how uberflip-does-content-cta-151210225224

HOW A CONTENT MARKETING COMPANY DOES CONTENT MARKETING

HANA ABAZAVP MARKETING, UBERFLIP

@Uberflip # u b er w eb ina r@HanaAbaza

STREET CRED, YOCONTENT IS THE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated…


1. GOALS & SRATEGY

2. CONTENT MARKETING CYCLE

3. PLANNING & PROCESS

4. EXECUTION & EVALUATION

WHAT WE’LL TALK ABOUT


Goals & Strategy


Goals & Strategy1. Raise Awareness

2. Encourage Dialogue

3. Fuel Demand/Lead Gen


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


Goals & StrategyHow 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

TacticalPlan

Content types

Frequency

Atomization

Repurposing


Strategy& Goals

Planning & Ideation

Tactical Plan Execution

Team Structure

Tech & Tools

Process & Efficiencies

@Uberflip

How Most People Think About Content

CREATION DISTRIBUTION INSIGHTS

@Uberflip

The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

@Uberflip

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

The 4 Pillars of 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 ContentSlideShare

Infographics

Seasonal ContentFunnel of Love

Holiday Hub


Blog“Snacky” Content

Long Form

Premium (gated)ebooks/whitepapers

Webinars

Visual ContentSlideShare

Infographics

Seasonal ContentFunnel 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?


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

S A S S Y


SCANNABLE

Easy To Read

Well Formatted

Instant value

Easy to read (font / size)

Subheads

Paragraphs aren’t too long


ACTIONABLECreate an Engagement Path

Include Calls-to-Action


Learn from Ikea!

Where should people go next?

CREATE ANENGAGEMENT PATH


Calls-to-ActionClarity

Context

Targeting


CLARITYIs the action and

value obvious?


CONTEXT


…is everything.


L


J


TARGETING


L

Generic


J

Tailored


SHARABLE

Is it worth sharing?

Is it easy to share your content?

Are you asking them to share it?


Add This


Does your content experience

scale to any screen size?

SCALABLE


No? Feel the wrath of Google and sacrifice conversion rates.


Is there value for the individual?

Is it personalized?

Can they find what they want?

Is the experience tailored?

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 for your audienceand your team to find.


This tells me nothing!


GENERATE LEADSGATING CONTENT TO


Should I gate it, or leave it?


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 GATE CONTENT

(1) LANDING PAGES (2) OVERLAY CTAs


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

Landing Pages


• Concise message• Context matters• Source traffic matters

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 StrategyContent Goals

Content Strategy

Content Tactics


Business Goals

Marketing Goals

Marketing StrategyContent 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?


KEY TAKEAWAYSGoals, strategy, planning

4 pillars – optimize experience

Know what to optimize for

Measure impacts & iterate


HANA ABAZAVP MARKETING, UBERFLIP

Question Time!

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY