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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,
T...
@Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
T...
@Uberflip #uberwebinar@HanaAbaza
1. GOALS & SRATEGY
2. CONTENTMARKETING CYCLE
3. PLANNING& PROCESS
4. EXECUTION & EVALUATI...
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
1. Raise  Awareness
2. Encourage  Dialogue
3. Fuel  Demand/Lead  Gen
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
How  does  this  translate  to  measurable  goals  for  us  in  2016?
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
How  does  this  translate  to  measurable  goals  for  us  in  2016?
...
@Uberflip #uberwebinar@HanaAbaza
Goals  &
Strategy
Planning  &  
Ideation  
@Uberflip #uberwebinar@HanaAbaza
Goals  &
Strategy
Planning  &  
Ideation  
Planning  in  advance
Alignment  with  corpora...
@Uberflip #uberwebinar@HanaAbaza
Strategy
&  Goals
Planning  
&  Ideation
Tactical  
Plan
@Uberflip #uberwebinar@HanaAbaza
Strategy  
&  Goals
Planning  
&  Ideation
Tactical
Plan
Content  types
Frequency  
Atomi...
@Uberflip #uberwebinar@HanaAbaza
Strategy
&  Goals
Planning  
&  Ideation
Tactical  
Plan Execution
Team  Structure
Tech  ...
@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
@Uberflip #uberwebinar@HanaAbaza
How  do  we  come  up  with  great  content  ideas?
People Tools Data
@Uberflip #uberwebinar@HanaAbaza
People
Ask  your  sales  &  success  teams
Ask  your  customers
Ask  your  followers
@Uberflip #uberwebinar@HanaAbaza
Tools
@Uberflip #uberwebinar@HanaAbaza
What’s  worked  in  the  past?
What’s  trending  now?
DATA
@Uberflip #uberwebinar@HanaAbaza
Blog
“Snacky”  Content
Long  Form
Premium  (gated)
ebooks/whitepapers
Webinars
What  cont...
@Uberflip #uberwebinar@HanaAbaza
Blog
“Snacky”  Content
Long  Form
Premium  (gated)
ebooks/whitepapers
Webinars
Visual  Co...
@Uberflip #uberwebinar@HanaAbaza
How  often  do  you  publish  each  type  of  content?
Blog  à Every  weekday
Webinars  ...
@Uberflip #uberwebinar@HanaAbaza
What  does  your  content  team  look  like?
2  Content  People
1  Social  Media  Person
...
@Uberflip #uberwebinar@HanaAbaza
Who  influences  content  creation?
Demand  Generation
Sales  &  Success  
Company  Goals...
@Uberflip #uberwebinar@HanaAbaza
How  do  you  manage the  content  and  editorial  plan?
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
What  do  you  mean  by  content  experience?
@Uberflip #uberwebinar@HanaAbaza
What  makes  a  good  content  experience?
@Uberflip #uberwebinar@HanaAbaza
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...
@Uberflip #uberwebinar@HanaAbaza
SCANNABLE
Easy To Read
WellFormatted
Instantvalue
Easy to read (font/
size)
Subheads
Paragraphsaren’t
too long
@Uberflip #uberwebinar@HanaAbaza
ACTIONABLE
CreateanEngagementPath
IncludeCalls-to-Action
@Uberflip #uberwebinar@HanaAbaza
Learn from Ikea!
Where shouldpeoplego next?
CREATE AN
ENGAGEMENT PATH
@Uberflip #uberwebinar@HanaAbaza
Calls-to-Action
Clarity
Context
Targeting
@Uberflip #uberwebinar@HanaAbaza
CLARITY
Is theaction and
valueobvious?
@Uberflip #uberwebinar@HanaAbaza
CONTEXT
@Uberflip #uberwebinar@HanaAbaza
…is everything.
@Uberflip #uberwebinar@HanaAbaza
L
@Uberflip #uberwebinar@HanaAbaza
J
@Uberflip #uberwebinar@HanaAbaza
TARGETING
@Uberflip #uberwebinar@HanaAbaza
L
Generic
@Uberflip #uberwebinar@HanaAbaza
J
Tailored
@Uberflip #uberwebinar@HanaAbaza
SHARABLE
Is it worth sharing?
Is it easytoshareyour content?
Are you askingthem to sharei...
@Uberflip #uberwebinar@HanaAbaza
Add This
@Uberflip #uberwebinar@HanaAbaza
Does your contentexperience
scaletoanyscreen size?
SCALABLE
@Uberflip #uberwebinar@HanaAbaza
No? Feel thewrath of Google and sacrifice conversion rates.
