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Steve Rayson Director, BuzzSumo @steverayson

Hana Abaza VP Marketing, Uberflip @hanaabaza

Top B2B Content Of 2015!

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WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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!

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

Join in on

@uberflip

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!@buzzsumo

!

What is Top B2B Content?

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Content Objectives

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Author Website Domain

Topic & Trends

Content Format

Content Quality

Headline Shares Links SEO Paid

Promotion

10 Factors That Influence Content Success

@uberflip

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!@buzzsumo

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Examples of Top B2B Content 2015

§  Research reports §  How to posts §  Trends §  Reference assets §  eBooks §  Quizzes !

§  Product launches §  Curation §  Provocative §  Curiosity §  Case Study §  Tools !

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@uberflip

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Deloitte: Trending Topic

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Intel: Challenging Assumptions #Ilooklikeanengineer

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Intel: Hashtag Campaign

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Buffer

@uberflip

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!@buzzsumo

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@uberflip

!#uberwebinar

!@buzzsumo

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@uberflip

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!@buzzsumo

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@uberflip

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Slideshare Research

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Research

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Research

Uberflip & BuzzSumo researched the most shared types of content and turned that data into a highly shared infographic.

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The Future: Vision

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QuickSprout: Practical Posts

Top post 100% More

Shares Than 5th Post

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The Next Web

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Convince & Convert: Great Headline Example !

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SME: List Posts – Tips & Tools !

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Uberflip: List Posts – Tips & Tools

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B2B Marketing Insider: Curation Posts !

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B2B Marketing Insider: Curation Posts !

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Top Rank Blog: Updated Reference Content !

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Moz: Updated Reference Content !

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Moz: Updated Reference Content !

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@uberflip

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IBM Product Launch

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@uberflip

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Intercom: eBook

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@uberflip

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@uberflip

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Case Study

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Case Study

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Tools: LinkedIn

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Tools: LinkedIn

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Summary: Highly Shared B2B Content 2015

§  Research – Buffer, Deloitte

§  How to posts – Buffer, QuickSprout

§  Trends – Deloitte, TheNextWeb

§  Reference assets – Moz, Top Rank

§  eBooks - Intercom

§  Quizzes – Entrepreneur, HBR!

§  Product launches - IBM

§  Curation – B2B Insider

§  Provocative – Intel, TheNextWeb

§  Curiosity – Convince & Convert

§  Case Study - HBR

§  Tools - Linkedin!

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REALITY: Most of the content we create won’t be

“top performing” content.

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How To Create Top Performing Content

•  Content

•  Relevance

•  Distribution

•  Consistency

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CONTENT

Visual Sharable

Contextual Experience

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Simple, clear & concise COMPLELLING CTA

Optimize forms for goals JUST Add humans

!!

Landing Pages It’s useful or helpful information.

It makes them look good / smart / trendy.

It validates something they believe.

It evokes some kind of emotion.

It’s relevant / topical. !

WHY DO PEOPLE SHARE?

@uberflip

!#uberwebinar

!@buzzsumo

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Simple, clear & concise COMPLELLING CTA

Optimize forms for goals JUST Add humans

!!

Landing Pages

@uberflip

!#uberwebinar

!@buzzsumo

!

@uberflip

!#uberwebinar

!@buzzsumo

!

RELEVANCE

Why should I care?

@uberflip

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!@buzzsumo

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Simple, clear & concise COMPLELLING CTA

Optimize forms for goals JUST Add humans

!!

Landing Pages

@uberflip

!#uberwebinar

!@buzzsumo

!

DISTRIBUTION Your Audience

Influencers Search

Publishers

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CONSISTENCY

How can you keep leveraging your top

performing content?

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Start and end with your goals, but don’t ignore the top of the funnel.

ENGAGEMENT

LEAD GEN

SALES

RETENTION

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!

RESOURCES

50% of Content Gets 8 Shares or Less: Why Content Fails & How to Fix It> buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it

Webinar: How to Create Engaging B2B Content> hub.uberflip.com/h/i/118419632-how-to-create-engaging-b2b-content

Webinar: 3 Content Formats to Lift Your Traffic> hub.uberflip.com/h/i/92326353-3-content-formats-to-lift-your-traffic

From 'Good Enough' to 'Can't Get Enough': How to Consistently

Create Content Your Audience Loves> hub.uberflip.com/h/i/146086708-from-good-enough-to-can-t-get-enough-how-to-consistently-create-content-

your-audience-loves/109406

@uberflip

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!

QUESTION TIME!

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Steve Rayson Director, BuzzSumo

@steverayson

@uberflip

!#uberwebinar

!@buzzsumo

!

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

READ CASE STUDY