the 2016 framework for evaluating content marketing software
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The 2016 Framework for Evaluating Content Marketing Software
YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar
HANA ABAZA VP Marketing, Uberflip @hanaabaza
@Uberflip @yostar #uberwebinar
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip @yostar #uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
@Uberflip #uberwebinar @yostar
Content starts with Marketing but satisfies the entire buyer journey
ENGAGEMENT
LEAD GEN
SALES
RETENTION
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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
F L AW E D
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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
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… but it’s more complicated. It’s not flat! CREATION DISTRIBUTION INSIGHTS EXPERIENCE
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marketplace management social analytics
There are many buckets in each pillar
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reporting workflow paid
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
@Uberflip #uberwebinar @yostar
PLATFORM VS POINT SOLUTION
A platform is a major piece of software, as an operating system, an operating environment, or a database, under which various smaller application programs can be designed to run.
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A point solution is a product or service that addresses one very specific need in a marketing organization. It specializes in solving that one particular problem really, really well.
PLATFORM VS POINT SOLUTION
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1. What are your goals? 2. Where are the gaps? 3. Where are areas of growth?
Before we go deeper…
Answer the 3-G-Q’s
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reporting workflow paid
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
YOSTAR’S FRAMEWORK
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CREATION
marketplace Do you outsource or buy content?
ideation Do you need help spurring up ideas on what content to create?
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CREATION
marketplace Do you outsource or buy content?
ideation Do you need help spurring up ideas on what content to create?
curation Do you pepper in content from other sources?
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CREATION
marketplace Do you outsource or buy content?
ideation Do you need help spurring up ideas on what content to create?
curation Do you pepper in content from other sources?
workflow Is Excel no longer cutting it for managing your army of writers?
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EXPERIENCE
How do you manage your content experiences at scale? Management
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EXPERIENCE
How do you manage your content experiences at scale? Management
What software do you use to increase engagement with your content? Engagement
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EXPERIENCE
How do you manage your content experiences at scale? Management
What software do you use to manage the user experience of lead gen? Lead Gen
What software do you use to increase engagement with your content? Engagement
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EXPERIENCE
How do you manage your content experiences at scale? Management
How do you leverage content within your sales and success teams?
Sales Enablement
What software do you use to manage the user experience of lead gen? Lead Gen
What software do you use to increase engagement with your content? Engagement
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DISTRIBUTION
How do you manage social channels? Social
What software do you use for SEO? Organic
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DISTRIBUTION
How do you manage social channels? Social
What software do you use for SEO? Organic
What software(s) do you use for email distribution? Probably a few… Email
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DISTRIBUTION
How do you manage social channels? Social
What software do you use for SEO? Organic
What software(s) do you use for email distribution? Probably a few… Email
Are you leveraging content syndication? Paid
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INSIGHTS
Analytics How do you measure basic metrics?
Scoring Are you scoring your content? Your leads?
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INSIGHTS
Analytics How do you measure basic metrics?
ROI Are you measuring the ROI of your content?
Scoring Are you scoring your content? Your leads?
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INSIGHTS
Analytics How do you measure basic metrics?
ROI Are you measuring the ROI of your content?
Reporting How are you bubbling this info up to the c-suite?
Scoring Are you scoring your content? Your leads?
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reporting workflow paid
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
YOSTAR’S FRAMEWORK
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reporting workflow paid
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
UBERFLIP’S STACK
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enablement reporting workflow paid
CREATION DISTRIBUTION INSIGHTS EXPERIENCE
UBERFLIP’S STACK IN YOSTAR’S FRAMEWORK
@Uberflip #uberwebinar @yostar
1. Audit your technology
2. Identify platforms vs point solutions
TAKEAWAYS
@Uberflip #uberwebinar @yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on the framework
TAKEAWAYS
@Uberflip #uberwebinar @yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on the framework
4. Answer the 3-G-Q’s
TAKEAWAYS
@Uberflip #uberwebinar @yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on the framework
4. Answer the 3-G-Q’s
5. Avoid software silos
TAKEAWAYS
@Uberflip #uberwebinar @yostar
hub.uberflip.com
QUESTION TIME!
YOAV SCHWARTZ Co-founder & CEO, Uberflip
@yostar
HANA ABAZA VP Marketing, Uberflip
@hanaabaza
Find out how Booker decreased theircost per lead by 71% with content.
READ CASE STUDY
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