1.
HOWACONTENTMARKETING
COMPANY DOESCONTENTMARKETING
HANA ABAZA
VP MARKETING, UBERFLIP

2.
@uberflip @HanaAbaza
Anna Talerico
co-founder, ion interactive
@ioninteractive
Hana Abaza
VP Marketing, uberflip
@uberflip

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.
of marketers
think they’re
productive.
92%

5.
of marketers also work
on evenings and
weekends.
90%

6.
of marketers have
delayed going to the
bathroom to meet a
deadline.
60%

7.
We don’t
have time
to pee!

8.
@uberflip @HanaAbaza
It’s not
getting better,
especiallywhen
itcomes
tocontent.

9.
Content is the atomic
particle of all digital
marketing.
- Rebecca Lieb

10.
@uberflip @HanaAbaza
More Content

11.
@uberflip @HanaAbaza
More Content
Better Content

12.
@uberflip @HanaAbaza
More Content
Better Content
ContentforEveryone!

13.
@uberflip @HanaAbaza
Mo’ Time
Money
People
Mo’
Mo’

14.
@uberflip @HanaAbaza
It’s not your imagination.
Contentisgettingharder.

15.
@uberflip @HanaAbaza
1. GOALS & SRATEGY
2. CONTENT MARKETING CYCLE
3. PLANNING & PROCESS
4. EXECUTION & EVALUATION
WHAT WE’LL TALK ABOUT

16.
@uberflip @HanaAbaza
Goals & Strategy

17.
@uberflip @HanaAbaza
Goals & Strategy
1. Raise Awareness
2. Boost Engagement
3. Fuel Demand/Lead Gen

18.
@uberflip @HanaAbaza
Goals & Strategy
How does this translate to measurable goals?

19.
@uberflip @HanaAbaza
Goals & Strategy
Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)

20.
@uberflip @HanaAbaza
Goals &
Strategy
Planning &
Ideation

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.
@uberflip @HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan

23.
@uberflip @HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan
Content types
Frequency
Repurposing
Partner Content

24.
@uberflip @HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan
Execution
Team Structure
Process & Efficiencies
Tech & Tools

25.
@uberflip @HanaAbaza
How do we make
Contentworkforus?

26.
@uberflip @HanaAbaza
(dirtylittlesecret)

27.
@uberflip @HanaAbaza
(dirtylittlesecret)
GreatContentIsn’tEnough

28.
@uberflip @HanaAbaza
(dirtylittlesecret)
GreatContentIsn’tEnough
Youneedaremarkablecontentexperience
tomeetyourgoals.

29.
@uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

30.
@uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED

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.
CREATION

33.
Whiteboard
Ideas
Create
Content
Publish
(yay!)
Tell
everybody!
Results:
Meh.
LifeToday

34.
HOWITCOULDBE
Ask People
Create
Content
Optimize
the
Experience
Publish &
Distribute
Feedback
Iterateforbetterresults

35.
IDEATION (ASKING PEOPLE)
DataPEOPLE TOOLS

36.
Ask internal teams
Ask your customers
Audience surveys
Ask your followers
Rapid prototyping
PEOPLE

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.
@uberflip @HanaAbaza

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.
@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.
@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.
@uberflip @HanaAbaza
Who influences content creation?
Demand Generation
Sales & Success
Company Goals & Calendar

43.
@uberflip @HanaAbaza
How do you manage the content and editorial plan?

44.
@uberflip @HanaAbaza

45.
EXPERIENCE

46.
@uberflip @HanaAbaza
What makes a good content experience?

47.
@uberflip @HanaAbaza
SCANNABLE
ACTIONABLE
DISCOVERABLE

48.
@uberflip @HanaAbaza
SCANNABLE
Easy To Read
Well Formatted
Instant value

49.
Easy to read (font /
size)

50.
Subheads &
IMAGES
Paragraphs aren’t
too long

51.
@uberflip @HanaAbaza
Include
Calls-to-Action
Create an
Engagement Path
actionable

52.
@uberflip @HanaAbaza
Did you really need that Ursula
cushion?
ENGAGEMENTPATH
Create an

53.
@uberflip @HanaAbaza
Don’t do this.

54.
@uberflip @HanaAbaza
Calls-to-Action Clarity
Context
Targeting

55.
Is the action and
value obvious?
CLARITY

56.
CONTEXT

57.
CONTEXT IS
EVERYTHING

58.
Title: “What To Do If Your
Website Traffic Is Down”

59.
TARGETING

60.
#
Generic
Generic

61.
@uberflip @HanaAbaza

62.
@uberflip @HanaAbaza

63.
$
Tailored

64.
@uberflip @HanaAbaza
Can people find what they want?
Is the experience tailored?
DISCOVERABLE

65.
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Type By Topic
What Most People Do

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.
This tells me
nothing!

68.
@uberflip @HanaAbaza

69.
@uberflip @HanaAbaza
Can people engage with your content?
interactive

70.
@uberflip @HanaAbaza
Static Content
Static content provides limited opportunity for engagement, insights & effectiveness.
Pass Fail

71.
@uberflip @HanaAbaza
Interactive Content

72.
@uberflip @HanaAbaza
Interactive Content

73.
@uberflip @HanaAbaza
Interactive Content

74.
@uberflip @HanaAbaza

75.
@uberflip @HanaAbaza
GENERATELEADS
HOW DO WE

76.
@uberflip @HanaAbaza
ShouldIgateit,
orleaveit?

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.
@uberflip @HanaAbaza
2 APPROACHES TO GATE CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs

79.
@uberflip @HanaAbaza
• Simple, clear and concise
• Call-to-action
• Optimize forms for goals
• Add a human being
Landing Pages

80.
@uberflip @HanaAbaza
• Concise message
• Context matters
• Source traffic matters
CTA Overlays

81.
Limited fields
(using progressive profiling)
ResponsiveCompelling
messaging
Eliminating steps

82.
@uberflip @HanaAbaza
54% Conversion
One purpose
Smart fields
Progressive profiling
Value Prop
Credibility

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.
DISTRIBUTION

85.
@uberflip @HanaAbaza
Thinkabout
distribution
Beforethecontentispublished.

86.
@uberflip @HanaAbaza
Whereareyourpeople?
Whatdotheylike?

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.
@uberflip @HanaAbaza
eBook Promotion
34% Open Rate
8% CTR

89.
@uberflip @HanaAbaza
Webinar Invite
44% Open Rate
8% CTR

90.
@uberflip @HanaAbaza
Webinar Follow-up
53% Open Rate
19% CTR

91.
METRICS

92.
@uberflip @HanaAbaza
How do you
measureyour content
performance?

93.
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics

94.
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics
Content Metrics

95.
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics
Content Metrics

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.
@uberflip @HanaAbaza
Consumption
Traffic
Metrics
Email
Metrics
Downloads
(documents)
Engagement
Social Share
Comments
Forwards /
Replies
Growth
Lead
Metrics
Customers /
Sales
Cost / ROI

98.
@uberflip @HanaAbaza
Short-TermIndicators

99.
@uberflip @HanaAbaza
LEADSOURCES OPPORTUNITYSOURCES CUSTOMERSOURCES
Long-TermIndicators

100.
@uberflip @HanaAbaza
Reporting vs. Analysis
(data puke or words?)
Andy Says It All Here

101.
twitter: @uberflip
www.uberflip.com
twitter: @ioninteractive
www.ioninteractive.com