Blogging In The Age Of Modern Marketing
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Transcript of Blogging In The Age Of Modern Marketing
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@SamBrennand Customer Success Lead
@HanaAbaza Director of Marketing
BLOGGING IN THE AGE OF MODERN MARKETING
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
HOUSEKEEPING!
Get your tweet on with #uberflip
We’ll email slides and recording
Q & A at the end, use the chat box
(If we run out of time, tweet us!)
Uberflip demo at the end
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
IS YOUR BLOG YOUR WORKING?
2.73 million blog posts are published daily
(that’s 1,896 every minute!)
Source: hub.uberflip.com
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
ONLY 42% OF B2B MARKETERS SAY THEIR
BLOG IS EFFECTIVE
BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
Source: Content Marketing Institute
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
WHY BLOG?
Lower acquisition cost (up to 80% drop in 5 months)
Educate (existing & potential) customers
Increase retention (reduce churn)
Enable Sales (close deals faster)
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
BIGGEST BLOGGING BLUNDERS
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
1. NO PURPOSE
§ What is the goal of your blog?
§ Lead generation? Awareness? Both?
§ Once you have a purpose, then choose a
metric that shows progress
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ Pick your angle
§ Spend time writing headlines
§ Add visuals when possible
§ Beware of content shock!
2. CARELESS CONTENT
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
3. SHODDY CONTENT EXPERIENCE
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ Meet John. He does everything on his
iPhone
§ Your content must be mobile friendly
§ If not, you’ll sacrifice
§ Conversion rates
§ Number of leads
§ Engagement
Make It Mobile
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ Easy to browse your content
§ Easy to navigate (good menu structure)
§ Easy to find stuff (search ability)
Make It Easy
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ Create a path for engagement and tell
people where to go next:
§ Call to actions
§ Recommended content
§ Option to subscribe
Make A Path
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ 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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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
TRY THIS
Call to action
Recommend content Useful image
More links
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ How often do you publish content?
§ Train people to expect content from you
§ Be consistent – whether it once per day,
week or month
4. NO CONSISTENCY
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
§ Let the data help guide your strategy
§ Have the right tools in place:
§ Google analytics, Kissmetrics etc
§ Marketing Automation
§ Uberflip! (shameless plug)
5. MARKETING WITHOUT METRICS
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
ENGAGEMENT VS. BUSINESS METRICS
Engagement Metrics
§ Page views
§ Social shares
§ Time on site
§ Pages per visit
Business Metrics
§ Number of leads generated
§ CTA conversion
§ Number of customers
§ Lead to customer conversion
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BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip
QUICK RECAP
1. Define the purpose of your blog
2. Take time to craft good content
3. Create a killer content experience
4. Be consistent!
5. Let your metrics guide you
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Q & A
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@HanaAbaza @SamBrennand
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