Featured Uberflip Hub: hub.fortinet.com
As a Content Experience Explorer (EXPY) Award nominee, Hillary 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, Hillary 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.
Putting the Content Experience First
At Fortinet, we are working to solve for the full content experience by delivering our already great content in a way that is dynamic, engaging, and personalized across the customer's journey. Our goal was to achieve a cohesive and automated process in which we compiled content into our hub, quickly enabled our global teams, equipped corporate communications, and then delivered the content via a newsletter, with all content leading back to one, trackable lead-generating place. Our model will continue to scale to deliver custom content experiences per industry and segment.
Using the Content Experience to Establish Meaningful Relationships
We fostered a unique content experience where customers could navigate the rapidly evolving global ransomware narratives of WannaCry and Petya, establishing Fortinet as a trusted advisor amidst crisis. By nimbly responding to these large scale threats within hours of the outbreak, we were able to strengthen our leadership position in the cybersecurity space, spotlighting our FortiGuard Research, solutions, and content alongside critical news updates. Fortinet’s brand is more than products, which was evident in this use case.
Creating Amazing Content Experiences Along the Entire Journey
Instead of sending an email with attachments, we were able to send a comprehensive content experience to our global teams that they could leverage immediately. With 10,000 visits in just one day, the value of this form of enablement was immediately evident. Our customers responded with praise and confidence in their decision to work with Fortinet because of our quick, robust response to Petya, which included the hub as part of an integrated campaign.
Future Explorations in Content Experience
In the future, interactive content is on our radar and something we plan to explore.