creating advocates for your content marketing
DESCRIPTION
Content marketing has the potential to convert your audience into more than customers—into advocates and loyal members of your brand’s community. If you're consistently giving your customers quality content, your customers are more than willing to give back. Watch the webinar recording on our hub: http://hub.uberflip.com/h/i/34435925-beyond-customers-creating-advocates-for-your-content-marketing/109406TRANSCRIPT
Sam BrennandCustomer Success Lead
BEYOND CUSTOMERS:Creating Advocates for Your Content Marketing
Cassandra Jowett Content Marketing Manager
@Uberflip @influitive
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
HOUSEKEEPING!Join the Twitter conversation with #uberwebinar and #advocatemktg
We’ll send slides and the recording
Q&A at the end - ask questions in the chat box!
(If we run out of time, tweet or email us!)
Quick Uberflip & Influitive Demos
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
AN INTRO TO
ADVOCATES
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
ADVOCATES ARE YOUR BIGGEST FANS
“Advocates are customers, partners,
employees, influencers and other
stakeholders who are willing to publicly
support, endorse or recommend your
company, products, or services.”
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
58% of eBook pages
37% of blog posts
30% of social media posts
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
ADVOCATES ARE A FUNCTION
OF GREAT MARKETING!
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
HOW DO YOU CREATE CONTENT THAT
CREATES ADVOCATES?
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
KNOW YOUR PERSONAS
“A buyer persona is a semi-fictional representation of
your ideal customer based on market research and real
data about your existing customers.”
- HubSpot
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
BUILDING YOUR PERSONAS1. Buyer interviews
2. Analyze insights
3. Build personas
4. Map to the buying process
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
▪ CMO / VP of Marketing
▪ Super busy; manages a large team
▪ Tech savvy
▪ Interested in staying up to date regarding
the latest in marketing/content strategy
▪ Loves to read in-depth blog posts
▪ Strives to highlight the value she really
delivers to her organization
MARKETING MARY
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
THE END RESULT
1. How they like to consume information
2. Where they like to hang-out
3. Their pain points & challenges
4. Their goals
5. Potential hiccups
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
A FEWBASIC TRUTHS...
1. People like to feel smart
2. Everyone loves a shout-out
3. Tribes are uber important
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
FOCUS ON CONTENT THAT...
1. Educates
2. Celebrates
3. Inspires
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
EDUCATES▪ Marcus Sheridan, River Pools & Spas
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
CELEBRATES▪
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
INSPIRES▪
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
GETTING ADVOCATES INVOLVED IN
CONTENT CREATION
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
GET ADVOCATES INVOLVED IN CONTENT CREATION
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
BRAINSTORM IDEAS FOR CONTENT
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
BRAINSTORM IDEAS
Advocate-generated webinar:
• 3X net new contacts
• 1.7X MQLs
• 2X opps
Source: Webinar Best Practices Highlight The Need To Address Multiple Buying Stages – Demand Gen Report
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
COLLECT CUSTOMER SUCCESS STORIES
“People submit the greatest ideas I NEVER would have thought of on my own.”
• One call for submissions
• Customers, partners and employees
• 200+ pieces of content
See Mitel’s Customer Success Showcase
Liz Pedro, Mitel
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
FEATURE ADVOCATES AS THOUGHT LEADERS
“My boss said, ‘Our blog views have doubled. Keep doing these.”
• Top advice for IT pros
• 100+ contributors
• 25 featured
• 50% increase in blog traffic!Liz Richardson, BomgarSocial Media & Advocate Marketing Mgr.
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
GIVE EARLY ACCESS + GATHER FEEDBACK“Great idea, great execution and a very fun read. Totally love this idea and might steal it for our own product.”
“There are some really eye opening numbers in here that are great for me as a social media manager for our company. Thanks for the early access to such great info!”
“The whole birthday suit/naked thing was a little awkward for me to be honest.”
“You expressed the company brand and personality extremely well, and I'm even more in love with Influitive than before…if that's even possible.”
http://www.influitive.com/exposed
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
BOOSTING DISTRIBUTION WITH THE
HELP OF YOUR ADVOCATES
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
IT ALL COMES DOWN TO TRUST
● 91% of B2B buyers don’t trust vendor
content, meanwhile…
● 92% trust recommendations from
people they know
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
2x better than email
6x better than online ads
ADVOCATE DISTRIBUTION
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
ADVOCATES CREATE A SNOWBALL EFFECT
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
SLIDESHARE EXPERIMENT
• Downloaded and shared 50+ times in just a few hours
• Featured:
– SlideShare homepage
– Hot On Twitter section
– @SlideShare account
• 22,000 views
• 627 shares
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
IS YOUR CONTENT “CONTAGIOUS”?
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
LAST BUT NOT LEAST
● Understanding your fans,
prospects, and customers on a
number of levels
● Focus on creating amazing
experiences
Beyond Customers : Create Advocates for your Content Marketing @uberflip#uberwebinar @cassandrajowett@sambrennand
Beyond Customers : Create Advocates for your Content Marketing @uberflip#uberwebinar @cassandrajowett@sambrennand
• No distinct call to action
• No recommended content
• Nowhere to subscribe
• No images or videos
• No discovery
• No mobile experience
AVOID THIS!
Beyond Customers : Create Advocates for your Content Marketing @uberflip#uberwebinar @cassandrajowett@sambrennand
TRY THIS...
Call to action
Recommend content
Imagery
Discover
http://resources.taulia.com/h/
Beyond Customers : Create Advocates for your Content Marketing @influitive@uberflip
KEY TAKEAWAYS▪ Focus on creating great content to
create great advocates
▪ Make sure to include advocates in the
content creation process
▪ Leverage advocates for distribution
▪ Use the right tools to make it easy
THANK YOU!QUESTIONS?
@Uberflip
hub.uberflip.com
#uberwebinar
@influitive
influitive.com
influitive.com/playbook