How uberflip-does-content-cta-151210225224

HOW A CONTENT MARKETING
COMPANY DOES CONTENT MARKETING
HANA ABAZA
VP MARKETING,UBERFLIP

@Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
THOUSANDS OF BLOG POSTS, even
more leads generated…

1. GOALS & SRATEGY
2. CONTENTMARKETING CYCLE
3. PLANNING& PROCESS
4. EXECUTION & EVALUATION
WHAT WE’LL TALK ABOUT

Goals & Strategy

Goals & Strategy
1. Raise Awareness
2. Encourage Dialogue
3. Fuel Demand/Lead Gen

Goals & Strategy
How does this translate to measurable goals for us in 2016?

Goals & Strategy
How does this translate to measurable goals for us in 2016?
Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)

Goals &
Strategy
Planning &
Ideation

Goals &
Strategy
Planning &
Ideation
Planning in advance
Alignment with corporate calendar
Alignment with goals
Big ideas that that set the tone for the rest

Strategy
& Goals
Planning
& Ideation
Tactical
Plan

Strategy
& Goals
Planning
& Ideation
Tactical
Plan
Content types
Frequency
Atomization
Repurposing

Strategy
& Goals
Planning
& Ideation
Tactical
Plan Execution
Team Structure
Tech & Tools
Process & Efficiencies

@Uberflip
How MostPeopleThink About Content
CREATION DISTRIBUTION INSIGHTS

@Uberflip
The 4 Pillarsof Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

@Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillarsof Content Marketing

How do we come up with great content ideas?
People Tools Data

People
Ask your sales & success teams
Ask your customers
Ask your followers

Tools

What’s worked in the past?
What’s trending now?
DATA

Blog
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
What content types do you focus on?
Visual Content
SlideShare
Infographics
Seasonal Content
Funnel of Love
Holiday Hub

Blog
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
Visual Content
SlideShare
Infographics
Seasonal Content
Funnel of Love
Holiday Hub
*Co-‐creation / Partner Content
What content types do you focus on?

How often do you publish each type of content?
Blog à Every weekday
Webinars à 2 per month
eBooks à 1 per month (ish)
Visual Content à 1 per month (ish)

What does your content team look like?
2 Content People
1 Social Media Person
(Content “facilitators” throughout Uberflip.)
Gaps? Use tools or freelancers.

Who influences content creation?
Demand Generation
Sales & Success
Company Goals & Calendar

How do you manage the content and editorial plan?

What do you mean by content experience?

How uberflip-does-content-cta-151210225224

What makes a good content experience?

S c a n n a b l e
A c t i o n a b l e
S h a r e a b l e
S c a l a b l e
Y o u - o r i e n t e d
SASSY

SCANNABLE
Easy To Read
WellFormatted
Instantvalue

Subheads
Paragraphsaren’t
too long

ACTIONABLE
CreateanEngagementPath
IncludeCalls-to-Action

Learn from Ikea!
Where shouldpeoplego next?
CREATE AN
ENGAGEMENT PATH

Calls-to-Action
Clarity
Context
Targeting

CLARITY
Is theaction and
valueobvious?

CONTEXT

…is everything.

L

J

TARGETING

L
Generic

J
Tailored

SHARABLE
Is it worth sharing?
Is it easytoshareyour content?
Are you askingthem to shareit?

Add This

Does your contentexperience
scaletoanyscreen size?
SCALABLE

No? Feel thewrath of Google and sacrifice conversion rates.

Is therevaluefortheindividual?
Is it personalized?
Can theyfindwhattheywant?
Is the experiencetailored?
YOU-ORIENTED

Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy foryouraudience
and yourteam to find.

Thistells me
nothing!

GENERATE LEADS
GATINGCONTENTTO

Should I gateit,
or leave it?

What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes!
LeaveIt No
No
Is there abig
enough
audience?
Yes! GateIt!Content

2APPROACHESTOGATECONTENT
(1)LANDINGPAGES (2)OVERLAYCTAs

• Simple,clearandconcise
• Call-to-action
• Optimizeforms forgoals
• Add a humanbeing
Landing Pages

• Concisemessage
• Contextmatters
• Source trafficmatters
CTA Overlays

Limited fields
(using progressive profiling)
ResponsiveCompelling
messaging
Eliminating steps

54% Conversion
One purpose
Smart fields
Progressive profiling
Value Prop
Credibility

How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done

How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done
(Also, we use Uberflip… shocker!)

How do you distribute your content?
Our Subscribers
Targeted Emails
Social (paid & unpaid)
Influencers (Holiday Hub)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)

eBook Promotion
34% Open Rate
8% CTR

Webinar Invite
44% Open Rate
8% CTR

Webinar Followup
53% Open Rate
19% CTR

How do you measure your content performance?

Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics

Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics
Content Metrics

How do you measure your content performance?
Consumption metrics
Engagement metrics
Growth metrics
What you focus on depends on your goals.

Consumption
Traffic
Metrics
Email
Metrics
Downloads
(documents)
Engagement
Social Share
Comments
Forwards /
Replies
Growth
Lead
Metrics
Customers /
Sales
Cost / ROI

LEAD SOURCES OPPORTUNITY SOURCES CUSTOMER SOURCES

So how does it all work together?

KEYTAKEAWAYS
Goals, strategy, planning
4 pillars – optimizeexperience
Knowwhat to optimizefor
Measureimpacts &iterate

HANA ABAZA
VP MARKETING,UBERFLIP
Question Time!

FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

How uberflip-does-content-cta-151210225224

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