The Ultimate Guide to Content Experience

Creating effective content goes beyond simply creating content. You could have the most amazing content in the world, but it still might not perform optimally. Here’s why…

We believe content is the most effective way to ignite meaningful relationships. But even the greatest content must be combined with a remarkable experience to reach its full potential.

—Yoav Schwartz, Co-founder & CEO of Uberflip

The Process of Building Effective Content

The content marketing process has typically been defined by a three-pillar system:

the process of — you guessed it — creating content.

the process of getting eyeballs on your content.

the process of measuring and reporting on those eyeballs.

This three-pillar system is flawed. It’s missing one very important pillar that accounts for content management, engagement, lead generation, sales enablement, and more.

Behold... the fourth pillar

Even the most amazing content must be paired with a remarkable content experience to reach its full potential.

But, what exactly does “experience” mean, and how can you build and optimize a content experience?

KEEP READING

Quick Exercise:
Choose a Scenario

You’re drinking a piña colada. It’s the exact same piña colada, but you have to drink it in one of two scenarios. Which scenario would you choose?

Scenario 1

You’re drinking the piña colada in your backyard. You see your unmown lawn, you smell your neighbor’s garbage, and you’re distracted by cars honking on the street.

Choose Backyard

Scenario 2

You’re drinking the piña colada on a tropical beach. You’re stretched out in a lounge chair, you hear the gentle sound of waves rolling in and feel the sun shining on your face… ahhh!

Choose Beach

Backyard it is!

You chose to drink your piña colada in your backyard. {{statistic01}}% of people agree with you.

Being home is great but why would you pick smelling your neighbors garbage over the smell of the sea? The environment has a profound impact on human behavior. While you might enjoy that piña colada's flavor and taste, you will not be as relaxed in this atmosphere as you would have been in Scenario 2.

So, why do experiences matter?

Your content experience can make or break your content’s performance.
Content works… but it can work even better.

Go figure!

You chose to drink your piña colada on a tropical beach. {{statistic02}}% of people agree with you.

You really know how to experience life! Environment has a profound impact on human behavior. Drinking the piña colada on a quiet, sunny beach won’t just further your enjoyment of your drink — it will increase the likelihood that you’ll order another.

So, why do experiences matter?

Your content experience can make or break your content’s performance.
Content works… but it can work even better.

Did You Know?

The average quiz is shared 1900 times

True or False

Over 50% of B2B buyers use white papers to inform a purchase decision

TRUE False

CORRECT!

83% of B2B buyers use white papers to inform a purchase decision

WRONG ANSWER

83% of B2B buyers use white papers to inform a purchase decision

72% of B2B marketers cite creating engaging content as their top priority for internal content creators

Test Your Knowledge

85% B2B marketing teams identify which of the following as their main goal?

Content Marketing Lead Gen Sales

CORRECT!

85% of B2B marketing teams say lead generation is their main goal

WRONG ANSWER

85% of B2B marketing teams say lead generation is their main goal

Personalized CTAs convert 42% better than generic CTAs

47% of marketers cite IT roadblocks as a barrier to adapting personalization

Find Out More

Are you ready to put your content in a remarkable content experience?

The Ultimate Guide to Content Experience is full of tips and tricks to help you get started!

Here are some of the topics covered:

Discoverability

SMarketing & Beyond

Why Your CMS Wont Cut It

Discoverability

A well-optimized content experience allows organizations to strategically organize their content so the end-user can easily discover the information they need to continue along the buyer journey.

A few common examples of content silos include:

Organizing by content format or type instead of topic
Letting your content pile up by date
Sending your inbound traffic outbound

LEARN HOW TO IMPROVE YOUR CONTENT’S DISCOVERABILITY

Discoverability

SMarketing & Beyond

Why Your CMS Wont Cut It

SMarketing & Beyond

A healthy relationship between Sales and Marketing is vital to any B2B organization’s success. One of the best ways to nurture and strengthen this “SMarketing” relationship is through content. Sales can provide valuable insights that can fuel Marketing’s content strategy, and Marketing (as the central source of content creation) can provide content that Sales can tailor and leverage to help them close deals.

This can happen through a variety of use cases, including:

Building a content library for sales enablement
Providing a tailored content experience
Account-based marketing

LEARN HOW TO ENABLE YOUR SALES TEAM WITH CONTENT

Discoverability

SMarketing & Beyond

Why Your CMS Wont Cut It

Why Your CMS Won't Cut It

A traditional CMS is designed for building static web pages. Despite the number of plugins that are available to encourage engagement and lead generation, it can be difficult to fudge together and manage your content experience when you’ve built it from the same blueprint as Frankenstein’s monster.

In addition to aggregating and managing large quantities of content, as well as allowing your content to be leveraged from all corners of your organization, the solution you choose to build your content experience needs to be able to:

Provide a responsive experience
Seamlessly integrate with the rest of your technology stack
Eliminate IT barriers

LEARN WHAT IT TAKES TO BUILD A CONTENT EXPERIENCE

Additional Assets

Below are additional assets that can help you in optimizing your content experience.

Get your content marketing stack graded and discover new tools to improve your content

Grade my Stack

Learn Sonia Simone’s tips for how to create better experiences through content and social media

Listen To Podcast

Learn how to choose the right content marketing software for your organization

Read Article

Your content deserves a remarkable experience.

READ THE FULL EBOOK

The Ultimate Guide to Content Experience

The Process of Building Effective Content

This three-pillar system is flawed. It’s missing one very important pillar that accounts for content management, engagement, lead generation, sales enablement, and more.

Quick Exercise:Choose a Scenario

Scenario 1

Scenario 1

Scenario 2

Scenario 2

Backyard it is!

You chose to drink your piña colada in your backyard. {{statistic01}}% of people agree with you.

So, why do experiences matter?

Your content experience can make or break your content’s performance. Content works… but it can work even better.

Go figure!

You chose to drink your piña colada on a tropical beach. {{statistic02}}% of people agree with you.

So, why do experiences matter?

Your content experience can make or break your content’s performance. Content works… but it can work even better.

Did You Know?

The average quiz is shared 1900 times

True or False

Over 50% of B2B buyers use white papers to inform a purchase decision

CORRECT!

83% of B2B buyers use white papers to inform a purchase decision

WRONG ANSWER

83% of B2B buyers use white papers to inform a purchase decision

72% of B2B marketers cite creating engaging content as their top priority for internal content creators

Test Your Knowledge

85% B2B marketing teams identify which of the following as their main goal?

CORRECT!

85% of B2B marketing teams say lead generation is their main goal

WRONG ANSWER

85% of B2B marketing teams say lead generation is their main goal

Personalized CTAs convert 42% better than generic CTAs

47% of marketers cite IT roadblocks as a barrier to adapting personalization

Find Out More

Discoverability

SMarketing & Beyond

Why Your CMS Won't Cut It

Additional Assets

Your content deserves a remarkable experience.

Share This Experience

Quick Exercise:
Choose a Scenario

Your content experience can make or break your content’s performance.
Content works… but it can work even better.

Your content experience can make or break your content’s performance.
Content works… but it can work even better.