How to Use Uberflip to Crush Your Annual Marketing Review

How to Use Uberflip to
Crush Your Annual Marketing Review
Sam Brennand
Director of Customer Success
10/20/2015 1How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar

How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
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Why bother with
marketing reviews?

You’re valuable – prove it!
Metrics, metrics, metrics
According to the CMI, only 21% of marketers
are successfully the ROI of their content.
Half of B2B marketers struggle to measure
the effectiveness of their content.
You’re in a unique position to prove your
value! It’s never been more important, but
it’s also never been easier.

How can you use Uberflip to help
crush your next marketing review?

Baseline
Where were you last quarter/year?

Audits
How’s your content doing?

Auditing Your Content
An important first step
Fill in your content gaps with these 7 steps:
(1) Spreadsheet up!
(2) Download all content URLs
(3) Contextualize
(4) SEO
(5) Google Analytics
(6) Social Data
(7) Double-check everything

Better audits with Uberflip insights
Key Metrics to Track & Share

Use Uberflip to find your content effectiveness by:
(1) Type
(2) Platform
(3) Social Channels
(4) Most Effective Pieces
(5) Context

Content Scores
One score, lots of insight
Content Scores provide “at a glance” insight
into how well your content is performing
over a given period of time.
A 65%+ Content Score means your content is
doing very well.
Content Score is calculated across 6 key
dimensions…

Content Scores
How engaging is your Hub?
The difference between Views and Landing
Visits can tell you how well your Hub is
driving content engagement.
For example, a ratio of 1.3 tells us that for
every one person that landed on this
content, it had 1.3 views.
The higher the ratio, the better you’re doing.

?

Content Scores
How socially viral is your content?
The difference between your Hub Share
count and the number that appears on your
AddThis shares can tell you how your
content is performing on social channels
once it’s already been shared.
For example, if your Hub Share count is 8,
but your AddThis share count is 1,000, a lot
of RTs, Shares, and Likes have happened.

Average Time per Visit
A true measure of engagement
Page views and visits aren’t enough.
Tracking the Average Time per Visit gives
you a true measure of how well your
content is hitting home with your buyer
personas.
Track average time per visit in two ways:
• Streams
• Items

CTA Comparisons
Which CTAs are performing best?
If your Hub contains a large number of
CTAs, it’s very important to understand
which ones are working best, especially if
you’re using your CTAs on a “content type”
basis (i.e. whitepaper CTA, eBook CTA)
The CTA Comparison report can also help
you demonstrate the effectiveness of
context from a conversion standpoint.
VS.

CTA Conversions
Which content is converting?
CTA Comparison reports will tell you which
of your Hub’s CTAs are working best.
The CTA Conversion (or CTA Performance)
reports will tell you which pieces of content
are performing best and generating the
most Click-Throughs and Leads.
Pay attention to the context factor!

Social Shares
Understanding the habits of
In a social world, if you don’t understand
where your buyer personas are spending
their time, you’re cooked.
Your Hub can tell you where the bulk of
your social engagement comes
from, making it possible to optimize your
social strategy.
your social audience

Flipbook Avg. Time per Visit
Net new insights
Your Flipbooks can provide an entirely new
set of metrics to help to inform your
content strategy.
Looking at the Average Time per Visit on a
per page basis inside of your Flipbooks can
tell you what specific elements of your PDF
content are attracting the most
engagement.

For Flipbooks…
You can look at page views too!

Flipbook Search Queries
What are readers looking for?
Your Flipbooks can provide the same sort of
keyword research benefits that you can get
through tools like Google Webmaster Tools.
You can then use those keywords to
understand what your readers are looking
for and create content that speaks directly
to them (plus, there’s also some great SEO
benefits!).

Flipbook Links Clinked
Attribute traffic to Flipbooks
If you’re adding interactive links (either
internal links or outbound links to a
website) you can track the effectiveness of
those links using the Links Clicked reports.
By understanding how your traffic is flowing
from your Flipbooks outward, you can
better track the role your Flipbooks are
playing in a visitor’s content journey.

Flipbook Heat Maps
Where does engagement happen?
Want to play Big Brother?
You can use the Flipbook Page Heat Map
report to track the exact areas of your
Flipbooks that are being engaged with,
down to individual clicks and zooms.
Loop in your designers!

65%
of the world are primarily visual learners

Goals
Planning for the future

How will you turn this year’s insights
into next year’s action?
How will you continue to add value?

Key Takeaways
Audit your content to find what’s worked and to help identify
Arm yourself with insights – not just metrics!
Prepare your 2016 plan based on your 2015 insights.
Explore how you can use Uberflip to further add value.
where you have gaps to fill.

THANK YOU!
QUESTIONS?
@uberflip @sambrennand info@uberflip.com hub.uberflip.com

Additional Resources

How to Use Uberflip to Crush Your Annual Marketing Review

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