You spend a lot of time and energy developing high-quality content to educate, inform, and guide your leads towards conversion.
The B2B buying process is notoriously long and requires a lot of time and effort — shouldn’t your website do most of the work?
Sure, emails and following up are both relevant, but an adaptive content hub can literally educate visitors and make money by letting leads self-nurture while you sleep.
What Is an Adaptive Content Hub?
Think about all the in-depth content you create to deploy throughout your lead nurturing process: eBooks, whitepapers, tutorials, case studies, industry news, authority blog posts, podcasts, videos, social posts.
Now, imagine you have all of that information in one convenient, well-organized, and user-friendly location on your website where visitors and leads can educate themselves and binge on personalized content.
Amazon’s Alexa, for example, offers a marketing resource center filled with valuable information about content marketing, SEO, and other relevant topics.
How Can an Adaptive Content Hub Help You Nurture Leads?
When you use an adaptive content hub to its full potential, your leads can nurture themselves with personalized content streams and personalized content tracks.
1. It Provides Social Proof
Your adaptive content hub is a great place to highlight detailed case studies. After all, 41% of businesses say that evaluating case studies is an integral part of their buying process.
With so much at stake, buyers need to know they’re making the right choice. They need to see other people – just like them – using your product and seeing a benefit.
With personalization you can increase that engagement and content consumption by offering relevant content to those visitors based on their intent signal, industry, vertical, size of company, etc. Leave the guess work of hunting around for content they like and start offering what they want.
Even if you don’t have a detailed case study with all the bells and whistles typed out for each example, you can still provide a list of brands that work with you and offer some quick stats, features, benefits or graphs.
2. An Adaptive Content Hub Can Help You Connect with Leads
If you have a sizable audience and client base, your content hub could include a forum or message board for leads and current clients to connect.
WordPress is an excellent example. Their comprehensive support forums make it easy to contact plugin or theme developers and communicate with other end-users to solve problems in the most convenient way possible. Plus, everything is extremely well-organized by topic.
You can also use a content hub to connect with leads who ask questions or have problems. Include a live chat or a single field for a business email where visitors can submit request for demos, etc.
3. It Offers an Incentive for Leads to Convert
An adaptive content hub is a valuable asset to potential buyers in itself.
First, it provides a solution. Leads can get relevant information up front at every stage whether they are doing research or at the point of making a decision. More often than not they want to get this information without having to talk to someone or send an email. Your adaptive content hub can solve most of their problems.
However, it also shows leads that you understand who they are by providing personalized content results. Keeping not only your brand and products more relevant to them but showing that you understand them.
Look at Sage Intacct, for example. The Sage Intacct Adaptive Content Hub provides templates and how to guides for small business, enterprise companies and has personalized content streams that offer personalized content based on where a visitor is coming from such as a non-profit, software company, etc. Everything from ebooks, guides, video’s are all there and can be dynamically rendered based on who you are.
4. It Demonstrates Your Brand’s Authority
A resource center takes time, energy, and knowledge to create. Today’s web visitors don’t want a static resource center they want adaptive content hubs that can adapt to who they are and what they care about. When you start presenting value to your visitors it shows that you’re genuinely invested in an industry as well as your lead’s success.
With eBooks, PDF files, and other in-depth content, you can really start to throw your knowledge and thought leadership potential around.
Taking the time to develop a user-friendly adaptive content hubs sends a message that you’re highly educated and capable of solving your lead’s problems.
5. An Adaptive Content Hub Keeps Visitors on Your Website
When you stumble across a brand’s content hub that interests you, it’s pretty exciting. You could literally spend hours reading and bingeing on content if the subject interests you enough.
Providing a wide-range of highly-personalized content will keep visitors on your website. Not only that, but it will encourage leads to return to your website for more information.
Connect with Your Leads on a New Level
To develop an adaptive content hub, you’ll want to gain a comprehensive understanding of your audience segments and personas. Start compiling resources based on data you’ve collected like problems your clients face, unique features of your service, and anything else you think people would find useful.
Personalization is the key behind all content marketing – including your adaptive content hub – learn how Hushly can help skyrocket your conversions by 51% with the power of personalization.
