Strategies, Tools and Tactics for Content Marketing in 2015

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Hana Abaza VP of Marketing @HanaAbaza Strategies, Tools and Tactics For Content Marketing in 2015 #uberwebinar

Transcript of Strategies, Tools and Tactics for Content Marketing in 2015

Hana Abaza

VP of Marketing

@HanaAbaza

Strategies, Tools and Tactics For Content Marketing in 2015

#uberwebinar

@HanaAbaza @Uberflip #uberwebinar

Join in on

Twitter

Recording will be made available!

(we’ll email you in the next week ☺)

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stick around for the demo!

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Marketers with a

documented strategy win.

60% of those with a documented

strategy are successful, compared to

only 32% of those with a verbal one.

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21% of Content

Marketers

Can Successfully

Measure Content

Effectiveness

(Yikes!)

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Webinars

Videos

Blogs

Case Studies

Whitepapers

Effective Tactics & Types

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Infographics → biggest increase in usage

(51% in 2013 to 62% in 2014)

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Awareness

Lead Generation

Engagement

Sales

Lead Nurturing

Top 5 Goals for Content

Marketers in 2015

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Creating Engaging Content

Producing Content Consistently

Measuring Content Effectiveness

Top 3 Challenges for Content

Marketers in 2015

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Creating Engaging Content → Craft Your Story

Producing Content Consistently → Define Your Process

Measuring Content Effectiveness → Understand Your Metrics

Top 3 Challenges for Content

Marketers in 2015

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Producing

“Ridiculously” Good

Content

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How do you produce

ridiculously good content?

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“Content Marketing is the technique of creating and distributing

valuable, relevant and consistent content to attract and acquire a

clearly defined audience – with the objective of driving profitable

customer action.”

- The Content Marketing Institute

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“Great content is useful, inspired, and

pathologically empathetic to the needs of

the people you are trying to reach.”

- Ann Handley, CCO at MarketingProfs

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Writer, Journalist, Marketer

Hire Someone Great!

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Strategy & Goals

Buyer Personas

Buyer Journey

Map your content to your

buyer personas at each stage

of the buyer journey.

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Everybody Writes by Ann Handley (Here’s Chapter 1 for free!)

How to Develop A Content Strategy by The Content Marketing Institute

Content Marketing Resource Hub by Uberflip

A Few Resources

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Producing

“Ridiculously” Good

Content

Consistently

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Process Process Process

Content Ideation & Creation

Content Experience

Content Distribution

Content Measurement

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Editing

Content

Brainstorm

(monthly)

Update Editorial

Calendar

(monthly)

Formatting in

Content Hub

Content Gets

Submitted

(Ongoing)

Assign articles /

deadlines

(monthly)

Design (Images etc)

Schedule for

Publishing

Before implementing this process:

● Document Strategy & Goals

● Understand Buyer Persona

● Align w/ Corporate Calendar

● Align w/ Lead Gen Offers

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Process Process Process

Content Ideation & Creation

Content Experience

Content Distribution

Content Measurement

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Use the right

tools to find

inspiration.

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Tools We Use @ Uberflip

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Process Process Process

Content Ideation & Creation

Content Experience

Content Distribution

Content Measurement

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5 ELEMENTS OF A

KILLER CONTENT

EXPERIENCE

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▪ Easy to browse your content

▪ Easy to navigate (menu structure)

▪ Easy to find stuff (search ability)

1. MAKE IT EASY

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▪ Learn from Ikea!

▪ Where should people go next?

▪ Recommended content

▪ Call-to-actions

2. CREATE AN

ENGAGEMENT PATH

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▪ 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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Call to action

Recommend

content

Image

Discoverable

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3. INCLUDE

▪ Dynamic

▪ Contextual

CALL-TO-ACTIONS

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4. PERSONALIZE

THE EXPERIENCE

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Generic

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Tailored

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5. MAKE IT EASY

TO UPDATE

The content experience should be

owned by Marketing, not IT!

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Process Process Process

Content Ideation & Creation

Content Experience

Content Distribution

Content Measurement

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Social Media

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Content Recommendation

Platforms

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Email Marketing

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Forums & Communities

Great for niche audiences and topics.

Genuine engagement works best (don’t be a spammer!)

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Content Syndication

Can be very effective

Syndicate wisely!

Use rel=canonical when possible

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Guest Blogging

Choose wisely and pitch thoughtfully

Broad topic but wide reach

Narrow reach but hyper-targeted

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Influencer Marketing

Who are the influencers in your industry?

Why will they help you?

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Advocate Marketing

Do your customers love you?

Great! Turn them into evangelists!

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SEO

Make Google happy

More emphasis on semantic search

Talk like a human!

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Measuring

Content Effectiveness

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Process Process Process

Content Ideation & Creation

Content Experience

Content Distribution

Content Measurement

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Only 21% of

Content

Marketers

Can Successfully

Measure Content

Effectiveness

#facepalm

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TRACK &

MEASURE

PERFORMANCE

1. Short term (decision making)

2. Long term ROI

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Engagement Metrics

● Page views

● Social shares

● Time on site

● Pages per visit

● Bounce rate

Growth Metrics

● Visitor to lead conversion

● Lead to customer conversion

● # of leads generated

● Call-to-action click through

● Form submissions

ENGAGEMENT vs. GROWTH

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ANALYTICS TOOLS

Integrates with the above!

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CALCULATING ROI

(Revenue Generated - Cost of

Content Marketing) /

Cost of Content Marketing = ROI

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THANK YOU!

Got Questions?

We’ve got answers!

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