I was recently introduced to Uberflip by the amazingly at-scale connector, Jeff Hayzlett, and caught up with their VP Marketing, Hana Abaza.
Briefly, Toronto-based Uberflip connects a personalized content platform, similar to and as elegant as RebelMouse, but which adds the very important element of immediate demand-generation, with a webform-"lite" capability.
Here's how it might work for your business: say that would want to reach customers with content about an upcoming conference. You could create an Uberflip page with content about the conference themes, tagged appropriately, and then pop the conversion form ("request more information," "sign up here") right next to relevant post. Pretty neat, eh? (As they say up there.)
For most brands, this is the kind of immediate and visible ROI that has been missing from content marketing. As Abaza notes, "brands are struggling to have content organized in a way that is actionable. We power the brand's existing resource library, such as white papers and ebooks, and then we give their prospects the opportunity to discover the content and interact with the brand all by themselves." But this isn't about just aggregation and inbound - the lead-gen capability is novel and key to the platform: "Lead-Gen is what I call the 'magic' in Uberflip."
Abaza herself is no stranger to the rough and tumble of the start-up world, having run a chain of martial arts studios - and doing all their marketing - before joining Uberflip. But now she is focused on creating a market for the whole notion of immediate content ROI. The company is focused for now on the mid-market, although they have strong use cases with larger enterprises like Schneider Electric. But the demand-gen team at a resource-light mid-marketer, she believes, will see the value quickly.
Educating the market, however, is key: "We're almost a next-generation CMS for content marketers. They need a much more sophisticated, light-weight CMS just for content. Not to replace WordPress and other platforms, but a more specific tool for content management."