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GROWTH TACTICS FOR 2017Hana Abaza, Uberflip@hanaabaza
CONTENT MARKETING
of marketers think they’re productive.
92%
of marketers also work on evenings and weekends.
90%
of marketers have delayed going to the bathroom to meet a deadline.
60%
We don’t have timeto pee!
We focus on doing “things” rather
than doing the things with the most
impact.
Content is the atomic particle of all digital marketing.
- Rebecca Lieb
More Content
More Content
Better Content
More Content
Better Content
Content for Everyone!
will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
Of marketers can’t measurethe success of their content79%
will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
because it’s irrelevant
Source: Forrester
The power of great content
Build a Brand
Grow an Audience
Generate Leads
Get Customers
How do we getmore bang for our buck ?
We need to get more strategicAbout the business of content
marketing
Content marketing2017 GROWTH TACTICS FOR
1. Customer Dev for Content
2. Strategic Creation
3. Distribution Tactics
4. Experience Optimization
Relevance
It’s NOT Quantity
It’s QUALITY
It’s relevanceIt’s Not (Just) Quality
High up-front investment
Huge long term payoff
Focus on relevancefor creation & validation
Content Marketing Ideas!
1. Top 10 Ways to Create Better Content
2. How to make better content, faster
3. 6 ways to generate demand with content
4. Lies, Damn Lies, and Marketing Metrics
HOW DO YOU KNOW WHAT’S RELEVANT?
CUSTOMER DEV FOR CONTENT
DataPEOPLE TOOLS
Internal Teams
Customers
Prospects
Followers/FansPEOPLE
External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU
Customer Dev for ContentHow long have you been in your role?
How many people are on your team?
How do you compare yourself to your coworkers
How does the team work together?
What tools do you use/spend the most time with?
How do you learn about marketing?
What kind of content attracts you? Can you give an
example of one unforgettable piece of content?
Do you look at content during the workday or outside of
business hours?
What’s the one area of your job that you feel you need to
learn more about?
What is your mind on most of the day? What do you
think about the most?
What part of your day do you love most?
What part of your day do you hate most?
If I could get you an expert about any topic to spend an
hour with, who would it be and what’s the topic?
What is your dream job?
Who is your marketing hero?
External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU
BOFU
External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU
External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU Customers and lost leads
What convinced you? What deterred you?
Sales, Support, Success and Product Teams
What were the biggest objections?
TOOLSIndustry reports
Buzzsumo
Answerthepublic.com
DataWebsite metrics
Conversion metrics
Engagement vs. Growth
Growth Metrics
CTA conversion
Visit to lead conversion
Lead to customer conversion
Cost per lead / customer
Churn rate
Engagement Metrics
Time on site
Pages per visit
Social shares
Bounce rate
Search rankings
GROWTH METRICSENGAGMENT METRICS VS
CREATION
Myth
More is more
Truth
Better More is more
MOST CONTENT UNDERPERFORMS
@uberflip#uberwebinar @buzzsumo
Techcrunch, Inc, Entrepreneur, Moz, SME
95 Popular sites (Hubspot, QuickSprout etc.)
SharesMean 1,375
Median 803
SharesMean 308
Median 106
@uberflip#uberwebinar @buzzsumo
B2B Content Shares
Content Median Shares
Top 5 Marketing & Technology Sites(Incl Moz, SME, Techcrunch)
803
95 Popular Marketing and Technology Sites(Incl Hubspot, Buffer, Search Engine Land)
106
Hubspot B2B Customer sites (127,000 articles) 22
1m Random articles 8
@uberflip#uberwebinar @buzzsumo
Distribution of Content Shares (100 sites)
Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.
A small portion of content is responsible for the
majority of your results.
Content MARKETING POWER LAW
Characteristics of high-performingcontent
Is it relevant?
Is it aligned to your goals?
Is it unique to you?
Are you looking at the world through
the lens of your product?
Repurposed Into An Online
Experience
- Video
- Slides
- Transcript
Leverage content across MANYchannels
PR Strategy
Guest blogging
Webinars
Blog
IRL Presentations
SEO
distribution
Think about
distributionBefore the content is published
Where are your people?
What do they like?
distribution strategies & TACTICS
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
distribution strategies & TACTICS
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
Partner Marketing Is it targeted?
Does your audience overlap?
Is there an agreed upon distribution
strategy?
Targeted email Small list = keep topics focused
Big database = segment
Ruthlessly cull your list
Webinar Invite44% Open Rate
11% CTR
Webinar Follow-up53% Open Rate
19% CTR
content SYNDICATION Typically this is paid
More targeting = Higher Cost
Pure distribution vs. Lead Gen
eBooks & Whitepapers
Webinar recordings
Articles / blog posts
Content syndication tools
Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
CONTENT SYNDICATION FOR LEAD GEN
Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
CONTENT SYNDICATION FOR LEAD GEN
Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
CONTENT SYNDICATION FOR LEAD GEN
Sales ready? It depends.
Sales ready? Doubtful.
Consider the experienceFollow up with the right nurture or drip campaign.
EXPERIENCE
(dirty little secret)
(dirty little secret)
Great Content Isn’t Enough
You need a great content experience(that’s optimized for your goals)
@Uberflip
@Uberflip
READABLE
ACTIONABLE
TAILORED
READABLE
ACTIONABLE
TAILORED
Easy to read
Short
paragraphs
Subheads
IMAGES
READABLE
ACTIONABLE
TAILORED
Calls-to-Action
Quiz time!
What’s #1 rule for calls-to-action?
Have a f#@?ingcall-to-action.
Thanks Oli J
Calls-to-Action Clarity
Context
Targeting
Is the action andvalue obvious?
CLARITY
CONTEXT
CONTEXT IS
EVERYTHING
Contextual CTA
TARGETING
L
Generic
Generic
Targeted
READABLE
ACTIONABLE
TAILORED
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
This tells me nothing!
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience
@uberflip @HanaAbaza
1. Customer Dev for Content
2. Strategic Creation
3. Distribution Tactics
4. Experience Optimization
QUICK RECAP!