SlideShare a Scribd company logo
#C2C16
Optimize the Content
Experience For Better Results
eBook: Data Driven Content Marketing
CONTENT IS KING
PUBLISH.
ALL OF THE TIME.
PUBLISH.
WE NEED BETTER
CONTENT,
NOT MORE CONTENT
#C2C16
“Great content is useful, inspired and
pathologically empathetic to the needs
of the people you’re trying to reach .”
Ann Handley, CCO at Marketing Profs and
author of Everybody Writes
WE NEED BETTER CONTENT, NOT MORE CONTENT
HOW DO WE
LEVERAGE CONTENT
TO GET RESULTS?
(dirty little secret)
(dirty little secret)
GREAT CONTENT
(dirty little secret)
GREAT CONTENT
Isn’t Enough.
A REMARKABLE
CONTENT
EXPERIENCE
#C2C16
The Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
#C2C16
CREATION DISTRIBUTION INSIGHTS
The Content Marketing Cycle
#C2C16
The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
#C2C16
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillars of Content Marketing
#C2C16
#C2C16
Lead Generation
#C2C16
Lead Generation
(quality, not quantity)
#C2C16
Whiteboard
Ideas
Create Content Publish (yay!) Tell everybody! Results: Meh.
Life Today
#C2C16
What do you think
of when I say
Resource Center?
#C2C16
Graveyard
@Uberflip
Ask people what
they want
Create Content Publish Content
Optimize the
Experience
*Tell Everyone
Life at
Uberflip
#uberwebinar @uberflip @ON24
More bang
for your buck.
#C2C16
#C2C16
Creating a Tailored Experience
Tailored Experience
Optimized for Goals Relevant Content Mix
#C2C16
Targeted
Email
#C2C16
Targeted
Email
Social
Shares
#C2C16
Targeted
Email
Social
Shares
Leverage
Advocates
#C2C16
Targeted
Email
Social
Shares
Leverage
Advocates
Syndicate
Content
#C2C16
Targeted
Email
Social
Shares
Leverage
Advocates
Syndicate
Content
Uber targeted!
#C2C16
Results
47% Conversion Rate
1500 Net New Leads
$480K in Pipeline
#C2C16
THANK YOU
#C2C16

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