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How a Content Marketing Company Does Content Marketing

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HOW A CONTENT MARKETING COMPANY DOES CONTENT MARKETING HANA ABAZA VP MARKETING, UBERFLIP


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STREET CRED, YO CONTENT IS THE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated… @Uberflip @HanaAbaza #u berw ebinar


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STREET CRED, YO CONTENT IS THE FOUNDATION OF OUR MARKETING STRAEGY. HUNDREDS OF WEBINARS, THOUSANDS OF BLOG POSTS, even more leads generated… @Uberflip @HanaAbaza #u berw ebinar


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WHAT WE’LL TALK ABOUT 1. GOALS & SRATEGY 2. CONTENT MARKETING CYCLE 3. PLANNING & PROCESS 4. EXECUTION & EVALUATION @Uberflip @HanaAbaza #u berw ebinar


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Goals  &  Strategy @Uberflip @HanaAbaza #u berw ebinar


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Goals  &  Strategy 1. Raise  Awareness 2. Encourage  Dialogue 3. Fuel  Demand/Lead  Gen @Uberflip @HanaAbaza #u berw ebinar


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Goals  &  Strategy How  does  this  translate  to  measurable  goals  for  us  in  2016? @Uberflip @HanaAbaza #u berw ebinar


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Goals  &  Strategy How  does  this  translate  to  measurable  goals  for  us  in  2016? Targeting  a  specific  #  of  subscribers Increase  in  organic  search  traffic Fueling  lead  generation  (stems  from  monthly  targets) @Uberflip @HanaAbaza #u berw ebinar


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Goals  & Strategy @Uberflip @HanaAbaza Planning  &   Ideation   #u berw ebinar


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Goals  & Strategy Planning  &   Ideation   Planning  in  advance Alignment  with  corporate  calendar Alignment  with  goals Big  ideas   that  that  set  the  tone  for  the  rest @Uberflip @HanaAbaza #u berw ebinar


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Strategy &  Goals @Uberflip @HanaAbaza Planning   &  Ideation #u berw ebinar Tactical   Plan


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Strategy   &  Goals Planning   &  Ideation Content  types Frequency   Atomization   Repurposing   @Uberflip @HanaAbaza #u berw ebinar Tactical Plan


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Strategy &  Goals Planning   &  Ideation Tactical   Plan Team  Structure Tech  &  Tools Process  &  Efficiencies @Uberflip @HanaAbaza #u berw ebinar Execution


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How Most People Think About Content CREATION @Uberflip DISTRIBUTION INSIGHTS


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The 4 Pillars of Content Marketing CREATION @Uberflip EXPERIENCE DISTRIBUTION INSIGHTS


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The 4 Pillars of Content Marketing CREATION @Uberflip EXPERIENCE DISTRIBUTION INSIGHTS


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How  do  we  come  up  with  great  content  ideas? People @Uberflip @HanaAbaza Tools #u berw ebinar Data


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People Ask  your  sales  &  success  teams Ask  your  customers Ask  your  followers @Uberflip @HanaAbaza #u berw ebinar


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Tools @Uberflip @HanaAbaza #u berw ebinar


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DATA What’s  worked  in  the  past? What’s  trending  now? @Uberflip @HanaAbaza #u berw ebinar


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What  content  types  do  you  focus  on? Blog Premium  (gated) Visual  Content Seasonal  Content “Snacky”  Content ebooks/whitepapers SlideShare Funnel  of  Love Long  Form Webinars Infographics Holiday  Hub @Uberflip @HanaAbaza #u berw ebinar


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What  content  types  do  you  focus  on? Blog Premium  (gated) Visual  Content Seasonal  Content “Snacky”  Content ebooks/whitepapers SlideShare Funnel  of  Love Long  Form Webinars Infographics Holiday  Hub *Co-­‐creation   /  Partner  Content @Uberflip @HanaAbaza #u berw ebinar


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How  often  do  you  publish  each  type  of  content? Blog  à Every  weekday Webinars  à 2  per  month eBooks  à 1  per  month  (ish) Visual  Content  à 1  per  month  (ish) @Uberflip @HanaAbaza #u berw ebinar


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What  does  your  content  team  look  like? 2  Content  People 1  Social  Media  Person (Content  “facilitators”  throughout  Uberflip.) Gaps?  Use  tools  or  freelancers. @Uberflip @HanaAbaza #u berw ebinar


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Who  influences  content  creation? Demand  Generation Sales  &  Success   Company  Goals  &  Calendar @Uberflip @HanaAbaza #u berw ebinar


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How  do  you  manage the  content  and  editorial  plan? @Uberflip @HanaAbaza #u berw ebinar


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@Uberflip @HanaAbaza #u berw ebinar


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What  do  you  mean  by  content  experience? @Uberflip @HanaAbaza #u berw ebinar


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What  makes  a  good  content  experience? @Uberflip @HanaAbaza #u berw ebinar


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SASSY Scannable Actionable Shareable Scalable You-oriented @Uberflip @HanaAbaza #u berw ebinar


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SCANNABLE Easy To Read Well Formatted Instant value @Uberflip @HanaAbaza #u berw ebinar


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Easy to read (font / size)


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Paragraphs aren’t too long Subheads


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ACTIONABLE Create an Engagement Path Include Calls-to-Action @Uberflip @HanaAbaza #u berw ebinar


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CREATE AN ENGAGEMENT PATH Learn from Ikea! Where should people go next? @Uberflip @HanaAbaza #u berw ebinar


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Calls-to-Action Clarity Context Targeting @Uberflip @HanaAbaza #u berw ebinar


