As a Content Experience Explorer (EXPY) Award nominee, Jodi 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, Jodi 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 VersionOne, we’re focused on the content experience for account-based marketing (ABM).
Using the Content Experience to Establish Meaningful Relationships
With a focus on ABM, we knew we needed a way to leverage all of our great content. We needed to serve it up in a more tailored way for various audiences and to help sales engage on a 1:1 basis with accounts they were focused on. With the ability to track account engagement, we didn’t have to put as much importance on form fills, MQLs, and gating everything. Leveraging Uberflip paved the way for providing prospects with a great content experience.
Creating Amazing Content Experiences Along the Entire Journey
The VersionOne team uses Uberflip as a go-to resource to find our external content, to leverage it across marketing channels and tactics, and for sales to share with customers and prospects they are engaged with. It has transformed what we do for event follow-up and campaigns, allowing us to have dedicated content experiences that are easy to create.
Future Explorations in Content Experience
I think the trend of giving people content suggestions and continuing the digital conversation through content will grow. Allowing people to consume content they find interesting and being able to present recommendations in the way that, as individual consumers, we are now accustomed to (e.g. via Amazon, Netflix, Google) should pertain to B2B content as well. This is what we’ll be exploring in the future.