Atomize Your Content: How to Make More Content With Less Effort

@Uberﬂip @HanaAbaza @JayBaer #uberwebinar
Jay Baer
President, Convince & Convert
@jaybaer
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Atomize Your Content:
How to Make More Content
With Less Effort

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

STICK AROUND
FOR A DEMO

About Uberflip
We help marketers create, manage and
optimize the content experience – no IT
required!
Power your content library, resource
center, blog and more.

About Jay Baer!

More Content Than Ever
§  69% of B2C content marketers are
making more content this year
§  70% of B2B content marketers are
making more content this year
§  Most of that content will not be a
home run

Content Atomization Is…
Taking a strong content marketing platform or theme
and executing it in many, strategically sound ways

3 Reasons
Atomization
Isn’t Optional
§  Atomization is resource efﬁcient
§  Atomization helps win the relevancy wars
§  Atomization includes built in ampliﬁcation
and lead generation options

Atomization Magically
Creates Resources
for the Busy Marketer!

§  In-depth
§  High production value
§  Expensiveandtime-consumingtoproduce
§  Hefty, deﬁnitive content
§  Intended to be shared, saved, kept

Content Type 1
BRICKS

Examples of
BRICKS
§  Webinar
§  Podcast series
§  Video series
§  eBook
§  Mobile app
§  Slideshare presentation

Content Type 2
FEATHERS
§  Concise
§  Routine production value
§  Inexpensive and fast to produce
§  Lightweight content (like a blog post)
§  Intended to be disposable

Examples of
FEATHERS
§  Blog post
§  Guest post
§  Podcast episode
§  Infographic
§  Social media content
§  Short-form video

Tie Bricks and
Feathers Together
§  The 8x1 rule
§  Make feathers from bricks
§  Create bricks from feathers

Uberflip Takes Feathers
And Turns Them Into Bricks!

We Tell Ourselves
the Same Lie
“My customers are too busy
to pay attention to my content”

Relevancy Magically Creates Time
§  85% of our online time is spent on 15 sites or fewer
§  People go to your website for a very speciﬁc purpose
that is typically mid-funnel

§  You need to ﬁsh where the ﬁsh are – especially at
the top of the funnel
§  You must become a digital dandelion

Relevancy Magically Creates Time

The more places and formats
your content exists the better
chance you have of it
being consumed.

Home Base
or Hub
Venue 1
Venue 3
Venue 4Venue 2
Venue 5

One Piece of Content,
10 Executions
§  Multiple opportunities for
ampliﬁcation
§  Multiple opportunities for
lead generation

QUESTION TIME!
Jay Baer
President, Convince & Convert
@JayBaer
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberﬂip.com

FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

Atomize Your Content: How to Make More Content With Less Effort

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Atomize Your Content: How to Make More Content With Less Effort