA Overlay

250% increase in conversion
Landing Page CTA Overlay

KEY TAKEAWAYS
A Good (Responsive) Experience
Clear, Contextual, Targeted CTAs
Tailor the Experience
Gate Valuable Content
Test, Test, Test

Free eBook
Learn when and how to gate
content for lead generation.
ubrflp.in/gatecontent

Tweet @uberflip
and show us you
know how to rock a
pink headband!
Ann
Handley’s
Dog!

THANK YOU!
Questions?
hub.uberflip.com
@HanaAbaza

How to Optimize the Content Experience for Lead Gen

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