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Everything You Need To Know
About Content Marketing
Hana Abaza, Director of Marketing at Uberflip @hanaabaza
WHY
IT’S
HOT
WHY
IT’S
NOT
Content Marketing Landscape
Create
your
content
See how
your content
performs
Get your
content
out there
AUTHORING DISTRIB...
MODERN DAY CONTENT MARKETING
Create
your
content
See how
your content
performs
Get your
content
out there
Create
a killer
...
CONTENT MARKETING TRENDS
Content Marketing Trends
1. Marketing Team Makeup
TEAM
CONTENT
Content Marketing Trends
2. Responsive Design
Content Marketing Trends
3. Link Earning vs. Link Building
Content Marketing Trends
4. Curation & Custom Streams
Content Marketing Trends
5. Brand Journalists Take The Reins
The recent acquisition of leading ABC news
anchor, Katie Cour...
CONTENT MARKETING STRATEGIES
1. Define your targets
Content Marketing Strategy
2. Understand your buyers
Content Marketing Strategy
Content Marketing Strategy
3. Set conversion goals
4. Context and distribution
Content Marketing Strategy
Content Marketing Strategy
5. Keep it aligned
6. Is it scalable
Content Marketing Strategy
CONTENT MARKETING SKILLS
Content Marketing Skills
Content
Ideas
Content Marketing Skills
Contact with Sales / Support
Ask Customers or Prospects
Take Advantage of Tools!
Content Marketing Skills
Creating
Content
Content Marketing Skills
What is the purpose of this piece?
What is the best format for it?
Where will it be distributed?
Content Marketing Skills
Reduce, Reuse
Recycle
Examples
Examples
Examples
LEAD GENERATION
Lead Generation
CTAs in Content Marketing
Contextual CTAs
Automation vs. Manual
Lead Generation
Lead Generation
( 2011 ) ( 2014 )
CONTENT MARKETING METRICS
Content Marketing Metrics
Engagement Metrics: time on site, pages per visit
Content Marketing Metrics
CTA Performance
Content Marketing Metrics
Lead & Customer Conversion
Content Marketing Operations
Set up your processes!
Editorial Calendar
Idea Gen Tools
Distribution Tools
Lead Gen Tools
Me...
Hana Abaza,
Director of Marketing at Uberflip
@hanaabaza
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Everything You Need To Know About Content Marketing

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  • Authoring – Create your content.
    Distribution – Get your content out there.
    Metrics – See how your content performs.
  • Authoring – Create your content.
    Distribution – Get your content out there.
    Metrics – See how your content performs.
  • Authoring – Create your content.
    Distribution – Get your content out there.
    Metrics – See how your content performs.
  • Authoring – Create your content.
    Distribution – Get your content out there.
    Metrics – See how your content performs.
  • Flip over to browser and show klout, hubspot idea generator, buffer
  • Flip over to browser and show klout, hubspot idea generator, buffer
  • Also, a note about SEO
  • Transcript of "Everything You Need To Know About Content Marketing"

    1. 1. Everything You Need To Know About Content Marketing Hana Abaza, Director of Marketing at Uberflip @hanaabaza
    2. 2. WHY IT’S HOT
    3. 3. WHY IT’S NOT
    4. 4. Content Marketing Landscape Create your content See how your content performs Get your content out there AUTHORING DISTRIBUTION METRICS
    5. 5. MODERN DAY CONTENT MARKETING Create your content See how your content performs Get your content out there Create a killer experience AUTHORING EXPERIENCE DISTRIBUTIONMETRICS
    6. 6. CONTENT MARKETING TRENDS
    7. 7. Content Marketing Trends 1. Marketing Team Makeup TEAM CONTENT
    8. 8. Content Marketing Trends 2. Responsive Design
    9. 9. Content Marketing Trends 3. Link Earning vs. Link Building
    10. 10. Content Marketing Trends 4. Curation & Custom Streams
    11. 11. Content Marketing Trends 5. Brand Journalists Take The Reins The recent acquisition of leading ABC news anchor, Katie Couric, as Yahoo’s Global Anchor, is a clear sign that online content is where the mainstream is heading.
    12. 12. CONTENT MARKETING STRATEGIES
    13. 13. 1. Define your targets Content Marketing Strategy
    14. 14. 2. Understand your buyers Content Marketing Strategy
    15. 15. Content Marketing Strategy 3. Set conversion goals
    16. 16. 4. Context and distribution Content Marketing Strategy
    17. 17. Content Marketing Strategy 5. Keep it aligned
    18. 18. 6. Is it scalable Content Marketing Strategy
    19. 19. CONTENT MARKETING SKILLS
    20. 20. Content Marketing Skills Content Ideas
    21. 21. Content Marketing Skills Contact with Sales / Support Ask Customers or Prospects Take Advantage of Tools!
    22. 22. Content Marketing Skills Creating Content
    23. 23. Content Marketing Skills What is the purpose of this piece? What is the best format for it? Where will it be distributed?
    24. 24. Content Marketing Skills Reduce, Reuse Recycle
    25. 25. Examples
    26. 26. Examples
    27. 27. Examples
    28. 28. LEAD GENERATION
    29. 29. Lead Generation CTAs in Content Marketing Contextual CTAs Automation vs. Manual
    30. 30. Lead Generation
    31. 31. Lead Generation ( 2011 ) ( 2014 )
    32. 32. CONTENT MARKETING METRICS
    33. 33. Content Marketing Metrics Engagement Metrics: time on site, pages per visit
    34. 34. Content Marketing Metrics CTA Performance
    35. 35. Content Marketing Metrics Lead & Customer Conversion
    36. 36. Content Marketing Operations Set up your processes! Editorial Calendar Idea Gen Tools Distribution Tools Lead Gen Tools Measurement Tools
    37. 37. Hana Abaza, Director of Marketing at Uberflip @hanaabaza
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