Uberflip’s VP of Marketing, Hana Abaza and ion co-founder Anna Talerico come together for a content packed, content marketing presentation.
Get the inside scoop from a company that produces hundreds of webinars, thousands of blog posts and many more leads. Hana and Anna take you through:
- Goals and Strategy
- Content Marketing Cycle
- Planning and Process
- Execution and Evaluation
Learn how to use content to raise awareness, boost engagement and fuel lead and demand generation by focusing on more than just great content. We show you what a quality content experience looks like and how that experience differentiates your content from the rest.
Get the roadmap you need to put your content marketing program on the fast track to success.
24. @uberflip @HanaAbaza
Goals & Strategy
Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)
36. @uberflip @HanaAbaza
CREATION
It starts with great content. Whether
you buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to
know what’s working and why.
DISTRIBUTION
That experience needs an audience -
whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a
remarkable experience to reach its full
potential.
Modern Content Marketing - 4 Pillars
41. Ask internal teams
Ask your customers
Audience surveys
Ask your followers
Rapid prototyping
PEOPLE
42. @uberflip @HanaAbaza
AudienceSurveys
! What kind of content do you consume?
! What is your preferred content format?
! What’s your dream job?
! What does your average day look like?
44. @uberflip @HanaAbaza
*Co-creation / Partner Content
Blog
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
What content types do you focus on?
Visual Content
SlideShare
Infographics
Seasonal Content
Funnel of Love
Holiday Hub
45. @uberflip @HanaAbaza
How often do you publish each type of content?
Blog " Every weekday
Webinars " 2 per month
eBooks " 1 per month (ish)
Visual Content " 1 per month (ish)
46. @uberflip @HanaAbaza
What does your content team look like?
2 Content People
1 Social Media Person
(Content “facilitators” throughout Uberflip.)
Gaps? Use tools or freelancers.
75. Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Type By Topic By Vertical By Persona
By
Segment
Another Way To Think About It
89. @uberflip @HanaAbaza
What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes!
Leave It No
No
Is there a big
enough
audience?
Yes! Gate It!Content
109. @uberflip @HanaAbaza
How do you measure your content performance?
Consumption metrics
Engagement metrics
Growth metrics
What you focus on depends on your goals.