Focusing on the “content experience” and following a five-step framework for creation and distribution can help brands to drive a significant increase in key metrics in the B2B sector, according to a new report published by marketing platform Uberflip.
The Content Experience Report highlights the importance of putting personalised content in more places and using simple guidelines to serve up engaging editorial articles, infographics and videos at each and every stage of a buyer’s journey. The insights from the report were derived from in-depth analysis of 440 of Uberflip’s customers.
Uberflip’s CEO and Co-Founder Yoav Schwartz said in a statement that during the last six years, the firm has been advocating for the content experience and the crucial role that it has in creating meaningful relationships with customers.
The experience framework consists of five simple steps: centralising content, organising it, personalising the experience, distributing content and generating results. Uberflip’s CMO Randy Frisch claims that many brands “skip over” one or more of the steps and head straight to attempts to determine ROI.
“Marketers realize the importance of personalizing content for their audiences, but they often struggle with how to go beyond a couple of experiences,” Frisch added. “The Content Experience Framework is designed to ensure marketers can scale the delivery of content whether the goal is 1:1 or 1:many.”
After selecting content formats suited to an audience, brands should then:
- Audit, tag and organise content by context
- Personalise it using prospect outreach and then nurture campaigns
- Distribute content via organic channels, social and email
- Capture leads and improve ROI