You've invested in content marketing. You're consistently publishing valuable content that's relevant to your audience, but you're still not hitting your targets. What gives? The truth is, even if your team is pumping out great content week after week, great content isn't enough. It's just as important to focus on the experience in which your content lives. Building a content experience that's responsive, strategically organized, and optimized for lead generation can dramatically improve your content's performance. Optimizing the content experience to meet your marketing team's goals is critical to scaling your lead generation efforts. In this presentation, Uberflip's Hana Abaza for a webinar to learn how our marketing team leverages Uberflip to boost engagement, generate more leads and fuel marketing automation.

1. HOW A CONTENT MARKETING
COMPANY DOES CONTENT MARKETING
HANA ABAZA
VP MARKETING,UBERFLIP

2. @Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
THOUSANDS OF BLOG POSTS, even
more leads generated…

3. @Uberflip #uberwebinar@HanaAbaza
STREETCRED, YO
CONTENT ISTHE FOUNDATION OF
OUR MARKETING STRAEGY.
HUNDREDS OF WEBINARS,
THOUSANDS OF BLOG POSTS, even
more leads generated…

4. @Uberflip #uberwebinar@HanaAbaza
1. GOALS & SRATEGY
2. CONTENTMARKETING CYCLE
3. PLANNING& PROCESS
4. EXECUTION & EVALUATION
WHAT WE’LL TALK ABOUT

5. @Uberflip #uberwebinar@HanaAbaza
Goals & Strategy

6. @Uberflip #uberwebinar@HanaAbaza
Goals & Strategy
1. Raise Awareness
2. Encourage Dialogue
3. Fuel Demand/Lead Gen

7. @Uberflip #uberwebinar@HanaAbaza
Goals & Strategy
How does this translate to measurable goals for us in 2016?

8. @Uberflip #uberwebinar@HanaAbaza
Goals & Strategy
How does this translate to measurable goals for us in 2016?
Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)

9. @Uberflip #uberwebinar@HanaAbaza
Goals &
Strategy
Planning &
Ideation

10. @Uberflip #uberwebinar@HanaAbaza
Goals &
Strategy
Planning &
Ideation
Planning in advance
Alignment with corporate calendar
Alignment with goals
Big ideas that that set the tone for the rest

11. @Uberflip #uberwebinar@HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan

12. @Uberflip #uberwebinar@HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan
Content types
Frequency
Atomization
Repurposing

13. @Uberflip #uberwebinar@HanaAbaza
Strategy
& Goals
Planning
& Ideation
Tactical
Plan Execution
Team Structure
Tech & Tools
Process & Efficiencies

14. @Uberflip
How MostPeopleThink About Content
CREATION DISTRIBUTION INSIGHTS

15. @Uberflip
The 4 Pillarsof Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

16. @Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillarsof Content Marketing

17. @Uberflip #uberwebinar@HanaAbaza
How do we come up with great content ideas?
People Tools Data

18. @Uberflip #uberwebinar@HanaAbaza
People
Ask your sales & success teams
Ask your customers
Ask your followers

19. @Uberflip #uberwebinar@HanaAbaza
Tools

20. @Uberflip #uberwebinar@HanaAbaza
What’s worked in the past?
What’s trending now?
DATA

21. @Uberflip #uberwebinar@HanaAbaza
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

22. @Uberflip #uberwebinar@HanaAbaza
Blog
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
Visual Content
SlideShare
Infographics
Seasonal Content
Funnel of Love
Holiday Hub
*Co-­‐creation / Partner Content
What content types do you focus on?

23. @Uberflip #uberwebinar@HanaAbaza
How often do you publish each type of content?
Blog à Every weekday
Webinars à 2 per month
eBooks à 1 per month (ish)
Visual Content à 1 per month (ish)

24. @Uberflip #uberwebinar@HanaAbaza
What does your content team look like?
2 Content People
1 Social Media Person
(Content “facilitators” throughout Uberflip.)
Gaps? Use tools or freelancers.

25. @Uberflip #uberwebinar@HanaAbaza
Who influences content creation?
Demand Generation
Sales & Success
Company Goals & Calendar

26. @Uberflip #uberwebinar@HanaAbaza
How do you manage the content and editorial plan?

27. @Uberflip #uberwebinar@HanaAbaza

28. @Uberflip #uberwebinar@HanaAbaza
What do you mean by content experience?

31. @Uberflip #uberwebinar@HanaAbaza
What makes a good content experience?

32. @Uberflip #uberwebinar@HanaAbaza
S c a n n a b l e
A c t i o n a b l e
S h a r e a b l e
S c a l a b l e
Y o u - o r i e n t e d
SASSY

33. @Uberflip #uberwebinar@HanaAbaza
SCANNABLE
Easy To Read
WellFormatted
Instantvalue

34. Easy to read (font/
size)

35. Subheads
Paragraphsaren’t
too long

36. @Uberflip #uberwebinar@HanaAbaza
ACTIONABLE
CreateanEngagementPath
IncludeCalls-to-Action

37. @Uberflip #uberwebinar@HanaAbaza
Learn from Ikea!
Where shouldpeoplego next?
CREATE AN
ENGAGEMENT PATH

38. @Uberflip #uberwebinar@HanaAbaza
Calls-to-Action
Clarity
Context
Targeting

39. @Uberflip #uberwebinar@HanaAbaza
CLARITY
Is theaction and
valueobvious?

