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Everything You Need To Know About Content Marketing

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Slides from a presentation about Content Marketing to a digital marketing class at the University of Toronto.

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Everything You Need To Know About Content Marketing

  1. 1. Everything You Need To Know About Content Marketing Hana Abaza, Director of Marketing at Uberflip @hanaabaza
  2. 2. WHY IT’S HOT
  3. 3. WHY IT’S NOT
  4. 4. Content Marketing Landscape Create your content See how your content performs Get your content out there AUTHORING DISTRIBUTION METRICS
  5. 5. MODERN DAY CONTENT MARKETING Create your content See how your content performs Get your content out there Create a killer experience AUTHORING EXPERIENCE DISTRIBUTIONMETRICS
  6. 6. CONTENT MARKETING TRENDS
  7. 7. Content Marketing Trends 1. Marketing Team Makeup TEAM CONTENT
  8. 8. Content Marketing Trends 2. Responsive Design
  9. 9. Content Marketing Trends 3. Link Earning vs. Link Building
  10. 10. Content Marketing Trends 4. Curation & Custom Streams
  11. 11. Content Marketing Trends 5. Brand Journalists Take The Reins The recent acquisition of leading ABC news anchor, Katie Couric, as Yahoo’s Global Anchor, is a clear sign that online content is where the mainstream is heading.
  12. 12. CONTENT MARKETING STRATEGIES
  13. 13. 1. Define your targets Content Marketing Strategy
  14. 14. 2. Understand your buyers Content Marketing Strategy
  15. 15. Content Marketing Strategy 3. Set conversion goals
  16. 16. 4. Context and distribution Content Marketing Strategy
  17. 17. Content Marketing Strategy 5. Keep it aligned
  18. 18. 6. Is it scalable Content Marketing Strategy
  19. 19. CONTENT MARKETING SKILLS
  20. 20. Content Marketing Skills Content Ideas
  21. 21. Content Marketing Skills Contact with Sales / Support Ask Customers or Prospects Take Advantage of Tools!
  22. 22. Content Marketing Skills Creating Content
  23. 23. Content Marketing Skills What is the purpose of this piece? What is the best format for it? Where will it be distributed?
  24. 24. Content Marketing Skills Reduce, Reuse Recycle
  25. 25. Examples
  26. 26. Examples
  27. 27. Examples
  28. 28. LEAD GENERATION
  29. 29. Lead Generation CTAs in Content Marketing Contextual CTAs Automation vs. Manual
  30. 30. Lead Generation
  31. 31. Lead Generation ( 2011 ) ( 2014 )
  32. 32. CONTENT MARKETING METRICS
  33. 33. Content Marketing Metrics Engagement Metrics: time on site, pages per visit
  34. 34. Content Marketing Metrics CTA Performance
  35. 35. Content Marketing Metrics Lead & Customer Conversion
  36. 36. Content Marketing Operations Set up your processes! Editorial Calendar Idea Gen Tools Distribution Tools Lead Gen Tools Measurement Tools
  37. 37. Hana Abaza, Director of Marketing at Uberflip @hanaabaza

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