@Uberflip #uberwebinar@HanaAbaza
Is therevaluefortheindividual?
Is it personalized?
Can theyfindwhattheywant?
Is the exper...
@Uberflip #uberwebinar@HanaAbaza
Your  
Content
Top  of  the  
Funnel
Middle  of  
the  Funnel
Bottom  of  
the  Funnel
By...
@Uberflip #uberwebinar@HanaAbaza
Thistells me
nothing!
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
GENERATE LEADS
GATINGCONTENTTO
@Uberflip #uberwebinar@HanaAbaza
Should I gateit,
or leave it?
@Uberflip #uberwebinar@HanaAbaza
What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes...
@Uberflip #uberwebinar@HanaAbaza
2APPROACHESTOGATECONTENT
(1)LANDINGPAGES (2)OVERLAYCTAs
@Uberflip #uberwebinar@HanaAbaza
• Simple,clearandconcise
• Call-to-action
• Optimizeforms forgoals
• Add a humanbeing
Lan...
@Uberflip #uberwebinar@HanaAbaza
• Concisemessage
• Contextmatters
• Source trafficmatters
CTA Overlays
Limited  fields  
(using  progressive  profiling)
ResponsiveCompelling  
messaging
Eliminating   steps
@Uberflip #uberwebinar@HanaAbaza
54%  Conversion
One  purpose
Smart  fields  
Progressive  profiling
Value  Prop  
Credibi...
@Uberflip #uberwebinar@HanaAbaza
How  do  you  actually do  this?
1. Know  what  you’re  optimizing  for
2. Develop  the  ...
@Uberflip #uberwebinar@HanaAbaza
How  do  you  actually  do  this?
1. Know  what  you’re  optimizing  for
2. Develop  the ...
@Uberflip #uberwebinar@HanaAbaza
How  do  you  distribute your  content?
Our  Subscribers
Targeted  Emails
Social  (paid  ...
@Uberflip #uberwebinar@HanaAbaza
eBook  Promotion
34%  Open  Rate
8%  CTR  
@Uberflip #uberwebinar@HanaAbaza
Webinar  Invite
44%  Open  Rate
8%  CTR  
@Uberflip #uberwebinar@HanaAbaza
Webinar  Followup
53%  Open  Rate
19%  CTR  
@Uberflip #uberwebinar@HanaAbaza
How  do  you  measure  your  content  performance?
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
C...
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
C...
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
C...
@Uberflip #uberwebinar@HanaAbaza
How  do  you  measure  your  content  performance?
Consumption  metrics
Engagement  metri...
@Uberflip #uberwebinar@HanaAbaza
Consumption
Traffic  
Metrics
Email    
Metrics
Downloads  
(documents)
Engagement
Social...
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
LEAD  SOURCES OPPORTUNITY  SOURCES CUSTOMER  SOURCES
@Uberflip #uberwebinar@HanaAbaza
So  how  does  it  all  work  together?
@Uberflip #uberwebinar@HanaAbaza
KEYTAKEAWAYS
Goals, strategy, planning
4 pillars – optimizeexperience
Knowwhat to optimiz...
@Uberflip #uberwebinar@HanaAbaza
HANA ABAZA
VP MARKETING,UBERFLIP
Question Time!
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketing
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How a Content Marketing Company Does Content Marketing

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You've invested in content marketing. You're consistently publishing valuable content that's relevant to your audience, but you're still not hitting your targets. What gives?

The truth is, even if your team is pumping out great content week after week, great content isn't enough. It's just as important to focus on the experience in which your content lives. Building a content experience that's responsive, strategically organized, and optimized for lead generation can dramatically improve your content's performance.

Optimizing the content experience to meet your marketing team's goals is critical to scaling your lead generation efforts. In this presentation, Uberflip's Hana Abaza for a webinar to learn how our marketing team leverages Uberflip to boost engagement, generate more leads and fuel marketing automation.