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CLARITY Is the action and value obvious? @Uberflip @HanaAbaza #u berw ebinar


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CONTEXT @Uberflip @HanaAbaza #u berw ebinar


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…is everything. @Uberflip @HanaAbaza #u berw ebinar


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L @Uberflip @HanaAbaza #u berw ebinar


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J @Uberflip @HanaAbaza #u berw ebinar


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TARGETING @Uberflip @HanaAbaza #u berw ebinar


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L Generic @Uberflip @HanaAbaza #u berw ebinar


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J Tailored @Uberflip @HanaAbaza #u berw ebinar


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SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it? @Uberflip @HanaAbaza #u berw ebinar


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Add This @Uberflip @HanaAbaza #u berw ebinar


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SCALABLE Does your content experience scale to any screen size? @Uberflip @HanaAbaza #u berw ebinar


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No? Feel the wrath of Google and sacrifice conversion rates. @Uberflip @HanaAbaza #u berw ebinar


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YOU-ORIENTED Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? @Uberflip @HanaAbaza #u berw ebinar


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Your   Content Top  of  the   Funnel Middle  of   the  Funnel By  Topic @Uberflip @HanaAbaza Bottom  of   the  Funnel By  Type By  Vertical #u berw ebinar Easy for your audience and your team to find. By   Persona


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This tells me nothing! @Uberflip @HanaAbaza #u berw ebinar


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@Uberflip @HanaAbaza #u berw ebinar


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GATING CONTENT TO GENERATE LEADS @Uberflip @HanaAbaza #u berw ebinar


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Should I gate it, or leave it? @Uberflip @HanaAbaza #u berw ebinar


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Content What is your goal? Increase awareness and reach @Uberflip @HanaAbaza Is the content high value? Yes! No More leads Is there a big enough audience? Leave It No #u berw ebinar Yes! Gate It!


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2 APPROACHES TO GATE CONTENT (2) OVERLAY CTAs (1) LANDING PAGES @Uberflip @HanaAbaza #u berw ebinar


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Landing Pages • • • • @Uberflip @HanaAbaza #u berw ebinar Simple, clear and concise Call-to-action Optimize forms for goals Add a human being


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CTA Overlays • Concise message • Context matters • Source traffic matters @Uberflip @HanaAbaza #u berw ebinar


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Compelling   messaging Responsive Eliminating   steps Limited  fields   (using  progressive   profiling)


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54%  Conversion One  purpose Smart  fields   Progressive  profiling Value  Prop   Credibility @Uberflip @HanaAbaza #u berw ebinar


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How  do  you  actually do  this? 1. 2. @Uberflip @HanaAbaza Know  what  you’re  optimizing  for Develop  the  infrastructure  to  get  it  done   #u berw ebinar


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How  do  you  actually  do  this? 1. Know  what  you’re  optimizing  for 2. Develop  the  infrastructure  to  get  it  done   (Also,  we  use  Uberflip…  shocker!) @Uberflip @HanaAbaza #u berw ebinar


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How  do  you  distribute your  content? Our  Subscribers Targeted   Emails Social  (paid  &  unpaid) Influencers  (Holiday  Hub) Discoverability  (SEO) Content  syndication  (lead  gen) Other  Publishers  (lead  gen) @Uberflip @HanaAbaza #u berw ebinar


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eBook  Promotion 34%  Open  Rate 8%  CTR   @Uberflip @HanaAbaza #u berw ebinar


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Webinar  Invite 44%  Open  Rate 8%  CTR   @Uberflip @HanaAbaza #u berw ebinar


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Webinar  Followup 53%  Open  Rate 19%  CTR   @Uberflip @HanaAbaza #u berw ebinar


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How  do  you  measure  your  content  performance? @Uberflip @HanaAbaza #u berw ebinar


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Business  Goals Marketing  Goals Marketing  Strategy Content   Goals @Uberflip @HanaAbaza Content   Strategy #u berw ebinar Content   Tactics


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Business  Goals Marketing  Goals Marketing  Strategy Content   Goals Content   Strategy Content   Tactics Content  Metrics @Uberflip @HanaAbaza #u berw ebinar


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Business  Goals Marketing  Goals Marketing  Strategy Content   Goals Content   Strategy Content   Tactics Content  Metrics @Uberflip @HanaAbaza #u berw ebinar


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How  do  you  measure  your  content  performance? Consumption  metrics Engagement   metrics   Growth  metrics   What  you  focus   on  depends   on  your  goals. @Uberflip @HanaAbaza #u berw ebinar


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Consumption Engagement Growth Traffic   Metrics Comments Customers  /   Sales Downloads   (documents) @HanaAbaza Lead       Metrics Email     Metrics @Uberflip Social  Share Forwards  /   Replies Cost  /  ROI #u berw ebinar


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@Uberflip @HanaAbaza #u berw ebinar


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LEAD  SOURCES @Uberflip @HanaAbaza OPPORTUNITY   SOURCES #u berw ebinar CUSTOMER  SOURCES


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So  how  does  it  all  work  together? @Uberflip @HanaAbaza #u berw ebinar


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KEY TAKEAWAYS Goals, strategy, planning 4 pillars – optimize experience Know what to optimize for Measure impacts & iterate @Uberflip @HanaAbaza #u berw ebinar


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Question Time! HANA ABAZA VP MARKETING, UBERFLIP @Uberflip @HanaAbaza #u berw ebinar


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F do t o B o e d ce sdter i u h w o kr erae h i n c s p re db 7 % wt c ne t o t e la y 1 i o tn. h R A C S SU E D A E T DY


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