Yoav Schwartz0ca36445185fb449d582-f6ffa6baf5dd4144ff990b4132ba0c4d.r41...Creating great content and...

by Yoav Schwartz

Co-founder & CEO of Uberflip

2 | Uberflip

Writing:Yoav Schwartz

Editing: Victoria Hoffman

Graphic Design:Quentin Zancanaro

Introduction

What is Content Distribution?

Social (by Michael Patterson, Sprout Social)

Organic (by Ronell Smith, Moz)

Paid (by Triniti Burton, Integrate)

Conclusion

Table of Contents

Part 1: Sending Effective Emails (by Lauren Smith, Litmus)

Part 2: Marketing Automation’s Role in Email Marketing (by Tara Robertson, Uberflip)

2 | Uberflip

Writing:Yoav Schwartz

Editing: Victoria Hoffman

Graphic Design:Quentin Zancanaro

Introduction

Social (by Michael Patterson, Sprout Social)

Organic (by Ronell Smith, Moz)

Paid (by Triniti Burton, Integrate)

Conclusion

Table of Contents

Part 1: Sending Effective Emails (by Lauren Smith, Litmus)

Part 2: Marketing Automation’s Role in Email Marketing (by Tara Robertson, Uberflip)

The Ultimate Guide to Content Distribution | 54 | Uberflip

Co-founder & CEO, Uberflip

Content Marketing Manager, Litmus

Inbound Marketing Manager, Uberflip

Digital Marketing Specialist, Sprout Social

Marketing and Communications Director,Integrate

Moz Associate, Moz

YoavSchwartz

Lauren SMITH

Tara Robertson

Michael Patterson

Triniti Burton

Ronell SmithContributors

Yoav is CEO and co-founder of Uberflip, guid-ing the strategic vision and direction of the company and ensuring the user experience consistently delights customers. With over a decade of experience in product development and marketing, he knows what customers want and consistently delivers. Yoav is also a powerful speaker, advisor, and thought leader in the technology space.

Lauren Smith is a Boston-area content strategist who has written hundreds of posts and reports on email marketing and design. She’s passionate about creating great subscriber experiences and helping the world send better emails. Lauren currently heads content marketing at Litmus, a web-based email creation, testing, and analytics company. In her spare time, she enjoys trying out new recipes, traveling, and debating the Oxford comma.

As the Inbound Marketing Manager at Uberflip, Tara manages demand generation and sends emails to thousands of subscribers every day. On weekends you’ll find her catching up with friends over pints or walking her dog around Toronto.

Michael works at Sprout Social and loves discussing all things social media marketing. When he’s not running a webinar or writing social content he can be found ex-ploring Chicago’s unique neighborhoods and breweries.

As Marketing and Communications Director at Integrate, Triniti Burton focuses on helping de-mand marketers cut to the chase by articulating complex marketing concepts in clear language that everyone can quickly grasp. She’s a big believer in integrated marketing strategies that deliver seamless experiences for customers and prospects.

Ronell Smith is a content strategist who helps businesses who are looking to create a user expe-rience their customers will recognize, appreciate and reward them for with their business. He enjoys removing the obstacles that are keeping individuals and businesses from reaching their full potential, in large part by helping them think strategically about how search, social, and content work together successfully.

Co-founder & CEO, Uberflip

Content Marketing Manager, Litmus

Inbound Marketing Manager, Uberflip

Digital Marketing Specialist, Sprout Social

Marketing and Communications Director,Integrate

Moz Associate, Moz

YoavSchwartz

Lauren SMITH

Tara Robertson

Michael Patterson

Triniti Burton

Ronell SmithContributors

Yoav is CEO and co-founder of Uberflip, guid-ing the strategic vision and direction of the company and ensuring the user experience consistently delights customers. With over a decade of experience in product development and marketing, he knows what customers want and consistently delivers. Yoav is also a powerful speaker, advisor, and thought leader in the technology space.

Lauren Smith is a Boston-area content strategist who has written hundreds of posts and reports on email marketing and design. She’s passionate about creating great subscriber experiences and helping the world send better emails. Lauren currently heads content marketing at Litmus, a web-based email creation, testing, and analytics company. In her spare time, she enjoys trying out new recipes, traveling, and debating the Oxford comma.

As the Inbound Marketing Manager at Uberflip, Tara manages demand generation and sends emails to thousands of subscribers every day. On weekends you’ll find her catching up with friends over pints or walking her dog around Toronto.

Michael works at Sprout Social and loves discussing all things social media marketing. When he’s not running a webinar or writing social content he can be found ex-ploring Chicago’s unique neighborhoods and breweries.

As Marketing and Communications Director at Integrate, Triniti Burton focuses on helping de-mand marketers cut to the chase by articulating complex marketing concepts in clear language that everyone can quickly grasp. She’s a big believer in integrated marketing strategies that deliver seamless experiences for customers and prospects.

Ronell Smith is a content strategist who helps businesses who are looking to create a user expe-rience their customers will recognize, appreciate and reward them for with their business. He enjoys removing the obstacles that are keeping individuals and businesses from reaching their full potential, in large part by helping them think strategically about how search, social, and content work together successfully.

6 | Uberflip The Ultimate Guide to Content Distribution | 7

Introduction

If a tree falls in a forest and nobody is around to hear it, does it make a sound?

If a blog post is published but nobody reads it, does it make an impact?

Philosophical meanderings aside, the importance of content distribution cannot be overstated. You’ve poured time and resources into creating content and optimizing your content experience, but it’s all for nothing if your content goes unseen.

Introduction

If a tree falls in a forest and nobody is around to hear it, does it make a sound?

If a blog post is published but nobody reads it, does it make an impact?

Philosophical meanderings aside, the importance of content distribution cannot be overstated. You’ve poured time and resources into creating content and optimizing your content experience, but it’s all for nothing if your content goes unseen.

CREATION EXPERIENCE DISTRIBUTION INSIGHTS

That’s why the third pillar of content marketing is so important. Your content strategy cannot be executed without effective Content Distribution. But, what exactly does B2B content distribution involve, and

how can you ensure your content is distributed effectively in today’s digital landscape?

This eBook aims to provide you with an advanced understanding of content distribution in the B2B space, as well as provide an inside look at the tactics and channels you need to be leveraging to effectively distribute your content to your audience.

CREATION EXPERIENCE DISTRIBUTION INSIGHTS

That’s why the third pillar of content marketing is so important. Your content strategy cannot be executed without effective Content Distribution. But, what exactly does B2B content distribution involve, and

how can you ensure your content is distributed effectively in today’s digital landscape?

This eBook aims to provide you with an advanced understanding of content distribution in the B2B space, as well as provide an inside look at the tactics and channels you need to be leveraging to effectively distribute your content to your audience.

What is

THE DISSEMINATION OF

CONTENT TO AN AUDIENCE

THROUGH THE STRATEGIC

USE OF CHANNELS

AND TACTICS

USE OF CHANNELS

AND TACTICS

Through the lens of B2B content marketing, content distribution is the delivery of your content to a desired audience in order to increase brand awareness, promote readership, generate leads, or move a lead further through the funnel. As such,

content distribution must be considered at every stage of the buyer journey, and different tactics and channels must be exercised based on your particular goals for a piece of content.

For instance, perhaps you’re looking to promote a TOFU (top-of-the-funnel) piece of content. If the goal is to get as many eyeballs on that piece of content as possible, you’d distribute it using the channels and tactics that will garner the most net new impressions and views.

Or, let’s say you’ve created a very targeted piece of content for sales enablement. Odds are, this piece wouldn’t perform particularly well if distributed on TOFU channels since its purpose is to provide in-depth product information. In this case, more stringent targeting on very particular channels would be required for effective distribution.

Creating great content and optimizing your content experience is only a start. You need to ensure that content experience gets in front of the right people at the right time in order for your content to meet your B2B marketing goals.

Let’s take a closer look at how the digital landscape has evolved and the most effective tactics, channels, and tools that B2B marketers should be using to effectively distribute their content.

USE OF CHANNELS

AND TACTICS

USE OF CHANNELS

AND TACTICS

Through the lens of B2B content marketing, content distribution is the delivery of your content to a desired audience in order to increase brand awareness, promote readership, generate leads, or move a lead further through the funnel. As such,

content distribution must be considered at every stage of the buyer journey, and different tactics and channels must be exercised based on your particular goals for a piece of content.

For instance, perhaps you’re looking to promote a TOFU (top-of-the-funnel) piece of content. If the goal is to get as many eyeballs on that piece of content as possible, you’d distribute it using the channels and tactics that will garner the most net new impressions and views.

Or, let’s say you’ve created a very targeted piece of content for sales enablement. Odds are, this piece wouldn’t perform particularly well if distributed on TOFU channels since its purpose is to provide in-depth product information. In this case, more stringent targeting on very particular channels would be required for effective distribution.

Creating great content and optimizing your content experience is only a start. You need to ensure that content experience gets in front of the right people at the right time in order for your content to meet your B2B marketing goals.

Let’s take a closer look at how the digital landscape has evolved and the most effective tactics, channels, and tools that B2B marketers should be using to effectively distribute their content.

One of the most frequently discussed topics in modern social media content distribution is the decrease in organic post reach, and under-standably so – losing access to an audience you painstakingly built is a valid concern. But the sky isn’t falling on social media marketers, and we’re here to give you some strategies to help overcome the challenge of decreased organic reach.

This portion of The Ultimate Guide to Content Distribution will address how organic social media has evolved as a distribution channel, and how content marketers can leverage their networks to continue to drive quality traffic to their content with effective social media distribution.

