Why Content Experience Makes the Customer Journey Better

Why Content Experience Makes the Customer Journey Better

Paige Gerber, Director of Content Experience at Uberflip, joins the Content Experience Show to discuss measuring ROI on the content experience.

In This Episode:

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Full Episode Details

More Than a Buzzword

When does a term become a buzzword? Sometimes popular culture latches on to a word or phrase, and you start to hear it just about everywhere you go. People start saying it more and more because it excites them. Maybe it even defines something they want to talk about but didn’t know how to describe before.

The marketing world is full of buzzwords and trends, though not all remain just buzz. Such is the case for “content experience,” this idea that your content should never be content for content’s sake. Each piece of content that you create should be supporting and enhancing the customer journey, creating a smooth experience.

As with anything your business puts time, effort, and money into, the question of returns arises. Paige Gerber of Uberflip believes yes, you can measure and prove ROI for the content experience. In fact, she and her team created The Content Experience Report to prove it. Download the report, and you’ll find out exactly how to measure that ROI for yourself and what is possible by investing in the content experience.

In This Episode

  • Why content experience is far more than a buzzword.
  • How to measure ROI on the content experience.
  • Why good content should be utilized in multiple areas.
  • How to use a call to action to enhance the customer journey.
  • How AI can help personalize the customer journey.

Quotes From This Episode

“Putting your content in more than one place actually increases the views by eight times on average compared to if you’re just pumping out new content.” — Paige Gerber

“Putting a CTA over the top of your content has a 17 percent conversion rate compared to the average landing page right now at 2.35 percent.” — Paige Gerber

“AI helps you personalize the journey and build that one-to-one foundation so that people feel like you’re actually listening when they engage with your brand.” — Paige Gerber

Resources

Content Experience Lightning Round

Tell us about your passion for dance.

Paige grew up dancing and is a huge fan of dance still as a hobby and a way to relieve stress! She teaches workshops and occasional classes when she has time.

What kind of dog do you have, and what is his name?

Paige has a Yorkshire Terrier named Cooper, but they call him Coop for short!

See you next week!

