Hana Abaza, Director of Marketing at Uberflip joined me late last week for a quick conversation about Uberflip. I was prompted to find out more after hearing them named as a company doing some interesting things in content marketing. Audio file and full transcript of the conversation below. Thanks Hana for sharing the overview.
Chris: Today I’m speaking with Hana Abaza from Uberflip. Hana, thanks for joining me today.
Hana: Happy to be here. Thanks.
Chris: I came across Uberflip in an article that was calling out what they were calling next-generation marketing automation/content marketing tools and technologies. Spent some time on your site, you guys are doing some really interesting stuff and I thought you might just take a couple minutes and tell us in your own words what you’re doing at Uberflip and how it’s unique and different.
Hana: Yeah, absolutely. At Uberflip, we’re really focused on two things. We’re focused on helping marketers create their slick, front end experience for all of their content, and then, on the back end of that, we’re focused on giving marketers the tools they need to actually leverage their content to generate leads, so we start off by helping you aggregate your content that will connect to your blog articles, your social media content, video, even ebooks and white papers.
We’ll pull them all into what we call a content hub, and then, we’ll give you the tools to actually create, to include call-to-action elements within that hub, forms to date content. All of that really connects with your marketing automation tool, whatever you might be using, MailChimp, HubSpot, Marketo, Pardot, et cetera, to really create a seamless experience.
When somebody lands on your content hub, they might fill out a form for lead generation, that will automatically get sent over to your marketing ecosystem, whatever that might be, and from there, you can trigger whatever you need to in order to nurture that lead. As much as we focus on creating that great look and experience, the magic really comes in when we’re taking a look at those lead generation tools that we really provide for marketers.
Chris: A very basic question, how would I integrate Uberflip with my existing website?
Hana: That’s a great question, so there’s actually several different need cases for it. One of the most popular things that we see is marketers coming in and wanting to maybe revamp something like a resource center on their site. Most B2B companies, especially when you go on their website have some sort of a resource center or learning center, which is full of content, like ebooks, videos, maybe blog articles. Generally speaking, most of them are pretty sketchy looking. They look like they were designed in 1995.
What we do is we can actually power that resource center. You can implement it a couple of different ways. You can either have a link to your resource center in a top navigation and you can link out to your hub, which can fit externally or you can take your hub and you can just embed it directly within your website, so when somebody clicks on resource center, they go to that page within your site and your content have it embedded there.
Chris: Well, that’s great. Now, that makes a lot of sense. Talk about multi-platform, so does Uberflip automatically do any kind of optimization of your content from multiple platforms? Talk about that a little bit.
Hana: A hundred percent, so when we’re taking a look at Uberflip, it is, well, number one, it’s a 100% responsive. Regardless of where you’re looking at a content hub, whether it’s on your mobile device, on your tablet, on a big a screen, it’s going to look fantastic. That was first and foremost, because we all know how much we’re sacrificing in terms of conversion rates and engagement when somebody hits a content experience that’s not optimized for mobile.
I promise you, you’ll sacrifice things in major dollars there, and that’s something we’d really take in into account in terms of optimizing the experience for not just the marketer but for the end user as well.
Chris: In looking at your site, I noticed something interesting that I’ve not ever seen with any technology provider yet is you guys have this Flipbook functionality, where you can turn PDFs into Flipbooks. Can you talk a little bit about that, both what the feature is and also what led you to develop a feature like that? That’s kind of an interesting innovative thing.
Hana: You know what’s funny, is Flipbooks was actually our core product initially. Before we actually rebranded to Uberflip and kind of expanded from just a tool to a content marketing platform. Flipbooks was what we did, so essentially, what flipbook is, is it allows publishers, content marketers, anybody that’s got any sort of PDF content, like a magazine or catalog, or brochure, an ebook or white paper.
We allow you to take that PDF and convert it into what we call a flipbook, which is far more interactive than a boring PDF. When you convert something to a flipbook, you then have the ability to embed videos directly within that content. Imagine a video within your white paper that just plays for you.
You have the option to add call-to-actions and additional links, and the real, real sort of magic behind the flipbook is the metrics that you actually get from it. If you’ve got a PDF that’s there, you’re really not going to get any feedback in terms of how people are engaging with it, whereas with a flipbook, you know how far they’ve read in the flipbook, which pages they’re reading, where they’re zooming in, which videos they’re playing.
