content marketing growth tactics

GROWTH TACTICS FOR 2017Hana Abaza, Uberflip@hanaabaza

CONTENT MARKETING

of marketers think they’re productive.

92%

of marketers also work on evenings and weekends.

90%

of marketers have delayed going to the bathroom to meet a deadline.

60%

We don’t have timeto pee!

We focus on doing “things” rather

than doing the things with the most

impact.

Content is the atomic particle of all digital marketing.

- Rebecca Lieb

More Content

More Content

Better Content

More Content

Better Content

Content for Everyone!

will  produce  more  content  than  they  did  in  2015

77%of B2Cmarketers 76%of B2B

marketers

Of  marketers  can’t  measurethe  success of  their  content79%

will  produce  more  content  than  they  did  in  2015

77%of B2Cmarketers 76%of B2B

marketers

because it’s irrelevant

Source:  Forrester

The power of great content

Build a Brand

Grow an Audience

Generate Leads

Get Customers

How do we getmore bang for our buck ?

We need to get more strategicAbout the business of content

marketing

Content marketing2017 GROWTH TACTICS FOR

1. Customer Dev for Content

2. Strategic Creation

3. Distribution Tactics

4. Experience Optimization

Relevance

It’s NOT Quantity

It’s QUALITY

It’s relevanceIt’s Not (Just) Quality

High up-front investment

Huge long term payoff

Focus on relevancefor creation & validation

Content Marketing Ideas!

1. Top 10 Ways to Create Better Content

2. How to make better content, faster

3. 6 ways to generate demand with content

4. Lies, Damn Lies, and Marketing Metrics

HOW DO YOU KNOW WHAT’S RELEVANT?

CUSTOMER DEV FOR CONTENT

DataPEOPLE TOOLS

Internal Teams

Customers

Prospects

Followers/FansPEOPLE

External Personas Internal Teams

TOFU Followers/fans, leads, customers

Audience Survey Questions

Sales, Support and Success Teams

MOFU

BOFU

Customer Dev for ContentHow  long  have  you  been  in  your  role?

How  many  people  are  on  your  team?

How  do  you  compare  yourself  to  your  coworkers

How  does  the  team  work  together?

What  tools  do  you  use/spend  the  most  time  with?

How  do  you  learn  about  marketing?

What  kind  of  content  attracts  you?  Can  you  give  an  

example  of  one  unforgettable  piece  of  content?

Do  you  look  at  content  during  the  workday  or  outside  of  

business  hours?

What’s  the  one  area  of  your  job  that  you  feel  you  need  to  

learn  more  about?

What  is  your  mind  on  most  of  the  day?  What  do  you  

think  about  the  most?

What  part  of  your  day  do  you  love  most?

What  part  of  your  day  do  you  hate  most?

If  I  could  get  you  an  expert  about  any  topic  to  spend  an  

hour  with,  who  would  it  be  and  what’s  the  topic?

What  is  your  dream  job?  

Who  is  your  marketing  hero?

External Personas Internal Teams

TOFU Followers/fans, leads, customers

Audience Survey Questions

Sales, Support and Success Teams

What are the top non-product related questions you hear?

MOFU

BOFU

External Personas Internal Teams

TOFU Followers/fans, leads, customers

Audience Survey Questions

Sales, Support and Success Teams

What are the top non-product related questions you hear?

MOFU Customers, leads

What are your biggest (solution related) challenges?

Sales, Support and Success Teams

What are the biggest pain points you hear from people?

BOFU

External Personas Internal Teams

TOFU Followers/fans, leads, customers

Audience Survey Questions

Sales, Support and Success Teams

What are the top non-product related questions you hear?

MOFU Customers, leads

What are your biggest (solution related) challenges?

Sales, Support and Success Teams

What are the biggest pain points you hear from people?

BOFU Customers and lost leads

What convinced you? What deterred you?

Sales, Support, Success and Product Teams

What were the biggest objections?