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Episode Transcript

 
Anna Hrah: Hey everybody! Welcome to the Content Experience Show. I'm here with Randy Frisch from Uberflip. This is Anna Hrah from Convince and Convert. And Randy we had a really special guest from Uberflip on today. We actually had Paige Gerber and by the way, she's amazing!
Randy Frisch: Yeah, Paige is awesome. We are very lucky to have Paige here. And it's funny. You and I chatted about it, Anna, and for everyone who listens to this podcast, it's kind of weirder when there's someone actually in the room. Like we usually do these podcasts remotely where there's yourself out of Phoenix and me in Toronto and someone else out in the rest of the world but Paige and I were in the same room and it's kind of funny always when you're talking about this stuff that you talk about all day long and you're trying to synthesize it together but I think she nailed it and actually delivered a ton of value to a lot of people who were tuning into this podcast.
Anna Hrah: Yeah, for sure. I mean, sometimes, you know, I'm just sitting here in my closet and you've recorded a few in the office and it's kind of like dialing into a party but you know, I'm just on Skype and I'm like, “Hey guys!” But no. I mean, this episode was honestly fantastic like especially the report that you and the team have put together. I'm so excited to really download the full thing and read it now.
Randy Frisch: Absolutely! And the cool part about this report and people often say this like, “It took us so long to put this together!” This isn't the type of report where we were able to just simply write in a couple of months but we literally relied on data that was being collected for over a year. So there's a lot of data that really wrote the report itself in the time leading up and that's 'cause what this report focuses on, and Paige touches on this and it was kind of interesting when she put it this way 'cause I hadn't thought about it, but is that we took a different approach. Instead of going the survey route, where we ask people, we just looked at how they consumed content and we let the data speak for itself.
Anna Hrah: Yeah, it's awesome. I love how you approached it. The insights are amazing and also, for everybody who is listening, you have to keep listening to the end to figure out how you can actually increase your conversion rates but up to eight times. That's right. Eight times just by focusing on some content experience areas and the great thing about this report is the link is available at the end of this episode and it's free, it's wonderful, and it's not just insightful, it's also very, very actionable.
Randy Frisch: Well, now I feel like you're trying to make me feel good about what my team did but in this case, I fully agree. They really knocked it out of the park this and I guess we should let people just listen to the whole thing now.
Anna Hrah: Yeah! Absolutely! So you brought Paige in and so we will go ahead and kick it off with you, Randy.
Randy Frisch: Welcome to the Content Experience Show! I'm Randy Frisch and I've got Anna with me and now we've got Paige in the room and the cool thing here is we don't even have to have that third caller in, Anna, which is always kind of tricky here because Paige is literally in our office. She is our Director of Content Experience and Paige maybe can help people understand what the hell that even means.
Paige Gerber: I mean, you think that everyone watching here or listening here would know since that's what the podcast is about but 100%, I'll dive right into it.
Content experience at Uberflip, I'm sure, Randy has talked about it quite a bit but it's working with how do we take the content that we have and actually build meaningful experiences so that people want to engage with us and then help them drive them through that sale through to being an awesome customer and an advocate as well. So here, my job at Uberflip is to focus on how do I make everyone touch point with content one that's meaningful and actually drives engagement and at the end of it, maps back to the goal which a lot of the time is that conversion that you want or that customer you want to land. So yeah.
Randy Frisch: Amazing and so everyone knows. So Paige is CMO here. Paige reports to me, reporting to Paige, we've got a number of different of people who create content, who get our messaging out, who handles social, but I'd say, just as much of your time is spent with your direct reports is probably other departments, right?
Paige Gerber: Oh, yeah. 100%. So, the way we actually have the team split is the content team has the content marketers and the social side who are responsible for actually creating all the content to fuel these campaigns and the other side of it is the content experience side which is how do then take this content and build these amazing experiences out of it and that content experience side is mapped into basically every part of the business. So we're working with the success team. We're working with sales. We're even working with product on how do we make sure that we're telling this consistent message and story throughout every touch point with a prospect or a customer. So definitely.
Randy Frisch: Awesome and so what we're going to dig in today, I think, is that part that everyone's curious about. Content experience is going beyond buzz word now. It's a role where people like you have a job with it in your title and we knew a lot of other people will come to the Content Experience Event, they listen to this podcast but some of their bosses sometimes we'll be like, “Well, is this actually working? Is having this role, as much as it sounds great, is it actually having an impact?” And as a result, I think, what's really cool is you took on this approach of writing a report, not yourself, but-
