Featured Uberflip Hub: resources.dudesolutions.com
As a Content Experience Explorer (EXPY) Award nominee, Grace 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, Grace 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 Dude Solutions, we’ve been charting completely new territory when it comes to how we present, share and engage with our content. Before we implemented Uberflip at the end of last year, collateral was buried in an external drive and sales was sending out outdated PDFs to clients.
Since adopting Uberflip, we have created one central place to house all of our marketing collateral and a way for marketing managers and sales alike to share content through a URL. This has led to 300+ leads/month (up from 0 prior), more visibility for the marketing team, a better connection with the sales team, and improved engagement with clients. Now with our Uberflip "treasure map," we know where we're going, how to get there and can guide others straight to the treasure (our content!).
Using the Content Experience to Establish Meaningful Relationships
My department is great at creating wonderful content, so it was just a matter of bringing awareness and visibility to this content for the people it applied to. I have done this by creating streams for sales teams, streams to use on specific website pages, streams for marketing campaigns, and streams for prospects after a demo. This has created an easy way for prospects and customers—whether they're on our social media, website, display ad or third-party site—to have a simple route straight to content that is specific to their needs, relative to their vertical, size, etc.
Creating Amazing Content Experiences Along the Entire Journey
The first step to creating content experiences was to establish the system that flowed from the marketing team outward to sales. I did this by providing training sessions and bi-weekly and monthly analytics updates on our intranet. I made it known that I was the resident Uberflip expert, and I continued to bring up new ways we could use it with various campaigns and in certain situations. Sharing metrics on streams and pieces of content was helpful to get buy-in and highlight successes. We are also beginning to explore using unique streams for trade shows. I think, overall, taking the responsibility to own all parts of Uberflip, training others constantly, and always iterating on best practices have been key for engagement.
Future Explorations in Content Experience
Some trends that we are considering for future content is to build out our video strategies with more emphasis on product and testimonial videos. I have also recently taken over the production of my company's podcast, so I'm looking forward to utilizing that as a unique content marketing platform. As always, we will be looking for better ways to ideate sooner, plan better, and ensure we are getting more use out of our content on various channels.