When I first started blogging for business, I did it all wrong. I wrote posts that generated a decent amount of traffic, but the traffic wasn't the right audience. No useful leads came from that content. It ended up being little more than clickbait. Mostly, I was writing to write. There was no real marketing strategy. The business goals weren't being considered when I was developing my content or choosing how to distribute it.
My early losses can be your gain. When developing content, it should:
- Target a specific audience.
- Solve the audience's problems.
- Deliver your message in a personalized way.
Uberflip helps you accomplish all these goals by delivering your content in an engaging way to specific audiences. The platform organizes your content in a binge-worthy format that keeps people on your site. If your business goal is lead generation or account-based marketing, you may want to consider adding Uberflip for content marketing, as part of your marketing tech stack.
What Is Uberflip for Content Marketing?
Uberflip is a platform that helps marketers deliver personalized content streams to target customers. This helps with content marketing for three main reasons:
You don't need to create as much original content.
With Uberflip, you can build streams of content by pulling in your blog with specific tags, YouTube videos, Twitter feeds, blog articles from outside sources, and more. You don't need to own the content to distribute it. That means that you create highly relevant content streams while spending less time on content creation.
When you deliver the content, it is super-personalized.
Creating a content stream in Uberflip is fast and easy. That means you can create a new stream for any situation. For example, if you wanted to sell your publishing service to someone like me, a marketing consultant, you could create a stream with my brand color and the Tiny Marketing logo. Then, you could add content that someone like me would find relevant, but that also relates to your service, such as a blog post or video about how to turn your consulting business into a book.
The content stream can be personalized to the publications that you think I would read. Finally, add a call to action to bring me into your sales funnel.
Use built-in, personalized calls to action.
The built-in, friction-free call to actions entice people to provide their email address for more information. Readers aren't sent to a separate landing page to fill out. The form is on that page and is a single field, which increases conversion rates. In fact, one Uberflip customer raved about how their conversion rate increased 450% with Uberflip.
Why Use Uberflip for Content Marketing?
Content marketing's primary goal is to educate prospects. However, the word got out about content marketing, and everyone is doing it. So, you have to do it well to stand out. Your content needs to hit a few key elements to stand out:
The reader needs to feel like the content you create is meant for them. There is so much content available that readers are pickier about what they spend time reading than they used to be. Now, readers expect your site to show them the next piece of content they should read and it needs to be relevant to them.
An Intuitive Environment
The content needs to be easy to navigate and encourages attention retention. Readers expect some form of intelligence. The content environment needs to be intuitive to keep them moving further through the funnel.
Easy Ways to Engage
Make it easy for readers to engage with your content by sharing it with their network.
In addition to reader experience, content needs to be easy to analyze. What topics perform best? Do readers prefer PDFs, videos or blogs? What type of content has the most significant bounce rate? All of this and more can be analyzed within Uberflip. It has one of the most robust reporting tools I have seen. Review your content's analytics and optimize to improve its performance and make better decisions for content planning.
My Favorite Uberflip for Content Marketing Features
As a marketer, my goal is to keep readers consuming content, convert to a lead, purchase and re-purchase (if only it was as linear as that). On average, buyers consume 11.4 pieces of content before making a purchasing decision (Forrester), according to Uberflip. Any tactics that keep potential buyer's consuming my client's content is on the top of my list. These features help me accomplish that goal:
Personalized Content Streams
How many times have you heard, "if you talk to everyone, you talk to no one?"
You hear it a lot because it's true. The more personalized the content is, the more effective it is. With Uberflip, content managers can quickly build customized streams of content.
Check this stream out. Uberflip built it in minutes for my interview with them. They personalized it with the Managing Editor logo and included content they knew I'd care about. It consists of the avatar of my account manager, driving home the personalization. I have a personal connection with him because we had a Zoom interview together. His photo doesn't feel like a random placeholder. It's someone I actually know.
Personalized content takes many forms. It can range from a name being inserted into a customized journey or simply guiding readers to the next article. Uberflip offers the full spectrum of personalization options.
Journey Acceleration with Uberflip
As a content marketer, your goal is to lead readers through the buyer's journey. It's a fun mix of psychology, art and data. As fun as planning the journey progression is, your goal is to get to the end. What if I said Uberflip could get you there faster?
Uberflip uses artificial intelligence to guide readers through the buyer's journey. Based on the reader's prior reading, Uberflip will suggest the next article, artfully guiding them down the funnel. Call to actions are added throughout, providing ample opportunity to convert. UberFlip had their data scientists analyze 440 customers’ CTAs and found that their buttons provide a seven times conversion rate over traditional landing pages with forms.
Thanks to Netflix, we have high expectations for our content platforms. We want platforms to recommend content we would like, make it easy to binge and guide us in ways that make us want to stay.
This isn't just an excellent feature for marketing, it is a great sales enablement tool. Your sales department is the face of the company. Imagine how much a prospect will appreciate a content stream that directly answers the questions they had during a discovery call?
I have used many content marketing tools and let me tell you – none of them have given me the content analytics I need. Uberflip, on the other hand, provides incredibly robust reporting that enables you to make intelligent decisions for future content.
When I say it's robust, I mean it. The reporting gauges engagement by watching scroll depth, number of pages viewed, and what type of content performs best.
Content can be reviewed in very granular ways:
- Do videos or articles perform better?
- How engaged was company A on the stream you built?
- What campaigns performed best?
I haven't found a platform that meets all of my needs as a content manager, but this one comes pretty close.
The issue that arises is price point – you're looking at a price point about on par with a marketing automation platform. Additionally, the content management process is not managed inside the platform. Uberflip is a great addition to the marketing technology stack, but it isn't going to fit everyone or every price point. While they do not disclose pricing due to its customized nature, previous quotes show that the cost is equivalent to what you would pay for an enterprise-level marketing automation platform, which is $20,000-plus a year.
What Are the Alternatives to Uberflip for Content Marketing?
Pathfactory is the closest alternative. It personalizes content delivery on a micro-level, making the experience custom for each visitor. According to G2.com, Pathfactory slightly outperforms Uberflip. If your company focuses on account-based marketing, a content experience platform like Uberflip or Pathfactory is worth a demo.
We live in a world with Netflix and Amazon setting our expectations for binge-worthy content. Today's consumers want that experience with all content they consume, including yours.
COVID-19 has reminded us all how comforting a good binge can be – whether it be Tiger King, all-day podcast consumption or diving into content about solutions your business provides – right now the world is binging content. Make yours binge-worthy.
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