The 2016 Framework for Evaluating Content Marketing Software

The 2016 Framework
for Evaluating Content
Marketing Software
YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HANA ABAZA
VP Marketing, Uberflip
@hanaabaza
@Uberflip @yostar #uberwebinar

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

@Uberflip #uberwebinar@yostar
STICK AROUND
FOR A DEMO

STARTING WITH “WHY”

STARTING WITH “WHY”
WHY CONTENT
MARKETING?

WHY CONTENT MARKETING?
PROVEN AS A GREAT
WAY TO DELIVER YOUR
MESSAGE

Content starts
with Marketing but
satisfies the entire
buyer journey
ENGAGEMENT
LEAD GEN
SALES
RETENTION

How do we do it?
WHAT’S THE
PROCESS?
PEOPLE
PROCESSTECH

The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS

The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED

The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

… but it’s more complicated. It’s not flat!

marketplace management social analytics
There are many buckets in each pillar
ideation engagement organic scoring
curation lead generation email ROI
sales
enablement
reportingworkflow paid

Why not just buy
a suite that
Does it all?
PEOPLE
PROCESSTECH

CIO’s bought
suites because
it reduced
complexity.

CMO’s buy
software
that solves
their
problems.

Marketers don’t care
about all-in-one suites.

1,876 VENDORS!!

@Uberflip #uberwebinar@yostarOk, so how do you choose?

Content isn't
King, it's the
Kingdom
Lee Odden

PLATFORM
VS POINT SOLUTION

PLATFORM VS POINT SOLUTION
A platform is a major piece of software, as an
operating system, an operating environment, or a
database, under which various smaller application
programs can be designed to run.

A point solution is a product or service that addresses
one very specific need in a marketing organization. It
specializes in solving that one particular problem really,
really well.

YOU NEED BOTH

1.  What are your goals?
2.  Where are the gaps?
3.  Where are areas of growth?
Before we go deeper…
Answer the 3-G-Q’s

sales enablement reportingworkflow paid
YOSTAR’S FRAMEWORK

CREATION

CREATION
marketplace Do you outsource or buy content?

CREATION
ideation
Do you need help spurring up ideas on
what content to create?

CREATION
ideation
curation
Do you pepper in content from other
sources?

CREATION
ideation
curation
Do you pepper in content from other
sources?
workflow
Is Excel no longer cutting it for
managing your army of writers?

EXPERIENCE

EXPERIENCE
How do you manage your content
experiences at scale?Management

EXPERIENCE
What software do you use to increase
engagement with your content?Engagement

EXPERIENCE
What software do you use to manage
the user experience of lead gen?Lead Gen

EXPERIENCE
How do you leverage content within
your sales and success teams?
Sales
Enablement
What software do you use to manage
the user experience of lead gen?Lead Gen

DISTRIBUTION

DISTRIBUTION
How do you manage social channels?Social

DISTRIBUTION
What software do you use for SEO?Organic

DISTRIBUTION
What software(s) do you use for email
distribution? Probably a few…Email

DISTRIBUTION
What software(s) do you use for email
distribution? Probably a few…Email
Are you leveraging content syndication?
Paid

INSIGHTS

INSIGHTS
Analytics How do you measure basic metrics?

INSIGHTS
Scoring
Are you scoring your content?
Your leads?

INSIGHTS
ROI
Are you measuring the ROI of your
content?
Scoring
Your leads?

INSIGHTS
ROI
Are you measuring the ROI of your
content?
Reporting
How are you bubbling this info up to
the c-suite?
Scoring
Your leads?

UBERFLIP’S STACK

UBERFLIP’S STACK IN YOSTAR’S FRAMEWORK

TAKEAWAYS

1. Audit your technology
TAKEAWAYS

2. Identify platforms vs point solutions
TAKEAWAYS

3. Map out your tech on the framework
TAKEAWAYS

4. Answer the 3-G-Q’s
TAKEAWAYS

4. Answer the 3-G-Q’s
5. Avoid software silos
TAKEAWAYS

hub.uberﬂip.com
QUESTION TIME!
YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HANA ABAZA
VP Marketing, Uberflip
@hanaabaza

FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

The 2016 Framework for Evaluating Content Marketing Software

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