SOCIALBy Michael Patterson,Digital Marketing Specialist,Sprout Social

Social Social

One of the most frequently discussed topics in modern social media content distribution is the decrease in organic post reach, and under-standably so – losing access to an audience you painstakingly built is a valid concern. But the sky isn’t falling on social media marketers, and we’re here to give you some strategies to help overcome the challenge of decreased organic reach.

This portion of The Ultimate Guide to Content Distribution will address how organic social media has evolved as a distribution channel, and how content marketers can leverage their networks to continue to drive quality traffic to their content with effective social media distribution.

SOCIALBy Michael Patterson,Digital Marketing Specialist,Sprout Social

Social Social

Organic social distribution remains to be an effective way for B2B brands to drive TOFU traffic and get the most out of their owned social media channels. Generating shares and engagements (likes, comments, retweets, etc.) on social

channels also allows B2B brands to build upon their earned social media audiences, measure content engagement, and improve their content’s credibility by demonstrating social proof. Paid advertising on social media can also help B2B brands get content in front of a targeted audience at all stages of the buyer journey (more on that in the “Paid” chapter of this eBook).

For the past few years, brands have been seeing a decline in organic social media reach. In fact, Social@Ogilvy found that between October and February 2014, organic reach for content shared from Facebook Pages saw

a 49% decline in organic reach. Prior to that study,

Facebook had even come out and addressed the topic. For social media managers with a limited budget, the decline in organic reach can be frustrating.

Social Social

STILL HAVE A PLACE IN YOUR SOCIAL STRATEGY?

Organic social distribution remains to be an effective way for B2B brands to drive TOFU traffic and get the most out of their owned social media channels. Generating shares and engagements (likes, comments, retweets, etc.) on social

channels also allows B2B brands to build upon their earned social media audiences, measure content engagement, and improve their content’s credibility by demonstrating social proof. Paid advertising on social media can also help B2B brands get content in front of a targeted audience at all stages of the buyer journey (more on that in the “Paid” chapter of this eBook).

For the past few years, brands have been seeing a decline in organic social media reach. In fact, Social@Ogilvy found that between October and February 2014, organic reach for content shared from Facebook Pages saw

a 49% decline in organic reach. Prior to that study,

Facebook had even come out and addressed the topic. For social media managers with a limited budget, the decline in organic reach can be frustrating.

Social Social

STILL HAVE A PLACE IN YOUR SOCIAL STRATEGY?

With the increase in brands and in-dividuals looking to leverage social media to share content, there is an increase in the amount of content social sites have to accommodate in their users’ social feeds. In fact, every time an individual logs into their Facebook feed there are any-where between 1,500 and 15,000 posts waiting for them to read.

Since social users can’t possibly digest that much content, the leading social networks had to come up with a way to show us-ers the posts they thought they’d care about most. To do this, the social networks created algorithms designed to programmatically pick and choose which posts to serve users based on thousands of differ-ent factors. As a result, the organic number of impressions of a post on a filtered timeline is not guaranteed.

More than ever, brands and in-dividuals are flocking to social networks to connect with the friends, family, and businesses they care about. Currently 1.65 billion people use Facebook ev-ery month with over 3 million businesses using the site to ad-vertise their products. Similarly, Instagram, another fast-growing network, has more than 500 million monthly active users and over 200,000 advertisers. That’s a lot of people to keep up with.

It’s important that social media marketers have a clear understanding of why organic reach is declining. What’s more important is that they are able to communicate these network changes to senior leadership who may be unfamiliar with the intricacies and science behind social content distribution.

Here are three key reasons why organic reach is declining:

Why Is OrganicReach Declining?

There’s been an increasein shared content

Algorithms have been implemented to control the social noise

More businesses have a presence on social

Social Social

With the increase in brands and in-dividuals looking to leverage social media to share content, there is an increase in the amount of content social sites have to accommodate in their users’ social feeds. In fact, every time an individual logs into their Facebook feed there are any-where between 1,500 and 15,000 posts waiting for them to read.

Since social users can’t possibly digest that much content, the leading social networks had to come up with a way to show us-ers the posts they thought they’d care about most. To do this, the social networks created algorithms designed to programmatically pick and choose which posts to serve users based on thousands of differ-ent factors. As a result, the organic number of impressions of a post on a filtered timeline is not guaranteed.

More than ever, brands and in-dividuals are flocking to social networks to connect with the friends, family, and businesses they care about. Currently 1.65 billion people use Facebook ev-ery month with over 3 million businesses using the site to ad-vertise their products. Similarly, Instagram, another fast-growing network, has more than 500 million monthly active users and over 200,000 advertisers. That’s a lot of people to keep up with.

It’s important that social media marketers have a clear understanding of why organic reach is declining. What’s more important is that they are able to communicate these network changes to senior leadership who may be unfamiliar with the intricacies and science behind social content distribution.

Here are three key reasons why organic reach is declining:

Why Is OrganicReach Declining?

There’s been an increasein shared content

Algorithms have been implemented to control the social noise

More businesses have a presence on social

Social Social

Marketers are quick to think that these algorithms are out to trim their reach and force them to spend ad dollars, but that’s not the case. According to Facebook,

Organic Reach Isn't Dead

In fact, Sprout Social’s organic social media referral traffic was 23.81% higher in 2015 than it was in 2014, and early data from 2016 doesn’t show signs of it slowing down. Although most social channels have been impacted by filtered feeds, organic social can still be a significant source of referral traffic to your content. To succeed on social these days means adapting your strategy to match modern social media marketing best practices and creating content that will actually resonate with your B2B audience.

Social Social

Marketers are quick to think that these algorithms are out to trim their reach and force them to spend ad dollars, but that’s not the case. According to Facebook,

Organic Reach Isn't Dead

In fact, Sprout Social’s organic social media referral traffic was 23.81% higher in 2015 than it was in 2014, and early data from 2016 doesn’t show signs of it slowing down. Although most social channels have been impacted by filtered feeds, organic social can still be a significant source of referral traffic to your content. To succeed on social these days means adapting your strategy to match modern social media marketing best practices and creating content that will actually resonate with your B2B audience.

Social Social

One of the reasons Sprout Social is still able to drive a good deal of referral traffic from social media is because we realize the need to constantly test and update our strategy on the networks where we have a brand presence. Make sure that you’re spending time figuring out which networks work for B2B brands as a whole and, more impor-tantly, which networks work for your brand specifically.

Understanding industry norms will help you create an organic social distribution strategy that works for your business and will inform your benchmarks for success. HubSpot and BuzzSumo recently put together a very robust eBook that looks at the differences between B2C and B2B content shares.

Understand industry normsHow to Optimize Your B2B Content Channels

As you can see from the graph, B2B marketers experience the most social shares on Facebook, followed very closely by LinkedIn. Twitter content receives about half the shares as those networks, and trailing those three major players are Google+ and Pinterest, respectively. The study doesn’t take popular channels like Insta-gram or Snapchat into account (probably because it’s difficult to measure shares on these channels), but that doesn’t mean you shouldn’t experiment with them in your B2B content distribution strategy. If your audience is there, you should be, too!

Social Social

One of the reasons Sprout Social is still able to drive a good deal of referral traffic from social media is because we realize the need to constantly test and update our strategy on the networks where we have a brand presence. Make sure that you’re spending time figuring out which networks work for B2B brands as a whole and, more impor-tantly, which networks work for your brand specifically.

Understanding industry norms will help you create an organic social distribution strategy that works for your business and will inform your benchmarks for success. HubSpot and BuzzSumo recently put together a very robust eBook that looks at the differences between B2C and B2B content shares.

Understand industry normsHow to Optimize Your B2B Content Channels

As you can see from the graph, B2B marketers experience the most social shares on Facebook, followed very closely by LinkedIn. Twitter content receives about half the shares as those networks, and trailing those three major players are Google+ and Pinterest, respectively. The study doesn’t take popular channels like Insta-gram or Snapchat into account (probably because it’s difficult to measure shares on these channels), but that doesn’t mean you shouldn’t experiment with them in your B2B content distribution strategy. If your audience is there, you should be, too!

Social Social

While it’s important for industry norms to inform your organic social distribution strategy, it’s essential for you to remember that your audience is unique. Sure, data points are a great place to start and will help your organization gain a better understanding of social best practices in similar industries, but it’s important to look to your internal data. Analyze metrics provided by your website analytics software to get an idea of which channels bring in quality traffic and conversions.

This Network Referrals report from Google Analytics shows how many conversions a brand saw from traffic that came from social media sites. In this example, you can see that, contrary to what’s suggested by industry “norm” data, Twitter drives more conversions than LinkedIn.

Benchmark success

You should never get too comfortable with the network mix that you’ve chosen. Each social network is constantly adding or changing their functionality, and there are new networks popping up all the time, so it’s key to test new networks and look at the data to reevaluate where you’re finding success.

Test various distribution channels

The amount of website conversions driven from social media sites as seen from a leading B2B software company.

Social Social

While it’s important for industry norms to inform your organic social distribution strategy, it’s essential for you to remember that your audience is unique. Sure, data points are a great place to start and will help your organization gain a better understanding of social best practices in similar industries, but it’s important to look to your internal data. Analyze metrics provided by your website analytics software to get an idea of which channels bring in quality traffic and conversions.

This Network Referrals report from Google Analytics shows how many conversions a brand saw from traffic that came from social media sites. In this example, you can see that, contrary to what’s suggested by industry “norm” data, Twitter drives more conversions than LinkedIn.

