Content Activation & Optimization: Leveraging Content to Accelerate the Buyer’s Journey.

Content has the power to make or break your relationship with prospective buyers. In this discussion on content activation, Iron Horse’s Amber Keller and Uberflip’s Ben Hoehn explored how to make sure your content is doing its part to propel prospects down the buyer’s journey.
Originally aired on February 23rd, 2023.

Key takeaways.


Classic engagement metrics still have some use.
Clicks, scroll depth, time on page, and other vanity metrics are great early indicator KPIs—telling us whether we’re on the right track, but they’re limited.


"Boardroom metrics” tie engagement back to conversion.
You want to evaluate how well content engagement influences actual buying decisions. What content pieces do prospects engage with most?


Engagement patterns differ throughout the buying group.
Develop content for each persona in the buying group, from the “gopher” who’s collecting content for the decision-maker to the practitioner “lurker.”


So what you really have to do is get good at figuring out how you can reuse content, or what the overlaps are, or how you can customize micro content for those personas and then just tag it really effectively and get that in front of the right person.

Ben Hoehn • VP of Marketing at Uberflip


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Amber Keller • Associate Content Director, Iron Horse

Amber is an Associate Content Director at Iron Horse with 20 years experience creating and editing content for print and web. Amber works closely with our customers and internal teams to produce impeccable content that engages, informs, and drives business growth. Before coming to Iron Horse, Amber created award-winning e-learning for tech, financial services, consumer, and government sectors.

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Ben Hoehn • VP of Marketing, Uberflip

Ben started as a web and database developer, then fell in love with the entire marketing process that leads to amazing product experiences. He's been leading B2X Demand & GTM marketing teams for nearly 20 years. Today, he's proud to lead the marketing team at Uberflip where he helps growing businesses find scalable, efficient ways to personalize content experiences that engage and educate buyers.