Paige Gerber: Team.
Randy Frisch: Coordinating this report through your team to actually be able to prove that content experience matters.
Paige Gerber: Yeah, exactly. We want someone. Let's say you are director going to your CMO. We want you to have that proof in your hands to say, “Content experience works and this is why need to invest in it.” So that was the whole basis behind this report and we know it works. We see it all the time. We see it with our customers so what better place to look than the data showing what they're doing as actual customers and their customers and users as well, how they're interacting with content experiences.
Anna Hrah: So interesting because I, one, I love ... first off, first note, I love that you all are actually not just talking the talk and promoting content experience but you actually have built everything you do in your processes around the content experience. Love that your walking the walk, by the way. And then second, how did you actually quantify this? Because as Randy had mentioned, content experience and just experience in general is so unbelievably valuable but a lot of marketers do get that question of well, how are you going to prove it? It's a little bit softer. It's a little bit squishier than the some of those hard metrics. So how did you actually go about proving that the content experience really makes an impact?
Paige Gerber: Sure. So, we ... I'm sure as marketers, a lot of us have seen those reports out in the industry that are based on survey responses rather than what people are actually doing and we wanted to take a very different approach especially since content experience right now, we're just starting to break into people understand what it means and what that value is. So what we did was worked with our data science team and start working through some of the big questions we had with regards to how do make content experience like what makes it successful, what's the impact, what type of ROI can you see with the business? So pulled all of the data using our customers which are, for the most part, B2B marketers. So the report is generated based on B2B marketers actual user behavior and the campaigns that they're setting up.
Anna Hrah: Nice. So because I love that too especially not to discount surveys. Surveys are fantastic but there is such a huge difference between what people say they and what people actually do. I feel like it's almost the analogy of like when you go to the doctor and you have to fill out your health history and how much you exercise and that all that stuff and you're like, “Yeah. Sure.” And you kind of make things look a little better than they appear. But I feel like nobody has, nobody ever has, or just in general, I think it's sometimes hard. There are things that we just as even as people do that we don't know we do and so that's why I love how you approach this with actual user behavior and not just self-reported data.
Paige Gerber: Well, exactly and I think that's actually how we can get the proof out there. People want to see that hard data, the hard facts behind it. That way you can start getting those teams to rally behind it and have not just your content marketers invested but everyone from everyone on your marketing to the entire organization 'cause as Randy mentioned, content experience is touching every department, not just the marketing team.
Randy Frisch: So Paige, maybe you can help people understand before we dig into some of the findings some of the individuals who contributed to this type of report. As you hit on, we're not necessarily going to our customers and saying, “What do you think?” or “Fill out this survey.” But we actually leveraged our data science team. Maybe help people understand what that means in terms of how we get that data and then what we can do is then we're creating a little bit of suspense here on purpose is reveal some of the key findings from this report.
Paige Gerber: Sure. So you'll notice once you actually download the report and see the meat of it that we've approached each of the insights that we found are with questions. So our team got together and said, “What do we need to know?” or “What metrics do we need as a team to show our value to the business?” Like, “How is our content actually impacting that?” So we outlined about, I think there was 10 to 15 questions and then we took those to our data science team and said, “Listen, we really want to try to dig into the patterns here and get some insights to help us justify why we're doing these things and the impact it has on overall bringing leads in all the way through to pipeline and then reducing that churn at the end of the day from the customer standpoint.” So we really worked heavily with the data science team here to dig and find the best insights and really just truly understand what makes content experience valuable.
Randy Frisch: And this is really cool. I mean, we've never done anything like this and I'm willing to bet that a lot of marketers who, again, listen to this podcast from two lenses. Listen to it from, “Okay, what am I going to learn about content experience?” Because we're talking about the topic that is this podcast but also, “What can you as a marketer do with some of the data that's living in your own organization?” And Anna, we've had numerous guests over the years who have talked about the amount of data that lives in their own org, especially when they're a SaaS platform and they're collecting data from their users at scale.
Anna Hrah: Yeah, there's so much data available but I think it's just how you cut it and slice it and use it which it sounds like your data science team ... what were some of those really big sort of data behavior things that they pulled out and what were some of those things that they used?
