Featured Uberflip Hub: resources.cloud-elements.com
As a Content Experience Explorer (EXPY) Award nominee, Kenzie 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, Kenzie 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
At Cloud Elements, we have explored all steps of the content experience frontier. Though my passion is for top of the funnel brand awareness and lead generation, I think automation and sales enablement help build a reliable foundation for productivity and sales and marketing alignment.
On a day-to-day basis, I am focused on brand awareness and lead generation through our website, content, and advertising channels. Through dedicated work on SEO, I have helped settle high growth standards for our website traffic.
Using the Content Experience to Establish Meaningful Relationships
Right now I am focused on content experiences through account-based marketing. We believe that by building content experiences that are tailored to a specific account's use case, they will better understand Cloud Elements' vision and value.
Creating Amazing Content Experiences Along the Entire Journey
Our marketing team is very focused on making sure our sales team sees the value in the content we create. Our content backlog is a collaboration effort between marketing, sales, and product. With each new eBook, infographic, or content experience, we develop a playbook on how it can be shared throughout the sales cycle. I have created tailored content streams for each of our sales reps so they can have easy access and sharing options for their favorite pieces of content.
Future Explorations in Content Experience
Right now we are very focused on account-based marketing. We plan to use website personalization to offer custom messaging to visitors based on their industry, company size, etc. We plan to offer segmented customer experiences based on industry using Uberflip streams and relevant case studies. We have already begun planning field events that provide content for specific accounts and use cases. We see account-based marketing as more than a trend, and more as a new way to focus our marketing.