Mastering the Content Experience: Five Data Science Insights That Will Improve Your Content Engagement

Mastering the
Content Experience
Five data science insights that will improve
your content engagement

Your lecturer for today’s class
Randy Frisch
CMO & Co-Founder
Bogdan Zlatkov
Content Marketing Manager

Today’s Agenda
3 Improving your Existing Content
1 What is a Content Experience?
2 3 Elements of any Content Experience
4 Personalizing the Experience
5 Q&A and Results

The New Content Experience
5 Data Insights We Discovered

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I DISNEY MY WIFE NYC

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The way we experience
content matters!
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What is a
Content Experience?
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A content experience
occurs wherever and
whenever anyone
encounters your content.
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Structure
Organization Navigation
Tagging Curation

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Environment
Placement Design
Display
Visual
aesthetics

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Engagement
Personalization Relevance
Consistency
Contextual
CTAs

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What does
this mean
for marketers?
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Marketers need to
align their marketing journeys
with consumer expectations.

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of B2B buyers expect the
same buying experience
as B2C customers.
80%
— Google
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What can focusing
on content
experience do for
me?

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Is creating new content
the only way
to increase views?

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Putting your content
in more than one
place can increase
views by 8x on
average
1

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Putting your content in more
than one place can increase
views by 8x on average.
Topic A Topic B
Topic C Industry A
Industry B Persona A
Persona
B
Account A
Increase Content
Views by

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How does the management
of content experiences on the back-
end affect its performance?

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Tagged content is
viewed nearly 2x as
often as content
that isn’t tagged
2

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Tagged content is viewed
nearly 2x as often as
content that isn’t tagged!
Your Content
Engagement

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What’s the best way to
organize content to create
an experience that’s relevant
for the user?

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Marketers who
categorize their
content by topic
see double the
number of views.
3

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Double
Marketers who categorize their
content by topic see double the
number of views.
Your Content Views

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How does the experience
around Form CTAs impact
conversion rates?

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Putting a CTA
overtop of your
content has a
17 percent
conversion rate.
6

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The way you gate content
matters. Putting a CTA overtop
of your content has a 17 percent
conversion rate! (That’s 7x the
conversion rate of a traditional
landing page)
Beat Your Landing Page
Conversion Rates by

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With the emergence of
artificial intelligence (AI)
for business applications,
what can AI do for
content experiences?

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Personalized
recommendations
increase the chances of a
visitor consuming more
content than generic
recommendations by 60%
5

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CLICK-THROUGHRATE

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AI works! Personalized
recommendations increase the
chances of a visitor consuming
more content than generic
recommendations by 60%.
Increase Content
Engagement by

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Content experience must
be considered across all
marketing programs.

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Inbound Demand
Generation
ABM Sales Enablement
As
marketers
we are
focused on...

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Personalized
content
experiences lead to
more engagement,
better leads and
convert more
customers.
Demand
Generation
ABM Sales Enablement
Inbound
Driven By Content

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Conversions on
Gated Content
Evidence ‘this’
matters
+7x +8x
Increase in
Engagement
+60%
Your Content
Reach

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Content Experience Framework
The best way to create personalized content experiences.

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Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
uberflip.com/CEreport
The Content
Experience Report
Download Now
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Mastering the Content Experience: Five Data Science Insights That Will Improve Your Content Engagement

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Mastering the Content Experience: Five Data Science Insights That Will Improve Your Content Engagement