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Content Marketing Growth Tactics

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Content marketing growth tips for 2017 including:
1. Customer dev for content marketing
2. Strategic content creation
3. Distribution strategies and tactics
4. Content experience optimization

Published in: Marketing
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Content Marketing Growth Tactics

  1. 1. GROWTH TACTICS FOR 2017 Hana Abaza, Uberflip @hanaabaza CONTENTMARKETING
  2. 2. of marketers think they’re productive. 92%
  3. 3. of marketers also work on evenings and weekends. 90%
  4. 4. of marketers have delayed going to the bathroom to meet a deadline. 60%
  5. 5. We don’t have time to pee!
  6. 6. We focus on doing “things” rather than doing the things with the most impact.
  7. 7. Content is the atomic particle of all digital marketing. - Rebecca Lieb
  8. 8. More Content
  9. 9. More Content Better Content
  10. 10. More Content Better Content Content for Everyone!
  11. 11. will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  12. 12. Of  marketers  can’t  measure the  success of  their  content79% will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  13. 13. becauseit’sirrelevant Source:  Forrester
  14. 14. Thepowerofgreatcontent Build a Brand Grow an Audience Generate Leads Get Customers
  15. 15. Howdoweget morebangforourbuck?
  16. 16. Weneedtogetmorestrategic Aboutthebusinessofcontent marketing
  17. 17. Contentmarketing 2017 GROWTH TACTICS FOR
  18. 18. 1. Customer Dev for Content 2. Strategic Creation 3. Distribution Tactics 4. Experience Optimization
  19. 19. Relevance
  20. 20. It’s NOT Quantity It’sQUALITY
  21. 21. It’srelevance It’s Not (Just) Quality
  22. 22. High up-front investment Huge long term payoff Focus on relevance for creation & validation
  23. 23. Content Marketing Ideas! 1. Top 10 Ways to Create Better Content 2. How to make better content, faster 3. 6 ways to generate demand with content 4. Lies, Damn Lies, and Marketing Metrics
  24. 24. HOW DO YOU KNOW WHAT’S RELEVANT?
  25. 25. CUSTOMER DEV FOR CONTENT DataPEOPLE TOOLS
  26. 26. Internal Teams Customers Prospects Followers/Fans PEOPLE
  27. 27. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams MOFU BOFU
  28. 28. CustomerDevforContent How  long  have  you  been  in  your  role? How  many  people  are  on  your  team? How  do  you  compare  yourself  to  your  coworkers How  does  the  team  work  together? What  tools  do  you  use/spend  the  most  time  with? How  do  you  learn  about  marketing? What  kind  of  content  attracts  you?  Can  you  give  an   example  of  one  unforgettable  piece  of  content? Do  you  look  at  content  during  the  workday  or  outside  of   business  hours? What’s  the  one  area  of  your  job  that  you  feel  you  need  to   learn  more  about? What  is  your  mind  on  most  of  the  day?  What  do  you   think  about  the  most? What  part  of  your  day  do  you  love  most? What  part  of  your  day  do  you  hate  most? If  I  could  get  you  an  expert  about  any  topic  to  spend  an   hour  with,  who  would  it  be  and  what’s  the  topic? What  is  your  dream  job?   Who  is  your  marketing  hero?
  29. 29. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU BOFU
  30. 30. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams What are the biggest pain points you hear from people? BOFU
  31. 31. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams What are the biggest pain points you hear from people? BOFU Customers and lost leads What convinced you? What deterred you? Sales, Support, Success and Product Teams What were the biggest objections?
  32. 32. TOOLS Industry reports Buzzsumo Answerthepublic.com
  33. 33. Data Website metrics Conversion metrics Engagement vs. Growth
  34. 34. Growth Metrics CTA conversion Visit to lead conversion Lead to customer conversion Cost per lead / customer Churn rate Engagement Metrics Time on site Pages per visit Social shares Bounce rate Search rankings GROWTHMETRICSENGAGMENTMETRICS VS
  35. 35. CREATION
