How a Content Marketing Company Does Content Marketing

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


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!


It’s notgetting better,

especially when it comes

to content.

Content is the atomic particle of all digital marketing.

- Rebecca Lieb


More Content


More Content

Better Content


More Content

Better Content

Content for Everyone!


Mo’ Time

Money

People

Mo’

Mo’


It’s not your imagination.

Content is getting harder.


1.  GOALS & SRATEGY

2.  CONTENT MARKETING CYCLE

3.  PLANNING & PROCESS

4.  EXECUTION & EVALUATION

WHAT WE’LL TALK ABOUT


Goals & Strategy


Goals & Strategy 1.  Raise Awareness

2.  Boost Engagement

3.  Fuel Demand/Lead Gen


Goals & Strategy How does this translate to measurable goals?


Goals & Strategy Targeting a specific # of subscribers

Increase in organic search traffic

Fueling lead generation (stems from monthly targets)


Goals & Strategy

Planning & Ideation


Goals & Strategy

Planning & Ideation

Planning in advance

Alignment with corporate calendar

Alignment with goals

Big ideas that that set the tone for the rest


Strategy & Goals

Planning & Ideation

Tactical Plan


Strategy & Goals

Planning & Ideation

Tactical Plan

Content types

Frequency

Repurposing

Partner Content


Strategy & Goals

Planning & Ideation

Tactical Plan Execution

Team Structure

Process & Efficiencies

Tech & Tools


How do we make

Content work for us?


(dirty little secret)



Great Content Isn’t Enough



Great Content Isn’t Enough

You need a remarkable content experience

to meet your goals.


Traditional Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS


Traditional Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS

FLAWED


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


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?



*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


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)


What does your content team look like?

2 Content People

1 Social Media Person

(Content “facilitators” throughout Uberflip.)

Gaps? Use tools or freelancers.


Who influences content creation?

Demand Generation

Sales & Success

Company Goals & Calendar


How do you manage the content and editorial plan?


EXPERIENCE


What makes a good content experience?


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


SCANNABLE Easy To Read

Well Formatted

Instant value

Easy to read (font / size)

Subheads & IMAGES

Paragraphs aren’t too long


Include Calls-to-Action

Create an Engagement Path

actionable


Did you really need that Ursula

cushion?

ENGAGEMENT PATH Create an


Don’t do this.


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



$

Tailored


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!



Can people engage with your content?

interact ive


Static Content

Static content provides limited opportunity for engagement, insights & effectiveness.

Pass Fail


Interactive Content


Interactive Content


Interactive Content



GENERATE LEADS HOW DO WE


Should I gate it,

or leave it?


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


2 APPROACHES TO GATE CONTENT

(1) LANDING PAGES (2) OVERLAY CTAs


•  Simple, clear and concise •  Call-to-action •  Optimize forms for goals •  Add a human being

Landing Pages


•  Concise message •  Context matters •  Source traffic matters

CTA Overlays

Limited fields

(using progressive profiling)

ResponsiveCompelling messaging

Eliminating steps


54% Conversion

One purpose

Smart fields

Progressive profiling

Value Prop

Credibility


How do you actually do this?

1.  Know what you’re optimizing for

2.  Develop the infrastructure to get it done

DISTRIBUTION


Think about

distribution Before the content is published.


Where are your people?

What do they like?


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


eBook Promotion

34% Open Rate

8% CTR


Webinar Invite

44% Open Rate

8% CTR


Webinar Follow-up

53% Open Rate

19% CTR

METRICS


How do you

measure your content

performance?


Business Goals

Marketing Goals

Marketing Strategy Content Goals

Content Strategy

Content Tactics


Business Goals

Marketing Goals


Content Strategy

Content Tactics

Content Metrics


Business Goals

Marketing Goals


Content Strategy

Content Tactics

Content Metrics


How do you measure your content performance?

Consumption metrics

Engagement metrics

Growth metrics

What you focus on depends on your goals.


Consumption

Traffic Metrics

Email Metrics

Downloads (documents)

Engagement

Social Share

Comments

Forwards / Replies

Growth

Lead Metrics

Customers / Sales

Cost / ROI


Short-Term Indicators


LEAD SOURCES OPPORTUNITY SOURCES CUSTOMER SOURCES

Long-Term Indicators


Reporting vs. Analysis

(data puke or words?)

Andy Says It All Here

twitter: @uberflip www.uberflip.com

twitter: @ioninteractive www.ioninteractive.com