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#LLS16
Follow This Webinar On Twitter
#LLS16 Demand Gen Report: @DG_Report
Carol Krol: @carolkrol
Uberflip: @Uberflip
Hana Abaza: @HanaAbaza
#LLS16
About Demand Gen Report • Tracking strategies and solutions in lead
generation and marketing technology since 2007
• Daily news and analysis, special reports, original research and live events
• Newsletter reaches 40,000 readers
• Additional resources at: demandgenreport.com/resources
@DG_Report http://linkd.in/DG_Specialists
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Questions, Tweets & Resources
Submit your questions here
Download today’s resources
Join the conversation #LLS16
#LLS16
Panelists MODERATOR:
Carol Krol Editor-In-Chief Demand Gen Report
Hana Abaza VP Marketing, Uberflip Uberflip @HanaAbaza
@uberflip @HanaAbaza
STREET CRED CONTENT IS THE FOUNDATION OF
OUR MARKETING STRATEGY.
• HUNDREDS OF WEBINARS
• THOUSANDS OF BLOG POSTS
• TENDS OF THOUSANDS OF
LEADS
• MILLIONS IN PIPELINE
@uberflip @HanaAbaza
will produce more content than they did in 2015 120%+
77% of B2C
marketers 76% of B2B
marketers
Active user base
111%+ 64%+
of internet traffic will be
video content by 2018 79%
@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
@uberflip @HanaAbaza
Recommend Content
Internal Linking
Ask them to Subscribe
There’s no shortage of ideas. Only a lack of action.
HOW DO WE KEEP PEOPLE MORE ENGAGED?
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Type By Topic By
Vertical By
Segment By
Persona By
Account
Tailoring the Experience
@uberflip @HanaAbaza
Are you using content for
SALES ENABLEMENT?
ACCOUNT BASED MARKETING?
CUSTOMER MARKETING?
@Uberflip @HanaAbaza
Align content creation with insight from sales.
Address (and reinforce) common pain points.
Create content that manages objections.
Figure out what kind of content they need.
@Uberflip @HanaAbaza
Questions to Ask Sales
What are the top non-product related
questions you get?
What are the common pain points?
What are the common objections?
#LLS16
Q&A / Panelists MODERATOR:
Carol Krol Editor-In-Chief Demand Gen Report
Hana Abaza VP Marketing, Uberflip Uberflip @HanaAbaza