Featured Uberflip Hub: resources.apriori.com
As a Content Experience Explorer (EXPY) Award nominee, Sandy is recognized as a marketer 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, Sandy has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn her own hard-won insights on how she’s improving the way content is experienced.
How We’re Putting the Content Experience First
At aPriori Technologies, we're on a mission to create a new product category and with that, are pioneering the creation of content and experiences around it. Through our resources center, we're building a centralized experience for our content marketing that fuels all areas of our buyer journey.
Using the Content Experience to Establish Meaningful Relationships
As we try to establish a completely new market, a big part of our focus is on education. Segmenting our content by market, solution, and role makes it easier for users to find content relevant to their questions. This in turn has led to the consumption of more content in our resource center and on other parts of our website.
Creating Amazing Content Experiences Along the Entire Journey
A large part of our content strategy has involved bringing our content into a single centralized location, where it can be utilized by all teams throughout the buyer journey and beyond. In addition to making it easy for visitors to find answers, segmenting our content has also made it easy for our sales team to share content. Specifically, they are leveraging tools like Sales Streams, to create and share personalized content experiences with customers and prospects. Finally, both sales and customer services teams are now able to easily share content from our annual conference, providing great proof points and educational content to prospects and customers who are unable to attend.
Future Explorations in Content Experience
We plan to further explore ways that we can empower our sales team with value-added content, by creating personalized experiences they can share with prospects or targeted key accounts. The ultimate goal is to provide visitors with the most relevant content possible, that leads them to the answers they need, while moving them further along the buyer journey.