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HOW A CONTENT MARKETING
COMPANY DOES CONTENT MARKETING
HANA ABAZA VP MARKETING, UBERFLIP
@uberflip @HanaAbaza
Anna Talerico
co-founder, ion interactive
@ioninteractive
Hana Abaza
VP Marketing, uberflip
@uberflip
@uberflip @HanaAbaza
STREET CRED CONTENT IS THE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated…
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 time to pee!
@uberflip @HanaAbaza
It’s notgetting better,
especially when it comes
to content.
Content is the atomic particle of all digital marketing.
- Rebecca Lieb
@uberflip @HanaAbaza
More Content
@uberflip @HanaAbaza
More Content
Better Content
@uberflip @HanaAbaza
More Content
Better Content
Content for Everyone!
@uberflip @HanaAbaza
Mo’ Time
Money
People
Mo’
Mo’
@uberflip @HanaAbaza
It’s not your imagination.
Content is getting harder.
@uberflip @HanaAbaza
1. GOALS & SRATEGY
2. CONTENT MARKETING CYCLE
3. PLANNING & PROCESS
4. EXECUTION & EVALUATION
WHAT WE’LL TALK ABOUT
@uberflip @HanaAbaza
Goals & Strategy
@uberflip @HanaAbaza
Goals & Strategy 1. Raise Awareness
2. Boost Engagement
3. Fuel Demand/Lead Gen
@uberflip @HanaAbaza
Goals & Strategy How does this translate to measurable goals?
@uberflip @HanaAbaza
Goals & Strategy Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)
@uberflip @HanaAbaza
Goals & Strategy
Planning & Ideation
@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
@uberflip @HanaAbaza
Strategy & Goals
Planning & Ideation
Tactical Plan
@uberflip @HanaAbaza
Strategy & Goals
Planning & Ideation
Tactical Plan
Content types
Frequency
Repurposing
Partner Content
@uberflip @HanaAbaza
Strategy & Goals
Planning & Ideation
Tactical Plan Execution
Team Structure
Process & Efficiencies
Tech & Tools
@uberflip @HanaAbaza
How do we make
Content work for us?
@uberflip @HanaAbaza
(dirty little secret)
@uberflip @HanaAbaza
(dirty little secret)
Great Content Isn’t Enough
@uberflip @HanaAbaza
(dirty little secret)
Great Content Isn’t Enough
You need a remarkable content experience
to meet your goals.
@uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
@uberflip @HanaAbaza
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED
@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
CREATION
Whiteboard Ideas
Create Content
Publish (yay!)
Tell everybody!
Results: Meh.
Life Today
HOW IT COULD BE
Ask People
Create Content
Optimize the
Experience Publish & Distribute
Feedback
Iterate for better results
IDEATION (ASKING PEOPLE)
Data PEOPLE TOOLS
Ask internal teams
Ask your customers
Audience surveys
Ask your followers
Rapid prototyping
PEOPLE
@uberflip @HanaAbaza
Audience Surveys ! 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?
@uberflip @HanaAbaza
@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
@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)
@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.
@uberflip @HanaAbaza
Who influences content creation?
Demand Generation
Sales & Success
Company Goals & Calendar
@uberflip @HanaAbaza
How do you manage the content and editorial plan?
@uberflip @HanaAbaza
EXPERIENCE
@uberflip @HanaAbaza
What makes a good content experience?
@uberflip @HanaAbaza
S C A N N A B L E
A C T I O N A B L E
D I S C O V E R A B L E
@uberflip @HanaAbaza
SCANNABLE Easy To Read
Well Formatted
Instant value
Easy to read (font / size)
Subheads & IMAGES
Paragraphs aren’t too long
@uberflip @HanaAbaza
Include Calls-to-Action
Create an Engagement Path
actionable
@uberflip @HanaAbaza
Did you really need that Ursula
cushion?
ENGAGEMENT PATH Create an
@uberflip @HanaAbaza
Don’t do this.
@uberflip @HanaAbaza
Calls-to-Action Clarity
Context
Targeting
Is the action and value obvious?
CLARITY
CONTEXT
CONTEXT IS
EVERYTHING
Title: “What To Do If Your
Website Traffic Is Down”
TARGETING
#
Generic Generic
@uberflip @HanaAbaza
@uberflip @HanaAbaza
$
Tailored
@uberflip @HanaAbaza
Can people find what they want?
Is the experience tailored?
DISCOVERABLE
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic
What Most People Do
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
This tells me nothing!
@uberflip @HanaAbaza
@uberflip @HanaAbaza
Can people engage with your content?
interact ive
@uberflip @HanaAbaza
Static Content
Static content provides limited opportunity for engagement, insights & effectiveness.
Pass Fail
@uberflip @HanaAbaza
Interactive Content
@uberflip @HanaAbaza
Interactive Content
@uberflip @HanaAbaza
Interactive Content
@uberflip @HanaAbaza
@uberflip @HanaAbaza
GENERATE LEADS HOW DO WE
@uberflip @HanaAbaza
Should I gate it,
or leave it?
@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
@uberflip @HanaAbaza
2 APPROACHES TO GATE CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs
@uberflip @HanaAbaza
• Simple, clear and concise • Call-to-action • Optimize forms for goals • Add a human being
Landing Pages
@uberflip @HanaAbaza
• Concise message • Context matters • Source traffic matters
CTA Overlays
Limited fields
(using progressive profiling)
ResponsiveCompelling messaging
Eliminating steps
@uberflip @HanaAbaza
54% Conversion
One purpose
Smart fields
Progressive profiling
Value Prop
Credibility
@uberflip @HanaAbaza
How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done
DISTRIBUTION
@uberflip @HanaAbaza
Think about
distribution Before the content is published.
@uberflip @HanaAbaza
Where are your people?
What do they like?
@uberflip @HanaAbaza
Tailoring the Experience Can Change your distribution strategy
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
@uberflip @HanaAbaza
eBook Promotion
34% Open Rate
8% CTR
@uberflip @HanaAbaza
Webinar Invite
44% Open Rate
8% CTR
@uberflip @HanaAbaza
Webinar Follow-up
53% Open Rate
19% CTR
METRICS
@uberflip @HanaAbaza
How do you
measure your content
performance?
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy Content Goals
Content Strategy
Content Tactics
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy Content Goals
Content Strategy
Content Tactics
Content Metrics
@uberflip @HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy Content Goals
Content Strategy
Content Tactics
Content Metrics
@uberflip @HanaAbaza
How do you measure your content performance?
Consumption metrics
Engagement metrics
Growth metrics
What you focus on depends on your goals.
@uberflip @HanaAbaza
Consumption
Traffic Metrics
Email Metrics
Downloads (documents)
Engagement
Social Share
Comments
Forwards / Replies
Growth
Lead Metrics
Customers / Sales
Cost / ROI
@uberflip @HanaAbaza
Short-Term Indicators
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LEAD SOURCES OPPORTUNITY SOURCES CUSTOMER SOURCES
Long-Term Indicators
@uberflip @HanaAbaza
Reporting vs. Analysis
(data puke or words?)
Andy Says It All Here
twitter: @uberflip www.uberflip.com
twitter: @ioninteractive www.ioninteractive.com