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The 2016 Framework
for Evaluating Content
Marketing Software
YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HANA ABAZA
V...
@Uberflip @yostar #uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip @yostar #uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Jo...
@Uberflip #uberwebinar@yostar
STICK AROUND
FOR A DEMO
@Uberflip #uberwebinar@yostar
STARTING WITH “WHY”
@Uberflip #uberwebinar@yostar
STARTING WITH “WHY”
WHY CONTENT
MARKETING?
@Uberflip #uberwebinar@yostar
WHY CONTENT MARKETING?
PROVEN AS A GREAT
WAY TO DELIVER YOUR
MESSAGE
@Uberflip #uberwebinar@yostar
Content starts
with Marketing but
satisfies the entire
buyer journey
ENGAGEMENT
LEAD GEN
SAL...
@Uberflip #uberwebinar@yostar
How do we do it?
WHAT’S THE
PROCESS?
PEOPLE
PROCESSTECH
@Uberflip #uberwebinar@yostar
The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
@Uberflip #uberwebinar@yostar
The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED
@Uberflip #uberwebinar@yostar
The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
@Uberflip #uberwebinar@yostar
The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
@Uberflip #uberwebinar@yostar
… but it’s more complicated. It’s not flat!
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
@Uberflip #uberwebinar@yostar
marketplace management social analytics
There are many buckets in each pillar
ideation engag...
@Uberflip #uberwebinar@yostar
Why not just buy
a suite that
Does it all?
PEOPLE
PROCESSTECH
@Uberflip #uberwebinar@yostar
CIO’s bought
suites because
it reduced
complexity.
@Uberflip #uberwebinar@yostar
CMO’s buy
software
that solves
their
problems.
@Uberflip #uberwebinar@yostar
Marketers don’t care
about all-in-one suites.
@Uberflip #uberwebinar@yostar
1,876 VENDORS!!
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostarOk, so how do you choose?
@Uberflip #uberwebinar@yostar
Content isn't
King, it's the
Kingdom
Lee Odden
@Uberflip #uberwebinar@yostar
PLATFORM
VS POINT SOLUTION
@Uberflip #uberwebinar@yostar
PLATFORM VS POINT SOLUTION
A platform is a major piece of software, as an
operating system, ...
@Uberflip #uberwebinar@yostar
A point solution is a product or service that addresses
one very specific need in a marketin...
@Uberflip #uberwebinar@yostar
YOU NEED BOTH
PLATFORM VS POINT SOLUTION
@Uberflip #uberwebinar@yostar
1.  What are your goals?
2.  Where are the gaps?
3.  Where are areas of growth?
Before we go...
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enabl...
@Uberflip #uberwebinar@yostar
CREATION
@Uberflip #uberwebinar@yostar
CREATION
marketplace Do you outsource or buy content?
@Uberflip #uberwebinar@yostar
CREATION
marketplace Do you outsource or buy content?
ideation
Do you need help spurring up ...
@Uberflip #uberwebinar@yostar
CREATION
marketplace Do you outsource or buy content?
ideation
Do you need help spurring up ...
@Uberflip #uberwebinar@yostar
CREATION
marketplace Do you outsource or buy content?
ideation
Do you need help spurring up ...
@Uberflip #uberwebinar@yostar
EXPERIENCE
@Uberflip #uberwebinar@yostar
EXPERIENCE
How do you manage your content
experiences at scale?Management
@Uberflip #uberwebinar@yostar
EXPERIENCE
How do you manage your content
experiences at scale?Management
What software do y...
@Uberflip #uberwebinar@yostar
EXPERIENCE
How do you manage your content
experiences at scale?Management
What software do y...
@Uberflip #uberwebinar@yostar
EXPERIENCE
How do you manage your content
experiences at scale?Management
How do you leverag...
@Uberflip #uberwebinar@yostar
DISTRIBUTION
@Uberflip #uberwebinar@yostar
DISTRIBUTION
How do you manage social channels?Social
@Uberflip #uberwebinar@yostar
DISTRIBUTION
How do you manage social channels?Social
What software do you use for SEO?Organ...
@Uberflip #uberwebinar@yostar
DISTRIBUTION
How do you manage social channels?Social
What software do you use for SEO?Organ...
@Uberflip #uberwebinar@yostar
DISTRIBUTION
How do you manage social channels?Social
What software do you use for SEO?Organ...
@Uberflip #uberwebinar@yostar
INSIGHTS
@Uberflip #uberwebinar@yostar
INSIGHTS
Analytics How do you measure basic metrics?
@Uberflip #uberwebinar@yostar
INSIGHTS
Analytics How do you measure basic metrics?
Scoring
Are you scoring your content?
Y...
@Uberflip #uberwebinar@yostar
INSIGHTS
Analytics How do you measure basic metrics?
ROI
Are you measuring the ROI of your
c...
@Uberflip #uberwebinar@yostar
INSIGHTS
Analytics How do you measure basic metrics?
ROI
Are you measuring the ROI of your
c...
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enabl...
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enabl...
marketplace management social analytics
ideation engagement organic scoring
curation lead generation email ROI
sales enabl...
@Uberflip #uberwebinar@yostar
TAKEAWAYS
@Uberflip #uberwebinar@yostar
1. Audit your technology
TAKEAWAYS
@Uberflip #uberwebinar@yostar
1. Audit your technology
2. Identify platforms vs point solutions
TAKEAWAYS
@Uberflip #uberwebinar@yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on th...
@Uberflip #uberwebinar@yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on th...
@Uberflip #uberwebinar@yostar
1. Audit your technology
2. Identify platforms vs point solutions
3. Map out your tech on th...
@Uberflip #uberwebinar@yostar
hub.uberflip.com
QUESTION TIME!
YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HANA ABAZA
V...
@Uberflip @yostar #uberwebinar
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY
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The 2016 Framework for Evaluating Content Marketing Software

