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How a Content Marketing Company Does Content Marketing

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Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.

Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:

- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation

Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.

Get the roadmap you need to put your content marketing program on the fast track to success.

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

  1. 1. HOWACONTENTMARKETING COMPANY DOESCONTENTMARKETING HANA ABAZA VP MARKETING, UBERFLIP
  2. 2. @uberflip @HanaAbaza Anna Talerico co-founder, ion interactive @ioninteractive Hana Abaza VP Marketing, uberflip @uberflip
  3. 3. @uberflip @HanaAbaza STREET CRED CONTENT IS THE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated…
  4. 4. of marketers think they’re productive. 92%
  5. 5. of marketers also work on evenings and weekends. 90%
  6. 6. of marketers have delayed going to the bathroom to meet a deadline. 60%
  7. 7. We don’t have time to pee!
  8. 8. @uberflip @HanaAbaza It’s not getting better, especiallywhen itcomes tocontent.
  9. 9. Content is the atomic particle of all digital marketing. - Rebecca Lieb
  10. 10. @uberflip @HanaAbaza More Content
  11. 11. @uberflip @HanaAbaza More Content Better Content
  12. 12. @uberflip @HanaAbaza More Content Better Content ContentforEveryone!
  13. 13. @uberflip @HanaAbaza Mo’ Time Money People Mo’ Mo’
  14. 14. @uberflip @HanaAbaza It’s not your imagination. Contentisgettingharder.
  15. 15. @uberflip @HanaAbaza 1.  GOALS & SRATEGY 2.  CONTENT MARKETING CYCLE 3.  PLANNING & PROCESS 4.  EXECUTION & EVALUATION WHAT WE’LL TALK ABOUT
  16. 16. @uberflip @HanaAbaza Goals & Strategy
  17. 17. @uberflip @HanaAbaza Goals & Strategy 1.  Raise Awareness 2.  Boost Engagement 3.  Fuel Demand/Lead Gen
  18. 18. @uberflip @HanaAbaza Goals & Strategy How does this translate to measurable goals?
  19. 19. @uberflip @HanaAbaza Goals & Strategy Targeting a specific # of subscribers Increase in organic search traffic Fueling lead generation (stems from monthly targets)
  20. 20. @uberflip @HanaAbaza Goals & Strategy Planning & Ideation
  21. 21. @uberflip @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
  22. 22. @uberflip @HanaAbaza Strategy & Goals Planning & Ideation Tactical Plan
  23. 23. @uberflip @HanaAbaza Strategy & Goals Planning & Ideation Tactical Plan Content types Frequency Repurposing Partner Content
  24. 24. @uberflip @HanaAbaza Strategy & Goals Planning & Ideation Tactical Plan Execution Team Structure Process & Efficiencies Tech & Tools
  25. 25. @uberflip @HanaAbaza How do we make Contentworkforus?
  26. 26. @uberflip @HanaAbaza (dirtylittlesecret)
  27. 27. @uberflip @HanaAbaza (dirtylittlesecret) GreatContentIsn’tEnough
  28. 28. @uberflip @HanaAbaza (dirtylittlesecret) GreatContentIsn’tEnough Youneedaremarkablecontentexperience tomeetyourgoals.
  29. 29. @uberflip @HanaAbaza Traditional Content Marketing Cycle CREATION DISTRIBUTION INSIGHTS
  30. 30. @uberflip @HanaAbaza Traditional Content Marketing Cycle CREATION DISTRIBUTION INSIGHTS FLAWED
  31. 31. @uberflip @HanaAbaza CREATION It starts with great content. Whether you buy it, curate it or author it yourself INSIGHTS If you’re planning to grow, you’ll want to know what’s working and why. DISTRIBUTION That experience needs an audience - whether organically discovered, or accessed via promotion. EXPERIENCE Even the best content needs a remarkable experience to reach its full potential. Modern Content Marketing - 4 Pillars
  32. 32. CREATION
  33. 33. Whiteboard Ideas Create Content Publish (yay!) Tell everybody! Results: Meh. LifeToday
  34. 34. HOWITCOULDBE Ask People Create Content Optimize the Experience Publish & Distribute Feedback Iterateforbetterresults
  35. 35. IDEATION (ASKING PEOPLE) DataPEOPLE TOOLS
  36. 36. Ask internal teams Ask your customers Audience surveys Ask your followers Rapid prototyping PEOPLE
  37. 37. @uberflip @HanaAbaza AudienceSurveys !  What kind of content do you consume? !  What is your preferred content format? !  What’s your dream job? !  What does your average day look like?
  38. 38. @uberflip @HanaAbaza
  39. 39. @uberflip @HanaAbaza *Co-creation / Partner Content 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
  40. 40. @uberflip @HanaAbaza How often do you publish each type of content? Blog " Every weekday Webinars " 2 per month eBooks " 1 per month (ish) Visual Content " 1 per month (ish)
  41. 41. @uberflip @HanaAbaza What does your content team look like? 2 Content People 1 Social Media Person (Content “facilitators” throughout Uberflip.) Gaps? Use tools or freelancers.
