You’ve got content– awesome content you’ve spent time and money creating. Now you want to promote your content in the best way possible to connect with your leads and build your sales pipeline. With so many content hubs to choose from, how do you select the one that’s best for your business? In this post, we’ll compare Uberflip and WordPress — two of the best-known resource center solutions in the B2B marketplace.
Resource Center Use Cases:
Let’s start by considering the types of use cases for each option. You should choose the resource center that best fits your business needs, your customer’s buying journey, and the amount of content you have.
Uberflip Use Case: Large Content Library | Integrate AI and API’s | Building customized buyer journeys at scale | Available marketing resources and budget
WordPress Resource Center Use Case: Small-to-Medium Content Library | Building simple buyer journeys or marketing pilots | Limited marketing resources and budget
We’ve broken down the key features to help you understand the strengths, weaknesses, and opportunities of each platform.
In the Uberflip hub, you’re able to create two types of CTAs — link CTAs and form CTAs — and place them throughout your hub in a number of ways. Both CTA variations allow you to easily customize how they appear, including standard options like changing the colors, text, and uploading a custom background image that aligns with your branding and style. Form CTAs allow users to easily gate content and send leads directly to your marketing automation platform (MAP). They have a handy guide to CTAs you can check out here. Update: Uberflip recently announced unlimited CTAs for their Exclusive + packs!
WordPress CTAs are more flexible – they can be created, placed, and customized to perform as the user requires using a plugin or HTML & CSS. Similar to Uberflip, you can also integrate your CTAs with your MAP. Using WordPress, you are facing less constraints as to the types and the appearance of your CTAs for a more flexible CTA management solution. However, depending on how the resource center has been built will likely require a more technical resource to manage these changes.
Of course, WordPress comes with the ability to have a completely custom solution. This will automatically be in-line with the rest of your site’s branding as it will be built natively into WordPress as either a plug-in or within your website theme. Depending on how your resource center is built, the ability to change the structure of the resource center will likely have to come from your technical WordPress resource or developer. If built with scalability and flexibility in mind, you can often change generic design and styles on the fly, but this requires a good amount of planning through the resource center build to achieve.
Flexibility of Content
One of the best things about Uberflip is its ability to host multiple types of content. In addition to uploading and writing blog posts directly within Uberflip as you would in a native blog website, you can also import streams of video (from a variety of platforms), tweets, blogs, or social media feeds. These different media types allow the user to be creative when developing a robust resource hub.
WordPress also has the ability to host multiple types of content. Essentially, a resource hub is just another blog format in which you can embed materials that range from slides to videos, and write an article surrounding the content piece. However, if you’d like your post pages to appear differently for different types of media, this feature will need to be created by a skilled WordPress developer to allow your posts to appear in specific templates automatically based on the media type of the content.
Uberflip makes it easy for you to organize your content. Some of their features include:
- Content Tagging: Add an unlimited amount of tags to each content item on the back-end so administrators can easily search and identify the pieces they’re looking for.
- Content Streams: Content streams are foundational to the architecture of your content. You can manually load content or use dynamic rules to automatically load in all content from a specific source and categorize them into their appropriate content streams such as Twitter, blog posts, white papers, etc. for use in more personalized or categorized streams (below).
- Marketing / Sales Streams: This is where the genius of Uberflip comes in: marketing/sales streams can be populated manually (by searching and choosing specific content), or again, by using dynamic rules to auto-load appropriate content from your various content streams. This helps keep your content fresh for your customers and can elevate your resource center to a more personalized content hub.
The way that WordPress resource categorizations work rely more on how your resource center has been set up. WordPress resource centers by default will organize content by two different elements: categories and formats. This is similar to Uberflip’s Marketing / Sales streams and Content Streams. WordPress doesn’t have dynamic rules that you can set up to automatically load content into your hub so you will have to go in and choose which items you want to include.
A WordPress resource center still functions in a way where you can put an item in multiple categories, or sort the content by type and any other filters/categories that you may want to create to elevate the user experience.
Artificial Intelligence (AI)
Uberflip comes with a built-in AI feature that provides content recommendations on your resource center. Recommendations are designed to help you offer more personalized content to engage, self-nurture, and move prospects faster through the buyer journey. You can have the AI recommendation engine be limited to a specific stream (or streams) or have it parse the entire content library for similar content.
Uberflip also has the ability to integrate Bombora within your hub to gain helpful firmographic data insights on your visitors.
A WordPress resource center does not leverage AI technology by default. There are a number of AI powered plug-ins you can quickly install to offer related content and optimize the user journey on your WordPress site, but these plugins can’t compare to Uberflip’s more powerful AI logic.
Metrics / Tracking / Analytics
Uberflip and WordPress
Both Uberflip and WordPress have the ability to track form fills through your marketing automation platform of choice. Uberflip provides item-level metrics that are easily accessible from your dashboard. To see analytics for your WordPress content you would have to access your Google Analytics account and go through Behavior > Site Content > All Pages.
With a skilled developer you are often able to uncover and port over more metrics between technologies than the default available connections. If you’re looking for more robust reporting between your marketing technologies, contact us about our integration capabilities.
Search Engine Optimization (SEO)
Uberflip utilizes SEO best practises by allowing for descriptions on every item, stream, and the hub itself. You can configure the stream options (canonical meta tag, and no robots meta tag). Uberflip also auto-generates your sitemap.
WordPress has similar capabilities. Each post has the option of updating the meta description and tags using the Yoast SEO plug-in and you can easily manage image alt tags from the media library.
Integration with Marketing Automation Platforms
Uberflip has the ability to connect to many marketing automation platforms (Salesforce Pardot, Marketo, HubSpot, etc.), SEO, and analytics technologies. They are constantly developing and working their way to becoming a platform technology so it’s likely even more options will pop up in the future.
WordPress has the ability to integrate with any marketing automation platform and other third party tools. It is highly customizable with a knowledgeable developer.
WordPress pricing ranges from $0 to $300+. This is simply for the cost of the domain and website hosting, themes and plug-ins, which will vary according to your business’ needs. As mentioned, however, with a WordPress resource center you should expect to spend a fair amount up front to have it built in a scalable way that fits your needs, with minimal ongoing cost. We don’t recommend purchasing pre-built themes due to the difficulty of maintenance, bugs and overall bloat of unnecessary code that negatively impacts your SEO and performance. You’re better off hiring a trusted WordPress developer to customize this for you.
What is the right resource center platform for my business?
I know this is not the answer you’re looking for, but it depends. While Uberflip offers more tech-enabled functionalities to help marketers create more personalized content experiences, WordPress offers plenty of opportunities for customization. In this respect, the first thing to ask when choosing the right resource center platform for your business is “How is my resource center going to work for me, my sales team, my stakeholders, and my customers in the coming years?’” Look at the way you’ve been developing content in the past, the amount of content you’re developing now, and any future opportunities on the horizon. Is your website currently built on WordPress? Do you have access to a developer that can build a resource center for you? How much is that cost in comparison to using Uberflip? Is it important for your business that multiple departments have access to content streams and can easily and quickly update content without tech knowledge? Do you want your content to be personalized to your target audience? Think about what’s most important for you team and business and go from there.
Still have questions? Our team is well-versed in both Uberflip and WordPress and we’d be happy to help guide you in making the best decision for your business needs.
– Olivia MacLean, Marketing Technology Specialist at Brainrider, Inc
Brainrider is a full-funnel marketing agency that helps B2B companies adopt better marketing strategies, run more effective campaigns, and ultimately drive more revenue. Want to know more? Contact us today.