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Published on

It's 2016, and it's clear that content is no longer only in the marketer's domain — it fulfills the entire buyer journey from engagement and lead generation all the way through to sales and customer retention.

As such, the marketing technology landscape has exploded with content marketing software options. While this explosion of solutions is exciting, it can also be confusing and difficult to navigate. Should you seek a platform or point solutions? How do you avoid "software silos"? What kind of software do you actually need to crush your B2B marketing goals?

In this presentation, Uberflip Co-Founder and CEO Yoav Schwartz provides an authentic framework through which content marketing software should be evaluated to build a powerful marketing technology stack.

You’ll learn:
- How to navigate the marketing technology landscape and assess different content marketing software solutions
- How to avoid software silos and ensure your content marketing software is fully integrated with your marketing technology stack
- How to audit your marketing technology and build a lean, mean content marketing machine for your organization

Published in: Marketing
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The 2016 Framework for Evaluating Content Marketing Software

  1. 1. The 2016 Framework for Evaluating Content Marketing Software YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar HANA ABAZA VP Marketing, Uberflip @hanaabaza @Uberflip @yostar #uberwebinar
  2. 2. @Uberflip @yostar #uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  3. 3. @Uberflip @yostar #uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on
  4. 4. @Uberflip #uberwebinar@yostar STICK AROUND FOR A DEMO
  5. 5. @Uberflip #uberwebinar@yostar STARTING WITH “WHY”
  6. 6. @Uberflip #uberwebinar@yostar STARTING WITH “WHY” WHY CONTENT MARKETING?
  7. 7. @Uberflip #uberwebinar@yostar WHY CONTENT MARKETING? PROVEN AS A GREAT WAY TO DELIVER YOUR MESSAGE
  8. 8. @Uberflip #uberwebinar@yostar Content starts with Marketing but satisfies the entire buyer journey ENGAGEMENT LEAD GEN SALES RETENTION
  9. 9. @Uberflip #uberwebinar@yostar How do we do it? WHAT’S THE PROCESS? PEOPLE PROCESSTECH
  10. 10. @Uberflip #uberwebinar@yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS
  11. 11. @Uberflip #uberwebinar@yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS FLAWED
  12. 12. @Uberflip #uberwebinar@yostar The 4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
  13. 13. @Uberflip #uberwebinar@yostar The 4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
  14. 14. @Uberflip #uberwebinar@yostar … but it’s more complicated. It’s not flat! CREATION DISTRIBUTION INSIGHTSEXPERIENCE
  15. 15. @Uberflip #uberwebinar@yostar marketplace management social analytics There are many buckets in each pillar ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE
  16. 16. @Uberflip #uberwebinar@yostar Why not just buy a suite that Does it all? PEOPLE PROCESSTECH
  17. 17. @Uberflip #uberwebinar@yostar CIO’s bought suites because it reduced complexity.
  18. 18. @Uberflip #uberwebinar@yostar CMO’s buy software that solves their problems.
  19. 19. @Uberflip #uberwebinar@yostar Marketers don’t care about all-in-one suites.
  20. 20. @Uberflip #uberwebinar@yostar 1,876 VENDORS!!
  21. 21. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  22. 22. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  23. 23. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  24. 24. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  25. 25. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  26. 26. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  27. 27. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  28. 28. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  29. 29. @Uberflip #uberwebinar@yostarOk, so how do you choose?
  30. 30. @Uberflip #uberwebinar@yostar Content isn't King, it's the Kingdom Lee Odden
  31. 31. @Uberflip #uberwebinar@yostar PLATFORM VS POINT SOLUTION
  32. 32. @Uberflip #uberwebinar@yostar PLATFORM VS POINT SOLUTION A platform is a major piece of software, as an operating system, an operating environment, or a database, under which various smaller application programs can be designed to run.
