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@BrightFunnel #FunnelFest
Full-Funnel ContentTara Robertson, Director of Revenue Marketing@uberflipSeptember 28, 2017
@BrightFunnel #FunnelFest
ABOUT UBERFLIP
We help marketers create, manage and optimize content experiences at every stage of the buyer journey.
hub.uberflip.com
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
A content experience
How to create & optimize
That gets results
@BrightFunnel #FunnelFest
Hundreds of millions of blogs, eBooks, whitepapers, guides, webinars etc…
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
We Need BetterContent,
Not More Content.
@BrightFunnel #FunnelFest
Whiteboard Ideas
Create Content Publish Content Tell everybody! Results: Meh.
Content Marketing Today
@BrightFunnel #FunnelFest
Ask people what they want
Create ContentOptimize the Experience
Publish Content Experience
*Tell Everyone
Goals?
Content Marketing at Uberflip
@BrightFunnel #FunnelFest
Optimize the Content Experience
MicroOptimize the individual
piece of content for
your goals
MacroOptimize overall experience
(where does your content
live?)
@BrightFunnel #FunnelFest
Your Content
Top of the FunnelMiddle of the
FunnelBottom of the
Funnel
By Topic By Type By Vertical By Persona
Easy for your audienceand your team to find.
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
Lead generation
Optimize for
@BrightFunnel #FunnelFest
To gate, or not to gate?
@BrightFunnel #FunnelFest
Start with Goals
What is your goal?
More leads
Increase awareness and reach
Is the content high
value?Yes!
Leave It No
NoIs there a big
enough audience?
Yes! Gate It!Content
@BrightFunnel #FunnelFest
2 Approaches to Gating Content
LANDING PAGES OVERLAY CTAs
@BrightFunnel #FunnelFest
LANDING PAGES
• Simple, clear and concise• Call-to-action• Optimize forms for goals• Add a friendly face
@BrightFunnel #FunnelFest
OVERLAY CTAs
• Concise message• Call-to-action• Context matters
@BrightFunnel #FunnelFest
ClearContextualTargeted
Successful Calls-To-Action
@BrightFunnel #FunnelFest
Clear
Is the action you want a user to take
obvious?
@BrightFunnel #FunnelFest
Clear
Is the value to the user obvious?
@BrightFunnel #FunnelFest
Context
@BrightFunnel #FunnelFest
…is everything.
@BrightFunnel #FunnelFest
Targeted
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CTAs in the wild
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🙁
@BrightFunnel #FunnelFest
😊
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
Value prop is clear
Only one field (higher conversion)
Relevant Image
Credibility
Clear CTA
@BrightFunnel #FunnelFest
Always be testing.
@BrightFunnel #FunnelFest
Your Content
Top of the FunnelMiddle of the
FunnelBottom of the
Funnel
By Topic By Type By Vertical By Persona
@BrightFunnel #FunnelFest
Your Content
Top of the FunnelMiddle of the
FunnelBottom of the
Funnel
By Topic By Type By Vertical By Persona
@BrightFunnel #FunnelFest
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical By Persona By Account
@BrightFunnel #FunnelFest
CAMPAIGN 1DCAMPAIGN 1A CAMPAIGN 1B CAMPAIGN 1C
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@BrightFunnel #FunnelFest
@BrightFunnel #FunnelFest
site: mydomain.com type: .pdf
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A technology sales professional spends…
17h a weekor
106 sales days a year
developingclient presentations
looking formarketing collateral
searching for customer information outside the organization
8h
5h
4h
… wasting almost
Source: EMI Industry Intelligence Report
@BrightFunnel #FunnelFest
• Organize your content in a way that is easily digestible for your readers AND internal stakeholders
• Before you create another piece of content: Make sure all your existing content has a CTA that is clear, contextual and targeted
• Think of creating content for ABM as repackaging what you already have vs. starting from scratch
Key Takeaways
@BrightFunnel #FunnelFest
Thank You!Questions: @taraarobertson
@uberflip
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