Hana Abaza speaks at Content Marketing Conference 2016

Hana Abaza is a kick-butt content marketer who can literally kick your butt – she’s a black belt and taught martial arts professionally for almost a decade.

At her day job, Hana is a digital marketer extraordinaire, startup founder, and tech enthusiast. She is a contributor to Huffington Post and has a knack for communicating inspired tech solutions in an engaging way to mainstream audiences. We were honored to have Hana speak at Content Marketing Conference’s debut in 2015 and are even more thrilled to have her return to speak at CMC16. (Follow Hana on Twitter)

As the VP of Marketing at Uberflip, Hana lives and breathes content marketing. She shared with us, “Not only on our marketing team because it is a big part of our marketing strategy but our customers are doing it day in and day out and we are talking to them about how they can better leverage [content marketing] using Uberflip and in general.”

Uberflip is a content platform that helps marketers create, manage, and optimize the content experience to boost engagement and generate leads. Content experience is a very important component of strategy to Hana, but for many of us it’s a new term. So what is content experience all about?

Hana’s Tactics to Optimize the Content Experience

A couple months back, I asked Hana to share her expertise for optimizing the content experience on my webinar series. And here’s what she had to say:

“I love piña coladas. But do I want to be sipping my piña colada in someone’s backyard overlooking a shed and a garbage can? Or do I want to be sipping my piña colada on a beach in Hawaii. I think the answer to this is obvious.”

Content experience example: Piña Coladas

Hana continued, “I would much rather be drinking that piña colada with the sun and the sound of the waves and the sand beneath my toes it’s a much better experience…. And at the end of the day, it is experience that makes the difference for me.”

But what do piña coladas on the beach have to do with content marketing?

“You might have the exact same blog post or the exact same words on the screen, but the experience is what is really going to set you apart,” says Hana. “If your experience is lacking, realistically you’re going to wave goodbye to subscribers, you’re going to lose leads, you’re going to potentially lose customers. At the end of the day, this means lost revenue.”

Wow. Content experience really plays a critical role in the success of your content marketing efforts.

In our webinar, Hana shared the five key elements of a high-converting content experience, or SASSY – Scannable, Actionable, Sharable, Scalable, and You-oriented.

One important aspect of actionable content is clarity.

Hana shared a picture from last year’s Content Marketing Conference that beautifully illustrates the idea of leveraging clarity to optimize your content experience.

CTA example of clarity

“I absolutely love this picture…. I think it was perfect because I’m standing in the elevator and I’m thinking about how to structure the call-to-action section in my presentation, and then I look and there’s this great call-to-action – for me to go to the casino. This couldn’t be a more perfect example of clarity. I know exactly where they want me to go. I know exactly what they want me to push and I know what the value is.”

Hana Speaks at CMC16

Think about how content experience influences your decisions… and your customers’. Would you like to learn more about content experience? Hana will be returning to speak at Content Marketing Conference 2016 where you can expect to find even more excellent examples of an optimized content experience. Attendees at her session on Thursday, May 19th will specifically learn strategies to 10X your content team’s productivity.

We hope to see you there.

Byron White is one of the original content marketing revolutionaries, Chair of Content Marketing Conference, author of “The Content Marketing Roadmap” and “103 Content Marketing Tools”, and Founder of 5 successful startups including WriterAccess.

 

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