Featured Uberflip Hub: resources.altium.com
As Content Experience Explorer (EXPY) Award nominees, the Altium Marketing Department are recognized as marketers who takes the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, the Altium Marketing Department have proven to be innovators that, with experience, talent, and skill, have advanced the practice of content marketing. Read on below to learn their own hard-won insights on how they're improving the way content is experienced.
How We’re Putting the Content Experience First
At Altium, we’ve done our best to deliver great content for our audience in a scalable way. We want to make sure that if someone is looking for information on a topic related to our expertise in printed circuit board (PCB) design, we are there. We’ve been able to use Uberflip to create a great user experience that’s mobile-friendly and highly targeted to the search intent of our audience, while setting up scalable systems for entering new markets.
Our overall aim is for everybody to benefit from our content—be it users, search engines or Altium’s internal teams. We believe that with the release of each content piece, we ensure that we’re answering a question that is actually being asked. Content isn’t just an opportunity for presenting expert thought leadership, but for the opportunity to satisfy a user.
Using the Content Experience to Establish Meaningful Relationships
Being able to serve up mobile-optimized content for any device has allowed us to start personalizing content on a more granular level. We have leveraged Uberflip’s advanced functionality to make our content more effective by:
- Enabling the Disqus service in order to allow comments and give our internal experts a direct connection to our audience, creating a feedback loop for continual improvement
- Using content stats to determine what to share in email marketing campaigns.
- Optimizing author profiles to give our audience access to our thought leaders.
Creating Amazing Content Experiences Along the Entire Journey
Uberflip was really the first big step we made in the direction of empowering our organization with tools to be more agile in leveraging content along the customer journey. As a marketing team, it is now much easier to create solutions for different stakeholders on the Uberflip platform.
The ability to have content reside in one place, while providing a flexible solution for a variety of needs, is something that has allowed our team to work in an agile way. Accommodating requests is not only easier, but much less time consuming. Whenever we are considering the impacts of content related decisions, we are finding that the Uberflip platform makes life easier (and less stressful) for everyone.
Future Explorations in Content Experience
Most marketers take on an overly narrow approach to content: they opt either to focus on content that maximizes search engine results, or, on the other hand, they focus on style and care more about the visual experience. We consider ourselves to be part of a movement to produce elevated content, that meets both the high demand for quality information while offering an immersive visual experience that’s completely scalable. Uberflip gives us the tools to achieve this.