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@uberflip
!#uberwebinar
!@buzzsumo
!
Steve Rayson Director, BuzzSumo @steverayson
Hana Abaza VP Marketing, Uberflip @hanaabaza
Top B2B Content Of 2015!
@uberflip
!#uberwebinar
!@buzzsumo
!
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@uberflip
!#uberwebinar
!@buzzsumo
!
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
@uberflip
!#uberwebinar
!@buzzsumo
!
What is Top B2B Content?
@uberflip
!#uberwebinar
!@buzzsumo
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Content Objectives
@uberflip
!#uberwebinar
!@buzzsumo
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Author Website Domain
Topic & Trends
Content Format
Content Quality
Headline Shares Links SEO Paid
Promotion
10 Factors That Influence Content Success
@uberflip
!#uberwebinar
!@buzzsumo
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Examples of Top B2B Content 2015
§ Research reports § How to posts § Trends § Reference assets § eBooks § Quizzes !
§ Product launches § Curation § Provocative § Curiosity § Case Study § Tools !
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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Deloitte: Trending Topic
@uberflip
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!@buzzsumo
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Intel: Challenging Assumptions #Ilooklikeanengineer
@uberflip
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!@buzzsumo
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Intel: Hashtag Campaign
@uberflip
!#uberwebinar
!@buzzsumo
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Buffer
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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Slideshare Research
@uberflip
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!@buzzsumo
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Research
@uberflip
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!@buzzsumo
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Research
Uberflip & BuzzSumo researched the most shared types of content and turned that data into a highly shared infographic.
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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The Future: Vision
@uberflip
!#uberwebinar
!@buzzsumo
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QuickSprout: Practical Posts
Top post 100% More
Shares Than 5th Post
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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The Next Web
@uberflip
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!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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Convince & Convert: Great Headline Example !
@uberflip
!#uberwebinar
!@buzzsumo
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SME: List Posts – Tips & Tools !
@uberflip
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!@buzzsumo
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Uberflip: List Posts – Tips & Tools
@uberflip
!#uberwebinar
!@buzzsumo
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B2B Marketing Insider: Curation Posts !
@uberflip
!#uberwebinar
!@buzzsumo
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B2B Marketing Insider: Curation Posts !
@uberflip
!#uberwebinar
!@buzzsumo
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Top Rank Blog: Updated Reference Content !
@uberflip
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!@buzzsumo
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Moz: Updated Reference Content !
@uberflip
!#uberwebinar
!@buzzsumo
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Moz: Updated Reference Content !
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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IBM Product Launch
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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Intercom: eBook
@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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@uberflip
!#uberwebinar
!@buzzsumo
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Case Study
@uberflip
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Case Study
@uberflip
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!@buzzsumo
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Tools: LinkedIn
@uberflip
!#uberwebinar
!@buzzsumo
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Tools: LinkedIn
@uberflip
!#uberwebinar
!@buzzsumo
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Summary: Highly Shared B2B Content 2015
§ Research – Buffer, Deloitte
§ How to posts – Buffer, QuickSprout
§ Trends – Deloitte, TheNextWeb
§ Reference assets – Moz, Top Rank
§ eBooks - Intercom
§ Quizzes – Entrepreneur, HBR!
§ Product launches - IBM
§ Curation – B2B Insider
§ Provocative – Intel, TheNextWeb
§ Curiosity – Convince & Convert
§ Case Study - HBR
§ Tools - Linkedin!
@uberflip
!#uberwebinar
!@buzzsumo
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REALITY: Most of the content we create won’t be
“top performing” content.
@uberflip
!#uberwebinar
!@buzzsumo
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How To Create Top Performing Content
• Content
• Relevance
• Distribution
• Consistency
@uberflip
!#uberwebinar
!@buzzsumo
!
CONTENT
Visual Sharable
Contextual Experience
@uberflip
!#uberwebinar
!@buzzsumo
!
Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
!!
Landing Pages It’s useful or helpful information.
It makes them look good / smart / trendy.
It validates something they believe.
It evokes some kind of emotion.
It’s relevant / topical. !
WHY DO PEOPLE SHARE?
@uberflip
!#uberwebinar
!@buzzsumo
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Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
!!
Landing Pages
@uberflip
!#uberwebinar
!@buzzsumo
!
@uberflip
!#uberwebinar
!@buzzsumo
!
RELEVANCE
Why should I care?
@uberflip
!#uberwebinar
!@buzzsumo
!
Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
!!
Landing Pages
@uberflip
!#uberwebinar
!@buzzsumo
!
DISTRIBUTION Your Audience
Influencers Search
Publishers
@uberflip
!#uberwebinar
!@buzzsumo
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CONSISTENCY
How can you keep leveraging your top
performing content?
@uberflip
!#uberwebinar
!@buzzsumo
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Start and end with your goals, but don’t ignore the top of the funnel.
ENGAGEMENT
LEAD GEN
SALES
RETENTION
@uberflip
!#uberwebinar
!@buzzsumo
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RESOURCES
50% of Content Gets 8 Shares or Less: Why Content Fails & How to Fix It> buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it
Webinar: How to Create Engaging B2B Content> hub.uberflip.com/h/i/118419632-how-to-create-engaging-b2b-content
Webinar: 3 Content Formats to Lift Your Traffic> hub.uberflip.com/h/i/92326353-3-content-formats-to-lift-your-traffic
From 'Good Enough' to 'Can't Get Enough': How to Consistently
Create Content Your Audience Loves> hub.uberflip.com/h/i/146086708-from-good-enough-to-can-t-get-enough-how-to-consistently-create-content-
your-audience-loves/109406
@uberflip
!#uberwebinar
!@buzzsumo
!
QUESTION TIME!
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Steve Rayson Director, BuzzSumo
@steverayson
@uberflip
!#uberwebinar
!@buzzsumo
!
Find out how Booker decreased theircost per lead by 71% with content.
READ CASE STUDY