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Blogging in the Age of Modern Marketing

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A webinar focused on how marketers need to focus on optimizing their business blog. We cover 5 blogging blunders and how to avoid them:

1. Lack of purpose
2. Careless content
3. Shoddy user experience
4. No consistency
5. Marketing without metrics

Published in: Marketing
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Blogging in the Age of Modern Marketing

  1. 1. Blogging In The Age Of Modern Marketing Director of Marketing @HanaAbaza
  2. 2. @HanaAbaza #uberflipping WHAT HAS CHANGED?
  3. 3. @HanaAbaza #uberflipping WHAT HAS CHANGED?
  4. 4. @HanaAbaza #uberflipping WHAT HAS CHANGED?
  5. 5. @HanaAbaza #uberflipping WHAT HAS CHANGED?
  6. 6. @HanaAbaza #uberflipping WHAT HAS CHANGED?
  7. 7. WHAT HAS CHANGED? @HanaAbaza #uberflipping Spray & Pray
  8. 8. WHAT HAS CHANGED? @HanaAbaza #uberflipping Spray & Pray vs.True Value
  9. 9. WHY IT’S HOT
  10. 10. @HanaAbaza #uberflipping WHY BLOG? Lower acquisition cost (up to 80% drop in 5 months) Educate (existing & potential) customers Increase retention (reduce churn) Enable Sales (close deals faster)
  11. 11. WHY IT’S NOT
  12. 12. @HanaAbaza #uberflipping IS YOUR BLOG WORKING? 2.73 million blog posts are published daily (that’s 1,896 every minute!) Source: hub.uberflip.com
  13. 13. @HanaAbaza #uberflipping ONLY 42% OF B2B MARKETERS SAY THEIR BLOG IS EFFECTIVE BLOGGING IN THE AGE OF MODERN MARKETING #uberflip@HanaAbaza Source: Content Marketing Institute
  14. 14. @HanaAbaza #uberflipping BUT 58% OF B2B MARKETERS PLAN TO INCREASE SPEND BLOGGING IN THE AGE OF MODERN MARKETING #uberflip@HanaAbaza Source: Content Marketing Institute
  15. 15. THE 5 BIGGEST BLOGGING BLUNDERS …and how to fix them! @HanaAbaza #uberflipping
  16. 16. @HanaAbaza #uberflipping BLOGGING BLUNDER #1 LACK OF PURPOSE
  17. 17. § What is the goal of your blog? § Lead generation? Awareness? Both? § Understand your buyer personas § Map out a content strategy @HanaAbaza #uberflipping
  18. 18. § What is the goal of your blog? § Lead generation? Awareness? Both? § Understand your buyer personas § Map out a content strategy Marketers with a documented strategy consider their content efforts more @HanaAbaza #uberflipping effective (66% vs. 11%) (source: CMI & Marketing Profs Report)
  19. 19. @HanaAbaza #uberflipping BLOGGING BLUNDER #2 CARELESS CONTENT
  20. 20. @HanaAbaza #uberflipping § Pick your angle § Spend time writing headlines § Add visuals when possible § Beware of content shock!
  21. 21. @HanaAbaza #uberflipping § Pick your angle § Spend time writing headlines § Add visuals when possible § Beware of content shock! Companies like Upworthy & Uberflip write at least 25 headlines before deciding on the winner!
  22. 22. SHODDY CONTENT EXPERIENCE @HanaAbaza #uberflipping BLOGGING BLUNDER #3
  23. 23. Make It Mobile § Meet John, he does everything on his phone § Your content must be mobile friendly § If not, you’ll sacrifice @HanaAbaza #uberflipping § Conversion rates § Number of leads § Engagement
  24. 24. § Easy to browse your content § Easy to navigate (menu structure) § Easy to find stuff (search ability) @HanaAbaza #uberflipping Make It Easy
  25. 25. @HanaAbaza #uberflipping Make A Path § Learn from Ikea! § Create a path for engagement and tell people where to go next: § Call to actions § Recommended content § Option to subscribe
  26. 26. @HanaAbaza #uberflipping AVOID THIS! § No distinct call to action § No recommended content § Nowhere to subscribe § No images or videos § No links to learn more L
  27. 27. Call to action Recommend content @HanaAbaza #uberflipping J Discoverable Useful image
  28. 28. @HanaAbaza #uberflipping BLOGGING BLUNDER #4 NO CONSISTENCY
  29. 29. § How often do you publish content? § Train people to expect content § Be consistent – whether its once per day, week or month @HanaAbaza #uberflipping
  30. 30. MARKETING WITHOUT METRICS @HanaAbaza #uberflipping BLOGGING BLUNDER #5
  31. 31. Data Driven Content Marketing @HanaAbaza #uberflipping § Content Ideation § Content Distribution § Content Performance § Have the right tools in place! § Marketing Automation § Uberflip ( #shamelessplug )
  32. 32. @HanaAbaza #uberflipping TOOLS FOR CONTENT CREATION BuzzSumo.com Google.com/trends Internal Teams
  33. 33. @HanaAbaza #uberflipping
  34. 34. @HanaAbaza #uberflipping
  35. 35. @HanaAbaza #uberflipping TALK TO PEOPLE! Sales Team Customer Support / Success Your Customers
  36. 36. HOW TO MEASURE PERFORMANCE @HanaAbaza #uberflipping Engagement Metrics § Page views § Social shares § Time on site § Pages per visit Growth Metrics § Number of leads generated § CTA conversion § Number of customers § Lead to customer conversion
  37. 37. @HanaAbaza #uberflipping KEY TAKEAWAYS 1. Define the purpose of your blog 2. Take time to craft good content 3. Create a killer content experience 4. Be consistent! 5. Let the data guide you
  38. 38. 40 Questions? I’ve got answers!
  39. 39. @HanaAbaza #uberflipping Try Uberflip Free for 14 Days START FREE TRIAL More questions? Email hana@uberflip.com or tweet @HanaAbaza

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