When you break it down, it’s not content that converts visitors, that compels them to opt-in to your marketing. If it was that easy, quantity and quality would be all you needed. But no, it’s the experience that ties it all together. Can you attract an audience with value, encourage them to interact with content that engages them, and deliver the right call to action at the right time? In this presentation, Uberflip’s Hana Abaza and SnapApp’s Vanessa Porter discuss how to leverage new interactive content formats in tandem with a content experience that’s optimized to make it all work.

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

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

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

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

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

6. 93%
of
marketers
planned
to
increase
or
maintain
their
content
output
in
2015.”
“
YET,
WE’RE
CONTINUING
TO
PRODUCE
CONTENT
—
The
Economist
Group
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

7. IS
ALL
CONTENT
CREATED
EQUAL?
Only
36%
of
marketers
believe
stac
content
is
effecve
at
engaging
buyers.”
—DemandMetric
“
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

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

9. @uberflip#uberwebinar#uberwebinar
CONTENT
ADDS
VALUE
Over
of
execuves
say
that
content
has
meaningful
impacts
on
the
percepons
of
the
brand
by
both
providing
unique
informaon
and
helping
them
to
understand
complex
issues.
60
%
@uberflip @Snap_App

10. BETTER
MARKETING
DATA
of
B2B
organizaons
idenfy
converng
qualified
leads
into
paying
customers
as
a
top
funnel
priority.
@uberflip#uberwebinar
57
%
#uberwebinar @uberflip @Snap_App

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

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

13. WHAT
IS
INTERACTIVE
CONTENT?
Any
content
where
the
prospect
has
to
acvely
parcipate
-­‐
clicking,
answering
quesons,
and
learning
more
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

14. NATURALLY
COMPELLING
• Interacve
content
offers
prospects
something
new
and
different
• Natural
human
desire
to
assess,
compete,
compare,
share
• Interacve
calls-­‐to-­‐acon
get
great
engagement
o SnapApp
customers
get
an
average
30%
click
rate
on
their
interacve
content
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

15. CUT
THROUGH
THE
NOISE
70%
of
marketers
believe
interacve
content
is
effecve
at
engaging
buyers.”
—DemandMetric
“
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

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

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

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

19. DELIVER
VALUE
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

20. ECOVA
-­‐
ASSESSMENT
• Benchmark
assessment
• Helps
prospects
make
strategic
decisions
and
be
more
compeve
in
their
industry
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

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

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

23. BETTER
MARKETING
DATA
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

24. DIALOGUES,
NOT
MONOLOGUES
You
can
ask
your
audience
a
direct
queson
and
get
a
direct
answer,
which
you
record
and
push
into
your
markeng
automaon
system
lead
scoring
nurturing
sales
enablement
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

25. BLACKBAUD
-­‐
CALCULATOR
Created
a
me-­‐
saving
calculator
their
sales
team
used
on
live
sales
calls
to
demonstrate
the
tangible
value
of
their
product
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

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

27. WHAT
CAN
YOU
MAKE?
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

28. WHAT
CAN
YOU
MAKE?
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

29. START
WITH
YOUR
GOAL
• What
informaon
do
you
want
to
gather/share?
• Is
this
lead
generaon,
branding,
customer
success?
• Is
this
a
quick
touch
or
part
of
a
larger
campaign?
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

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

31. 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
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

32. 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
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

33. USE
IT
EVERYWHERE
• The
great
thing
about
interacve
content
is
you
can
use
it
anywhere
you
would
use
stac
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
@uberflip#uberwebinar#uberwebinar @uberflip @Snap_App

34. EMAIL
@uberflip#uberwebinar @uberflip#uberwebinar

35. PAID
MEDIA
@uberflip#uberwebinar @uberflip#uberwebinar

36. SOCIAL
@uberflip#uberwebinar

37. BLOG
@uberflip#uberwebinar @uberflip#uberwebinar

38. EVENTS
@uberflip#uberwebinar @uberflip#uberwebinar

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

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

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

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

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

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

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

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

50. #uberwebinar @uberflip @Snap_App
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?

51. #uberwebinar @uberflip @Snap_App
Context

52. #uberwebinar @uberflip @Snap_App
…is everything.

53. #uberwebinar @uberflip @Snap_App
L

54. #uberwebinar @uberflip @Snap_App
J

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

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

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

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

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

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

61. 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#uberwebinar

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