Jason Stephenson

Featured Uberflip Hub: blog.booker.com/the-booker-blog
As a Content Experience Explorer (EXPY) Award nominee, Jason 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, Jason has proven to be an innovator who, with experience, talent, and skill, has advanced the practice of content marketing. Read on below to learn his own hard-won insights of how he’s improving the way content is experienced.

How We’re Putting the Content Experience First

At Booker, we've been on a mission to settle the frontier of effective inbound marketing by dramatically increasing qualified lead volume and close rates. Not only that, but we’ve also considerably cut down churn and increased customer lifetime value by delivering exceptional content experiences.

Using the Content Experience to Establish Meaningful Relationships

We've built relationships with our visitors, prospects, and customers by involving them in the content creation process. We frequently work with experts in our space to create exceptional content pieces that connect with our market. We've also focused on making Booker a destination for health, wellness, and beauty SMB insights, extending our value to prospects beyond just our own product offering.

Creating Amazing Content Experiences Along the Entire Journey

We've empowered our organization with content experiences, by bringing high quality content in front of the right visitors. This has allowed us to provide better leads to our sales team, in comparison to other channels such as paid ads. Additionally, our sales team is now better equipped with different content types, depending on the progression of a prospect through the funnel. Sales is able to focus on working with the right customers, instead of cold calling.

We also frequently involve customers in the content creation process, and leverage their amazing content for sharing with other leaders in the space. We also share product related content, as well as tips and tricks, to help our customer-advocates get the most out of our platform.

Future Explorations in Content Experience

We are looking to explore more vertical-specific marketing, with hyper-targeted Marketing Streams that help health wellness and beauty SMBs realize the value of Booker. Generic content is a thing of the past, and personalized content is a must-have, to differentiate from the competition. This type of vertical based marketing focus will help align sales and marketing together even more on content strategy for the company. Lastly, more often than not, we see that prospects and customers want to dictate their own journey. But we still want to find a way to own that journey as marketers, beyond creating segments for our expected audience types.

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Lisa Kenney
Lisa Kenney

Sr. Demand Generation Marketing Manager | Blackbaud

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Dayna Rothman

VP of Marketing and Sales Development | BrightFunnel

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