  36. 36. Myth Moreismore
  37. 37. Truth BetterMoreismore
  38. 38. MOSTCONTENTUNDERPERFORMS
  39. 39. @uberflip#uberwebinar @buzzsumo Techcrunch,  Inc,  Entrepreneur,  Moz,  SME 95  Popular  sites  (Hubspot,  QuickSprout etc.) Shares Mean 1,375 Median 803 Shares Mean 308 Median 106
  40. 40. @uberflip#uberwebinar @buzzsumo B2B  Content  Shares Content Median  Shares Top  5  Marketing  &  Technology  Sites (Incl Moz,  SME,  Techcrunch) 803 95  Popular  Marketing  and  Technology  Sites (Incl Hubspot,  Buffer,  Search  Engine  Land) 106 Hubspot B2B  Customer  sites  (127,000  articles) 22 1m  Random articles 8
  41. 41. @uberflip#uberwebinar @buzzsumo Distribution  of  Content  Shares  (100  sites) Only  4%  (4,500  of   114,000  posts)  got   more  than  3,000   shares.
  42. 42. A small portion of content is responsible for the majority of your results. ContentMARKETINGPOWERLAW
  43. 43. Characteristicsof high-performing content Is it relevant? Is it aligned to your goals? Is it unique to you? Are you looking at the world through the lens of your product?
  44. 44. Repurposed Into An Online Experience - Video - Slides - Transcript
  45. 45. Leveragecontent acrossMANY channels PR Strategy Guest blogging Webinars Blog IRL Presentations SEO
  46. 46. distribution
  47. 47. Thinkabout distribution Beforethecontentispublished
  48. 48. Where are your people? Whatdotheylike?
  49. 49. distribution strategies&TACTICS Our Subscribers Targeted Social (paid & unpaid) Influencers (Advocate Hub) Partners (Co-Marketing) Discoverability (SEO) Content syndication (lead gen) Other Publishers (lead gen) (Very) Targeted Email
  50. 50. distribution strategies&TACTICS Our Subscribers Targeted Social (paid & unpaid) Influencers (Advocate Hub) Partners (Co-Marketing) Discoverability (SEO) Content syndication (lead gen) Other Publishers (lead gen) (Very) Targeted Email
  51. 51. PartnerMarketing Is it targeted? Does your audience overlap? Is there an agreed upon distribution strategy?
  52. 52. Targetedemail Small list = keep topics focused Big database = segment Ruthlessly cull your list
  53. 53. Webinar Invite 44% Open Rate 11% CTR Webinar Follow-up 53% Open Rate 19% CTR
  54. 54. contentSYNDICATION Typically this is paid More targeting = Higher Cost Pure distribution vs. Lead Gen eBooks & Whitepapers Webinar recordings Articles / blog posts
  55. 55. Content syndicationtools
  56. 56. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site CONTENT SYNDICATION FOR LEAD GEN
  57. 57. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site CONTENT SYNDICATION FOR LEAD GEN
  58. 58. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site CONTENT SYNDICATION FOR LEAD GEN Sales ready? It depends. Sales ready? Doubtful.
  59. 59. Considertheexperience Follow up with the right nurture or drip campaign.
  60. 60. EXPERIENCE
  61. 61. (dirtylittlesecret)
  62. 62. (dirtylittlesecret) GreatContentIsn’tEnough
  63. 63. Youneedagreatcontentexperience (that’s optimized for your goals)
  64. 64. @Uberflip
  65. 65. @Uberflip
  66. 66. READABLE ACTIONABLE TAILORED
  67. 67. READABLE ACTIONABLE TAILORED
  68. 68. Easy toread Short paragraphs
  69. 69. Subheads IMAGES
  70. 70. READABLE ACTIONABLE TAILORED
  71. 71. Calls-to-Action
  72. 72. Quiztime! What’s #1 rule for calls-to-action?
  73. 73. Have a f#@?ing call-to-action. Thanks Oli J
  74. 74. Calls-to-Action Clarity Context Targeting
  75. 75. Is the action and value obvious? CLARITY
  76. 76. CONTEXT
  77. 77. CONTEXT IS EVERYTHING
  78. 78. ContextualCTA
  79. 79. TARGETING
  80. 80. L Generic Generic
  81. 81. Targeted
  82. 82. READABLE ACTIONABLE TAILORED
  83. 83. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type What Most People Do
  84. 84. Thistellsmenothing!
  85. 85. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic By Vertical By Segment By Persona By Account Tailoring the Experience
  86. 86. @uberflip @HanaAbaza
  87. 87. 1. Customer Dev for Content 2. Strategic Creation 3. Distribution Tactics 4. Experience Optimization QUICKRECAP!

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