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HOW A CONTENT MARKETING
COMPANY DOES CONTENT MARKETING
HANA ABAZA
VP MARKETING,UBERFLIP
@Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
THOUSANDS OF BLOG POSTS, even
more leads generated…
@Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
THOUSANDS OF BLOG POSTS, even
more leads generated…
@Uberflip #uberwebinar@HanaAbaza
1. GOALS & SRATEGY
2. CONTENTMARKETING CYCLE
3. PLANNING& PROCESS
4. EXECUTION & EVALUATION
WHAT WE’LL TALK ABOUT
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
1. Raise  Awareness
2. Encourage  Dialogue
3. Fuel  Demand/Lead  Gen
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
How  does  this  translate  to  measurable  goals  for  us  in  2016?
@Uberflip #uberwebinar@HanaAbaza
Goals  &  Strategy
How  does  this  translate  to  measurable  goals  for  us  in  2016?
Targeting  a  specific  #  of  subscribers
Increase  in  organic  search  traffic
Fueling  lead  generation  (stems  from  monthly  targets)
@Uberflip #uberwebinar@HanaAbaza
Goals  &
Strategy
Planning  &  
Ideation  
@Uberflip #uberwebinar@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 #uberwebinar@HanaAbaza
Strategy
&  Goals
Planning  
&  Ideation
Tactical  
Plan
@Uberflip #uberwebinar@HanaAbaza
Strategy  
&  Goals
Planning  
&  Ideation
Tactical
Plan
Content  types
Frequency  
Atomization  
Repurposing  
@Uberflip #uberwebinar@HanaAbaza
Strategy
&  Goals
Planning  
&  Ideation
Tactical  
Plan Execution
Team  Structure
Tech  &  Tools
Process  &  Efficiencies
@Uberflip
How MostPeopleThink About Content
CREATION DISTRIBUTION INSIGHTS
@Uberflip
The 4 Pillarsof Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
@Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillarsof Content Marketing
@Uberflip #uberwebinar@HanaAbaza
How  do  we  come  up  with  great  content  ideas?
People Tools Data
@Uberflip #uberwebinar@HanaAbaza
People
Ask  your  sales  &  success  teams
Ask  your  customers
Ask  your  followers
@Uberflip #uberwebinar@HanaAbaza
Tools
@Uberflip #uberwebinar@HanaAbaza
What’s  worked  in  the  past?
What’s  trending  now?
DATA
@Uberflip #uberwebinar@HanaAbaza
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 #uberwebinar@HanaAbaza
Blog
“Snacky”  Content
Long  Form
Premium  (gated)
ebooks/whitepapers
Webinars
Visual  Content
SlideShare
Infographics
Seasonal  Content
Funnel  of  Love
Holiday  Hub
*Co-­‐creation   /  Partner  Content
What  content  types  do  you  focus  on?
@Uberflip #uberwebinar@HanaAbaza
How  often  do  you  publish  each  type  of  content?
Blog  à Every  weekday
Webinars  à 2  per  month
eBooks  à 1  per  month  (ish)
Visual  Content  à 1  per  month  (ish)
@Uberflip #uberwebinar@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 #uberwebinar@HanaAbaza
Who  influences  content  creation?
Demand  Generation
Sales  &  Success  
Company  Goals  &  Calendar
@Uberflip #uberwebinar@HanaAbaza
How  do  you  manage the  content  and  editorial  plan?
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
What  do  you  mean  by  content  experience?
How a Content Marketing Company Does Content Marketing
How a Content Marketing Company Does Content Marketing
@Uberflip #uberwebinar@HanaAbaza
What  makes  a  good  content  experience?
@Uberflip #uberwebinar@HanaAbaza
S c a n n a b l e
A c t i o n a b l e
S h a r e a b l e
S c a l a b l e
Y o u - o r i e n t e d
SASSY
@Uberflip #uberwebinar@HanaAbaza
SCANNABLE
Easy To Read
WellFormatted
Instantvalue
Easy to read (font/
size)
Subheads
Paragraphsaren’t
too long
@Uberflip #uberwebinar@HanaAbaza
ACTIONABLE
CreateanEngagementPath
IncludeCalls-to-Action
@Uberflip #uberwebinar@HanaAbaza
Learn from Ikea!
Where shouldpeoplego next?
CREATE AN
ENGAGEMENT PATH
@Uberflip #uberwebinar@HanaAbaza
Calls-to-Action
Clarity
Context
Targeting
@Uberflip #uberwebinar@HanaAbaza
CLARITY
Is theaction and
valueobvious?
@Uberflip #uberwebinar@HanaAbaza
CONTEXT
@Uberflip #uberwebinar@HanaAbaza
…is everything.
@Uberflip #uberwebinar@HanaAbaza
L
@Uberflip #uberwebinar@HanaAbaza
J
@Uberflip #uberwebinar@HanaAbaza
TARGETING
@Uberflip #uberwebinar@HanaAbaza
L
Generic
@Uberflip #uberwebinar@HanaAbaza
J
Tailored
@Uberflip #uberwebinar@HanaAbaza
SHARABLE
Is it worth sharing?
