In this issue of the Product Spotlight, you'll explore content best practices to enhance engagement and stickiness on your boards. Plus revitalize your content strategy with creative use cases powered by our new single video and promoted content section designs!
Single Video Section
It’s crowded online! Capturing and retaining engagement is more challenging than ever. Make sure you’re taking full advantage of video content by bringing it to the forefront of your boards. Capture views and view-time with this new section and even enable autoplay.
*Folloze’s Marketing Team uses the new single video section with autoplay to showcase our “Transform to ABX Now” webinar, post-webinar here.
As event marketing ramps back up, you can launch boards to complement your in-person strategy. Video sections are a great opportunity to drive and sustain engagement pre and post-event. For example, pre-event videos are excellent for building anticipation by introducing speakers, showcasing trailers/teasers, etc. Once an event is over, you can quickly and easily update your Folloze board to showcase keynote highlights. By offering ongoing content, you can keep the engagement alive. For inbound, you can promote a sizzle reel or teaser video on the registration page of your board to encourage form fills for full access to your other content.
Focusing more on general demand generation lately? Consider bringing your best customer testimonial to center stage with a video section. Genuine testimonials help your team build the trust and credibility you need to close deals.
*An example of a single video section used to highlight a customer testimonial (shown above).
These are just a few of the real use cases the new video section can support. For a step-by-step walkthrough; this help article will make sure you’re designing a single video section in no time.
Don’t have much video content yet? Don’t worry, you don’t need production level videography to make a good impression. Personalized Vlog style videos shared directly from Account Managers (or equivalent) to their accounts can humanize your team in ways other content cannot. We’ve seen successful ABM boards utilize these authentic video messages in addition to great personalized content.
Simply recording basic video demos can also be a quick way and effective to generate video content. For instance, you could showcase product releases in a newsletter and highlight the most recent features and their impact in the highlighted video while using another content section to catalog older updates.
Promoted Content Section
You can now present content in even more visually interesting ways! Our new promoted content section lets you select 2 to 5 content items and showcases them dynamically based on the number of items in use.
*A promoted content section with 4 items selected shown above.
Introducing this section type on boards with many content items can strategically highlight key content. Prioritizing content creates the visual hierarchy needed to keep viewers on your boards engaged for longer. It also helps ensure they are not overwhelmed and start interacting with content right away.
*A promoted content section with 3 items selected shown above.
Here are a few ideas to help you implement promoted content on your boards.
- Most Popular Content: Double down on your successful content by promoting your top-performing assets to maximize their impact.
- Most Recent Content: Tailor your approach based on use case. Whether it’s product updates or industry insights, sometimes timeliness is the key to relevance.
- Trending Content: Understanding what’s hot in your market can help position your brand as a market leader. Featuring trending content keeps your boards relevant.
- Group by Content Type: Do you want to highlight case studies, playbooks, or industry reports? Increase the visibility of these specific content types with the promoted content section.
In Folloze’s BuyEx 3.0 designer you can showcase content in as many sections as you’d like. Consider using the promoted content section in combination with our other content sections!
*See how Folloze uses various content sections on our very own Resource Center.
Best Practices: Content Strategy
Chip Roque, a member of our talented Customer Success Team has worked with clients early in their adoption of ABM as well as with those implementing ABM at scale. Through this, he’s identified patterns of successful companies and campaigns.
In his words, creating, curating, and implementing impactful content strategies start with being intentional, targeted, iterative, and collaborative.
“Company size, industry, and your target accounts will impact your approach to content. However, intentional, targeted, iterative, and collaborative content strategies are built to succeed.”
A well-constructed content strategy helps you ensure your campaigns are successful. Your content/assets serve as a tangible representation of the value you provide to your target accounts. In turn, this allows you to retain viewers and entice them to return for more.
Think about the key questions your customers are trying to answer.
Who are you building each board for and what connects and drives them? Why have they come to your board, what are they hoping to find?
Below we’ve outlined best practices that we see successful teams employ. You can implement some or all to level up your content strategy and drive results.
At a high level:
- Understand your target audience and use case for your specific board.
- Craft a concise board narrative that is supported by your content and campaigns.
- Leverage data and your broader team to understand what’s working and what can be improved.
- Consistently update your boards based on what you’ve learned.
Diving into the details:
When you create a board, be intentional and targeted in your approach. Curate your content with purpose.
Consider the following before adding content to your board:
- Who are you targeting?
- Why are people landing on your board?
- More specifically, what questions does your audience have?
- What information is needed to help them answer these questions?
This simple thought exercise will help you answer the key question:
How are you delivering value to your audience?
*Not sure exactly what questions your audience has? Get quick insight into which content has been the most successful via a Content Engagement Report in your Report Center. Knowing what captures (and holds) your audience’s attention allows you to create similar content and/or refine your approach accordingly.
Next, craft a compelling narrative for your board based on the questions outlined above. Once you have that solidified you'll be able to keep your board design clean and concise.
Your content should always align with your board narrative but can branch off into the deeper details.
Leverage Folloze’s in-line designer to easily add text to boards, but always consider "Is this actually a supporting detail?" and "Would this text be more valuable if added to or reformatted as content?" Are you adding text directly to your board because it is easy or because it truly supports your board's narrative?
Use each board’s unique story to craft targeted calls to action. Attention spans are shorter than ever so keeping it simple and memorable pays off. Having a prepared board narrative will help you quickly and effectively build boards.
Don’t forget to collaborate with your Sales Team. The face-to-face time Sales has with prospects gives them unique insight into each account's buyer journey. Equipped with this information, you can proactively address questions (before they’re even asked) through board content!
With collaboration and iteration your team can become more agile and better cater to all stages of the buyer journey through content. A/B testing, reviewing visitor behavior, and gathering feedback from Sales all support your goal: to deliver value to your target audience.
Once your audience understands the value you deliver, they’ll be ready to have the conversations you need to close deals.
Last but not least, remember that intentional content starts in the Content Center. Regardless of your company's size, content cleanliness and hierarchy can improve your team's ability to leverage existing resources. Removing duplicate content can be a small, yet significant, first step toward improved content organization.
Chip suggests that smaller teams share responsibility for content cleanliness and strategy. Alternatively, larger, enterprise-level companies often designate an individual to review content organization and performance with notable results.
Interested in content strategies based on your specific company or current use cases? Reach our to your Folloze Customer Success Manager or Account Manager.
Save Sections
You asked, we listened; you can now save sections in Folloze! Speed up board building and create a library of your favorite section designs with a few clicks. Maybe you have a banner with a customer quote with just the right colors and formatting, or you love how your colleague configured a column section… you can now edit, save, and reuse all non-content sections!
*Simply click the favorite icon in the section level menu (shown above) to name and save your selected section for future use.
See how you can save a section here.
Don’t be afraid to share your best sections with your Company Admin - they can implement them at an organizational level via Company Templates for even wider use.
As always, thanks for reading!
The Folloze Product Spotlight includes updates on our latest product enhancements and best practices. Feel free to reach out to us with questions or feedback at product@folloze.com.