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HOW TO
HANA ABAZA
VP Marketing at Uberflip
EXPERIENCE
OPTMIZE THE CONTENT
@Uberflip #CMCa2z@HanaAbaza
ABOUT UBERFLIP
We help marketers create, manage
and optimize the content
experience – no IT required!
Power your content library,
resource center, blog and more.
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
PUBLISH.
PUBLISH.
ALL OF THE
TIME.
GET LINKS.
GET LINKS.
FROM ALL THE
PLACES.
There are
over 152,000
blogs on the
Internet
Source: WPVirtuose
56,520 free
eBooks were
published
last year
Source: BuzzSumo Search
Guides
White Papers
Webinars
Etc. etc. etc…
@Uberflip #CMCa2z@HanaAbaza
People (and Google) Said “Stop It”
@Uberflip #CMCa2z@HanaAbaza
We Need Better Content, Not More Content
@Uberflip #CMCa2z@HanaAbaza
“Great content is useful, inspired and pathologically
empathetic to the needs of the people you’re
trying to reach .”
Ann Handley, COO at Marketing Profs
& Author of Everybody Writes
We Need Better Content, Not More Content
@Uberflip #CMCa2z@HanaAbaza
But wait,
there’s more!
@Uberflip #CMCa2z@HanaAbaza
( Marketing Existentialism)
If content is published and nobody
shares it, does it exist?
“Content is king, but distribution is queen and she wears the pants.”
Jonathan Perelman, Vice President at Buzzfeed
@Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
@Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.
@Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.
@Uberflip #CMCa2z@HanaAbaza
You’re smart. You know this.
You make ridiculously good content.
Your content is EVERYWHERE.
People are clicking!
@Uberflip #CMCa2z@HanaAbaza
And then you
send them to
your backyard.
#fail
@Uberflip #CMCa2z@HanaAbaza
Lost subscribers
Lost leads
Lost customers
Lost revenue
Wave Goodbye
@Uberflip #CMCa2z@HanaAbaza
HIGH CONVERTING
KEY ELEMENTS OF A
CONTENT EXPERIENCE
@Uberflip #CMCa2z@HanaAbaza
Scanable
Actionable
Shareable
Scalable
You-oriented
SASSY
@Uberflip #CMCa2z@HanaAbaza
SCANABLE
Easy To Read
Well Formatted
Instant value
Easy to read
(font / size)
Subheads
Paragraphs
aren’t too long
@Uberflip #CMCa2z@HanaAbaza
ACTIONABLE
Create an Engagement Path
Include Calls-to-Action
 Learn from Ikea!
 Where should people go next?
 Recommend Content
 Encourage Comments
 Include Call-to-actions
CREATE AN
ENGAGEMENT PATH
Calls-to-Action
Clarity
Context
Targeting
CLARITY
Is the action and
value obvious?
CONTEXT
…is everything.
@Uberflip #CMCa2z@HanaAbaza

@Uberflip #CMCa2z@HanaAbaza

TARGETING
@Uberflip #CMCa2z@HanaAbaza
Generic

@Uberflip #CMCa2z@HanaAbaza
Tailored

@Uberflip #CMCa2z@HanaAbaza
SHARABLE
Is it worth sharing?
Is it easy to share your content?
Are you asking them to share it?
@Uberflip #CMCa2z@HanaAbaza
Add This
@Uberflip #CMCa2z@HanaAbaza
Does your content experience scale to any screen size?
SCALABLE
No? Feel the wrath of
Google and sacrifice
conversion rates.
@Uberflip #CMCa2z@HanaAbaza
Is there value for the individual?
Is it personalized?
Can they find what they want?
Is the experience tailored?
YOU-ORIENTED
@Uberflip #CMCa2z@HanaAbaza
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy for your audience and
your team to find.
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
Great, but how actually
get email addresses?
@Uberflip #CMCa2z@HanaAbaza
Optimizing for Subscribers & Leads
1. Company Blog
2. Resource Center
3. Gating Premium Content
@Uberflip #CMCa2z@HanaAbaza
COMPANY BLOG
OPTIMIZING THE
@Uberflip #CMCa2z@HanaAbaza
Company Blog
Build Subscribers  Drive Traffic, Build Growth
@Uberflip #CMCa2z@HanaAbaza
Source: anumhussain.com
Company Blog
Build Subscribers  Drive Traffic, Build Growth
@Uberflip #CMCa2z@HanaAbaza
Source: anumhussain.com
Company Blog
Build Subscribers  Drive Traffic, Build Growth
Design + Value + No Distractions = 8% Conversion Rate
@Uberflip #CMCa2z@HanaAbaza
Embed
Form
Personalized
Bounce Exchange, ConversionMonk, HubSpot, Uberflip
We boosted blog
subscribers by 9X
in one month
with this guy.
@Uberflip #CMCa2z@HanaAbaza
Source: anumhussain.com
Company Blog
Generating Leads
Text Link (first link has the most weight)
CTAs (bottom, side, slide-in)
Pop-Up / Overlay
@Uberflip #CMCa2z@HanaAbaza
RESOURCE CENTER
OPTIMIZING YOUR
@Uberflip #CMCa2z@HanaAbaza
RESOURCE CENTER
OPTIMIZING YOUR
Same rules apply! But think about leads (not subscribers)
@Uberflip #CMCa2z@HanaAbaza
This tells me
nothing!
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
GENERATE LEADS
GATING CONTENT TO
Should I gate it,
or leave it?
@Uberflip #CMCa2z@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
2 APPROACHES TO GATE
CONTENT
(1) LANDING PAGES (2) OVERLAY CTAs
@Uberflip #CMCa2z@HanaAbaza
 Simple, clear and concise
 Call-to-action
 Optimize forms for goals
 Add a human being
Landing Pages
@Uberflip #CMCa2z@HanaAbaza
 Concise message
 Context matters
 Source traffic matters
CTA Overlays
@Uberflip #CMCa2z@HanaAbaza
A few examples…
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
Limited fields (using
progressive profiling)
Responsive
Compelling
messaging
Eliminating
steps
@Uberflip #CMCa2z@HanaAbaza
Only one field
(higher conversion)
Relevant
Image
Credibility
Value prop is clear
Clear CTA
@Uberflip #CMCa2z@HanaAbaza
Lots of fields (better
qualifies leads)
Relevant Image
Responsive experience
Descriptive, value prop
Clear call-to-action
@Uberflip #CMCa2z@HanaAbaza
Smart fields and
Progressive Profiling
Always
be
testing.
@Uberflip #CMCa2z@HanaAbaza
Landing Page
@Uberflip #CMCa2z@HanaAbaza
Landing Page CTA Overlay
@Uberflip #CMCa2z@HanaAbaza
250% increase in conversion
Landing Page CTA Overlay
@Uberflip #CMCa2z@HanaAbaza
KEY TAKEAWAYS
A Good (Responsive) Experience
Clear, Contextual, Targeted CTAs
Tailor the Experience
Gate Valuable Content
Test, Test, Test
@Uberflip #CMCa2z@HanaAbaza
Free eBook
Learn when and how to gate
content for lead generation.
ubrflp.in/gatecontent
@Uberflip #CMCa2z@HanaAbaza
Free
Headband!
ubrflp.in/uberpink
Tweet @uberflip and show us
how to rock a pink headband!
@Uberflip #CMCa2z@HanaAbaza
@Uberflip #CMCa2z@HanaAbaza
THANK YOU!
Questions?
hub.uberflip.com
@HanaAbaza

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