Featured Uberflip Hub: businesshub.rosettastone.com
As a Content Experience Explorer (EXPY) Award nominee, Carolyn 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, Carolyn 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
For a while, in an effort to drive critical lead generation, we were by default gating a large portion of our content—even sometimes top-of-the funnel content. This was certainly limiting the reach of our content, so our team has been working this past year to push back against this habit and open up the gates!
Brand awareness, and, in particular for our organization, education about Rosetta Stone’s B2B products, is just as important as lead generation to any sales funnel. It can be difficult to push back against habit and tradition, but we know that opening up more of our content—particularly now that it has a much more user-friendly home in Uberflip—will pay off in the end with better educated, more qualified leads.
Using the Content Experience to Establish Meaningful Relationships
The move to Uberflip alone was a huge step in our content experience evolution this year. Our content previously lived on static pages, categorized simply by asset type. There was no connection by topic, use case, or even keyword. The flexibility of the Uberflip platform has been a game-changer for our audience’s experience on our website, and particularly through our Marketing Streams.
For B2B content, the concept of a dead-end landing page never made much sense to me. You lead a prospect to a piece of content, but then have no way to keep them engaged with the company or product. With Uberflip and its related content functionality, we can take advantage of having that prospect’s attention in that moment and guide them to additional resources and, eventually, contact with sales.
Creating Amazing Content Experiences Along the Entire Journey
Our most recent success has been with our client services team. In addition to the launch of our Services Hub, which is a client services portal, we’re working with our training team to create a series of specialized courses for onboarding new customers. This training program leverages Sales Streams to guide new K-12 clients, step-by-step, through implementing and administering the Rosetta Stone Language Learning Suite in their classrooms.
The Sales Streams allow us to guide the user through specifically-selected content and, importantly, ensure that they have consumed all content before receiving the link to the next course. The training team loves this new course structure in Uberflip and consistently tell me how excited they are about this huge step forward in their training program.
Future Explorations in Content Experience
The mobile experience is a priority for us this year and next. Of course, email and web mobile experience has always been on the radar, but I think the next step is really thinking about our content itself. Much of our content is still PDF-based: white papers, eBooks, infographics, etc. Knowing how much and how frequently content is consumed on mobile, we absolutely need to reconsider our strategy. We need to change the way we create content to make it attractive to mobile visitors and importantly, easily consumable.