Featured Uberflip Hub: resources.brightfunnel.com
As a Content Experience Explorer (EXPY) Award nominee, Dayna 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, Dayna 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 of how she’s improving the way content is experienced.
How We’re Putting the Content Experience First
I started my career in content at one of the pioneering companies in content marketing—Marketo—and I got the privilege of learning from the best—Co-founder, Jon Miller. At Marketo, I helped lay the foundation for the content creation process across a large team, including developing developing the centralized content service bureau to help make content decisions and operationalizing creation to scale. I am now working on innovative content measurement.
Using the Content Experience to Establish Meaningful Relationships
Content is the fuel for all of my team's lead generation programs. Whether we are sending out emails, engaging on social, running content syndication programs, or advertising, providing meaningful content creation that maps with the buyer journey is critical for our success. Additionally, we have done a lot lately with creating personalized content for target accounts through specialized eBooks, targeted webinars, and more. We have also enabled our sales and SDR teams to leverage Uberflip hubs to create customized experiences for accounts and events.
Creating Amazing Content Experiences Along the Entire Journey
We have multiple levels of training and communication throughout the sales development, sales, and customer team on what content is being released and how each team should use content within the sales cycle. For every piece of content that gets released, we send out a messaging doc with key points, persona information, and where and when a sales rep should use the content. We also fully leverage each piece of content across all of our marketing programs.
Future Explorations in Content Experience
I think that advanced content measurement will be a key trend in 2018. I don't think anyone has really cracked the code on content measurement yet to truly tie it to pipeline and revenue. Content needs to be measured in multiple ways; holistically to determine how it performs across all of your marketing channels, and on a per channel basis, to understand how it performs on each of your channels and programs. We are doing a lot of work internally and through our platform, BrightFunnel, to help content marketers understand how to measure content across the buyer journey.