Benchmark success

You should never get too comfortable with the network mix that you’ve chosen. Each social network is constantly adding or changing their functionality, and there are new networks popping up all the time, so it’s key to test new networks and look at the data to reevaluate where you’re finding success.

Test various distribution channels

The amount of website conversions driven from social media sites as seen from a leading B2B software company.

Social Social

While varying the social networks in your content distribution strategy is a great start towards driving more qualified referral traffic, it isn’t the only component of an organic social distribution strategy.

Here are some additional ways you can amplify your social efforts:

Not all content types are created equal. Depending on your audience, your industry, and your product, different content formats will resonate. Create and test different types of content and then analyze your results to determine which content types perform best. Try a mix of eBooks or guides, webinars, blog posts, infographics, videos, etc.

Differentiate your content 6 Tactics for Increasing Social Referral Traffic

Remember: social media should be just as reactive as it is proactive. While you should continue to share the content that you curate and create, it’s critical that you engage and respond to the fans who are interacting with your content. Regular one-on-one discussions create stronger connections and help build a community of brand loyalists.

Engage with your followers

Social Social

While varying the social networks in your content distribution strategy is a great start towards driving more qualified referral traffic, it isn’t the only component of an organic social distribution strategy.

Here are some additional ways you can amplify your social efforts:

Not all content types are created equal. Depending on your audience, your industry, and your product, different content formats will resonate. Create and test different types of content and then analyze your results to determine which content types perform best. Try a mix of eBooks or guides, webinars, blog posts, infographics, videos, etc.

Differentiate your content 6 Tactics for Increasing Social Referral Traffic

Remember: social media should be just as reactive as it is proactive. While you should continue to share the content that you curate and create, it’s critical that you engage and respond to the fans who are interacting with your content. Regular one-on-one discussions create stronger connections and help build a community of brand loyalists.

Engage with your followers

Social Social

Social networks are constantly releasing new feature sets and functionalities. One example of this is the recent release of Facebook 360, which leverages the network’s virtual reality tools to create a more immersive and interactive experience. Brands who are early adopters to these features will stand out amongst the competition.

Experiment with new network functionality

Recognize and reward customer advocates

Your customers have access to large, trusting communities and are valuable resources for getting additional impressions on your content. Encourage your most loyal fans to share your content and reward them for doing so. Create lists of your best social customer advocates and invite them to a special program where they’re rewarded for sharing your content. Offering prizes like a company t-shirt or notebook can go a long way towards driving additional social shares.

Similar to a customer advocacy program, an employee advo-cacy program leans on your employees to share content to their social media circles. A tool like Bambu by Sprout Social makes it easy to curate content for your employees to share online. Curate all of your best content into the platform and encourage your employees to promote it on their own social channels. Another way to do this is to send a daily internal email with click-to-tweet links, or post content that you’d like to be shared in a channel in Slack (or your preferred internal messaging system).

Another way to ensure that your content drives the most im-pressions, clicks, engagement and traffic possible is to share social content when your is audience online and most likely to interact with it. Many social media scheduling tools offer a feature like this. When your fans are online and engaged, and when the rest of the social chatter is at a minimum, your messages are at a lesser risk of being drowned out. This overlap is crucial and helps your organic distribution strategy become more effective.

Encourage your employees to amplify your messages

Optimize post timing

Social Social

Social networks are constantly releasing new feature sets and functionalities. One example of this is the recent release of Facebook 360, which leverages the network’s virtual reality tools to create a more immersive and interactive experience. Brands who are early adopters to these features will stand out amongst the competition.

Experiment with new network functionality

Recognize and reward customer advocates

Your customers have access to large, trusting communities and are valuable resources for getting additional impressions on your content. Encourage your most loyal fans to share your content and reward them for doing so. Create lists of your best social customer advocates and invite them to a special program where they’re rewarded for sharing your content. Offering prizes like a company t-shirt or notebook can go a long way towards driving additional social shares.

Similar to a customer advocacy program, an employee advo-cacy program leans on your employees to share content to their social media circles. A tool like Bambu by Sprout Social makes it easy to curate content for your employees to share online. Curate all of your best content into the platform and encourage your employees to promote it on their own social channels. Another way to do this is to send a daily internal email with click-to-tweet links, or post content that you’d like to be shared in a channel in Slack (or your preferred internal messaging system).

Another way to ensure that your content drives the most im-pressions, clicks, engagement and traffic possible is to share social content when your is audience online and most likely to interact with it. Many social media scheduling tools offer a feature like this. When your fans are online and engaged, and when the rest of the social chatter is at a minimum, your messages are at a lesser risk of being drowned out. This overlap is crucial and helps your organic distribution strategy become more effective.

Encourage your employees to amplify your messages

Optimize post timing

Social Social

There are multiple benefits to leveraging social as part of your B2B content distribution strategy. If your audience is spending time on a defined set of social channels, distributing content on social can increase traffic and exposure (which is the main goal of content dis-tribution), and even improve the performance of other B2B distribution channels, like SEO via social signals (more on that in the next chapter).

Don’t rule out organic social media for content distribution because some folks are raising their fists at social networks for reducing or-ganic reach. In the end, it’s about being more strategic with your social sharing, and improve the quality of the content you create.

Moving Forward

Using the tips and strategies in this chapter, you’ll be well on your way to growing your referral traffic and engagement from social media sites. If you want to streamline and scale your social media publishing, engagement, and analytics efforts, introduce a social media management tool into your B2B marketing stack.

Learn more about Sprout Social

Social Social

There are multiple benefits to leveraging social as part of your B2B content distribution strategy. If your audience is spending time on a defined set of social channels, distributing content on social can increase traffic and exposure (which is the main goal of content dis-tribution), and even improve the performance of other B2B distribution channels, like SEO via social signals (more on that in the next chapter).

Don’t rule out organic social media for content distribution because some folks are raising their fists at social networks for reducing or-ganic reach. In the end, it’s about being more strategic with your social sharing, and improve the quality of the content you create.

Moving Forward

Using the tips and strategies in this chapter, you’ll be well on your way to growing your referral traffic and engagement from social media sites. If you want to streamline and scale your social media publishing, engagement, and analytics efforts, introduce a social media management tool into your B2B marketing stack.

Learn more about Sprout Social

Social Social

SEO and content marketing have gone hand-in-hand since the rise of the Internet (and, consequently, digital content). One of the the key tactics for drawing leads into an organization’s inbound funnel was (and still is) to create content surrounding specific keywords or that answered specific search queries and would ideally show up in the Search Engine Results Pages (SERPs).

In years past, website owners could create web pages with thin content and legitimately hope to show up in organic search results. And even if their rankings were inconsistent, they needed only to create another page or pages, fill it with keywords and repeat the effort, again and again.

Those days are gone, however, thanks in large part to manual penalties such as Google’s Panda Update, which penalizes sites with lots of thin content, and the heavy competition from brands who have made quality content, and content marketing, a priority.

Nowadays, it’s rare to find brands, especially B2B brands, who aren’t making a solid commitment to effective content marketing. In fact, 86% of B2B brands report content marketing as a priority, according to research by the Content Marketing Institute.

Content marketing is one of the best ways to get your brand in front of the prospects you ultimately hope to serve. What’s more, effective content, matched to the keyword queries in organic search, is one of the surest paths to ensuring your brand and its products and services get in front of the right people, at the right time. As of 2014, 60% of companies reported that their content marketing and SEO strategies were integrated.

Content marketers looking to attain lasting success have no choice but to make organic search a priority. But it’s not enough to simply know content marketing must be a priority for organic search; we must know how to make it work for our brand.

That process begins with having our proverbial ducks in a row, so we can put our best foot forward.

ORGANICBy Ronell Smith,Moz Associate,Moz

Organic Organic

SEO and content marketing have gone hand-in-hand since the rise of the Internet (and, consequently, digital content). One of the the key tactics for drawing leads into an organization’s inbound funnel was (and still is) to create content surrounding specific keywords or that answered specific search queries and would ideally show up in the Search Engine Results Pages (SERPs).

In years past, website owners could create web pages with thin content and legitimately hope to show up in organic search results. And even if their rankings were inconsistent, they needed only to create another page or pages, fill it with keywords and repeat the effort, again and again.

Those days are gone, however, thanks in large part to manual penalties such as Google’s Panda Update, which penalizes sites with lots of thin content, and the heavy competition from brands who have made quality content, and content marketing, a priority.

Nowadays, it’s rare to find brands, especially B2B brands, who aren’t making a solid commitment to effective content marketing. In fact, 86% of B2B brands report content marketing as a priority, according to research by the Content Marketing Institute.

Content marketing is one of the best ways to get your brand in front of the prospects you ultimately hope to serve. What’s more, effective content, matched to the keyword queries in organic search, is one of the surest paths to ensuring your brand and its products and services get in front of the right people, at the right time. As of 2014, 60% of companies reported that their content marketing and SEO strategies were integrated.

Content marketers looking to attain lasting success have no choice but to make organic search a priority. But it’s not enough to simply know content marketing must be a priority for organic search; we must know how to make it work for our brand.

That process begins with having our proverbial ducks in a row, so we can put our best foot forward.

ORGANICBy Ronell Smith,Moz Associate,Moz

Organic Organic

In order to discern what your brand stands for, you’ll need to answer this question: What is our reason for being? This goes beyond catch-phrases or slogans. It’s the very wellspring that will feed your organic search effort, making it clear in the minds of pros-pects that you stand for x, and when they need x, you’re the brand that’ll come to mind – a very important priority when you consider the priority given to brands when it comes to organic search click-through rates.