  42. 42. @uberflip @HanaAbaza Who influences content creation? Demand Generation Sales & Success Company Goals & Calendar
  43. 43. @uberflip @HanaAbaza How do you manage the content and editorial plan?
  44. 44. @uberflip @HanaAbaza
  45. 45. EXPERIENCE
  46. 46. @uberflip @HanaAbaza What makes a good content experience?
  47. 47. @uberflip @HanaAbaza SCANNABLE ACTIONABLE DISCOVERABLE
  48. 48. @uberflip @HanaAbaza SCANNABLE Easy To Read Well Formatted Instant value
  49. 49. Easy to read (font / size)
  50. 50. Subheads & IMAGES Paragraphs aren’t too long
  51. 51. @uberflip @HanaAbaza Include Calls-to-Action Create an Engagement Path actionable
  52. 52. @uberflip @HanaAbaza Did you really need that Ursula cushion? ENGAGEMENTPATH Create an
  53. 53. @uberflip @HanaAbaza Don’t do this.
  54. 54. @uberflip @HanaAbaza Calls-to-Action Clarity Context Targeting
  55. 55. Is the action and value obvious? CLARITY
  56. 56. CONTEXT
  57. 57. CONTEXT IS EVERYTHING
  58. 58. Title: “What To Do If Your Website Traffic Is Down”
  59. 59. TARGETING
  60. 60. # Generic Generic
  61. 61. @uberflip @HanaAbaza
  62. 62. @uberflip @HanaAbaza
  63. 63. $ Tailored
  64. 64. @uberflip @HanaAbaza Can people find what they want? Is the experience tailored? DISCOVERABLE
  65. 65. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic What Most People Do
  66. 66. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic By Vertical By Persona By Segment Another Way To Think About It
  67. 67. This tells me nothing!
  68. 68. @uberflip @HanaAbaza
  69. 69. @uberflip @HanaAbaza Can people engage with your content? interactive
  70. 70. @uberflip @HanaAbaza Static Content Static content provides limited opportunity for engagement, insights & effectiveness. Pass Fail
  71. 71. @uberflip @HanaAbaza Interactive Content
  72. 72. @uberflip @HanaAbaza Interactive Content
  73. 73. @uberflip @HanaAbaza Interactive Content
  74. 74. @uberflip @HanaAbaza
  75. 75. @uberflip @HanaAbaza GENERATELEADS HOW DO WE
  76. 76. @uberflip @HanaAbaza ShouldIgateit, orleaveit?
  77. 77. @uberflip @HanaAbaza 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
  78. 78. @uberflip @HanaAbaza 2 APPROACHES TO GATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
  79. 79. @uberflip @HanaAbaza •  Simple, clear and concise •  Call-to-action •  Optimize forms for goals •  Add a human being Landing Pages
  80. 80. @uberflip @HanaAbaza •  Concise message •  Context matters •  Source traffic matters CTA Overlays
  81. 81. Limited fields (using progressive profiling) ResponsiveCompelling messaging Eliminating steps
  82. 82. @uberflip @HanaAbaza 54% Conversion One purpose Smart fields Progressive profiling Value Prop Credibility
  83. 83. @uberflip @HanaAbaza How do you actually do this? 1.  Know what you’re optimizing for 2.  Develop the infrastructure to get it done
  84. 84. DISTRIBUTION
  85. 85. @uberflip @HanaAbaza Thinkabout distribution Beforethecontentispublished.
  86. 86. @uberflip @HanaAbaza Whereareyourpeople? Whatdotheylike?
  87. 87. @uberflip @HanaAbaza Tailoringthe ExperienceCanChange yourdistribution strategy Our Subscribers Targeted Social (paid & unpaid) Influencers (Advocate Hub) Discoverability (SEO) Content syndication (lead gen) Other Publishers (lead gen) (Very) Targeted Email
  88. 88. @uberflip @HanaAbaza eBook Promotion 34% Open Rate 8% CTR
  89. 89. @uberflip @HanaAbaza Webinar Invite 44% Open Rate 8% CTR
  90. 90. @uberflip @HanaAbaza Webinar Follow-up 53% Open Rate 19% CTR
  91. 91. METRICS
  92. 92. @uberflip @HanaAbaza How do you measureyour content performance?
  93. 93. @uberflip @HanaAbaza Business Goals Marketing Goals Marketing Strategy Content Goals Content Strategy Content Tactics
  94. 94. @uberflip @HanaAbaza Business Goals Marketing Goals Marketing Strategy Content Goals Content Strategy Content Tactics Content Metrics
  95. 95. @uberflip @HanaAbaza Business Goals Marketing Goals Marketing Strategy Content Goals Content Strategy Content Tactics Content Metrics
  96. 96. @uberflip @HanaAbaza How do you measure your content performance? Consumption metrics Engagement metrics Growth metrics What you focus on depends on your goals.
  97. 97. @uberflip @HanaAbaza Consumption Traffic Metrics Email Metrics Downloads (documents) Engagement Social Share Comments Forwards / Replies Growth Lead Metrics Customers / Sales Cost / ROI
  98. 98. @uberflip @HanaAbaza Short-TermIndicators
  99. 99. @uberflip @HanaAbaza LEADSOURCES OPPORTUNITYSOURCES CUSTOMERSOURCES Long-TermIndicators
  100. 100. @uberflip @HanaAbaza Reporting vs. Analysis (data puke or words?) Andy Says It All Here
  101. 101. twitter: @uberflip www.uberflip.com twitter: @ioninteractive www.ioninteractive.com

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