Optimising the Content Experience
User experience often gets lost in the avalanche of content marketing, with conversion suffering as a result. Better approaches are possible.
Content marketing may no longer be the hot new trend. However, it is still vital to many B2B marketing strategies. An avalanche of new content is produced every day to support enterprise demand generation and ABM strategies. The unsolved challenge is how to encourage consumption of all this content so that it drives conversion, whether that's by improving discovery or optimising the visitor experience. Updating the corporate website with a best-in-class content library is typically a critical step in achieving this objective.
For those marketers who don't want to engage with a web developer, there are technologies that offer off-the-shelf content experiences. Vendors such as Pathfactory and Uberflip can create user-friendly content hubs that incorporate the full set of personalisation and analytics capabilities expected from any martech platform. Both Pathfactory and Uberflip were heavily hyped at the start of the content marketing revolution a decade ago. They've since fallen out of favour because their platforms can be easily replicated in most enterprise-scale CMS or DAM solutions. It's been some time since I last crossed paths with either platform in production. Until, unexpectedly last week, Pathfactory announced they were acquiring Uberflip.