When it comes to marketing, content is king. But how can marketers make sure that content they post on their blogs ends up in front of the right people—and eventually leads to a sale?
Yoav Schwartz, co-founder and CEO of the content platform Uberflip, thinks his company has a solution.
The key lies in personalization, Schwartz said. Over the last several months, Uberflip has been using artificial intelligence-driven tech to build a tool that recommends blog posts, videos, and other resources to audiences based on their browsing history.
“What we built is a recommendation engine,” Schwartz said.
In April, Uberflip announced it had closed a $32 million Series A funding round led by Updata Partners, focused on building out this new personalization tool.
Schwartz said that Uberflip’s personalization of a customer’s content experience isn’t just about keeping the user engaged on the site, but also encouraging the user to respond to a call to action.
“Plenty of content machines will get people to click, but are they taking action?” he said.
Uberflip’s recommendation tool can track previous sites that browsers have visited. Using natural language processing, the company can identify where that browser’s interests lie, from their industry to the markets in which they work. Then, the tool helps suggest other videos and posts, based on the topics in which the user has previously shown interest.
Schwartz thinks of it like Amazon’s “You might be interested in…” tool, but it can be deployed on marketer’s blogs and resource pages.
That browsing data comes from Uberflip’s new partnership with Bombora, which specializes in this type of “intent data.”
Uberflip began as a tool that allowed marketers to take their eBooks and white papers and let readers flip through them page by page. Uberflip shared insights into audience engagement with those firms, too.
Since then, Uberflip has broadened its scope. It now works with more than a thousand B2B companies to help their marketing teams create unique content hubs and resource pages.
Uberflip prides itself “on pushing customers down the buyer’s journey,” Schwartz said. It’s not uncommon that Uberflip might hook a customer with one piece of content, and then force them to provide their email to unlock a piece of premium content.
Now, Uberflip is becoming more sophisticated, while remaining a platform for content that marketers can use without their IT departments. The personalization is a major part of that, Schwartz said.
In the next year, Schwartz also intends to open up the Uberflip platform “to become a marketplace for third-party platforms to build on,” he said.
Those partnerships can only help Uberflip to differentiate itself from competitors and curate the content experience for its clients.
“Droopl, WordPress—those solutions weren’t built for a marketer; they were built for IT,” he said.
Kate Talerico is a staff writer at Street Fight.