Randy Frisch: Well but before we do that, Anna, you've created that suspenseful American Idol line, I think we should run to a quick sponsor break, here from some of our great sponsors and then we will be back and we will dig into how many you got for us, Paige?
Paige Gerber: I mean, three today. I can't give them all because I need you do download this awesome report.
Randy Frisch: There you go!
Paige Gerber: I'm a marketer, right? Terrible.
Randy Frisch: So, we'll be right back after this break and we will hear three of the seven big take aways from this report.
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Anna Hrah: Hey everybody! Welcome back! We are with Paige from Uberflip. Now, before the break, we left everybody on a massive cliffhanger about what findings kind of popped up in this report. So Paige, what are some of those big key take aways you wanted to share with everybody today? Because it sounds like there were obviously seven but you have three really key pivotal findings that you wanted to share, right?
Paige Gerber: Definitely! So as I mentioned earlier, the way we approached this was by trying to get some key questions that we had around content and the content experience answered. So one of those questions was is creating new content the only solution to drawing an increase in viewership? So I've heard Randy talk about this multiple times on the podcast and in a lot of presentations he delivers but the answer for a lot of people is new content, new assets. We're at a point now where we have way too many assets and we're not utilizing them the way we should. So, we wanted to understand, is it really the new content that's driving that for us or is it something else?
So when we actually dug into it, we found from the content experience perspective, the way we build these out is by taking one piece and applying it into multiple areas. So using it in your email campaigns, in your ads, creating specific targeted content streams just for your target accounts if you're doing account based marketing. So in doing so, and this the approach our customers take as this is how we guide them through content experience, they're putting those pieces of content in multiple places. So what we found actually was that putting your content in more than one place actually increases the views by eight times on average compared to if you're just pumping out new content.
Anna Hrah: So not just one and done but actually being intentional in sharing it out and making sure it has the visibility it needs?
Paige Gerber: Exactly. So that one piece being pushed out, it's great, but if you're not thinking about every place it can be utilized and finding the right audience to get it in front of, then it's not going to have the same impact. So instead of creating more content, what we're taking away from this insight is that we need to focus on building that experience around what we have and trying to get that existing content into all of these different avenues.
Randy Frisch: You think about the number of people who come on this podcast with us and stress the importance of something like their editorial calendar and the number of ... the way they're pumping out content at mass and it's really impressive. We've come a long way as marketers and our ability to do this but what we found here in this data is it's ... maybe we have to de-emphasize a little bit of our focus on editorial calendar and look more at the buyer journey and what are the different stages and what are going to slot in there?
Anna Hrah: Well, and I think, to your point Randy, I think it's less about filling space for the sake of filling space and making sure what you're actually putting in there maps the buyer journey and also that insight about really not just publishing content once and just being done with or publishing it in one place and being done with it. It's so funny because it sounds like such common sense advice but even as I work with clients and I've worked with clients over the last 10, 11, 12 years, that's something that is still a major problem and it continues to be where people are publishing a blog post and it just sits and it's a great piece of content and it's amazing and it might be getting some okay attraction but even if just to your point, Paige, in the findings, making that visible in other areas is just going to help increase the results and the success of it. It's something that is still really prevalent, that sort of one and done publishing approach.
Randy Frisch: Alright. I am going to keep us on the clock on here because we try and keep these podcast nice, short, and digestible. We can do a whole podcast on that first finding, I bet. But Paige, you got two more so let's roll right into the second finding which, I guess, starts with the second question.
Paige Gerber: Yeah, so the second question we asked was and I mean, this is exactly ... this is a point I really want to lay in there is that your content team really needs to be working with your [inaudible 00:18:07] team to be strategic and understand the best places to convert those leads. So one thing we did look at was how does the experience around form CTA's impact conversion rates? So looking at landing pages and forms across all of the content experiences that our customers were creating and one thing we found was that putting a CTA over top of your content rather than having a landing page where you need to fill out a form and submit had a 17% conversion rate compared to the just average landing page right now is 2.35. So that's seven times the conversion rate of a traditional landing page.
And there's a cool story, I love ... Randy's told me this story before, I love it. I think it would just be awesome to add with this insight is the whole this is the whole talking about the debate of why are we sending our traffic outbound when we're trying to keep them inbound into these awesome content experiences that we've created?