It’s actually, I can’t even … I don’t even remember how many metrics we have available for flipbooks, but I think it’s 30 different metrics that you can look at to determine how engaged people are with your actual flipbook. That is definitely something that’s unique to the Uberflip platform.
There are other companies that will do sort of the social media aggregation in the content aggregation piece, but none of them have the flipbooks component which actually help turn PDF content into something much more engaging and very few of them also focus on lead generation, so the lead gen piece is definitely the other big piece which makes it as cool for a not just resource center but we use it for sales enablement, we use it for events, we use it for so many other things.
Chris: I just thought that it’s really, really great and so many companies have so much great content but locked up in PDFs and flipbooks make it more interesting. On your site, there’s a number of customers that you call out, I’m curious from your perspective, who are the customers that are doing some of the coolest stuff with Uberflip?
Hana: There’s a couple, so, there’s a company called Monetate, really cool company, very niche. They do personalization software for marketers essentially, so if you go to a website and they know who you are, they can personalize the copy on that website for you. They’re doing some very cool things. If you go to monetate.com, you click on their resource center, that’s all powered by Uberflip. They got some great content up there, and they’re really leveraging the call-to-actions really well.
I know Monetate, they do this quarterly where they’re releasing the e-commerce quarterly. I actually tested that flipbook, those behind a traditional landing page, which is how you see most content data these days, and then they tested it behind on Uberflip call-to-action where we gauge the piece of content for them and I actually saw 250% increase in conversion rates with our platform. Really cool to see that and really cool to see a company that’s actually testing those things.
So many companies don’t actually have a really good pulse on their metrics when it comes to that stuff. The other company that’s doing some great stuff. Actually, there’s two more that I’ll mention to you. A company called Captora, which is also in the content marketing space. They had an awesome director of marketing, Dina is her name, and she put together a killer content hub. The last one I’ll point you to, there’s so many good ones to choose from. Let’s say Visual.ly.
I think most of us are familiar with Visual.ly. They’re basically a marketplace for all these great visuals and infographics. Their content hub is one of the top-scoring hubs we have, so one of the features we have in our platform is we actually provide you with a content score for every single piece of content so you could see how each score is performing relative to the number of subscribers or leads that generating. Depending on what your goals are.
Visually is one of the top ranking ones across all of our customer base, so they’re definitely doing some cool stuff.
Chris: That’s great. I know you just mentioned a couple of metrics, but is there any kind of a general metric that you have? Let’s just take marketing automation users. People who are using marketing automation that use your hub versus people who are using automation and not using your hub. What kind of a lift are you seeing just generally with people who are using Uberflip in terms of the performance of their content? Do you have any metrics around that?
Hana: We have micrometrics around how people are using like the Monetate example that I gave you. In terms of lead generation, we’re actually working with customers now to get some of their metrics. We have some internally that unfortunately I can’t share, because customers shared it with us in confidence, but yeah, we are definitely seeing a lift.
The majority of that really comes down to the content experience, so remembering that most of these people are going from a content marketing that’s very 1995 to a content marketing hub that is designed to up engagement. It’s very visual and it has all of the lead gen tools that you need there. I don’t know if you checked it out, but if you go to our hub, there’s a blog article. We actually did an analysis of a hundred marketing software blogs and we basically did an analysis of their content experience and how good it was.
We did it based on a few different criteria like, for example, whether or not it has a call-to-action, whether or not the content was matching the buyer persona, whether or not it had any visuals included, so really a list of criteria that really focus on the experience.
This is marketing software blog, so you would think that being in the marketing industry, they do have a better pulse on it, but you’d be surprised at how poorly the vast majority of these blogs make in terms of their experience. It was hard to find things. It was hard to give them any information. You couldn’t sign up for anything. You didn’t know where to go next.
It really does come down to the experience first and foremost and the bar has definitely been raised. When you take a look at all of us interacting online, and I mean whether we blame Pinterest for this or not, everything online is much more visual, every experience online is much more interactive. If you’re a marketer, whether it’s B2B or B2C and you’re not leveraging that, you’re definitely sacrificing a lot in terms of conversion rates, dollars and gross.
Chris: You guys are doing some really, really great stuff. I appreciate you taking a few minutes to share what you’re up to and giving everyone a little flavor for what you’re doing at Uberflip. Thank you so much, Hana.
Hana: Yeah, no problem at all. Thank you, Chris.