Discerning what your brand stands fora.

We too often hear the the catchphrase “Content is King”, as if simply producing content is enough. It’s not.

Other phrases thrown around highlight audience or amplification as the first priority of content marketing as it regards organic search. This approach is flawed because: a) You don’t know what content to create or who to create it for unless and until you’re clear on who/what your brand is, b) what role it plays in the market it serves, or is to serve, and c) what needs the brand is uniquely qualified to fulfill in the marketplace.

Let’s break this down a little further:

Your Content (and SEO) Strategy Begins With Your Brand What is our

reason for being?

Organic Organic

In order to discern what your brand stands for, you’ll need to answer this question: What is our reason for being? This goes beyond catch-phrases or slogans. It’s the very wellspring that will feed your organic search effort, making it clear in the minds of pros-pects that you stand for x, and when they need x, you’re the brand that’ll come to mind – a very important priority when you consider the priority given to brands when it comes to organic search click-through rates.

Discerning what your brand stands fora.

We too often hear the the catchphrase “Content is King”, as if simply producing content is enough. It’s not.

Other phrases thrown around highlight audience or amplification as the first priority of content marketing as it regards organic search. This approach is flawed because: a) You don’t know what content to create or who to create it for unless and until you’re clear on who/what your brand is, b) what role it plays in the market it serves, or is to serve, and c) what needs the brand is uniquely qualified to fulfill in the marketplace.

Let’s break this down a little further:

Your Content (and SEO) Strategy Begins With Your Brand What is our

reason for being?

Organic Organic

A major prong of your brand’s content strategy must be to best your competitors, no matter the endeavor. For example, if the competition is beating your brand by producing better-performing content, it behooves you to pull your team together, discern what changes need to be made to your content creation and amplification process, then hit back as hard and as fast as possible.

When it comes to creating organic reach, one of the biggest mistakes brands make is over-reaching, attempting to be all things to all people. We see this often as brands attempt to rank for myriad keywords, the majority of which won’t do them any good in terms of generating brand awareness or driving traffic that ultimately converts. The first step toward owning the online real estate your brand covets requires thinking in terms of what your brand can do better than the competition, even if the latter decided to give chase. Content marketing success comes swiftest to those who occupy the right territory, then defend it ruthlessly.

Figure out what role your brand plays in the market it serves

Identify the needs your brand is uniquely qualified to fulfill in the marketplace

Content marketing

success comes

swiftest to those

who occupy the

right territory,

then defend

it ruthlessly.

Content marketing

success comes

swiftest to those

who occupy the

right territory,

then defend

it ruthlessly.

Organic Organic

A major prong of your brand’s content strategy must be to best your competitors, no matter the endeavor. For example, if the competition is beating your brand by producing better-performing content, it behooves you to pull your team together, discern what changes need to be made to your content creation and amplification process, then hit back as hard and as fast as possible.

When it comes to creating organic reach, one of the biggest mistakes brands make is over-reaching, attempting to be all things to all people. We see this often as brands attempt to rank for myriad keywords, the majority of which won’t do them any good in terms of generating brand awareness or driving traffic that ultimately converts. The first step toward owning the online real estate your brand covets requires thinking in terms of what your brand can do better than the competition, even if the latter decided to give chase. Content marketing success comes swiftest to those who occupy the right territory, then defend it ruthlessly.

Figure out what role your brand plays in the market it serves

Identify the needs your brand is uniquely qualified to fulfill in the marketplace

Content marketing

success comes

swiftest to those

who occupy the

right territory,

then defend

it ruthlessly.

Content marketing

success comes

swiftest to those

who occupy the

right territory,

then defend

it ruthlessly.

Organic Organic

When it comes to B2B content marketing, leads and conversions are the name of the game. If you want your content to work, you need to create content that can be distributed to the right person at the right time (e.g., when they perform an online search). That’s why it’s important to focus your energy on optimizing content for the right portions of the marketing funnel (awareness, consideration, compar-ison, conversion, retention).

A Winning SEO Game plan for B2B Marketers

With each piece of content, try to focus on no more than two parts of the funnel, which allows for a more targeted message that will hit home with the intended parties. Emphasize those areas of the funnel that most need attention during a given time. In other words, have a clear goal for who the content is for, the desired action you want them to take, and what Key Performance Indicators (KPIs) you’ll use to measure success.

In B2B, the person consuming the content often isn’t the person making the purchasing decision. Therefore, it’s imperative that you create and share TOFU information like blogs or infographics (for ex-ample) for the awareness phase, but also consider the decision-making phase, where white papers or eBooks might have more of an impact with C-level decision makers.

Focus on the right areas:

Be sure to:

Target the right personas:

Organic Organic

When it comes to B2B content marketing, leads and conversions are the name of the game. If you want your content to work, you need to create content that can be distributed to the right person at the right time (e.g., when they perform an online search). That’s why it’s important to focus your energy on optimizing content for the right portions of the marketing funnel (awareness, consideration, compar-ison, conversion, retention).

A Winning SEO Game plan for B2B Marketers

With each piece of content, try to focus on no more than two parts of the funnel, which allows for a more targeted message that will hit home with the intended parties. Emphasize those areas of the funnel that most need attention during a given time. In other words, have a clear goal for who the content is for, the desired action you want them to take, and what Key Performance Indicators (KPIs) you’ll use to measure success.

In B2B, the person consuming the content often isn’t the person making the purchasing decision. Therefore, it’s imperative that you create and share TOFU information like blogs or infographics (for ex-ample) for the awareness phase, but also consider the decision-making phase, where white papers or eBooks might have more of an impact with C-level decision makers.

Focus on the right areas:

Be sure to:

Target the right personas:

Organic Organic

It’s also important to think beyond just the content in today’s online marketplace.

If you don’t have a mobile-friendly content experience, you’re not only missing out on conversions; you’re likely to be penalized by Google as well, thanks to the search giant making mobile friendliness a ranking factor.

The best content in the world won’t help your brand if it cannot be found and crawled by the robots and delivered to your desired audience.

Additionally, since we now know that links, content, and RankBrain – Google’s new machine learning system used to analyze language across the web – are three of the key drivers for search ranking, we must optimize for them, where possible. (There is no way to optimize for RankBrain, as it was created to better understand unique search queries.)

Get the Little Things Right

Links are seen by the search engines as a signal of relevance and authority. When creating content, give some thought to delivering a level of quality that surpasses what’s readily available on the topic, which goes a long way towards earning links from readers and sharers of your content.

The vast majority of content that gets shared on the web does not earn links. In many ways, this is the result of brands not having clear goals for their content and not catering to a core of their audience who could become loyal visitors and sharers of their information. Strive to understand the needs of your audience, then create content that exceeds their needs. People who become loyal to your content are far more likely to continue visiting your website and become customers of your brand.

Earn links:

Foster loyalty:

Once your brand has committed to creating quality content, don’t forget the little things:

Organic Organic

It’s also important to think beyond just the content in today’s online marketplace.

If you don’t have a mobile-friendly content experience, you’re not only missing out on conversions; you’re likely to be penalized by Google as well, thanks to the search giant making mobile friendliness a ranking factor.

The best content in the world won’t help your brand if it cannot be found and crawled by the robots and delivered to your desired audience.

Additionally, since we now know that links, content, and RankBrain – Google’s new machine learning system used to analyze language across the web – are three of the key drivers for search ranking, we must optimize for them, where possible. (There is no way to optimize for RankBrain, as it was created to better understand unique search queries.)

Get the Little Things Right

Links are seen by the search engines as a signal of relevance and authority. When creating content, give some thought to delivering a level of quality that surpasses what’s readily available on the topic, which goes a long way towards earning links from readers and sharers of your content.

The vast majority of content that gets shared on the web does not earn links. In many ways, this is the result of brands not having clear goals for their content and not catering to a core of their audience who could become loyal visitors and sharers of their information. Strive to understand the needs of your audience, then create content that exceeds their needs. People who become loyal to your content are far more likely to continue visiting your website and become customers of your brand.

Earn links:

Foster loyalty:

Once your brand has committed to creating quality content, don’t forget the little things:

Organic Organic

To quote TunnelBear’s Jessica Joyce:

“Starting out with a keyword set is great, but today’s algorithms and users are using a much wider set of tools than just keywords. Good news – this change makes it easier to write. When you’re expanding to topics, you don’t need to worry about keyword stuffing. The real goal is to write content that users want to read, consume and share.”

“It’s likely that you already have a few pages that are performing well in search. These are the traffic champions that show up at the top of your [Google Analytics] Behav-ior > Site Content > All Pages report. Why do they get traffic day after day, month after month? It’s probably because they rank high! But what about the pages that almost rank high? What about the phrases for which you rank high on page two? Do you know what those phrases are? In your Analytics, there’s a list of the phrases that you almost rank high for. A list of your page two phrases. If you can find those phrases and the corresponding pages, you’ve found your lowest hanging SEO fruit!”

Orbit Media’s Andy Crestodina recommends taking a deeper look at your analytics to discover SEO missed opportunities:

Focus on topics over keywords:

Look for missed opportunities:

Thinking beyond text and images is crucial if your brand is to stand out in the B2B content marketing sector. You must strive to own the entirety of the content experience, which includes but is not limited to search engine optimization (SEO), web design, user interface (UI), user experience (UX), and social media marketing (e.g., Facebook, Twitter, Insta-gram, etc.). With every customer touchpoint, think, “How can I create an experience that my audience will love?”. When you do this, you not only create brand affinity with prospects and customers, you also make it easier for the search engines to find and reward you (onsite engagement factors into search rankings). Most importantly, it helps create a layer of protection that competitors will have a hard time besting.

