One of the challenges faced by businesses aiming to improve their user encounters is to figure out where to start.
Hootsuite’ s i9000 largest annual campaign may be the perfect example of how the procedure for improvement can – and really should – work.
For the last seven years, much of its staff and stakeholders have spent a significant part of their time working to create Social Media Trends , an enormous report describing the current state of online interactions plus activity on social media.
Each year’s efforts require roughly eight months of study, from the first “let’s do this” meeting to the final “look at what we did” celebration. Researchers typically job interview tech leaders and include views and data from a large number of users around the world.
The result is really a comprehensive ebook that’s recognized as the state of the art from the social media community. It’s usually considered to be easy to read as well as visually stunning. It must be downloaded, a good action that Hootsuite’s internet marketers use to track who is serious and perhaps invite them to engage with other company content.
So , how can this labor associated with love – but still a labor — be enhanced? Rock Content helped Hootsuite find a way.
This Thursday, I co-presented at Content Marketing Institute’s Demand Generation Peak session with Lisa Vecchio, Hootsuite’s Director of Worldwide Campaigns. We shared with the event audience the brand new approach used for the annual Social Media Trends 2022 .
We discussed how Rock Content ’s Ion platform introduced a brand new experience to the visitors of this year’s report. Taking advantage of the new interactive format, the consumer could navigate through the featured trends like ROI, social commerce, and customer encounter, with videos, case research and quizzes that invited them to interact with the content.
The experience furthermore includes an ungated e-book that users can download, but Hootsuite invested in generating more in-depth and gated content like webinars, information sheets and playbooks, getting tips on how marketers may succeed in each one of the trends the report featured. That’s exactly where Hootsuite gained its downloads (and qualified leads! ). The experience was a balanced mix of un-gated and gated content material.
You might ask: “If I explain each tendency and make ungated articles available, I won’t generate any leads”. Hootsuite’s encounter demonstrated that this is a clear marketing myth.
The change to an interactive experience ultimately led to higher engagement, as information was easier intended for consumers to access, including the majority of the information being available online, rather than through a massive file down load.
Talking about general amounts: unique traffic visiting these pages increased 34% as well as time upon that page (up 119%), while the number of downloads increased by more than 30%.
I’ll go deeper to explain the strategy behind it.
Un-gate your content
Hootsuite started its efforts with the Social Media Trends report seven in years past, when marketing tech and customer behavior were somewhat different than today.
Consumer preferences are always shifting, as are the tools that measure how properly marketers are able to reach clients and encourage them to take action.
Once the Social Media Trends report premiered for the first time, the average Hootsuite user may have had more time to eat content, and more importantly, more patience.
But with the proliferation of online content clients have evolved and anticipate more. Any obstacle or even unexpected user experience trouble, like poor user interfaces or bad content can drive people to move on to other content or product choices.
Much of the online advertising during the past worked by interrupting consumers and getting their attention with something bright and sparkly. Today that type of experience isn’t accepted anymore plus being interrupted by a brand can cause a negative experience and sentiment . The point is not that we need to stop digital advertising; yet we need to change the approach, conveying emotions and adding personalisation
Dealing with unwanted content experiences can go beyond abandoning a shopping cart or closing a survey midway through. It may trigger extreme behaviors, like canceling a subscription or even posting a negative comment on social networking.
Since clients expect great content experiences, businesses should adapt to the consumers’ modifying behavior. It means that entrepreneurs need to focus on designing better experiences, and making sure each piece of content is a meaningful part of the whole experience .
Content encounters are made of several pieces of content spanning across all stages of the buyer journey, using the goal of driving customers toward activation. Each piece of content can be consumed independently or as a single element of a more complex journey. For this reason the full content experience can be greater than its individual components.
As marketers, we can un-gate the content and make their own access as easy as possible for the general public. This goes against what’s considered a common practice within digital Marketing: requesting customer information on every page or requiring registration before permitting people to access certain content material, even the free one.
However as demonstrated by Hootsuite’ s case, when you un-gate and utilize content experiences across the complete journey, people will employ more and can provide the first-party information that you need to achieve your Marketing targets.
From Lead Gen to Demand Gen
Lisa shared five lessons learned from the campaign:
1 . Acknowledge that there’s a problem using the formula
The old ways of articles consumption are dead. Importantly, inserting a form at every possibility creates friction and a bad user experience. Over the years, because information became more readily accessible online, Hootsuite also known that every competitor started to produce a similar report.
It’s no surprise that B2B lead magnets are dying a slow death; the team with Hootsuite started to question why making something so hard to obtain when people can get the answers for free, without having to give away their soul to access this. That’s how the team started to consider how they could really differentiate.
2 . Embrace the particular shift from lead generation in order to demand generation
The industry can be making a huge shift right now from what is traditionally referred to as lead gen (basically business lead or MQL capture) to demand gen (driving consciousness and interest throughout the entire buyer and customer lifecycle all the way through to closed/won).
It means that in order to drive need we need to think holistically regarding our user experience end to end.
3. Invest in the value exchange
If Hootsuite really wanted to differentiate them selves, they needed to provide value beyond just sharing the trends. So , in order to do this, their strategy included the particular “How”, not just the “What” in the value exchange.
The particular “What” is the heart of their engagement strategy. Each year Hootsuite identifies the top 5 developments marketers can expect for the 12 months ahead, and there are many ways they can turn each pattern into a content engine – for example blogs, videos, plus case studies for each development. As I said in the webinar, these types of pieces of content can be consumed individually or as a collective to compliment the inclusive experience.
And so when it came to the “How” of the value exchange, this was where Hootsuite knew they could capture people’s true interest. In other words, these people asked the question: how can Hootsuite help? So they made more in-depth and hands-on content material available to download, such as infosheets, playbooks, webinars and the complete report and data fixed as a takeaway to share in house.
This is where they actually do the lead capture. After the viewer already consumed the report, not before they actually had a chance to digest anything at all.
4. Sweat the content
The particular principle of integrated marketing and advertising lies at the heart of the Social Media Trends 2022 campaign. You could have great content that informs a story and an incredible onsite experience, but if they are not combined into a holistic ecosystem, the overall impact get’s diluted.
Simply by sweating the content and smashing it down into snackable tales across channels (owned, gained and paid) Hootsuite could reach more people with less, and sing from the exact same song sheet as a advertising team in order to tell a regular story.
5. Indulge your employees
Hootsuite utilized their own tool, Hootsuite Amplify, to make it available to their employees, as well as users of their employee advocacy strategy.
By making a whole category within Amplify for Hootsuite employees to share the Social Trends content material on their social networks, they were able to unpack each Trends’ key takeaways over a series of weeks. Moreover, they were able to maintain their strategy active and employees engaged with the content material. In 90-Days, employees acquired garnered over 1 . 1K shares.
Focus on the user experience
In short, marketers and brand names need to balance brand constructing (long-term) with activation (short-term), and that’s something Hootsuite managed to achieve by building a full journey, un-gating their primary content while providing extra, more in-depth and hands-on content through a download.
Yet no matter what your goal is with the content you create, it requires to provide a great experience for that user. Make it appealing and, above all, helpful to your target audience.
I invite you to watch the whole session Lisa and I provided at CMI’ s occasion . You’ll get more from Hootsuite’s experience and will learn how to adopt this approach for your brand.
The particular post Content material That Fuels B2B Demand Generation. How Hootsuite Changed Its Largest Annual Marketing campaign appeared very first on Rock Content .