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The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
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YOAV SCHWARTZFounder & CEO Uberflip
HOW TO TURN YOUR RESOURCE CENTER INTO A LEAD GEN MACHINE
What do you think of when I say Resource Center?
GRAVEYARD
Doesn’t have to be that way!
It’s the content, stupid.“experie
nce>
5 elements of a kick ass
Easy to browse your content
Easy to navigate (menu structure)
Easy to find stuff (search ability)
1. MAKE IT EASY
Learn from Ikea!
Where should people go next?
Recommended content
Call-to-actions
2. CREATE AN ENGAGEMENT PATH
No distinct call to action
No recommended content
Nowhere to subscribe
No images or videos
No links to learn more
AVOID THIS!
Call to action
Recommend content
Useful image
Discoverable
3. INCLUDE
Dynamic
Contextual
CALL-TO-ACTIONS
4. Easy to updateand modifyShould be owned by Marketing, not IT!
5. TRACK& MEASURE PERFORMANCE Content marketing software that
provides insights, not just metrics
Uberflip (shameless plug )
Marketing automation integration
CASE STUDY
Powered by
MONETATE’S CONTENT STRATEGY
Build credibility and thought leadership
Content that aligns with buyer interest
Content that aligns with Monetate’s offering
MONETATE’S CONTENT MARKETING CHALLENGES
Understanding what’s working and which content converts
Improving sales enablement
Creating a better customer experience
Giving the marketing team more control
Monetate’s Content Hub!
250% increase in conversion
RESULTS
Landing Page
Integrateswith Marketo
CTA Overlay
250% increase in conversion
RESULTS
Landing Page
Integrateswith Marketo
CTA Overlay
250% increase in conversion
RESULTS
Landing Page CTA Overlay
EXPERIENCE MATTERS
TARGETING MATTERS
CONTROL MATTERS
CTAs MATTER
YOUR M
ARKETING ECOSY
STEM
YOAV SCHWARTZFounder & CEO Uberflip
Thank you!
Try Uberflip FREE for 14 Days
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