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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THANK YOU!

@uberflip info@uberflip.com hub.uberflip.com

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