Leveraging Webinars & Optimizing Content to Generate Leads

@uberﬂip#ContentHacks
LEVERAGING WEBINARS & OPTIMIZING
CONTENT TO GENERATE LEADS
Hana Abaza
VP Marketing
Uberflip
@hanaabaza

Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.

Questions? We’ve got answers!
(At the end of the webinar J)
WE WILL SEND THE RECORDING.
JOIN IN ON

STICK AROUND FOR A DEMO

ABOUT UBERFLIP
We help marketers create,
manage and optimize the content
experience – no IT required!
Power your content library,
resource center, blog and more.

LET’S GET HACKING!

Content is King

PUBLISH.

ALL OF THE TIME.
PUBLISH.

GET LINKS.

FROM ALL THE PLACES.
GET LINKS.

There are over
152 million
blogs on the
Internet
Source: WPVirtuose

56,520 free
eBooks were
published last
year
Source: BuzzSumo Search

Guides
White Papers
Webinars
Etc. etc. etc…

People (and Google) Said “Stop It”

We Need Better Content,
Not More Content

“Great content is useful, inspired and pathologically
empathetic to the needs of the people you’re
trying to reach .”
Ann Handley, COO at Marketing Profs
And author of Everybody Writes
We Need Better Content, Not More Content

But wait,
there’s more!

Marketing Existentialism
If content is published and nobody
shares it, does it exist?

“Content is king, but distribution
is queen and she wears the pants.”
Jonathan Perelman, Vice President at Buzzfeed

You’re smart. You know this.

You make ridiculously good content.

Your content is EVERYWHERE.

Your content is EVERYWHERE.
People are clicking!

AND THEN
YOU SEND THEM
TO YOUR BACKYARD.
#fail

Lost subscribers
Lost leads
Lost customers
Lost revenue
Wave Goodbye

HIGH CONVERTING
KEY ELEMENTS OF A
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
SASSY

SCANNABLE
Easy To Read
Well Formatted
Instant value

Easy to read
(font / size)

Subheads
Paragraphs
aren’t too long

ACTIONABLE
Create an Engagement Path
Include Calls-to-Action

•  Learn from Ikea!
•  Where should people go next?
•  Recommend Content
•  Encourage Comments
•  Include Call-to-actions
CREATE AN
ENGAGEMENT PATH

Calls-to-Action
Clarity
Context
Targeting

CLARITY
Is the action and
value obvious?

CONTEXT

…is everything.

TARGETING

Generic
L

Tailored
J

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 audience
and your team to find.

This tells me
nothing!

Great, but how
Actually get LEADS?

1.  Leverage Your Blog
2.  Gate Premium Content
3.  Live & On Demand Webinars

COMPANY BLOG
LEVERAGING THE

Company Blog
Build Subscribers à Drive Traffic, Build Growth

Source: anumhussain.com
Company Blog
Build Subscribers à Drive Traffic, Build Growth

Design + Value + No Distractions = 8% Conversion Rate

Embed
Form

Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip

We boosted blog
subscribers by 9X
in one month with
this guy.

GENERATE LEADS
GATING 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
No
Is 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)
Responsive
Compelling
messaging
Eliminating steps

Only one field
(higher conversion)
Relevant Image
Credibility
Value prop is clear
Clear CTA

Lots of fields (better
qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action

Smart fields and
Progressive Profiling

Always be
testing.

Landing Page

Landing Page CTA Overlay

250% increase in conversion
Landing Page CTA Overlay

WEBINARS
LIVE & ON DEMAND

LEVERAGING WEBINARS
Planning
Focused Topic (with a great headline)
Dynamic Presenters
Streamline Process & Ops

LEVERAGING WEBINARS
Distribution & Promotion
Leverage partners
Determine channels
Optimize landing page

LEVERAGING WEBINARS
During the Webinar
Start Strong (and on time)
Encourage Interaction
Allow for Q&A

LEVERAGING WEBINARS
After the Webinar
Quick Follow Up (attendees and partners)
Recording / Slides
Repurpose for “On-Demand”
Syndicate Distribution

KEY TAKEAWAYS
Optimize & Tailor the Content Experience
Clear, Contextual, Targeted CTAs
Gate Valuable Content
Leverage Webinars
Test, Test, Test

Question Time!
hub.uberflip.com
Hana Abaza
VP Marketing
Uberflip
@hanaabaza

Leveraging Webinars & Optimizing Content to Generate Leads

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