Randy Frisch: I mean, to be honest, I wrote a blog post about this-
Paige Gerber: A while ago. Yeah
Randy Frisch: Years ago and it's one of those pieces of content going back to our first finding that we're trying to use more and more because it has longevity, it has other use cases, but you think about all these examples in our life where we're sent off our site or we're sent to something where we control people down a path and it's just focus on those, right? Don't send someone, as an example, to your YouTube page to watch your video. Use a platform like VidiArt or Wistia to embed that content on your page where you can convert them on the fly. I think those are the examples and stories we want people to think more about as marketers.
Paige Gerber: And that's the same thing goes for a landing page, right? Like if you've just sent them to your blog and then you're trying to get them, it could be even to request a demo or it can be an ebook at the top or middle of the funnel, why are you taking them out of the experience you've already got them to to then ask them to fill out a form? Like it's just much better if they're saying, “Yes. I want it” that you're building this into your existing experience and this can be done. I mean, Uberflip plug here is that we have something called “Overlay CTA's” that the gate the content over top of the actual asset within your blog or content, however, whatever you have. So instead of that landing page sending them away, you're keeping them into that awesome controlled content experience.
Anna Hrah: Nice! So basically, don't make them jump through hoops?
Paige Gerber: Yeah, exactly.
Anna Hrah: Yeah, yeah. No. Customer journey, yeah, don't make it harder than it has to be for them. I love it. So what is that big third reveal that you wanted to share?
Paige Gerber: So, our third question, which I know a lot of marketers are tapping into right now is what can AI do for the content experience? What ... how can we apply artificial intelligence? If we do, does it have it an impact and if so, what is it? And so what we found here is that AI does work. So a lot of our customers are using personalized recommendation engines to kind of push those people to self-nurture through the funnel, engage with more content faster, and then convert.
So with personalized recommendations, we found that they increased the chances of a visitor consuming more content than a generic recommendation by 60%. So, I mean, I'm guilty of this. I feel like a lot marketers are guilty of this where you're like, “Okay. I'm going to recommend op content based on whatever their viewing on the page.” And that's clearly not the way that we should be going as marketers. AI does help. It really helps you personalize that journey and build on to that one to one foundation and marketing so that people feel like we're actually listening or seeing what they're actually doing when they engage with our brand.
Anna Hrah: Nice! And AI, too, has gotten a lot smarter and a lot better over the years.
Paige Gerber: Yeah! No, exactly! Like the big thing is I found before it was just a lot of guessing, right? Like I can be a strategic ... like I'm a strategic thinker. I can kind of think through, "Okay, if they're on this page, 75% of people typically click on these things” like you can create still powerful journeys but using AI just takes it to that next level where you can get just very targeted and very personalized based on what people's intent behavior is showing and how people are navigating through all of your content, what they're clicking on at what times, and then surfacing that through very personalized tailored recommendations using that AI.
Randy Frisch: It makes a lot of sense when you think about it guys. Look at a solution like Spotify. And I love Spotify and what I love about Spotify personally is it helps me discover new content as well. I don't go back to listen to that same song over and over and over again. My kids, granted, but when I open Spotify what it does for me is it says like, “Okay, here's the other content you've been listening to. Based on that you may be interested in this new music.” And there's some really interesting data that was done by Mary Meeker who does this internet trends report every year and what she found is Spotify has managed to actually increase the number of artist that we listen to by almost 50% in the last three years. So if you go back three years, we were listening and I can't remember the exact numbers. It was something around like 60 different artists a month and now it's closer to like 120 a month that we're listening to. My numbers are being rounded slightly there
But the idea there is if we can put content that's meaningful in front of people and that they feel connected to, they'll try it. Now, we're not Spotify. We're not looking to just get them to chill out on a couch but as you put it, we can actually guide them down the right journey this way.
Paige Gerber: Yep, exactly. So basically the AI trend it's a real thing that marketers we should be paying attention to, not just a fad. It can really help us tailor those experiences and help people get them in front of the content that they need to be seeing at that time.
Anna Hrah: Alright. I'm ready to hear the other four big reveals. So where can I and everybody else download this report?
Paige Gerber: Sure. So you can head on over to uberflip.com/cereport and download it straight away. It's there and I promise you you won't regret it. There is some awesome insights in there and the cool thing about the way we laid it out is that we gave you the insights but we also told you as marketers can do right now to fix your content experience and make a real impact.
Anna Hrah: So it's insightful and actionable?
Paige Gerber: Exactly!
