Want to vastly improve your content in 2019?
According to Convince & Convert, the first thing you need to do is stop thinking in terms of content marketing! Instead, think in terms of “content experiences.”
“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.”
Source: Convince & Convert
The content experience is described by UberFlip as, “the environment in which your content lives, how it’s structured and how it compels your prospects and customers to engage with your company.“
When you shift your thinking to “content experiences,” your focus changes from merely publishing a blog post to the entire content strategy, including personalization, organization, etc. And that’s what content marketing is all about, coming up with a strategy to engage your customers to buy your products and services.
Here are 3 ways to do it:
1. Bring your content to life with these four things
It’s no longer good enough to simply have content on your website and in your channels. Why? Because 60-70% of all content doesn’t get used at all, even though content is more important than ever!
That’s why it’s crucial to think about the entire experience and how you can leverage content with the following four things:
- Inbound marketing – generate content with the purpose of solving your customers and/or prospects’ problems, and make sure it’s accessible when and where they need it.
- Demand generation – direct people to content experiences that are personalized and lead to conversions.
- Account-based marketing – engage your desired accounts with personalized content experiences that drive sales.
- Sales enablement – empower your sales team with content they can distribute to prospects.
2. Add Personalized Content Experiences into Your Marketing Campaigns
In 2019, you’ll need a “content experience framework” to create and market personalized content for every stage of the buyer journey.
The Content Experience Framework shown above outlines five easy steps to help you focus, coordinate your team, and deliver genuinely meaningful content experiences, from start to finish.
3. Put Your Content in More Places to Boost Engagement
In a recent UberFlip Content Experience report, it was discovered that putting your content in more than one place (like placing it under different types of navigation in your website) can increase your content views by 8 times.
In other words, housing your content in more places results in more engagement. If you were to add two headings to your navigation bar, for example, you could increase content views by 200%. Let’s say your company creates an ebook on social media that would fit in a topical dropdown on your website. You could achieve a sizable bump in views by also placing that same content under a vertical focus or solution focus dropdown.
“The more specific and relevant your navigation is, the more likely people will be to view your content,” says Convince & Convert. If it takes 7 pieces of content to make your prospects sales-ready, it makes sense to personalize your content and make it easier for people to access it, moving them closer to conversions faster.
“As you begin to focus on your content’s environment, structure, and how your audience is compelled to engage, you’ll see content reach its full potential, perform the way it was intended, and prove the ROI of your content marketing,” states Uberflip. “That’s the power of focusing on the content experience.”