40. @Uberflip #uberwebinar@HanaAbaza
CONTEXT

41. @Uberflip #uberwebinar@HanaAbaza
…is everything.

42. @Uberflip #uberwebinar@HanaAbaza
L

43. @Uberflip #uberwebinar@HanaAbaza
J

44. @Uberflip #uberwebinar@HanaAbaza
TARGETING

45. @Uberflip #uberwebinar@HanaAbaza
L
Generic

46. @Uberflip #uberwebinar@HanaAbaza
J
Tailored

47. @Uberflip #uberwebinar@HanaAbaza
SHARABLE
Is it worth sharing?
Is it easytoshareyour content?
Are you askingthem to shareit?

48. @Uberflip #uberwebinar@HanaAbaza
Add This

49. @Uberflip #uberwebinar@HanaAbaza
Does your contentexperience
scaletoanyscreen size?
SCALABLE

50. @Uberflip #uberwebinar@HanaAbaza
No? Feel thewrath of Google and sacrifice conversion rates.

51. @Uberflip #uberwebinar@HanaAbaza
Is therevaluefortheindividual?
Is it personalized?
Can theyfindwhattheywant?
Is the experiencetailored?
YOU-ORIENTED

52. @Uberflip #uberwebinar@HanaAbaza
Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
Easy foryouraudience
and yourteam to find.

53. @Uberflip #uberwebinar@HanaAbaza
Thistells me
nothing!

54. @Uberflip #uberwebinar@HanaAbaza

55. @Uberflip #uberwebinar@HanaAbaza
GENERATE LEADS
GATINGCONTENTTO

56. @Uberflip #uberwebinar@HanaAbaza
Should I gateit,
or leave it?

57. @Uberflip #uberwebinar@HanaAbaza
What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes!
LeaveIt No
No
Is there abig
enough
audience?
Yes! GateIt!Content

58. @Uberflip #uberwebinar@HanaAbaza
2APPROACHESTOGATECONTENT
(1)LANDINGPAGES (2)OVERLAYCTAs

59. @Uberflip #uberwebinar@HanaAbaza
• Simple,clearandconcise
• Call-to-action
• Optimizeforms forgoals
• Add a humanbeing
Landing Pages

60. @Uberflip #uberwebinar@HanaAbaza
• Concisemessage
• Contextmatters
• Source trafficmatters
CTA Overlays

62. Limited fields
(using progressive profiling)
ResponsiveCompelling
messaging
Eliminating steps

63. @Uberflip #uberwebinar@HanaAbaza
54% Conversion
One purpose
Smart fields
Progressive profiling
Value Prop
Credibility

64. @Uberflip #uberwebinar@HanaAbaza
How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done

65. @Uberflip #uberwebinar@HanaAbaza
How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done
(Also, we use Uberflip… shocker!)

66. @Uberflip #uberwebinar@HanaAbaza
How do you distribute your content?
Our Subscribers
Targeted Emails
Social (paid & unpaid)
Influencers (Holiday Hub)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)

67. @Uberflip #uberwebinar@HanaAbaza
eBook Promotion
34% Open Rate
8% CTR

68. @Uberflip #uberwebinar@HanaAbaza
Webinar Invite
44% Open Rate
8% CTR

69. @Uberflip #uberwebinar@HanaAbaza
Webinar Followup
53% Open Rate
19% CTR

70. @Uberflip #uberwebinar@HanaAbaza
How do you measure your content performance?

71. @Uberflip #uberwebinar@HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics

72. @Uberflip #uberwebinar@HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics
Content Metrics

73. @Uberflip #uberwebinar@HanaAbaza
Business Goals
Marketing Goals
Marketing Strategy
Content
Goals
Content
Strategy
Content
Tactics
Content Metrics

74. @Uberflip #uberwebinar@HanaAbaza
How do you measure your content performance?
Consumption metrics
Engagement metrics
Growth metrics
What you focus on depends on your goals.

75. @Uberflip #uberwebinar@HanaAbaza
Consumption
Traffic
Metrics
Email
Metrics
Downloads
(documents)
Engagement
Social Share
Comments
Forwards /
Replies
Growth
Lead
Metrics
Customers /
Sales
Cost / ROI

76. @Uberflip #uberwebinar@HanaAbaza

77. @Uberflip #uberwebinar@HanaAbaza
LEAD SOURCES OPPORTUNITY SOURCES CUSTOMER SOURCES

78. @Uberflip #uberwebinar@HanaAbaza
So how does it all work together?

79. @Uberflip #uberwebinar@HanaAbaza
KEYTAKEAWAYS
Goals, strategy, planning
4 pillars – optimizeexperience
Knowwhat to optimizefor
Measureimpacts &iterate

80. @Uberflip #uberwebinar@HanaAbaza
HANA ABAZA
VP MARKETING,UBERFLIP
Question Time!

82. FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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