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

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?





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

MOFU

BOFU






MOFU Customers, leads

What are your biggest (solution related) challenges?


What are the biggest pain points you hear from people?

BOFU






MOFU Customers, leads

What are your biggest (solution related) challenges?


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


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


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

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





Content embedded

Consumed on THEIR site


Your Content





Content embedded

Consumed on THEIR site


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

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!