Kelly Johnson & Lori Maupas

Featured Uberflip Hub:
As a Content Experience Explorer (EXPY) Award nominee, Kelly and Lori are recognized as marketers who take the concept of content experience from beyond buzzword, to proving its impact on revenue. By focusing on the content experience for prospects and customers, Kelly and Lori have proven to be innovators who, with experience, talent, and skill, have advanced the practice of content marketing. Read on below to learn their hard-won insights on how they’re improving the way content is experienced.

Putting the Content Experience First

When Lori and I were charged with building out the content strategy for, we had one major hurdle to overcome: getting buy-in for top-of-funnel (TOFU) content. A few execs in our organization thought content marketing only referred to middle-of-funnel (MOFU) assets such as white papers, eBooks, case studies, etc. They couldn't see the value of blog posts, infographics, and other TOFU content. If it didn't drive leads, then what was the point? After that lovely little gut punch, we realized that we had a great opportunity to prove them wrong.

We decided to show, not tell, the higher ups how TOFU content can push prospects down the conversion funnel, by hooking those prospects in with appealing content coupled with an engaging user experience. This meant moving away from our traditional content management system. Uberflip had come up in past conversations as a great content marketing platform that could help us quickly build a beautiful resource center, complete with content across the content funnel.

And within the first month, we began seeing a huge difference for engagement with our infographics and blogs. We first saw the increase in referral traffic from social channels back to our resource center. Then, we started using the content in more nurture campaigns. The TOFU content wrapped in an engaging experience proved to be an effective hook that pulled prospects down the conversion funnel.

Additionally, our sales teams started using TOFU content more in their pitches to prospective customers. This is due to the Sales Streams functionality that allows execs, sales, and customer success managers to easily share content with prospects or customers.

The visual experience of our content has garnered praise from execs who were formerly not "sold" on TOFU content, and now actively ask for updates on TOFU and MOFU content being produced.

Using the Content Experience to Establish Meaningful Relationships

We're constantly looking for ways to build our community and engage our readers with great, visually stunning content, as well as drive pageviews back to the main site.

We're using CTAs to drive resource center visitors back to the root domain. Additionally, we're going to design CTAs to put in the body of blog posts to help drive readers to other relevant pieces of content.

As we mention below, we're going to use Ceros to create interactive infographics, who we chose as a vendor because of their ability to integrate with Uberflip. This is in an effort to increase dwell time and reduce the bounce rate.

Creating Amazing Content Experiences Along the Entire Journey

The content team is constantly evangelizing the use of Sales Streams to share content with prospects, customers, or potential backlinking partners. In fact, we train all customer success managers and sales new hires to use Sales Streams. And we review new features in the Sales Streams in weekly status calls.

Future Explorations in Content Experience

So what's next for the content team? We've recently engaged a third-party platform, Ceros, who can produce interactive PDFs and infographics for campaigns and evergreen content. One of the main selling points for us was that they integrated with Uberflip. The content experience platform gave us the tools we needed to sell the concept to the rest of our organization, on the effectiveness and importance of content at every stage of the content funnel.

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Previous Nominee
Carrie Murphy
Carrie Murphy

Content Marketing Manager | Revinate

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Carolyn Kolb
Carolyn Kolb

Manager, Marketing Operations | Rosetta Stone

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