Download - Creating Advocates for Your Content Marketing

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


AN INTRO TO

ADVOCATES


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.”


58% of eBook pages

37% of blog posts

30% of social media posts


ADVOCATES ARE A FUNCTION

OF GREAT MARKETING!


HOW DO YOU CREATE CONTENT THAT

CREATES ADVOCATES?


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


BUILDING YOUR PERSONAS1. Buyer interviews

2. Analyze insights

3. Build personas

4. Map to the buying process


▪ 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


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


A FEWBASIC TRUTHS...

1. People like to feel smart

2. Everyone loves a shout-out

3. Tribes are uber important


FOCUS ON CONTENT THAT...

1. Educates

2. Celebrates

3. Inspires


EDUCATES▪ Marcus Sheridan, River Pools & Spas


CELEBRATES▪


INSPIRES▪


GETTING ADVOCATES INVOLVED IN

CONTENT CREATION


GET ADVOCATES INVOLVED IN CONTENT CREATION


BRAINSTORM IDEAS FOR CONTENT


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

http://www.demandgenreport.com/industry-resources/white-papers/2969-special-report-webinar-best-practices-highlight-the-need-to-address-multiple-buying-stages.html%23.VHKJp1XF_YA


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

http://www.mitel.com/content/customer-success-showcase

http://www.mitel.com/content/customer-success-showcase


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.

http://www.bomgar.com/blog/entry/top-12-pieces-of-sage-advice-from-one-it-pro-to-the-next%23.VHKNf1XF_YA

http://www.bomgar.com/blog/entry/top-12-pieces-of-sage-advice-from-one-it-pro-to-the-next%23.VHKNf1XF_YA


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





BOOSTING DISTRIBUTION WITH THE

HELP OF YOUR ADVOCATES


IT ALL COMES DOWN TO TRUST

● 91% of B2B buyers don’t trust vendor

content, meanwhile…

● 92% trust recommendations from

people they know


2x better than email

6x better than online ads

ADVOCATE DISTRIBUTION


ADVOCATES CREATE A SNOWBALL EFFECT


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


IS YOUR CONTENT “CONTAGIOUS”?


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


• No distinct call to action

• No recommended content

• Nowhere to subscribe

• No images or videos

• No discovery

• No mobile experience

AVOID THIS!


TRY THIS...

Call to action

Recommend content

Imagery

Discover

http://resources.taulia.com/h/




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

[email protected]

hub.uberflip.com

#uberwebinar

@influitive

influitive.com

influitive.com/playbook

Download - Creating Advocates for Your Content Marketing

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