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How to Create Content Consumption Paths

Waka waka waka. That’s what we all want, isn’t it? Our prospects bingeing on our content like Pacman gobbling up those little white dots. 

With today’s buyers doing the vast majority of their research online, our marketing content is more important than ever. It needs to be found and we marketers pay a lot of money to get it smack dab in front of them.

But if Pacman only ate one little white dot, it would be game over.

Fortunately, there’s always another dot. And Pacman follows because the path has been laid out for him. He won’t stop at one. He’s in search of more and more and more. He’s bingeing because it’s just so easy. 

For a marketer, that’s a dream state—buyers reading more and more of their content. Multiple pages per session. Open, clicked, viewed, viewed, viewed. But this dream state doesn’t just happen. It’s thoughtfully orchestrated by a content consumption architect also known as a marketer. 

What is a Content Consumption Path?

A content consumption path is a strategically orchestrated path from one piece of content to the next with the sole purpose of encouraging content consumption to speed up the education process and move the buyer from aware to interested to sales-ready faster.  

Marketers create content consumption paths using calls-to-action and content recommendations in an effort to keep prospects engaged, feasting on content, educating themselves, and self-nurturing to sales-ready status.

How To Create Content Consumption Paths in Uberflip

So how do you create these content consumption paths? It’s easy with platforms like Uberflip. Let’s look at how the Uberflip Marketing team does it. 

Calls to action

The easiest, most straightforward way to encourage content consumption is through calls to action. These can take a variety of forms and are the simplest (and most widely used) tactic to get someone to the next piece of content.

Show beside CTAs

A show beside CTA is a tile that can be placed next to a blog article or piece of content. These CTAs draw the reader’s eye to the side in the same way an ad would, and can link to a video, a template or infographic, an ebook—virtually any type of content. When contextual, they serve as a highly effective means to promote further content consumption. 

In the example below, you can see that someone reading an article called “How to Organize Your Content for ABM” might be interested in a guide to scaling personalized content for ABM.

Immersive content destination

One of the very best ways to promote not just content consumption but content bingeing is by creating an immersive content destination full of hand-picked content for the individual being targeted. 

These content experiences can be used for email or ad campaigns, account-based marketing, sales outreach—there are countless possibilities. 

My personal favorite is nurture destinations. The goal of an email nurture program is to send a prospect content so they can learn more, increase their lead score, speed up the education process and become sales-ready faster. 

Sending a prospect to a content destination like the nurture experience below, lets the prospect consume content at their own pace. These destinations allow visitors to truly binge on content, consuming it as fast or as slow as they prefer. 

What makes these destinations so effective is that they’re branded, personalized, and contextual. Everything in the nurture experience above is related to the content the prospect converted on. In this way, we’re building a content consumption path by simply adding more content tiles to this experience.

When a visitor clicks into one of these articles, they are given the option to see more content like this and go back to this full experience view, or consume the next or previous piece of content in the carousel below. 

Content recommendation panel

Want to recommend more than one piece of content as the best next step? Don’t like putting all your eggs in one recommendation basket? I don’t blame you. In that case, you might want to try a content recommendation panel. 

You can set these up to appear on all pages on your hub so a selection of three to 10 pieces of content will appear either from a stream you’ve preselected or using intent data based on the visitor’s internet browsing habits.

The great thing about this option is it can be used in conjunction with other tactics and it can appear on every page with refreshed content. So say the visitor reads “How to Use Personalized Experiences to Engage Sales Prospects” and then clicks on the first recommendation in the panel. Well, when they read that article, the panel will continue to appear for them recommending additional pieces of content to consume and removing the pieces they’ve already read. And the cycle continues....

Exit intent content offer

Uhhh.. where do you think you’re going? That’s how our next option works. If someone has been perusing your website and then moves their mouse over to close the tab or navigate away from the page, they’ll receive an exit intent content offer to entice them to engage with more content before they go.

Delightfully known as a pop-up, this offer (once clicked) will open up on top of the webpage so the user doesn’t have to leave the website to read the content. Pretty nifty. We call this feature Site Engager because it’s a way to engage site visitors with content.

Exit intent content item on a web page

It’s just one more tactic you can use to create content consumption paths and entice your audience to eat up all that great content you’ve laid out for them.

Becoming a Content Consumption Path Architect

Binge-worthy experiences and content consumption paths don’t just happen. They’re purpose-built by strategic marketers who have done the hard work of thinking through the buyer journey and compelling visitors at every stage to engage further. 

It starts with a desire to make the most of every visitor interaction and, as with everything, is made easier by technology like Uberflip. You can start today by simply creating CTAs and giving people options to consume more content. 

We’re all marketers. But you can become a content consumption path architect to drive better results from your content, your marketing programs, and your demand budget. 

About the Author

Christine is an experience-obsessed marketer. She was Uberflip's Director of Content, where creating engaging content experiences for marketers was a challenge she accepted daily. She believes that if you can't attract, engage, and compel that next action with your content, then why bother? She also has a thing for pugs, but who doesn't.

Profile Photo of Christine Otsuka