TOOLSIndustry reports

Buzzsumo

Answerthepublic.com

DataWebsite metrics

Conversion metrics

Engagement vs. Growth

Growth Metrics

CTA conversion

Visit to lead conversion

Lead to customer conversion

Cost per lead / customer

Churn rate

Engagement Metrics

Time on site

Pages per visit

Social shares

Bounce rate

Search rankings

GROWTH METRICSENGAGMENT METRICS VS

CREATION

Myth

More is more

Truth

Better More is more

MOST CONTENT UNDERPERFORMS

@uberflip#uberwebinar @buzzsumo

Techcrunch,  Inc,  Entrepreneur,  Moz,  SME

95  Popular  sites  (Hubspot,  QuickSprout etc.)

SharesMean 1,375

Median 803

SharesMean 308

Median 106

@uberflip#uberwebinar @buzzsumo

B2B  Content  Shares

Content Median  Shares

Top  5  Marketing  &  Technology  Sites(Incl Moz,  SME,  Techcrunch)

803

95  Popular  Marketing  and  Technology  Sites(Incl Hubspot,  Buffer,  Search  Engine  Land)

106

Hubspot B2B  Customer  sites  (127,000  articles) 22

1m  Random articles 8

@uberflip#uberwebinar @buzzsumo

Distribution  of  Content  Shares  (100  sites)

Only  4%  (4,500  of  114,000  posts)  got  more  than  3,000  shares.

A small portion of content is responsible for the

majority of your results.

Content MARKETING POWER LAW

Characteristics of high-performingcontent

Is it relevant?

Is it aligned to your goals?

Is it unique to you?

Are you looking at the world through

the lens of your product?

Repurposed Into An Online

Experience

- Video

- Slides

- Transcript

Leverage content across MANYchannels

PR Strategy

Guest blogging

Webinars

Blog

IRL Presentations

SEO

distribution

Think about

distributionBefore the content is published

Where are your people?

What do they like?

distribution strategies & TACTICS

Our Subscribers

Targeted Social (paid & unpaid)

Influencers (Advocate Hub)

Partners (Co-Marketing)

Discoverability (SEO)

Content syndication (lead gen)

Other Publishers (lead gen)

(Very) Targeted Email

distribution strategies & TACTICS

Our Subscribers

Targeted Social (paid & unpaid)

Influencers (Advocate Hub)

Partners (Co-Marketing)

Discoverability (SEO)

Content syndication (lead gen)

Other Publishers (lead gen)

(Very) Targeted Email

Partner Marketing Is it targeted?

Does your audience overlap?

Is there an agreed upon distribution

strategy?

Targeted email Small list = keep topics focused

Big database = segment

Ruthlessly cull your list

Webinar Invite44% Open Rate

11% CTR

Webinar Follow-up53% Open Rate

19% CTR

content SYNDICATION Typically this is paid

More targeting = Higher Cost

Pure distribution vs. Lead Gen

eBooks & Whitepapers

Webinar recordings

Articles / blog posts

Content syndication tools

Your  Content

Third  party  publisher

Linked  back  to  Your  Site

Consumed  on  YOUR site

CONTENT SYNDICATION FOR LEAD GEN

Your  Content

Third  party  publisher

Linked  back  to  Your  Site

Consumed  on  YOUR site

Third  party  publisher

Content  embedded

Consumed  on  THEIR site

CONTENT SYNDICATION FOR LEAD GEN

Your  Content

Third  party  publisher

Linked  back  to  Your  Site

Consumed  on  YOUR site

Third  party  publisher

Content  embedded

Consumed  on  THEIR site

CONTENT SYNDICATION FOR LEAD GEN

Sales ready? It depends.

Sales ready? Doubtful.

Consider the experienceFollow up with the right nurture or drip campaign.

EXPERIENCE

(dirty little secret)

(dirty little secret)

Great Content Isn’t Enough

You need a great content experience(that’s optimized for your goals)

@Uberflip

@Uberflip

READABLE

ACTIONABLE

TAILORED

READABLE

ACTIONABLE

TAILORED

Easy to read

Short

paragraphs

Subheads

IMAGES

READABLE

ACTIONABLE

TAILORED

Calls-to-Action

Quiz time!

What’s #1 rule for calls-to-action?

Have a f#@?ingcall-to-action.

Thanks Oli J

Calls-to-Action Clarity

Context

Targeting

Is the action andvalue obvious?

CLARITY

CONTEXT

CONTEXT IS

EVERYTHING

Contextual CTA

TARGETING

L

Generic

Generic

Targeted

READABLE

ACTIONABLE

TAILORED

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do

This tells me nothing!

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Type By Topic By Vertical By Segment By Persona By Account

Tailoring the Experience

@uberflip @HanaAbaza

1. Customer Dev for Content

2. Strategic Creation

3. Distribution Tactics

4. Experience Optimization

QUICK RECAP!