How Content Marketing and User Experience Go Hand-in-Hand

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@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

Transcript of How Content Marketing and User Experience Go Hand-in-Hand

Page 1: How Content Marketing and User Experience Go Hand-in-Hand

@uberflip

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!@usertesting!

How Content Marketing and User Experience Go Hand-in-Hand

Hana Abaza VP Marketing, Uberflip @hanaabaza

Stef Miller Marketing Manager, Demand Gen, @supahstef

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

Join in on

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Stick Around For a Demo

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What is Usability? The quality of a user’s experience.

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effectiveness

usability.gov

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efficiency

usability.gov

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satisfaction

usability.gov

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é affinity é revenue

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Perception is Everything.

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Avoid distractions.

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Marketers need to K.I.S.S. more often.

(Keep It Simple Stupid)

- Stef Miller!

“! ”!

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Create great CTA’s

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Figuring out what to click on shouldn’t be a process

of trial and error. - Stef Miller!

“!”!

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Extremes can be unsettling

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Forms shouldn’t scare people

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A solid redesign of a bad form could increase

conversions 10–40%. - Luke Wroblewski!

Digital Product Leader!

“!”!

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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

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Copy matters, a lot

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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!

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Advertising lacks consistency

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Don’t forget about the After Effect

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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 theweb 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.

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What does this mean for your content

experience?

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@Uberflip @HanaAbaza

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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.    

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Tailored Experience

Optimized for Goals

Relevant Content Mix

Well Organized

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This tells me nothing!

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Optimizing for your goals.

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Long forms vs. Short forms

Lead Gen vs. Awareness

Lead Gen vs. Subscribers

Gated vs. Ungated

Hard CTA vs. Soft CTA

 

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Compelling copy counts.

(alliteration doesn’t hurt)

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Telling Headline

Helpful Description

Clear Call-to-Action

Optimized Form

Credibility

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The aftereffect.

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Targeted

Timely

Useful (resources)

Video (converts)

54% Open Rate

18.2% CTR

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QUESTION TIME!

Stef Miller Marketing Manager, Demand Gen,

@supahstef

hub.uberflip.com

Hana Abaza VP Marketing, Uberflip

@hanaabaza

Page 56: How Content Marketing and User Experience Go Hand-in-Hand

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