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Some Recent Thoughts...
Juicy Tidbits Without the "Tech Speak"
A compilation of ramblings about everything from HubSpot CMS development to data architecture, integrations and all the tech stuff you never knew you needed to know.
memeify the blog!
Blogs Listing - UPDATE 2024 (Jordan)
5 Content Organization Tips to Boost Resource Center Conversions
conversion rates looking stale? here are some content organization tips to help your boost resource center conversions.
BIGGEST Mistakes when Designing a Knowledge Base in HubSpot CMS
We all make mistakes, but don't make these BIG mistakes when designing a knowledge base in HubSpot CMS.
For Agencies: How (and why) to Sell a Content Library to Your Client
Investing in a content library is a conversion and engagement GAME CHANGER for your website - but how do you convince your clients of that?
Content Overload: It's time for a Content Library or Resource Center
You spend a *lot* of time and money on content - don't you think it's time you created a content library or resource center?
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rss_summary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","tag_ids":[62770428190,98457582138,98464015968],"topic_ids":[62770428190,98457582138,98464015968],"post_summary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postBodyRss":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postEmailContent":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rssSummary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
![\"knowledge](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/knowledge%20center.png\")
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n![\"Information-Overload\"](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp\")
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
![](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/Please%20describe%20your%20process%20for%20reusing%20and%20repurposing%20content%20(e-g-%2c%20creating%20presentations%2c%20infographics%20and-png.png\")
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","rss_body":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
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While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
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\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
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