This Is the One Thing You Can Do to Vastly Improve Your Content Marketing

vastly improve content marketing

To improve your content marketing, you need to stop thinking in
terms of content marketing and start thinking in terms of content
experiences instead. Here’s why:

The phrase content marketing has become so watered down
and generic. Simply calling it content marketing and thinking
about it in terms of sharing blogs, publishing articles, emailing
ebooks and promoting webinars dilutes how valuable and important
content marketing truly is. Content is the blood that runs through
the veins of a company. Without it, there is no inbound. No sales
enablement. No demand generation. No social media. And no sales
too.

UberFlip defines the content
experience as this:

A content experience is the environment in which your
content lives, how it’s structured and how it compels your
prospects and customers to engage with your company.

So starting today, we’re going to shift our thinking to the
entire content experience. Because when we shift our thinking to
experiences, we change the focus from simply publishing a blog post
to personalization, organization, and the entire strategy
instead.

What is content marketing if it isn’t about coming up with a
strategy to engage your customers to buy your products and
services?

What is content marketing if it isn’t about coming up with a
strategy to engage your customers to buy your products and
services?

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And I have the perfect way to shift your thinking and show you
how companies like GE, Cisco and SAP are implementing a content
experience strategy to vastly improve their content marketing
results. It’s called
The Content Experience Coffee Break
, a no-cost, 4-part
webinar series I recorded with my friend Randy Frisch at
UberFlip. Don’t worry, each webiNINE is short — only 9 minutes.
It’s fast, it’s fun, and you’ll become a content experience
expert in the time it takes to drink a cup of coffee (or two).

If you’re more of a reading type, here’s a brief recap of
what we discuss in
The Content Experience Coffee Break
:

1. Bring Your Content to Life with Inbound Marketing, Demand Gen,
Account-Based Marketing and Sales Enablement

Simply having content on your website and in your channels
isn’t good enough anymore. In fact, according to a study by
SiriusDecisions, 60-70% of all content doesn’t get used at all.
Ouch.

But content is more important than ever.

According to a study by SiriusDecisions, 60-70% of all #content
doesn’t get used at all. #ouch

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b2b content statistic

Here’s a sneak peek of the Content Experience Coffee Break

Content touches inbound marketing. It touches account-based
marketing. It touches demand generation. And it touches sales
enablement, to name a few. You can — and should — think about
the entire experience and how you can leverage content with:

  1. Inbound marketing: create content that solves
    your prospects’ problems, and have it ready for them when and
    where they need it.
  2. Demand generation: drive people to content
    experience that are personalized and drive conversions/leads.
  3. Account-based marketing: engage your target
    accounts with personalized content experiences that accelerate
    pipeline and drive sales.
  4. Sales enablement: empower actual members of
    your sales team to use content and distribute it to prospects.
abm content example

I love this example of account-based content that Randy shared
from Snowflake. See how Snowflake customized the content for the
account they were targeting? AWESOME.

2. You Can — and Should — Scale Personalized Content
Experiences Into Your Marketing Campaigns

We talk so much about marketing your content, but we don’t
actually do it. I wrote about this more than 6 years ago in my book
Youtility.

For 2019, you need a content experience framework to create and
market personalized content for every part of the buyer journey.
And you can download
an awesome framework that UberFlip created
. With this schema,
you can plan for an end-to-end experience that works. It sounds
more complicated than it is. This framework from UberFlip makes it
easy.

content experience framework

3. And Now the Fun Part! Boost Your Content Engagement &
Conversions by Putting it in More Places

According to recent UberFlip’s
Content Experience report
 (download it now), by putting your
content in more than one place (for example, under different types
of navigation in your website), you can increase your content views
by 8X (no, not 8%—8X)!

Placing your content in more than one place can increase views
by more than 8X (yes, 8 times, not 8 percent)

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It makes sense: if you house your content in more places,
you’ll get more engagement.

Creating new content isn’t the only way to increase views and
sales; you should place the content in more contextual places
too.  In fact, adding more than two headings to your navigation
bar can increase content views by 200%.

navigation statistic

I like it.

For example, let’s say our team at Convince & Convert
creates an ebook on social media that would fit in a topical
dropdown on ConvinceandConvert.com. We could achieve a nice bump in
views by also placing that same content under a vertical focus or
solution focus dropdown.

It makes sense: the more specific and relevant your
navigation is, the more likely people will be to view your
content.

Not convinced on the business impact? Just remember: it takes 7
pieces of content to make your prospects sales-ready. If you
personalize your content and make it easier for prospects to access
your content, you’ll move them closer to opportunities —
faster. Cha-ching.

It takes 7 pieces of content to make your prospects sales-ready.
If you personalize your content and make it easier for prospects to
access your content, you’ll move them closer to opportunities —
faster.

Click To Tweet

4. But Now Comes the Question: Who Owns the Content Experience?

If the content experience is so important (it is!), who is in
charge of it in your organization? Here are a few options Randy and
I discussed:

The Content Marketer

I can make that case. If a content marketer is involved with
storytelling and content assets, they should be in charge of the
content experience? In small organizations, this makes sense.

The Demand Generation Marketer

Demand gen marketers tend to be involved with lead nurturing and
lead management, so they should care about what content they’re
using in their lead nurturing campaigns. Having the demand gen
marketer be in charge of the content experience would make sense in
some organizations.

The Digital Marketer

If you’re a digital marketer in charge of website content, it
would probably make sense for you to own the content experience,
while working closely with the content manager too.

And how about a new role: the Content Experience
Manager/Director/VP?
 This could be you!

Still pondering who owns the content experience? UberFlip
created an entire ebook on this topic.
Check it out
. Maybe you could be the first (or next?) Content
Experience VP in your organization.

Now that you’ve shifted your focus from content marketing to
the entire content experience, make sure to grab a coffee (or even
a beer, I don’t judge), and join me for
The Content Experience Coffee Break
 to see how you
can achieve incredible gains from your content in 2019. See you
there. 

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This Is the One Thing You Can Do to Vastly Improve Your Content
Marketing
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