Publié dans : Marketing
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How a Content Marketing Company Does Content Marketing

  1. HOW A CONTENT MARKETING COMPANY DOES CONTENT MARKETING HANA ABAZA VP MARKETING,UBERFLIP
  2. @Uberflip #uberwebinar@HanaAbaza STREETCRED, YO CONTENT ISTHE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated…
  3. @Uberflip #uberwebinar@HanaAbaza STREETCRED, YO CONTENT ISTHE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated…
  4. @Uberflip #uberwebinar@HanaAbaza 1. GOALS & SRATEGY 2. CONTENTMARKETING CYCLE 3. PLANNING& PROCESS 4. EXECUTION & EVALUATION WHAT WE’LL TALK ABOUT
  5. @Uberflip #uberwebinar@HanaAbaza Goals  &  Strategy
  6. @Uberflip #uberwebinar@HanaAbaza Goals  &  Strategy 1. Raise  Awareness 2. Encourage  Dialogue 3. Fuel  Demand/Lead  Gen
  7. @Uberflip #uberwebinar@HanaAbaza Goals  &  Strategy How  does  this  translate  to  measurable  goals  for  us  in  2016?
  8. @Uberflip #uberwebinar@HanaAbaza 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)
  9. @Uberflip #uberwebinar@HanaAbaza Goals  & Strategy Planning  &   Ideation  
  10. @Uberflip #uberwebinar@HanaAbaza Goals  & Strategy Planning  &   Ideation   Planning  in  advance Alignment  with  corporate  calendar Alignment  with  goals Big  ideas  that  that  set  the  tone  for  the  rest
  11. @Uberflip #uberwebinar@HanaAbaza Strategy &  Goals Planning   &  Ideation Tactical   Plan
  12. @Uberflip #uberwebinar@HanaAbaza Strategy   &  Goals Planning   &  Ideation Tactical Plan Content  types Frequency   Atomization   Repurposing  
  13. @Uberflip #uberwebinar@HanaAbaza Strategy &  Goals Planning   &  Ideation Tactical   Plan Execution Team  Structure Tech  &  Tools Process  &  Efficiencies
  14. @Uberflip How MostPeopleThink About Content CREATION DISTRIBUTION INSIGHTS
  15. @Uberflip The 4 Pillarsof Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
  16. @Uberflip CREATION DISTRIBUTION INSIGHTSEXPERIENCE The 4 Pillarsof Content Marketing
  17. @Uberflip #uberwebinar@HanaAbaza How  do  we  come  up  with  great  content  ideas? People Tools Data
  18. @Uberflip #uberwebinar@HanaAbaza People Ask  your  sales  &  success  teams Ask  your  customers Ask  your  followers
  19. @Uberflip #uberwebinar@HanaAbaza Tools
  20. @Uberflip #uberwebinar@HanaAbaza What’s  worked  in  the  past? What’s  trending  now? DATA
  21. @Uberflip #uberwebinar@HanaAbaza 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
  22. @Uberflip #uberwebinar@HanaAbaza 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?
  23. @Uberflip #uberwebinar@HanaAbaza 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)
  24. @Uberflip #uberwebinar@HanaAbaza What  does  your  content  team  look  like? 2  Content  People 1  Social  Media  Person (Content  “facilitators”  throughout  Uberflip.) Gaps?  Use  tools  or  freelancers.
  25. @Uberflip #uberwebinar@HanaAbaza Who  influences  content  creation? Demand  Generation Sales  &  Success   Company  Goals  &  Calendar
  26. @Uberflip #uberwebinar@HanaAbaza How  do  you  manage the  content  and  editorial  plan?
  27. @Uberflip #uberwebinar@HanaAbaza
  28. @Uberflip #uberwebinar@HanaAbaza What  do  you  mean  by  content  experience?
  29. @Uberflip #uberwebinar@HanaAbaza What  makes  a  good  content  experience?
  30. @Uberflip #uberwebinar@HanaAbaza 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
  31. @Uberflip #uberwebinar@HanaAbaza SCANNABLE Easy To Read WellFormatted Instantvalue
  32. Easy to read (font/ size)
  33. Subheads Paragraphsaren’t too long
  34. @Uberflip #uberwebinar@HanaAbaza ACTIONABLE CreateanEngagementPath IncludeCalls-to-Action
  35. @Uberflip #uberwebinar@HanaAbaza Learn from Ikea! Where shouldpeoplego next? CREATE AN ENGAGEMENT PATH
  36. @Uberflip #uberwebinar@HanaAbaza Calls-to-Action Clarity Context Targeting
  37. @Uberflip #uberwebinar@HanaAbaza CLARITY Is theaction and valueobvious?
  38. @Uberflip #uberwebinar@HanaAbaza CONTEXT
  39. @Uberflip #uberwebinar@HanaAbaza …is everything.
  40. @Uberflip #uberwebinar@HanaAbaza L
  41. @Uberflip #uberwebinar@HanaAbaza J
  42. @Uberflip #uberwebinar@HanaAbaza TARGETING
  43. @Uberflip #uberwebinar@HanaAbaza L Generic
  44. @Uberflip #uberwebinar@HanaAbaza J Tailored
  45. @Uberflip #uberwebinar@HanaAbaza SHARABLE Is it worth sharing? Is it easytoshareyour content? Are you askingthem to shareit?