If your B2B brand desires to win in content mar-keting, developing the mindset that “We’ll be the best at everything we endeavor to do” will serve you well – and vastly improve organic search as a distribution channel for your content.

Own the experience:

Learn more about Moz

Organic Organic

To quote TunnelBear’s Jessica Joyce:

“Starting out with a keyword set is great, but today’s algorithms and users are using a much wider set of tools than just keywords. Good news – this change makes it easier to write. When you’re expanding to topics, you don’t need to worry about keyword stuffing. The real goal is to write content that users want to read, consume and share.”

“It’s likely that you already have a few pages that are performing well in search. These are the traffic champions that show up at the top of your [Google Analytics] Behav-ior > Site Content > All Pages report. Why do they get traffic day after day, month after month? It’s probably because they rank high! But what about the pages that almost rank high? What about the phrases for which you rank high on page two? Do you know what those phrases are? In your Analytics, there’s a list of the phrases that you almost rank high for. A list of your page two phrases. If you can find those phrases and the corresponding pages, you’ve found your lowest hanging SEO fruit!”

Orbit Media’s Andy Crestodina recommends taking a deeper look at your analytics to discover SEO missed opportunities:

Focus on topics over keywords:

Look for missed opportunities:

Thinking beyond text and images is crucial if your brand is to stand out in the B2B content marketing sector. You must strive to own the entirety of the content experience, which includes but is not limited to search engine optimization (SEO), web design, user interface (UI), user experience (UX), and social media marketing (e.g., Facebook, Twitter, Insta-gram, etc.). With every customer touchpoint, think, “How can I create an experience that my audience will love?”. When you do this, you not only create brand affinity with prospects and customers, you also make it easier for the search engines to find and reward you (onsite engagement factors into search rankings). Most importantly, it helps create a layer of protection that competitors will have a hard time besting.

If your B2B brand desires to win in content mar-keting, developing the mindset that “We’ll be the best at everything we endeavor to do” will serve you well – and vastly improve organic search as a distribution channel for your content.

Own the experience:

Learn more about Moz

Organic Organic

What started as a 1:1 personal communication platform, evolved into batch-and-blast campaigns (shudder) for businesses, and has been changing ever since.

Email has become one of the most powerful channels to reach con-sumers. Email is ubiquitous – there are over 2.6 billion email users worldwide. With an ROI of 38-to-1, it has the highest rate of return among digital marketing channels. It’s also the channel consumers prefer most for brand communications, with 72% of consumers saying they prefer companies to communicate with them via email over any other channel.

By Lauren Smith,Content Marketing Manager,Litmus

Email // Part 1: Sending Effective Emails Email // Part 1: Sending Effective Emails

EMAILPart 1: Sending Effective Emails

What started as a 1:1 personal communication platform, evolved into batch-and-blast campaigns (shudder) for businesses, and has been changing ever since.

Email has become one of the most powerful channels to reach con-sumers. Email is ubiquitous – there are over 2.6 billion email users worldwide. With an ROI of 38-to-1, it has the highest rate of return among digital marketing channels. It’s also the channel consumers prefer most for brand communications, with 72% of consumers saying they prefer companies to communicate with them via email over any other channel.

By Lauren Smith,Content Marketing Manager,Litmus

EMAILPart 1: Sending Effective Emails

Today, email marketing

is more powerful than

ever, and is the most

effective platform for

brands to distribute

middle and bottom of

the funnel content.

Emails are no longer solely text-based. With the use of HTML and CSS, they can have colors, buttons, images, and more. Through segmentation and dynamic content, emails create personalized experiences by leveraging subscriber preferences, customer behavior, and big data. We’re back to creating those 1:1 personal emails, but on a much larger scale.

More recently, email designers have begun using tech-niques commonly found in advanced web design, like HTML5 video, live Twitter feeds, and carousels.

the funnel content.

Emails are no longer solely text-based. With the use of HTML and CSS, they can have colors, buttons, images, and more. Through segmentation and dynamic content, emails create personalized experiences by leveraging subscriber preferences, customer behavior, and big data. We’re back to creating those 1:1 personal emails, but on a much larger scale.

More recently, email designers have begun using tech-niques commonly found in advanced web design, like HTML5 video, live Twitter feeds, and carousels.

the funnel content.

Email is an ideal medium to distribute your content initiatives. Since email is a permission-based marketing channel, those signing up to receive your emails explicitly request more information. They want to educate themselves on a topic or industry. Your campaigns can help them do just that.

Here are some tips for successfully distributing your content:

How to Successfully Distribute Content via Email

Your subscribers represent individual people. People with different needs, wants, and expectations. That’s why providing multiple frequency options is key. For example, consider of-fering a daily, weekly, and monthly version of your newsletter.

By providing different subscription options, potential sub-scribers will feel more in control of the emails they’ll receive and therefore are more likely to sign up.

Provide frequency options

One way to provide subscribers with relevant content – and encourage potential subscribers to sign up for your emails – is by offering several content options. For example, if someone only wants to receive communications about email design techniques but not email marketing strategies, give them the option to subscribe to a niche newsletter that focuses on their interests.

As an added bonus, having a variety of emails from which to choose from can appeal to more subscribers, helping you grow your list organically.

Provide content options

Email is an ideal medium to distribute your content initiatives. Since email is a permission-based marketing channel, those signing up to receive your emails explicitly request more information. They want to educate themselves on a topic or industry. Your campaigns can help them do just that.

Here are some tips for successfully distributing your content:

How to Successfully Distribute Content via Email

Your subscribers represent individual people. People with different needs, wants, and expectations. That’s why providing multiple frequency options is key. For example, consider of-fering a daily, weekly, and monthly version of your newsletter.

By providing different subscription options, potential sub-scribers will feel more in control of the emails they’ll receive and therefore are more likely to sign up.

Provide frequency options

One way to provide subscribers with relevant content – and encourage potential subscribers to sign up for your emails – is by offering several content options. For example, if someone only wants to receive communications about email design techniques but not email marketing strategies, give them the option to subscribe to a niche newsletter that focuses on their interests.

As an added bonus, having a variety of emails from which to choose from can appeal to more subscribers, helping you grow your list organically.

Provide content options

When writing your email copy, put yourself in your sub-scribers’ shoes and ask, “What’s in it for me?”. Don’t focus on your wants and needs, focus on theirs. If they read an article, will it increase their knowledge on a certain topic? If so, make that clear.

For example, rather than, “Check out our new blog post on calls-to-action,” try something like, “Writing a call-to-action is hard. Here are some tips on getting it right.” This approach makes your topic more relatable and compelling for your subscribers.

Keep it valuable, not promotionalBefore your subscribers can read the content in your email, they must first make the decision to open the campaign. This decision to open (or not) takes place in the inbox, where the subscriber will frequently see a few key pieces of influential information – your from name, subject line, and (sometimes) preview text.

The from name is the field that appears first in most email programs and is likely the first thing your subscribers look at when deciding whether to open an email. A successful from name will be recognizable and relevant to your audience, imparting trust and a desire to open.

There’s no golden formula to writing a great email subject line and, of course, the subject lines you use must be aligned with your brand’s voice and goals. However, a few general tips include:

Be concisePersonalize when appropriateLeverage topicality Be intriguing, but not misleading

In inboxes where it’s supported, preview text is a bit of copy that typically shows up underneath or to the right of the from name and subject line. It is alternatively referred to as snippet text or a preheader. Treat this space like an extra subject line and use it to further encourage your subscribers to open.

Optimize your inbox view

When writing your email copy, put yourself in your sub-scribers’ shoes and ask, “What’s in it for me?”. Don’t focus on your wants and needs, focus on theirs. If they read an article, will it increase their knowledge on a certain topic? If so, make that clear.

For example, rather than, “Check out our new blog post on calls-to-action,” try something like, “Writing a call-to-action is hard. Here are some tips on getting it right.” This approach makes your topic more relatable and compelling for your subscribers.

Keep it valuable, not promotionalBefore your subscribers can read the content in your email, they must first make the decision to open the campaign. This decision to open (or not) takes place in the inbox, where the subscriber will frequently see a few key pieces of influential information – your from name, subject line, and (sometimes) preview text.

The from name is the field that appears first in most email programs and is likely the first thing your subscribers look at when deciding whether to open an email. A successful from name will be recognizable and relevant to your audience, imparting trust and a desire to open.

There’s no golden formula to writing a great email subject line and, of course, the subject lines you use must be aligned with your brand’s voice and goals. However, a few general tips include:

Be concisePersonalize when appropriateLeverage topicality Be intriguing, but not misleading

In inboxes where it’s supported, preview text is a bit of copy that typically shows up underneath or to the right of the from name and subject line. It is alternatively referred to as snippet text or a preheader. Treat this space like an extra subject line and use it to further encourage your subscribers to open.

Optimize your inbox view

Utilize your brand partnerships to expand your content’s reach. Work with others in the industry on content initiatives, like webinars, eBooks, and blog posts. Then, when it’s time for promotion, you can both leverage your email subscribers to reach a larger audience.

Utilize brand partnerships

Send great content that your subscribers will want to share. Use your current subscribers as an avenue to reach new ones. By encouraging your subscribers to forward and share your emails, you’re significantly expanding the reach of your content and increasing the possibility of additional subscribers. Litmus’ Viral Email Report found that emails with prominent “share with your network” calls-to-action were 13 times more likely to be shared than the typical email.

