full-funnel content

@BrightFunnel #FunnelFest

Full-Funnel ContentTara Robertson, Director of Revenue Marketing@uberflipSeptember 28, 2017


ABOUT UBERFLIP

We help marketers create, manage and optimize content experiences at every stage of the buyer journey.

hub.uberflip.com


A content experience

How to create & optimize

That gets results


Hundreds of millions of blogs, eBooks, whitepapers, guides, webinars etc…


We Need BetterContent,

Not More Content.


Whiteboard Ideas

Create Content Publish Content Tell everybody! Results: Meh.

Content Marketing Today


Ask people what they want

Create ContentOptimize the Experience

Publish Content Experience

*Tell Everyone

Goals?

Content Marketing at Uberflip


Optimize the Content Experience

MicroOptimize the individual

piece of content for

your goals

MacroOptimize overall experience

(where does your content

live?)


Your Content

Top of the FunnelMiddle of the

FunnelBottom of the

Funnel

By Topic By Type By Vertical By Persona

Easy for your audienceand your team to find.


Lead generation

Optimize for


To gate, or not to gate?


Start with Goals

What is your goal?

More leads

Increase awareness and reach

Is the content high

value?Yes!

Leave It No

NoIs there a big

enough audience?

Yes! Gate It!Content


2 Approaches to Gating Content

LANDING PAGES OVERLAY CTAs


LANDING PAGES

• Simple, clear and concise• Call-to-action• Optimize forms for goals• Add a friendly face


OVERLAY CTAs

• Concise message• Call-to-action• Context matters


ClearContextualTargeted

Successful Calls-To-Action


Clear

Is the action you want a user to take

obvious?


Clear

Is the value to the user obvious?


Context


…is everything.


Targeted


CTAs in the wild


🙁


😊


Value prop is clear

Only one field (higher conversion)

Relevant Image

Credibility

Clear CTA


Always be testing.


Your Content

Top of the FunnelMiddle of the

FunnelBottom of the

Funnel

By Topic By Type By Vertical By Persona


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By Persona By Account


CAMPAIGN 1DCAMPAIGN 1A CAMPAIGN 1B CAMPAIGN 1C


site: mydomain.com type: .pdf


A technology sales professional spends…

17h a weekor

106 sales days a year

developingclient presentations

looking formarketing collateral

searching for customer information outside the organization

8h

5h

4h

… wasting almost

Source: EMI Industry Intelligence Report


• Organize your content in a way that is easily digestible for your readers AND internal stakeholders

• Before you create another piece of content: Make sure all your existing content has a CTA that is clear, contextual and targeted

• Think of creating content for ABM as repackaging what you already have vs. starting from scratch

Key Takeaways


Thank You!Questions: @taraarobertson

@uberflip