How Content Marketing and User Experience Go Hand-in-Hand
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Too often, content is treated as an "add-on" to a website, or buried in a neglected resource center. What B2B marketers need to understand is that treating their content separately from their user experience is killing their content's performance. It's crucial for B2B marketers to start considering their content as an integrated part of their user experience, but where should they start? In this presentation, UserTesting's Stef Miller explains how B2B content marketers can start providing a great user experience.
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How Content Marketing and User Experience Go Hand-in-Hand
- 1. @uberflip#uberwebinar @usertesting! How Content Marketing and User Experience Go Hand-in-Hand Hana Abaza VP Marketing, Uberflip @hanaabaza Stef Miller Marketing Manager, Demand Gen, @supahstef
- 2. @uberflip#uberwebinar @usertesting! WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on
- 3. @uberflip#uberwebinar @usertesting! Stick Around For a Demo
- 4. @uberflip#uberwebinar @usertesting! What is Usability? The quality of a user’s experience.
- 11. @uberflip#uberwebinar @usertesting! Marketers need to K.I.S.S. more often. (Keep It Simple Stupid) - Stef Miller! “! ”!
- 15. @uberflip#uberwebinar @usertesting! Figuring out what to click on shouldn’t be a process of trial and error. - Stef Miller! “! ”!
- 17. @uberflip#uberwebinar @usertesting! Extremes can be unsettling
- 21. @uberflip#uberwebinar @usertesting! A solid redesign of a bad form could increase conversions 10–40%. - Luke Wroblewski! Digital Product Leader! “! ”!
- 22. @uberflip#uberwebinar @usertesting! Let’s take a step back. What does a form do? • Sets an expectation • Requires attention • Blocks access • Triggers an emotional response • Slows people down Tips for great form experiences: • Extend the brand’s experience • Provide access to something of value • Include a contextual call-to-action • Surprise users by their ease-of-use • Optimize for both desktop & mobile
- 26. @uberflip#uberwebinar @usertesting! Tips for writing effective copy: • Learn from users, use their language • Avoid jargon, don’t get gimmicky • Read it out loud first • Ask no less than 3 others to read it too • Get to the point, but make sure to provide enough context • Test it!
- 29. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now
- 32. @uberflip#uberwebinar @usertesting! Don’t forget about the After Effect
- 37. @uberflip#uberwebinar @usertesting! Beware of distractions Make sure that whatever is on your page is pointing people to take action, not preventing them from completing the task at hand. Links + CTA’s should be recognizable Tried and true link conventions from the early days of the web are still the most effective ways to format your links. CTA’s must be compelling! Extremes can be unsettling Keep it simple! Make your point, provide a clear call to action, get rid of everything else. Be sure to test new ideas to see if they improve conversions. Forms shouldn’t scare people Forms can make or break landing page UX. Copy matters, a lot Write it, read it, say it, test it. Ads + landing pages should match Maintain the theme from your ads to your landing pages and continue the conversation that brought users to your page. Don’t forget about the ‘after’ effect Consider the entire experience, not just the initial view.
- 38. @uberflip#uberwebinar @usertesting! What does this mean for your content experience?
- 40. @uberflip#uberwebinar @usertesting! Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Content must be easy for buyers and your team to find.
- 41. @uberflip#uberwebinar @usertesting! Tailored Experience Optimized for Goals Relevant Content Mix Well Organized
- 42. @uberflip#uberwebinar @usertesting! This tells me nothing!
- 49. @uberflip#uberwebinar @usertesting! Long forms vs. Short forms Lead Gen vs. Awareness Lead Gen vs. Subscribers Gated vs. Ungated Hard CTA vs. Soft CTA
- 50. @uberflip#uberwebinar @usertesting! Compelling copy counts. (alliteration doesn’t hurt)
- 51. @uberflip#uberwebinar @usertesting! Telling Headline Helpful Description Clear Call-to-Action Optimized Form Credibility
- 54. @uberflip#uberwebinar @usertesting! Targeted Timely Useful (resources) Video (converts) 54% Open Rate 18.2% CTR
- 55. @uberflip#uberwebinar @usertesting! QUESTION TIME! Stef Miller Marketing Manager, Demand Gen, @supahstef hub.uberflip.com Hana Abaza VP Marketing, Uberflip @hanaabaza
- 56. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now