Make it easily shareable

Utilize your brand partnerships to expand your content’s reach. Work with others in the industry on content initiatives, like webinars, eBooks, and blog posts. Then, when it’s time for promotion, you can both leverage your email subscribers to reach a larger audience.

Utilize brand partnerships

Send great content that your subscribers will want to share. Use your current subscribers as an avenue to reach new ones. By encouraging your subscribers to forward and share your emails, you’re significantly expanding the reach of your content and increasing the possibility of additional subscribers. Litmus’ Viral Email Report found that emails with prominent “share with your network” calls-to-action were 13 times more likely to be shared than the typical email.

Make it easily shareable

If it’s not measurable, it’s not worth doing – even email isn’t an excep-tion to that rule. There are plenty of different analytics that you can measure with email distribution platforms that will give you insights as to the health of your database. When it comes to measuring the effectiveness of your content via email as a distribution channel, the three key metrics you should keep an eye on include:

Measure and improve

CTR is the percentage of email recipients who clicked on a link (or multiple links) in an email. The CTR of a particular email will reflect the actual interest of your audience in your email’s content because it shows how many were compelled to read the content after opening the email.

The percentage of recipients who actually opened an email. This number will indicate the effective-ness of your subject line and preview text, and how trustworthy your from name is.

The number of people who unsubscribe after a particular email send. If the number is higher than usual, there was likely a misalignment between your content and your audience.

Click-through rate (CTR):

Open rate:

Unsubscribes:

If it’s not measurable, it’s not worth doing – even email isn’t an excep-tion to that rule. There are plenty of different analytics that you can measure with email distribution platforms that will give you insights as to the health of your database. When it comes to measuring the effectiveness of your content via email as a distribution channel, the three key metrics you should keep an eye on include:

Measure and improve

CTR is the percentage of email recipients who clicked on a link (or multiple links) in an email. The CTR of a particular email will reflect the actual interest of your audience in your email’s content because it shows how many were compelled to read the content after opening the email.

The percentage of recipients who actually opened an email. This number will indicate the effective-ness of your subject line and preview text, and how trustworthy your from name is.

The number of people who unsubscribe after a particular email send. If the number is higher than usual, there was likely a misalignment between your content and your audience.

Click-through rate (CTR):

Open rate:

Unsubscribes:

Never forget that you're

a guest in their house,

and no one likes unruly

visitors - if you're not

sending the content they

expect, they can (and

will) unsubscribe at

any time.

Email is so powerful because you can use segmentation to distribute highly targeted content. If you’re segmenting effectively when distrib-uting content and executing campaigns, your content will be far more successful in moving your leads through the buyer journey.

As mentioned, email also stands out from other content distribution channels because it’s permission-based, which means you attained someone’s consent to receive your emails.

The database connection Never forget that you're

any time.

Learn more about Litmus

Never forget that you're

any time.

Email is so powerful because you can use segmentation to distribute highly targeted content. If you’re segmenting effectively when distrib-uting content and executing campaigns, your content will be far more successful in moving your leads through the buyer journey.

As mentioned, email also stands out from other content distribution channels because it’s permission-based, which means you attained someone’s consent to receive your emails.

The database connection Never forget that you're

any time.

Learn more about Litmus

By Tara Robertson,Inbound Marketing Manager, Uberflip

EMAILPart 2: Marketing Automation’s Role in Email Marketing

Nick Barrasso,Demand Generation Marketing Manager,HubSpot

Distribution via marketing automation opens the door to [mak-ing] informed decisions and strategic opportunities. Timing and relevance are everything when it comes to releasing content, which is where email comes in. Universally, the ability to send tailored emails makes the interaction more personal. Emails can be triggered by an action, bundled in a nurturing path, optimized based on previous engagement, and much more.

Marketing automation will improve the effectiveness of your content distribution via email for a couple of key reasons:

Marketing automation allows you to get the right content to the right person at the right time. Marketing automation increases marketing and sales productivity.

Let’s take a closer look at how marketing automation helps you achieve both.

Email // Part 2: Marketing Automation’s Role in Email Marketing Email // Part 2: Marketing Automation’s Role in Email Marketing

By Tara Robertson,Inbound Marketing Manager, Uberflip

EMAILPart 2: Marketing Automation’s Role in Email Marketing

Nick Barrasso,Demand Generation Marketing Manager,HubSpot

Distribution via marketing automation opens the door to [mak-ing] informed decisions and strategic opportunities. Timing and relevance are everything when it comes to releasing content, which is where email comes in. Universally, the ability to send tailored emails makes the interaction more personal. Emails can be triggered by an action, bundled in a nurturing path, optimized based on previous engagement, and much more.

Marketing automation will improve the effectiveness of your content distribution via email for a couple of key reasons:

Marketing automation allows you to get the right content to the right person at the right time. Marketing automation increases marketing and sales productivity.

Let’s take a closer look at how marketing automation helps you achieve both.

The contacts in your marketing automation database are not simply targeted Internet impressions or pixels – they’re actual people. By distributing content via email using marketing auto-mation, you have the ability to leverage the information you’ve collected from contacts to segment your audience and automate workflows accordingly.

Getting the right content to the right person at the right time

Just as marketing automation can make content distribution more effective, content can also help make your marketing automation efforts more effective. In The Ultimate Guide to Content Experience, we discussed how to set up your content experience for effective lead generation (e.g., by including integrated forms to gate premium content assets).

This is just one way content can help generate new contacts and leverage progressive profiling to gather more information from leads – interactive content can also integrate with your marketing automation instance to help build out more robust contact profiles. Similarly, when any kind of content is consumed, it can contribute to your lead scoring criteria, providing even more information about the contacts in your marketing automation database.

Why does this information matter for email marketing? It will allow you to effectively segment your contacts so you know exactly which content they need to consume to continue on their buyer journey.

Collecting contact information

The contacts in your marketing automation database are not simply targeted Internet impressions or pixels – they’re actual people. By distributing content via email using marketing auto-mation, you have the ability to leverage the information you’ve collected from contacts to segment your audience and automate workflows accordingly.

Getting the right content to the right person at the right time

Just as marketing automation can make content distribution more effective, content can also help make your marketing automation efforts more effective. In The Ultimate Guide to Content Experience, we discussed how to set up your content experience for effective lead generation (e.g., by including integrated forms to gate premium content assets).

This is just one way content can help generate new contacts and leverage progressive profiling to gather more information from leads – interactive content can also integrate with your marketing automation instance to help build out more robust contact profiles. Similarly, when any kind of content is consumed, it can contribute to your lead scoring criteria, providing even more information about the contacts in your marketing automation database.

Why does this information matter for email marketing? It will allow you to effectively segment your contacts so you know exactly which content they need to consume to continue on their buyer journey.

Collecting contact information

Your content is helping you gather important information for your marketing automation database, but it’s all for nothing if you don’t put it to good use! Content won’t be effective if it’s not relevant to the audience for which it’s been created.

Here are a few ways you can leverage your marketing au-tomation data to segment your contacts (and then set up your content distribution emails and workflows accordingly):

Effective segmentation

Every organization invested in content marketing should have buyer personas. One of the main reasons for creating buyer personas is to guide your content creation and experience management efforts so they’re relevant and contextual for the end user. Marketing automation can help you segment your contacts by job title, industry, geography, or using a number of other data points that will help you ensure your content reaches the appropriate persona.

Lead scoring criteria will vary widely from organization to organi-zation. Regardless of your company’s definition of what makes a qualified lead, your lead score will help you filter the high-quality leads from the lower-quality leads, and consequently, allow you to better determine which leads should be nurtured and which are ready to be sent to your sales team.

Understanding where your potential buyers are in their buying journey is critical. Using marketing automation to track this will not only help to distribute content at the corresponding stage of the funnel, but it can also prevent communication overlap (e.g., so the contact doesn’t get the same content from both Sales and Marketing).

Once you’ve converted a visitor and generated an email through your lead gen efforts, marketing automation is the best way to gather more information from that contact. The marketer wins because they have more control, and the person receiving the email wins because they’re getting more of the content that they want.

By persona

By lead score

By stage of the funnel

Your content is helping you gather important information for your marketing automation database, but it’s all for nothing if you don’t put it to good use! Content won’t be effective if it’s not relevant to the audience for which it’s been created.

Here are a few ways you can leverage your marketing au-tomation data to segment your contacts (and then set up your content distribution emails and workflows accordingly):

Effective segmentation

Every organization invested in content marketing should have buyer personas. One of the main reasons for creating buyer personas is to guide your content creation and experience management efforts so they’re relevant and contextual for the end user. Marketing automation can help you segment your contacts by job title, industry, geography, or using a number of other data points that will help you ensure your content reaches the appropriate persona.

Lead scoring criteria will vary widely from organization to organi-zation. Regardless of your company’s definition of what makes a qualified lead, your lead score will help you filter the high-quality leads from the lower-quality leads, and consequently, allow you to better determine which leads should be nurtured and which are ready to be sent to your sales team.

Understanding where your potential buyers are in their buying journey is critical. Using marketing automation to track this will not only help to distribute content at the corresponding stage of the funnel, but it can also prevent communication overlap (e.g., so the contact doesn’t get the same content from both Sales and Marketing).

Once you’ve converted a visitor and generated an email through your lead gen efforts, marketing automation is the best way to gather more information from that contact. The marketer wins because they have more control, and the person receiving the email wins because they’re getting more of the content that they want.

