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Hana Abaza
VP of Marketing
@HanaAbaza
Strategies, Tools and Tactics For Content Marketing in 2015
#uberwebinar
@HanaAbaza @Uberflip #uberwebinar
Join in on
Recording will be made available!
(we’ll email you in the next week ☺)
@HanaAbaza @Uberflip #uberwebinar
2015 TRENDS
& BENCHMARKS Source: 2015 Benchmarks & Trends
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Marketers with a
documented strategy win.
60% of those with a documented
strategy are successful, compared to
only 32% of those with a verbal one.
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21% of Content
Marketers
Can Successfully
Measure Content
Effectiveness
(Yikes!)
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Webinars
Videos
Blogs
Case Studies
Whitepapers
Effective Tactics & Types
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Infographics → biggest increase in usage
(51% in 2013 to 62% in 2014)
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Awareness
Lead Generation
Engagement
Sales
Lead Nurturing
Top 5 Goals for Content
Marketers in 2015
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Creating Engaging Content
Producing Content Consistently
Measuring Content Effectiveness
Top 3 Challenges for Content
Marketers in 2015
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Creating Engaging Content → Craft Your Story
Producing Content Consistently → Define Your Process
Measuring Content Effectiveness → Understand Your Metrics
Top 3 Challenges for Content
Marketers in 2015
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“Content Marketing is the technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving profitable
customer action.”
- The Content Marketing Institute
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“Great content is useful, inspired, and
pathologically empathetic to the needs of
the people you are trying to reach.”
- Ann Handley, CCO at MarketingProfs
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Writer, Journalist, Marketer
Hire Someone Great!
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Strategy & Goals
Buyer Personas
Buyer Journey
Map your content to your
buyer personas at each stage
of the buyer journey.
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Everybody Writes by Ann Handley (Here’s Chapter 1 for free!)
How to Develop A Content Strategy by The Content Marketing Institute
Content Marketing Resource Hub by Uberflip
A Few Resources
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Process Process Process
Content Ideation & Creation
Content Experience
Content Distribution
Content Measurement
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Editing
Content
Brainstorm
(monthly)
Update Editorial
Calendar
(monthly)
Formatting in
Content Hub
Content Gets
Submitted
(Ongoing)
Assign articles /
deadlines
(monthly)
Design (Images etc)
Schedule for
Publishing
Before implementing this process:
● Document Strategy & Goals
● Understand Buyer Persona
● Align w/ Corporate Calendar
● Align w/ Lead Gen Offers
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Process Process Process
Content Ideation & Creation
Content Experience
Content Distribution
Content Measurement
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Process Process Process
Content Ideation & Creation
Content Experience
Content Distribution
Content Measurement
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▪ Easy to browse your content
▪ Easy to navigate (menu structure)
▪ Easy to find stuff (search ability)
1. MAKE IT EASY
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▪ Learn from Ikea!
▪ Where should people go next?
▪ Recommended content
▪ Call-to-actions
2. CREATE AN
ENGAGEMENT PATH
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▪ No distinct call to action
▪ No recommended content
▪ Nowhere to subscribe
▪ No images or videos
▪ No links to learn more
AVOID THIS!
☹
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5. MAKE IT EASY
TO UPDATE
The content experience should be
owned by Marketing, not IT!
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Process Process Process
Content Ideation & Creation
Content Experience
Content Distribution
Content Measurement
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Forums & Communities
Great for niche audiences and topics.
Genuine engagement works best (don’t be a spammer!)
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Content Syndication
Can be very effective
Syndicate wisely!
Use rel=canonical when possible
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Guest Blogging
Choose wisely and pitch thoughtfully
Broad topic but wide reach
Narrow reach but hyper-targeted
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Influencer Marketing
Who are the influencers in your industry?
Why will they help you?
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Advocate Marketing
Do your customers love you?
Great! Turn them into evangelists!
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SEO
Make Google happy
More emphasis on semantic search
Talk like a human!
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Process Process Process
Content Ideation & Creation
Content Experience
Content Distribution
Content Measurement
@HanaAbaza @Uberflip #uberwebinar
Only 21% of
Content
Marketers
Can Successfully
Measure Content
Effectiveness
#facepalm
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TRACK &
MEASURE
PERFORMANCE
1. Short term (decision making)
2. Long term ROI
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Engagement Metrics
● Page views
● Social shares
● Time on site
● Pages per visit
● Bounce rate
Growth Metrics
● Visitor to lead conversion
● Lead to customer conversion
● # of leads generated
● Call-to-action click through
● Form submissions
ENGAGEMENT vs. GROWTH
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CALCULATING ROI
(Revenue Generated - Cost of
Content Marketing) /
Cost of Content Marketing = ROI