the state of content marketing software
TRANSCRIPT
The State of Content Marketing SoftwareAnd Why Experience Matters
Yoav SchwartzCo-founder & CEOUberflip@yostar
1. You need to create great content
2. Package it in a world-‐class user experience
3. Promote, distribute and broadcast your content
4. Analyze and measure what works
5. Use those insights to do better
Content Marketing is a Cycle
Content Marketing Evolved
CREATION
Marketers Have Embraced All 4 Pillars
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Marketers Have Embraced All 4 Pillars
management
lead generation
sales enablement
engagement
ideation
curation
workflow
marketplace
social
paid
organic
analytics
ROI
reporting
scoring
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
EXPERIENCE
Experience is All About the Buyer Journey
CREATION DISTRIBUTION INSIGHTS
management
lead generation
sales enablement
engagement
@yostar #GradeMyStack
I was curious…
1. What if they mapped out all their tools onto this framework?
2. And how much value is each software providing per bucket?
3. What patterns/insights can I find?
How do marketers build their stacks?
www.grademystack.com
@yostar #GradeMyStack
In action!
@yostar #GradeMyStack
Content CreationHighest Overall Value:
Most Popular:
• How are marketers identifying and leveraging Content Experience Software?
CONTENT EXPERIENCE
WAIT…WHY IS content experience SO IMPORTANT?
Content: Piña Colada
Great Content Isn’t Enough…
You need a remarkable content experience to meet your goals.
17
88% of B2B marketers are using content
marketing-‐ TopRank
COMPANIES ARECREATING MORE
CONTENT THAN EVER
BUT THEY CAN’T MAKE IT WORK
¯ˉ\_(ツ)_/¯ˉ
79% of content marketers say they are unsuccessful at
proving ROI-‐ cmo.com
Software Used by BucketANALYTICS
Most of software in Insights > AnalyticsMANAGEM
ENT
2nd most software in Experience > Management
ROI
Least software in Insights > ROI
Experience Software Findings…
We invest a lot in Experience software (2nd most!)
We lack platforms to tie all these stages together(most software are point solutions)
Hypothesis: what if the problem starts with management?
BUT, the further down the buyer journey we go, the less we have (most of investment in management, least in sales enablement)
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GradeMyStack Data Analysis Continued…
1. Work at a company with minimum 10 or more employees
2. Completed their stack and received a grade (i.e. B+)
3. Have a job title that included any of:
“Content” or “Marketing” or “Demand” or ”CMO” or “CEO”
Users Considered
@yostar #GradeMyStack
How Do Leading CMS’s Fair In Experience?
EXPERIENCE
management
lead generation
sales enablement
engagement
6.7 (72% of responses)
6.0(4% of responses)
-‐
6.6(25% of responses)
4.8(63% of responses)
4.0(25% of responses)
-‐
4.0(13% of responses)
6.6(71% of responses)
6.5(22% of responses)
5.0(6% of responses)
6.0(1% of responses)
@yostar #GradeMyStack
Who Tops Diversity in Content Experience?
7.6(38% of responses)
7.5(10% of responses)
7.9(43% of responses)
6.0(10% of responses)
EXPERIENCE
management
lead generation
sales enablement
engagement
7.2(31% of responses)
6.7(28% of responses)
7.3(21% of responses)
5.8(21% of responses)
5 Elements of a kickass
Software Platform
1. PUTS YOU IN THE DRIVER’S SEAT
A KICKASS CONTENT EXPERIENCE PLATFORM
@yostar #GradeMyStack
VP of Marketing
Graphic Designer
Demand Gen
FrontendDeveloper
Marketing Mary
Built In House
1. You Need To Be In Control
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Marketing Mary
Marketing Agencies
1. You Need To Be In Control
2. HELPS YOU INTEGRATE
A KICKASS CONTENT EXPERIENCE PLATFORM
@yostar #GradeMyStack
Your MarketingAutomation PlatformYour Content
Your Sales Team’s Tools
2. Deep Integrations with Content & Tools You Use
Your Content ExperienceSoftware
3. GETS YOU ORGANIZED
A KICKASS CONTENT EXPERIENCE PLATFORM
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3. Supports Organization By More Than Format
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic
Ok for TOFU / Inbound
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for buyers and your sales team to find. Create their journeys.
3. Supports Organization By More Than Format
4. TAILORS TO YOUR AUDIENCEA KICKASS CONTENT EXPERIENCE PLATFORM
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§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
AVOID THIS
4. Creates an Engaging & Tailored Experience
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Call to action
Recommend contentUseful image
Discoverable
Easy to Share
4. Creates an Engaging & Tailored Experience
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Generic
OTHER CONTENT
10 Tools to up productivity
Webinar: how to create killer content without spending more time
9 marketing hacks using Zapier
4. Creates an Engaging & Tailored Experience
@yostar #GradeMyStack
Tailored!
Marketo Tips & Tricks
10 Tools that make Marketo way better
Webinar: how to create killer content without spending more time
4. Creates an Engaging & Tailored Experience
@yostar #GradeMyStack
Personalized message
Tailored content
& CTAs
4. Creates an Engaging & Tailored Experience
5. TRACKS & MEASURES PERFORMANCE
A KICKASS CONTENT EXPERIENCE PLATFORM
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5. Tracks and Measures Performance
ContentTopic
Creator
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Content Experience ManagementSoftware should enable you to:
1. Be in control -‐ not IT / Agency
2. Integrate deeply with all content, MAP & sales tools
3. Organize content by more than just format
4. Create an engaging/personalized user experience
5. Measure Results!
Management
Controlling your Content Experiences sets you up
for success - throughout the entire buyer journey
* So you can actually measure ROI *
Management
@yostar #GradeMyStack
Check out
and see how you stack up!
@yostar #GradeMyStack
Find me on twitter @yostar
Check out www.uberflip.com
Build your stack at grademystack.com