By persona

By lead score

By stage of the funnel

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Another advantage of marketing automation is that it allows many marketing and sales tasks to be automated through effective workflows so no opportunities slip through the cracks (also helping get content in front of the right lead at the right time).

Increasing marketing and sales productivity

Automate workflows that will ensure your potential buyers receive the right content in their inbox (at the right time) that will increase their lead score and provide them with the information they need to inform their purchase decision.

If content is performing well, add it to nurture tracks that will capitalize on this success.

Setting up workflows that automatically pass “hot” leads to Sales will save a ton of time for both Marketing and Sales.

By setting up marketing automation workflows that send content to a lead when triggered by the lead taking an action (e.g., attending a webinar), marketers can:

Nurture leads through the funnel

Leverage high-performing content

Get better results from their MOFU and BOFU content

Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Another advantage of marketing automation is that it allows many marketing and sales tasks to be automated through effective workflows so no opportunities slip through the cracks (also helping get content in front of the right lead at the right time).

Increasing marketing and sales productivity

Automate workflows that will ensure your potential buyers receive the right content in their inbox (at the right time) that will increase their lead score and provide them with the information they need to inform their purchase decision.

If content is performing well, add it to nurture tracks that will capitalize on this success.

Setting up workflows that automatically pass “hot” leads to Sales will save a ton of time for both Marketing and Sales.

By setting up marketing automation workflows that send content to a lead when triggered by the lead taking an action (e.g., attending a webinar), marketers can:

Nurture leads through the funnel

Leverage high-performing content

Get better results from their MOFU and BOFU content

Ellen Gomes,Content Marketing Manager,Marketo

Content may be king, but it can only provide real value if it reaches its intended audience. A good content promotion and distribution strategy con-siders how, when, and where your audience will receive your content. A marketing automation platform takes a lot of the heavy lifting out of your strategy and helps you answer these ques-tions by delivering specific content, to the right segment of people, at the right time.

Since content is used (and distributed via email) at every stage of the buyer journey, marketing automation also provides visibility for sales reps and contributes to SMarketing alignment. Having this visibility will increase sales productivity because they’ll be able to ensure they’re spending time on qualified, engaged leads instead of spinning their wheels trying to get in touch with cold leads.

Sending well-crafted emails is extremely important, but these emails won’t perform if they’re not distributed to the right audience at the right time. Marketing automation not only deploys email sends, it also provides the information you need to effectively segment your audi-ence and efficiently reach prospects across the entire buyer journey.

Ellen Gomes,Content Marketing Manager,Marketo

Content may be king, but it can only provide real value if it reaches its intended audience. A good content promotion and distribution strategy con-siders how, when, and where your audience will receive your content. A marketing automation platform takes a lot of the heavy lifting out of your strategy and helps you answer these ques-tions by delivering specific content, to the right segment of people, at the right time.

Since content is used (and distributed via email) at every stage of the buyer journey, marketing automation also provides visibility for sales reps and contributes to SMarketing alignment. Having this visibility will increase sales productivity because they’ll be able to ensure they’re spending time on qualified, engaged leads instead of spinning their wheels trying to get in touch with cold leads.

Sending well-crafted emails is extremely important, but these emails won’t perform if they’re not distributed to the right audience at the right time. Marketing automation not only deploys email sends, it also provides the information you need to effectively segment your audi-ence and efficiently reach prospects across the entire buyer journey.

PaidBy Triniti Burton,Marketing andCommunications Director,Integrate

Companies seeking to scale content marketing results and drive a predictable customer pipeline need to develop a strong paid (or outbound) demand marketing program to complement organic and inbound efforts. How marketers approach their paid programs will vary substantially based upon organizational goals.

According to Content Marketing Institute’s B2B Content Marketing Report – 2016 Benchmarks, Budgets and Trends North America, lead generation is the number one goal for 85% of B2B marketers when it comes to their content marketing strategy. So it makes sense to focus paid distribution dollars on lead gen efforts. The following tips are shared with that strategy in mind.

It’s important to remember that paid marketing has undergone its own evolution in recent years, aligned tightly with the inbound marketing movement. Be sure that you approach paid channels with the same persona-based, educational content concepts that you employ in your organic content strategy.

PaidBy Triniti Burton,Marketing andCommunications Director,Integrate

Companies seeking to scale content marketing results and drive a predictable customer pipeline need to develop a strong paid (or outbound) demand marketing program to complement organic and inbound efforts. How marketers approach their paid programs will vary substantially based upon organizational goals.

According to Content Marketing Institute’s B2B Content Marketing Report – 2016 Benchmarks, Budgets and Trends North America, lead generation is the number one goal for 85% of B2B marketers when it comes to their content marketing strategy. So it makes sense to focus paid distribution dollars on lead gen efforts. The following tips are shared with that strategy in mind.

It’s important to remember that paid marketing has undergone its own evolution in recent years, aligned tightly with the inbound marketing movement. Be sure that you approach paid channels with the same persona-based, educational content concepts that you employ in your organic content strategy.

A well-rounded paid content distribution strategy will include numerous channels. You have a plethora of channels to choose from in order to expand the reach of your content and generate leads. Of course, you should first determine where your audience is most likely to engage and understand which channels are most effective in relation to your organizational goals. Assuming lead gen is your primary objective, there are three channels we recommend:

Search Engine Marketing (SEM)

Social Media Marketing

Content Syndication via Third-Party Media Partners

The key advantage of paid search over the other channels mentioned in this eBook is that you can use it to effectively distribute content to meet your goals from the top of the funnel through to the bottom. Paying for content promotion can get your content in front of net new prospects, and tactics like list-based retargeting can help with post-conversion marketing.

Choosing Your Channels

Search is still a vital component of any integrated marketing strategy. Like organic search, paid search reaches those who are searching for an answer or solution to a particular problem on a search engine. Unlike organic search, paid search allows you to actually bid on the keywords you need to capture that demand, giving you greater control over your SERP placements.

66% of B2B marketers are using SEM to increase the reach of their content, but only 55% rate is as an effective channel.

Paid Paid

A well-rounded paid content distribution strategy will include numerous channels. You have a plethora of channels to choose from in order to expand the reach of your content and generate leads. Of course, you should first determine where your audience is most likely to engage and understand which channels are most effective in relation to your organizational goals. Assuming lead gen is your primary objective, there are three channels we recommend:

Social Media Marketing

The key advantage of paid search over the other channels mentioned in this eBook is that you can use it to effectively distribute content to meet your goals from the top of the funnel through to the bottom. Paying for content promotion can get your content in front of net new prospects, and tactics like list-based retargeting can help with post-conversion marketing.

Choosing Your Channels

Search is still a vital component of any integrated marketing strategy. Like organic search, paid search reaches those who are searching for an answer or solution to a particular problem on a search engine. Unlike organic search, paid search allows you to actually bid on the keywords you need to capture that demand, giving you greater control over your SERP placements.

66% of B2B marketers are using SEM to increase the reach of their content, but only 55% rate is as an effective channel.

Paid Paid

Aside from the basics (like creating compelling ad copy and ensuring you have relevant engaging landing pages), here are a few tips to help increase paid search effectiveness:

Paid search ads simply perform better when they prompt someone to take an action. You’ll likely see the biggest return on ads that encourage search users to download a valuable resource that will give them new insights or actionable advice – like research reports, white papers, eBooks, workbooks, and guides.

1. Close the gate

Paid search is also a highly useful retargeting tactic. It helps you surround prospects, whether known or unknown, regardless of which lifecycle stage they’re in. If someone is visiting key pages of your website and is later searching for terms relevant to the nature of your business, retargeting allows you to serve them with the right content to connects the dots between what they’re searching for and what your company does.

3. Remember to retarget (or remarket)

Studies from both Moz and SEER Interactive show that paid search placements garner higher click-through rates when displayed on pages that also show organic results. This means that an integrated SEM and SEO strategy is really the only way to go.

When planning your paid search program, start with your website SEO reports to determine your highest ranked search terms and which pages are driving the most organic search traffic. Then, identify which pieces of content align with those terms and pages. (You may already track these points in your content calendar. If not, they’re useful fields to add.) Side note: Once your paid search program is underway, don’t forget to apply learnings to your organic strategy. This should be a constant optimization loop.

2. SEM & SEO are better together

Paid Paid

Aside from the basics (like creating compelling ad copy and ensuring you have relevant engaging landing pages), here are a few tips to help increase paid search effectiveness:

Paid search ads simply perform better when they prompt someone to take an action. You’ll likely see the biggest return on ads that encourage search users to download a valuable resource that will give them new insights or actionable advice – like research reports, white papers, eBooks, workbooks, and guides.

1. Close the gate

Paid search is also a highly useful retargeting tactic. It helps you surround prospects, whether known or unknown, regardless of which lifecycle stage they’re in. If someone is visiting key pages of your website and is later searching for terms relevant to the nature of your business, retargeting allows you to serve them with the right content to connects the dots between what they’re searching for and what your company does.

3. Remember to retarget (or remarket)

Studies from both Moz and SEER Interactive show that paid search placements garner higher click-through rates when displayed on pages that also show organic results. This means that an integrated SEM and SEO strategy is really the only way to go.

When planning your paid search program, start with your website SEO reports to determine your highest ranked search terms and which pages are driving the most organic search traffic. Then, identify which pieces of content align with those terms and pages. (You may already track these points in your content calendar. If not, they’re useful fields to add.) Side note: Once your paid search program is underway, don’t forget to apply learnings to your organic strategy. This should be a constant optimization loop.