  33. 33. @Uberflip #uberwebinar@yostar A point solution is a product or service that addresses one very specific need in a marketing organization. It specializes in solving that one particular problem really, really well. PLATFORM VS POINT SOLUTION
  34. 34. @Uberflip #uberwebinar@yostar YOU NEED BOTH PLATFORM VS POINT SOLUTION
  35. 35. @Uberflip #uberwebinar@yostar 1.  What are your goals? 2.  Where are the gaps? 3.  Where are areas of growth? Before we go deeper… Answer the 3-G-Q’s
  36. 36. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE YOSTAR’S FRAMEWORK
  37. 37. @Uberflip #uberwebinar@yostar CREATION
  38. 38. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content?
  39. 39. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create?
  40. 40. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create? curation Do you pepper in content from other sources?
  41. 41. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create? curation Do you pepper in content from other sources? workflow Is Excel no longer cutting it for managing your army of writers?
  42. 42. @Uberflip #uberwebinar@yostar EXPERIENCE
  43. 43. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management
  44. 44. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management What software do you use to increase engagement with your content?Engagement
  45. 45. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management What software do you use to manage the user experience of lead gen?Lead Gen What software do you use to increase engagement with your content?Engagement
  46. 46. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management How do you leverage content within your sales and success teams? Sales Enablement What software do you use to manage the user experience of lead gen?Lead Gen What software do you use to increase engagement with your content?Engagement
  47. 47. @Uberflip #uberwebinar@yostar DISTRIBUTION
  48. 48. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social
  49. 49. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic
  50. 50. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic What software(s) do you use for email distribution? Probably a few…Email
  51. 51. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic What software(s) do you use for email distribution? Probably a few…Email Are you leveraging content syndication? Paid
  52. 52. @Uberflip #uberwebinar@yostar INSIGHTS
  53. 53. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics?
  54. 54. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? Scoring Are you scoring your content? Your leads?
  55. 55. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? ROI Are you measuring the ROI of your content? Scoring Are you scoring your content? Your leads?
  56. 56. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? ROI Are you measuring the ROI of your content? Reporting How are you bubbling this info up to the c-suite? Scoring Are you scoring your content? Your leads?
  57. 57. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE YOSTAR’S FRAMEWORK
  58. 58. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE UBERFLIP’S STACK
  59. 59. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE UBERFLIP’S STACK IN YOSTAR’S FRAMEWORK
  60. 60. @Uberflip #uberwebinar@yostar TAKEAWAYS
  61. 61. @Uberflip #uberwebinar@yostar 1. Audit your technology TAKEAWAYS
  62. 62. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions TAKEAWAYS
  63. 63. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework TAKEAWAYS
  64. 64. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework 4. Answer the 3-G-Q’s TAKEAWAYS
  65. 65. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework 4. Answer the 3-G-Q’s 5. Avoid software silos TAKEAWAYS
  66. 66. @Uberflip #uberwebinar@yostar hub.uberflip.com QUESTION TIME! YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar HANA ABAZA VP Marketing, Uberflip @hanaabaza
  67. 67. @Uberflip @yostar #uberwebinar
  68. 68. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

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