Is it easytoshareyour content?
Are you askingthem to shareit?
@Uberflip #uberwebinar@HanaAbaza
Add This
@Uberflip #uberwebinar@HanaAbaza
Does your contentexperience
scaletoanyscreen size?
SCALABLE
@Uberflip #uberwebinar@HanaAbaza
No? Feel thewrath of Google and sacrifice conversion rates.
@Uberflip #uberwebinar@HanaAbaza
Is therevaluefortheindividual?
Is it personalized?
Can theyfindwhattheywant?
Is the experiencetailored?
YOU-ORIENTED
@Uberflip #uberwebinar@HanaAbaza
Your  
Content
Top  of  the  
Funnel
Middle  of  
the  Funnel
Bottom  of  
the  Funnel
By  Topic By  Type By  Vertical
By  
Persona
Easy foryouraudience
and yourteam to find.
@Uberflip #uberwebinar@HanaAbaza
Thistells me
nothing!
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
GENERATE LEADS
GATINGCONTENTTO
@Uberflip #uberwebinar@HanaAbaza
Should I gateit,
or leave it?
@Uberflip #uberwebinar@HanaAbaza
What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes!
LeaveIt No
No
Is there abig
enough
audience?
Yes! GateIt!Content
@Uberflip #uberwebinar@HanaAbaza
2APPROACHESTOGATECONTENT
(1)LANDINGPAGES (2)OVERLAYCTAs
@Uberflip #uberwebinar@HanaAbaza
• Simple,clearandconcise
• Call-to-action
• Optimizeforms forgoals
• Add a humanbeing
Landing Pages
@Uberflip #uberwebinar@HanaAbaza
• Concisemessage
• Contextmatters
• Source trafficmatters
CTA Overlays
How a Content Marketing Company Does Content Marketing
Limited  fields  
(using  progressive  profiling)
ResponsiveCompelling  
messaging
Eliminating   steps
@Uberflip #uberwebinar@HanaAbaza
54%  Conversion
One  purpose
Smart  fields  
Progressive  profiling
Value  Prop  
Credibility
@Uberflip #uberwebinar@HanaAbaza
How  do  you  actually do  this?
1. Know  what  you’re  optimizing  for
2. Develop  the  infrastructure  to  get  it  done  
@Uberflip #uberwebinar@HanaAbaza
How  do  you  actually  do  this?
1. Know  what  you’re  optimizing  for
2. Develop  the  infrastructure  to  get  it  done  
(Also,  we  use  Uberflip…  shocker!)
@Uberflip #uberwebinar@HanaAbaza
How  do  you  distribute your  content?
Our  Subscribers
Targeted  Emails
Social  (paid  &  unpaid)
Influencers  (Holiday  Hub)
Discoverability  (SEO)
Content  syndication  (lead  gen)
Other  Publishers  (lead  gen)
@Uberflip #uberwebinar@HanaAbaza
eBook  Promotion
34%  Open  Rate
8%  CTR  
@Uberflip #uberwebinar@HanaAbaza
Webinar  Invite
44%  Open  Rate
8%  CTR  
@Uberflip #uberwebinar@HanaAbaza
Webinar  Followup
53%  Open  Rate
19%  CTR  
@Uberflip #uberwebinar@HanaAbaza
How  do  you  measure  your  content  performance?
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
Content  
Tactics
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
Content  
Tactics
Content  Metrics
@Uberflip #uberwebinar@HanaAbaza
Business  Goals
Marketing  Goals
Marketing  Strategy
Content  
Goals
Content  
Strategy
Content  
Tactics
Content  Metrics
@Uberflip #uberwebinar@HanaAbaza
How  do  you  measure  your  content  performance?
Consumption  metrics
Engagement  metrics  
Growth  metrics  
What  you  focus  on  depends  on  your  goals.
@Uberflip #uberwebinar@HanaAbaza
Consumption
Traffic  
Metrics
Email    
Metrics
Downloads  
(documents)
Engagement
Social  Share
Comments
Forwards  /  
Replies
Growth
Lead      
Metrics
Customers  /  
Sales
Cost  /  ROI
@Uberflip #uberwebinar@HanaAbaza
@Uberflip #uberwebinar@HanaAbaza
LEAD  SOURCES OPPORTUNITY  SOURCES CUSTOMER  SOURCES
@Uberflip #uberwebinar@HanaAbaza
So  how  does  it  all  work  together?
@Uberflip #uberwebinar@HanaAbaza
KEYTAKEAWAYS
Goals, strategy, planning
4 pillars – optimizeexperience
Knowwhat to optimizefor
Measureimpacts &iterate
@Uberflip #uberwebinar@HanaAbaza
HANA ABAZA
VP MARKETING,UBERFLIP
Question Time!
How a Content Marketing Company Does Content Marketing
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

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