2. SEM & SEO are better together

Paid Paid

The list of social media networks is pretty extensive. They all have slight nuances that may make them relevant when it comes to your overall content distribution strategy. In re-gards to paid social distribution, B2B marketers report two primary search platforms as the most effective: LinkedIn and Twitter. However, depending on your content, there are other contenders to consider (like YouTube for video or SlideShare for webinar decks or other presentations).

Social Media

Your paid social strategy may not be quite as focused on lead gen as the rest of your paid content marketing efforts (often, it’s a better channel for promoting content to increase awareness). However, that doesn’t mean you need to radical-ly alter your strategy. You may find that the types of content you use on social media to hook potentially interested leads and prospects aren’t the same pieces of long-form content you’re leveraging across other channels. When it comes to this channel, be sure to take an “always testing” approach where you’re constantly trying new content, ad copy, program types, platforms, etc.

1. Put on your testing hat

Often, it’s smart to be somewhat broad with your targeting parameters – it’s an effective way to balance costs. How-ever, when it comes to your paid social campaigns, these contacts are more likely to be less qualified than some of your other efforts. Get specific with your targeting criteria so you’re only paying to engage with the people who most closely match your target audience.

2. Get granular with targeting

Paid Paid

The list of social media networks is pretty extensive. They all have slight nuances that may make them relevant when it comes to your overall content distribution strategy. In re-gards to paid social distribution, B2B marketers report two primary search platforms as the most effective: LinkedIn and Twitter. However, depending on your content, there are other contenders to consider (like YouTube for video or SlideShare for webinar decks or other presentations).

Social Media

Your paid social strategy may not be quite as focused on lead gen as the rest of your paid content marketing efforts (often, it’s a better channel for promoting content to increase awareness). However, that doesn’t mean you need to radical-ly alter your strategy. You may find that the types of content you use on social media to hook potentially interested leads and prospects aren’t the same pieces of long-form content you’re leveraging across other channels. When it comes to this channel, be sure to take an “always testing” approach where you’re constantly trying new content, ad copy, program types, platforms, etc.

1. Put on your testing hat

Often, it’s smart to be somewhat broad with your targeting parameters – it’s an effective way to balance costs. How-ever, when it comes to your paid social campaigns, these contacts are more likely to be less qualified than some of your other efforts. Get specific with your targeting criteria so you’re only paying to engage with the people who most closely match your target audience.

2. Get granular with targeting

Paid Paid

Third-party media partners and publishers often have niche, highly engaged audiences that are difficult to attract through other avenues. These partners can add an exponential abil-ity to scale lead generation if you can master this valuable channel.

If you have a few trusted media partners who seem to be effective, you may be tempted to just stick with their services quarter over quarter. In order to scale, however, you need to constantly test new sources and reinvest only in what works. But remember, not all media companies are created equal – make sure you invest due diligence in identifying qualified fulfillment sources.

Unlike search and social that are often connected directly to your marketing automation platform (MAP), third-party media partners are typically completely removed from your internal marketing tools. So when a prospect downloads a piece of your content, instead of their data being immediately injected into your MAP, the media partner has to send that data to you – typically in batches, often in spreadsheets. It’s a complete drain on resources to process. And depending on your processes, it can take days, sometimes weeks, before new contacts get into nurture tracks.

The best way to avoid this is to ensure API integrations between your media partners and your marketing automa-tion system. Look for partners or software that offer this capability.

1. Test beyond the tried and true

2. Connect your systems

You don’t want just any data going into your MAP. It’s important that the data being driven by these programs is marketable and meets your criteria. According to Integrate’s 2015 B2B Data Quality Index, 40% of all leads generated via third-party media partners fail to meet marketer criteria for a variety of reasons. Whether it be on your end or your media partner(s)’s, be certain that all newly generated prospect data passes through some type of data validation software before it’s injected into your database. Another thing to consider is appending the data when possible to make it more actionable. There are an increas-ing number of available solutions that allow you to append behavioral data to prospect contact data records, giving you the opportunity to identify intent and prioritize leads as appropriate.

The next part of this eBook series will go into content analysis in detail. But for now, it’s important to call out the need to track lead performance all the way through the cus-tomer lifecycle and attribute KPI data back to the content and source of origination. Surfacing these insights will be beneficial for both your own and your media partner(s)’s optimization efforts. Share back-end performance data with media partners early and often, allowing them to fine tune strategies and deliver more of what’s working.

3. Ensure data integrity

4. Unearth performance data and share it freely

Paid Paid

Third-party media partners and publishers often have niche, highly engaged audiences that are difficult to attract through other avenues. These partners can add an exponential abil-ity to scale lead generation if you can master this valuable channel.

If you have a few trusted media partners who seem to be effective, you may be tempted to just stick with their services quarter over quarter. In order to scale, however, you need to constantly test new sources and reinvest only in what works. But remember, not all media companies are created equal – make sure you invest due diligence in identifying qualified fulfillment sources.

Unlike search and social that are often connected directly to your marketing automation platform (MAP), third-party media partners are typically completely removed from your internal marketing tools. So when a prospect downloads a piece of your content, instead of their data being immediately injected into your MAP, the media partner has to send that data to you – typically in batches, often in spreadsheets. It’s a complete drain on resources to process. And depending on your processes, it can take days, sometimes weeks, before new contacts get into nurture tracks.

The best way to avoid this is to ensure API integrations between your media partners and your marketing automa-tion system. Look for partners or software that offer this capability.

1. Test beyond the tried and true

2. Connect your systems

You don’t want just any data going into your MAP. It’s important that the data being driven by these programs is marketable and meets your criteria. According to Integrate’s 2015 B2B Data Quality Index, 40% of all leads generated via third-party media partners fail to meet marketer criteria for a variety of reasons. Whether it be on your end or your media partner(s)’s, be certain that all newly generated prospect data passes through some type of data validation software before it’s injected into your database. Another thing to consider is appending the data when possible to make it more actionable. There are an increas-ing number of available solutions that allow you to append behavioral data to prospect contact data records, giving you the opportunity to identify intent and prioritize leads as appropriate.

The next part of this eBook series will go into content analysis in detail. But for now, it’s important to call out the need to track lead performance all the way through the cus-tomer lifecycle and attribute KPI data back to the content and source of origination. Surfacing these insights will be beneficial for both your own and your media partner(s)’s optimization efforts. Share back-end performance data with media partners early and often, allowing them to fine tune strategies and deliver more of what’s working.

3. Ensure data integrity

4. Unearth performance data and share it freely

Paid Paid

At the end of the day, the contacts you reach via paid mar-keting are going to vary in quality. It’s not often that someone who downloads a piece of content they found via a search engine or other website is a ready-to-buy customer. Be certain that you have strong nurture tracks and appropriate content in place to move them along their journey.

And remember that tracking performance all the way through the customer lifecycle doesn’t just apply to your content syndication efforts (as mentioned above). It’s an essential component of your overall paid content distribution success. Knowing what’s working (and what’s not) is important – but more important is taking action on those insights. Be sure to apply your learnings and be agile with your content dis-tribution strategy.

Generating New Contacts Is Only the Beginning

Your content strategy won’t be effective if you’re creating content for an audience but not putting any effort into ac-tually getting your content in front of that target audience.

“If you build it, they will come” might have worked in Field of Dreams, but that can’t be your mentality when executing your B2B content marketing strategy. You need a proper combination of channels, tactics, and tools (falling into the buckets of social, organic, email, and paid) to reach your audience at the right time and compel them to continue their journey with your brand.

If your content never reaches an audience, you’ll have no way to collect data and generate insights as to what’s working, and therefore no way of improving your overall content strategy. Creating valuable content and optimizing the experience in which that content lives is only half the battle.

You need to drive people into your con-tent experience using social, organic, email, and paid distribution to fulfill your content marketing strategy and start to see the return on your content marketing investment.

Conclusion

Learn more about Integrate

Paid Conclusion

At the end of the day, the contacts you reach via paid mar-keting are going to vary in quality. It’s not often that someone who downloads a piece of content they found via a search engine or other website is a ready-to-buy customer. Be certain that you have strong nurture tracks and appropriate content in place to move them along their journey.

And remember that tracking performance all the way through the customer lifecycle doesn’t just apply to your content syndication efforts (as mentioned above). It’s an essential component of your overall paid content distribution success. Knowing what’s working (and what’s not) is important – but more important is taking action on those insights. Be sure to apply your learnings and be agile with your content dis-tribution strategy.

Generating New Contacts Is Only the Beginning

Your content strategy won’t be effective if you’re creating content for an audience but not putting any effort into ac-tually getting your content in front of that target audience.

“If you build it, they will come” might have worked in Field of Dreams, but that can’t be your mentality when executing your B2B content marketing strategy. You need a proper combination of channels, tactics, and tools (falling into the buckets of social, organic, email, and paid) to reach your audience at the right time and compel them to continue their journey with your brand.

If your content never reaches an audience, you’ll have no way to collect data and generate insights as to what’s working, and therefore no way of improving your overall content strategy. Creating valuable content and optimizing the experience in which that content lives is only half the battle.

You need to drive people into your con-tent experience using social, organic, email, and paid distribution to fulfill your content marketing strategy and start to see the return on your content marketing investment.

Conclusion

Learn more about Integrate

Paid Conclusion

uberflip.com

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content experience

with Uberflip

Request a Demo Today!

uberflip.com

Build a remarkable

content experience

with Uberflip

Request a Demo Today!

How does your content marketing software stack up?

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grademystack.com

How does your content marketing software stack up?

Find out using our freesoftware evaluation tool!

TRY IT NOW

grademystack.com

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