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

PROCESS TECH


The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS


The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS

F L AW E D


The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTS EXPERIENCE


The 4 Pillars of Content Marketing



… but it’s more complicated. It’s not flat! CREATION DISTRIBUTION INSIGHTS EXPERIENCE


marketplace management social analytics

There are many buckets in each pillar

ideation engagement organic scoring

curation lead generation email ROI

sales enablement reporting workflow paid



Why not just buy a suite that Does it all?

PEOPLE

PROCESS TECH


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 @yostar Ok, so how do you choose?










Content isn't King, it's the Kingdom

Lee Odden


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 PLATFORM VS POINT SOLUTION


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






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



curation Do you pepper in content from other sources?


CREATION



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?



INSIGHTS


ROI Are you measuring the ROI of your content?

Reporting How are you bubbling this info up to the c-suite?







YOSTAR’S FRAMEWORK






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


Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY

http://www.uberflip.com/case-studies/booker?utm_source=SlideShare&utm_medium=Webinar&utm_campaign=The%202016%20Framework%20for%20Evaluating%20Content%20Marketing%20Software