Content Marketing Growth Tactics
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GROWTH TACTICS FOR 2017Hana Abaza, Uberflip@hanaabaza
CONTENT MARKETING
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of marketers think they’re productive.
92%
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of marketers also work on evenings and weekends.
90%
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of marketers have delayed going to the bathroom to meet a deadline.
60%
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We don’t have timeto pee!
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We focus on doing “things” rather
than doing the things with the most
impact.
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Content is the atomic particle of all digital marketing.
- Rebecca Lieb
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More Content
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More Content
Better Content
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More Content
Better Content
Content for Everyone!
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will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
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Of marketers can’t measurethe success of their content79%
will produce more content than they did in 2015
77%of B2Cmarketers 76%of B2B
marketers
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because it’s irrelevant
Source: Forrester
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The power of great content
Build a Brand
Grow an Audience
Generate Leads
Get Customers
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How do we getmore bang for our buck ?
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We need to get more strategicAbout the business of content
marketing
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Content marketing2017 GROWTH TACTICS FOR
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1. Customer Dev for Content
2. Strategic Creation
3. Distribution Tactics
4. Experience Optimization
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Relevance
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It’s NOT Quantity
It’s QUALITY
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It’s relevanceIt’s Not (Just) Quality
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High up-front investment
Huge long term payoff
Focus on relevancefor creation & validation
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Content Marketing Ideas!
1. Top 10 Ways to Create Better Content
2. How to make better content, faster
3. 6 ways to generate demand with content
4. Lies, Damn Lies, and Marketing Metrics
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HOW DO YOU KNOW WHAT’S RELEVANT?
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CUSTOMER DEV FOR CONTENT
DataPEOPLE TOOLS
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Internal Teams
Customers
Prospects
Followers/FansPEOPLE
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External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
MOFU
BOFU
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Customer Dev for ContentHow long have you been in your role?
How many people are on your team?
How do you compare yourself to your coworkers
How does the team work together?
What tools do you use/spend the most time with?
How do you learn about marketing?
What kind of content attracts you? Can you give an
example of one unforgettable piece of content?
Do you look at content during the workday or outside of
business hours?
What’s the one area of your job that you feel you need to
learn more about?
What is your mind on most of the day? What do you
think about the most?
What part of your day do you love most?
What part of your day do you hate most?
If I could get you an expert about any topic to spend an
hour with, who would it be and what’s the topic?
What is your dream job?
Who is your marketing hero?
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External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU
BOFU
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External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU
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External Personas Internal Teams
TOFU Followers/fans, leads, customers
Audience Survey Questions
Sales, Support and Success Teams
What are the top non-product related questions you hear?
MOFU Customers, leads
What are your biggest (solution related) challenges?
Sales, Support and Success Teams
What are the biggest pain points you hear from people?
BOFU Customers and lost leads
What convinced you? What deterred you?
Sales, Support, Success and Product Teams
What were the biggest objections?
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TOOLSIndustry reports
Buzzsumo
Answerthepublic.com
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DataWebsite metrics
Conversion metrics
Engagement vs. Growth
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Growth Metrics
CTA conversion
Visit to lead conversion
Lead to customer conversion
Cost per lead / customer
Churn rate
Engagement Metrics
Time on site
Pages per visit
Social shares
Bounce rate
Search rankings
GROWTH METRICSENGAGMENT METRICS VS
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CREATION
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Myth
More is more
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Truth
Better More is more
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MOST CONTENT UNDERPERFORMS
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@uberflip#uberwebinar @buzzsumo
Techcrunch, Inc, Entrepreneur, Moz, SME
95 Popular sites (Hubspot, QuickSprout etc.)
SharesMean 1,375
Median 803
SharesMean 308
Median 106
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@uberflip#uberwebinar @buzzsumo
B2B Content Shares
Content Median Shares
Top 5 Marketing & Technology Sites(Incl Moz, SME, Techcrunch)
803
95 Popular Marketing and Technology Sites(Incl Hubspot, Buffer, Search Engine Land)
106
Hubspot B2B Customer sites (127,000 articles) 22
1m Random articles 8
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@uberflip#uberwebinar @buzzsumo
Distribution of Content Shares (100 sites)
Only 4% (4,500 of 114,000 posts) got more than 3,000 shares.
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A small portion of content is responsible for the
majority of your results.
Content MARKETING POWER LAW
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Characteristics of high-performingcontent
Is it relevant?
Is it aligned to your goals?
Is it unique to you?
Are you looking at the world through
the lens of your product?
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Repurposed Into An Online
Experience
- Video
- Slides
- Transcript
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Leverage content across MANYchannels
PR Strategy
Guest blogging
Webinars
Blog
IRL Presentations
SEO
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distribution
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Think about
distributionBefore the content is published
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Where are your people?
What do they like?
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distribution strategies & TACTICS
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
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distribution strategies & TACTICS
Our Subscribers
Targeted Social (paid & unpaid)
Influencers (Advocate Hub)
Partners (Co-Marketing)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
(Very) Targeted Email
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Partner Marketing Is it targeted?
Does your audience overlap?
Is there an agreed upon distribution
strategy?
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Targeted email Small list = keep topics focused
Big database = segment
Ruthlessly cull your list
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Webinar Invite44% Open Rate
11% CTR
Webinar Follow-up53% Open Rate
19% CTR
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content SYNDICATION Typically this is paid
More targeting = Higher Cost
Pure distribution vs. Lead Gen
eBooks & Whitepapers
Webinar recordings
Articles / blog posts
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Content syndication tools
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Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
CONTENT SYNDICATION FOR LEAD GEN
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Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
CONTENT SYNDICATION FOR LEAD GEN
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Your Content
Third party publisher
Linked back to Your Site
Consumed on YOUR site
Third party publisher
Content embedded
Consumed on THEIR site
CONTENT SYNDICATION FOR LEAD GEN
Sales ready? It depends.
Sales ready? Doubtful.
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Consider the experienceFollow up with the right nurture or drip campaign.
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EXPERIENCE
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(dirty little secret)
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(dirty little secret)
Great Content Isn’t Enough
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You need a great content experience(that’s optimized for your goals)
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@Uberflip
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@Uberflip
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READABLE
ACTIONABLE
TAILORED
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READABLE
ACTIONABLE
TAILORED
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Easy to read
Short
paragraphs
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Subheads
IMAGES
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READABLE
ACTIONABLE
TAILORED
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Calls-to-Action
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Quiz time!
What’s #1 rule for calls-to-action?
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Have a f#@?ingcall-to-action.
Thanks Oli J
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Calls-to-Action Clarity
Context
Targeting
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Is the action andvalue obvious?
CLARITY
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CONTEXT
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CONTEXT IS
EVERYTHING
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Contextual CTA
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TARGETING
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L
Generic
Generic
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Targeted
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READABLE
ACTIONABLE
TAILORED
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
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This tells me nothing!
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Tailoring the Experience
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@uberflip @HanaAbaza
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1. Customer Dev for Content
2. Strategic Creation
3. Distribution Tactics
4. Experience Optimization
QUICK RECAP!
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