  46. @Uberflip #uberwebinar@HanaAbaza Add This
  47. @Uberflip #uberwebinar@HanaAbaza Does your contentexperience scaletoanyscreen size? SCALABLE
  48. @Uberflip #uberwebinar@HanaAbaza No? Feel thewrath of Google and sacrifice conversion rates.
  49. @Uberflip #uberwebinar@HanaAbaza Is therevaluefortheindividual? Is it personalized? Can theyfindwhattheywant? Is the experiencetailored? YOU-ORIENTED
  50. @Uberflip #uberwebinar@HanaAbaza 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.
  51. @Uberflip #uberwebinar@HanaAbaza Thistells me nothing!
  52. @Uberflip #uberwebinar@HanaAbaza
  53. @Uberflip #uberwebinar@HanaAbaza GENERATE LEADS GATINGCONTENTTO
  54. @Uberflip #uberwebinar@HanaAbaza Should I gateit, or leave it?
  55. @Uberflip #uberwebinar@HanaAbaza 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
  56. @Uberflip #uberwebinar@HanaAbaza 2APPROACHESTOGATECONTENT (1)LANDINGPAGES (2)OVERLAYCTAs
  57. @Uberflip #uberwebinar@HanaAbaza • Simple,clearandconcise • Call-to-action • Optimizeforms forgoals • Add a humanbeing Landing Pages
  58. @Uberflip #uberwebinar@HanaAbaza • Concisemessage • Contextmatters • Source trafficmatters CTA Overlays
  59. Limited  fields   (using  progressive  profiling) ResponsiveCompelling   messaging Eliminating   steps
  60. @Uberflip #uberwebinar@HanaAbaza 54%  Conversion One  purpose Smart  fields   Progressive  profiling Value  Prop   Credibility
  61. @Uberflip #uberwebinar@HanaAbaza How  do  you  actually do  this? 1. Know  what  you’re  optimizing  for 2. Develop  the  infrastructure  to  get  it  done  
  62. @Uberflip #uberwebinar@HanaAbaza 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!)
  63. @Uberflip #uberwebinar@HanaAbaza 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)
  64. @Uberflip #uberwebinar@HanaAbaza eBook  Promotion 34%  Open  Rate 8%  CTR  
  65. @Uberflip #uberwebinar@HanaAbaza Webinar  Invite 44%  Open  Rate 8%  CTR  
  66. @Uberflip #uberwebinar@HanaAbaza Webinar  Followup 53%  Open  Rate 19%  CTR  
  67. @Uberflip #uberwebinar@HanaAbaza How  do  you  measure  your  content  performance?
  68. @Uberflip #uberwebinar@HanaAbaza Business  Goals Marketing  Goals Marketing  Strategy Content   Goals Content   Strategy Content   Tactics
  69. @Uberflip #uberwebinar@HanaAbaza Business  Goals Marketing  Goals Marketing  Strategy Content   Goals Content   Strategy Content   Tactics Content  Metrics
  70. @Uberflip #uberwebinar@HanaAbaza Business  Goals Marketing  Goals Marketing  Strategy Content   Goals Content   Strategy Content   Tactics Content  Metrics
  71. @Uberflip #uberwebinar@HanaAbaza How  do  you  measure  your  content  performance? Consumption  metrics Engagement  metrics   Growth  metrics   What  you  focus  on  depends  on  your  goals.
  72. @Uberflip #uberwebinar@HanaAbaza Consumption Traffic   Metrics Email     Metrics Downloads   (documents) Engagement Social  Share Comments Forwards  /   Replies Growth Lead       Metrics Customers  /   Sales Cost  /  ROI
  73. @Uberflip #uberwebinar@HanaAbaza
  74. @Uberflip #uberwebinar@HanaAbaza LEAD  SOURCES OPPORTUNITY  SOURCES CUSTOMER  SOURCES
  75. @Uberflip #uberwebinar@HanaAbaza So  how  does  it  all  work  together?
  76. @Uberflip #uberwebinar@HanaAbaza KEYTAKEAWAYS Goals, strategy, planning 4 pillars – optimizeexperience Knowwhat to optimizefor Measureimpacts &iterate
  77. @Uberflip #uberwebinar@HanaAbaza HANA ABAZA VP MARKETING,UBERFLIP Question Time!
  78. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

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