Randy Frisch: Amazing! So Paige, I mean, you and I work together every day. You're used to online nuances. What we like to do on this podcast is keep you around and get to know a little bit of some of the things you do when you're not working so I know them. Anna's going to get to lead it this time because otherwise, I'm just going to poke at stuff I already know. But stick around. We're going to be right back here with Paige and get to know her outside of Content Experience.
Anna Hrah: Alright Paige. So we got to know a little bit about you from the professional side. Obviously as Randy mentioned, he knows you really well 'cause he works with you every day but I'd like to get to know a little bit more about you on the personal side and I'm sure our listeners would as well. So first question for you. What is some really good dirt on Randy?
Just, just kidding. Just kidding. I'll ask, I'll ask-
Randy Frisch: That is the last time that-
Paige Gerber: Are you trying to get me fired?
Randy Frisch: I let you lead the discussion, Anna. Now, now.
Anna Hrah: Just kidding, Paige. I'll ask you that off air. So, really though. I know you had mentioned you are a massive ... you are a huge fan of dance, right? You actually are a dancer.
Paige Gerber: I mean, I wouldn't say I'm a professional dancer but I grew up dancing as kid and that's kind of my way to relieve my stress just of life, at the end of the day, end of the week, good way for me to just shut off, not think, and just dance. So yeah. I do dance workshops and drop in classes just depending on the time of year.
Anna Hrah: So I ... there are two things that I refuse to do in public. One of them is karaoke and then the other one is actually like dancing because I never had fun either of those growing up, like I was never in dance. I never did fun singing stuff. So what sort of dance advice would you give to people who either feel like they have two left feet or who aren't used to dancing in public? What would you say? Where is a good place to start?
Paige Gerber: So it's funny. We were talking the other day 'cause we're going to have a fun dance treat at the after part at Conex but they were looking for someone to start the excitement and of course I was volunteered to do that and I said to everyone, “Anyone can go out there and dance. The awesome thing about it is that nobody is paying attention to you.” Like especially when I go to my dance classes, no one's looking at you. They're looking at themselves. They're looking at themselves in the mirror and trying to figure out if they're doing right and at the end of the day, especially in a group setting like that, people are just having fun. They're not paying attention to those things. So I think just go out and have fun and don't think about it.
Anna Hrah: Alright. Well, I will still be cheering you on from the sidelines.
Randy Frisch: Just so you know, though, I'm the one guy they are looking at and not in a good way. It's just like, “What is the guy doing?” That is [inaudible 00:28:13]. Hey, it has to qualify as dance to-
Paige Gerber: No. You can go out there and have fun. There's ... as long as you're moving, it's a form of dance.
Anna Hrah: Nice! Alright, so, final question. You also have a dog. What kind of dog do you have and what is its name?
Paige Gerber: I have a Yorkshire Terrier and his name is Cooper, Coop for short.
Anna Hrah: Nice!
Paige Gerber: Yeah.
Anna Hrah: And how old is he?
Paige Gerber: He's four and it's funny, he actually came into the office one day, on my birthday I brought him, and he was in a meeting sitting at the table with Randy and I and we started to leave and Randy goes, “You know, I have to say. I really like your dog." And I was like, "That is the biggest compliment I've ever received.” Anything you tell me about my work, that's great, will not add up to when you think my dog is awesome.
Randy Frisch: Yes! Your dog brought a good vibe to the office. We have dogs at our office.
Anna Hrah: I was actually going to ask if you bring dogs in. I was going to say, have you brought them into the new Uberflip office yet and let them run around?
Randy Frisch: Yeah, we do. I mean, it's a tricky. We have a lot of criteria for an office dog here. I feel like your dog would meet the criteria.
Paige Gerber: Yeah. They have to be hypoallergenic.
Randy Frisch: Right.
Paige Gerber: Which Yorkie's are. Yep.
Randy Frisch: Exactly. So, you know, we try and make sure it's a great environment for everyone regardless of those who want a dog or don't want a dog so we have to find that balance but I would welcome your dog back. Yeah, he's good vibes.
Paige Gerber: Well, I saw our CEO Yoav over there taking selfies on the ground so I think he's Uberflip approved.
Randy Frisch: Nice! Nice! Amazing! Well, Paige, thanks so much. I know it's a busy time for you. This reports literally getting pushed out this week so by the time everyone listens to this podcast, they'll be able to download it and it was really great to get your insight and some of the stuff you were able to pull from this report that I think will really help marketers both challenge the way they're doing things today and as you said at the beginning, prove to their boss that this is something legit and something that people should be putting the focus to in their organization.
On behalf of Anna and I, thank you to everyone who took the time to listen to his podcast. If you've enjoyed this one, please go to the contentexperienceshow.com and take a look at our past episodes or if you're already in download mode, you can go to iTunes, Stitcher, Google Play, Spotify, we are everywhere. Let us know what you're enjoying when there's an opportunity to give feedback and until next time, thank you so much for tuning into the Context Experience Show.
 
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