Download - How To Fix Your Broken Resources Center
Michael Keshen Marketing Specialist
Hana Abaza Director of Marketing
HOW TO FIX YOUR BORING RESOURCES CENTER
#ubercontent
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
MARKETERS PRODUCE A TON OF CONTENT
§ 93% of B2B marketers use content marketing
§ 60% of marketers create at least 1 piece of content per week
§ 73% of B2B marketers are producing more content than they
did a year ago
CMI, EMARKETER
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
AND YET…
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
ONLY 42% OF B2B MARKETERS SAY
THEY’RE EFFECTIVE AT CONTENT MARKETING
CMI
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
THINK OF YOUR CHILDHOOD BEDROOM CLOSET
§ When you’re done with a toy, you toss it into
your closet
§ Years later, it’s time to sort through all these
long-forgotten gems
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
MARKETERS TREAT THEIR RESOURCE CENTERS LIKE THEIR CLOSET
§ When a campaign is finished, content is
tossed into the resources page
§ Little strategy for how audience will
continue “playing” with their content
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
WHAT SHOULD A RESOURCES CENTER DO?
§ Provide visitors with relevant & value content to enjoy
§ Increase engagement with visitors
§ Generate more leads for your business
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
TOP 5 RESOURCE CENTER MISTAKES
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
CONTENT ORGANIZED BY TYPE
§ Focuses on form, not function
§ Audience isn’t necessarily interested in a
type of content
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
CREATED LIKE A STATIC WEBSITE
§ Must have “final version” before it goes live
§ Difficult to make changes
§ Costly to produce – time and resources
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
LOTS OF DEAD ENDS
§ Nowhere to go after they open your PDF
§ Visitors have to figure out where to go next
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
IRRELEVANT CALL-TO-ACTIONS
§ Only one generic CTA used
§ Comes on too strong or not strong enough
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
IRRELEVANT CALL-TO-ACTIONS 4
Don't����������� ������������������ put����������� ������������������ a����������� ������������������
'beginner'����������� ������������������ CTA����������� ������������������
next����������� ������������������ to����������� ������������������ 'advanced'����������� ������������������
content����������� ������������������
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
IRRELEVANT CALL-TO-ACTIONS 4
Much����������� ������������������
better!����������� ������������������
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
NO CONTENT AUDITS
§ Is your content still relevant & useful?
§ Is everything still organized properly?
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
TOP 5 RESOURCES CENTER MUST-HAVES
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
CONTENT THAT IS RELEVANT
§ Categorized by function, not form
§ Content regularly posted for all
topics & buyer personas
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78% of CMOs believe custom content is
the future of marketing (DemandCentric)
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
MARKETING PROFS
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
ENGAGEMENT PATH WITH NO DEAD ENDS
§ It’s clear where to go next
§ Always more content to discover
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
VISUAL.LY
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
EASY FOR MARKETERS TO UPDATE CONTENT
§ New content can be added & organized
§ Managed by marketers – not IT
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
EASY FOR MARKTERS TO PROMOTE & GATE
§ Add & update relevant CTAs
§ Restrict access to premium content
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HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
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MONETATE
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
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MONETATE
250%����������� ������������������ ����������� ������������������ increase����������� ������������������ in����������� ������������������ conversion!����������� ������������������
HOW TO FIX YOUR BORING RESOURCES CENTER @uberflip @hanaabaza @michaelkeshen #ubercontent
WORKS NICELY WITH MARKETING ECOSYSTEM
§ Leads are sent to marketing automation
§ Visitor activity is measurable & synced
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