great content isn't enough!

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Great Content Isn't Enough: How to Create & Optimize Your

Content Experience

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#LLS16 Demand Gen Report: @DG_Report

Carol Krol: @carolkrol

Uberflip: @Uberflip

Hana Abaza: @HanaAbaza

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From TOFU to MOFU to BOFU to Close

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Panelists MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

Hana Abaza VP Marketing, Uberflip Uberflip @HanaAbaza

@uberflip @HanaAbaza

STREET CRED CONTENT IS THE FOUNDATION OF

OUR MARKETING STRATEGY.

• HUNDREDS OF WEBINARS

• THOUSANDS OF BLOG POSTS

• TENDS OF THOUSANDS OF

LEADS

• MILLIONS IN PIPELINE

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 time

to pee!


It’s not

getting better,

ESPECIALLY WHEN

IT COMES

TO CONTENT.

Content is the atomic

particle of all digital

marketing.

- Rebecca Lieb


It’s not your imagination.

Content is getting harder.

Over 600,000 “Mind-Blowing” Marketing Posts

Almost 500,000 Ultimate Guides to Marketing

Too many to count.


will produce more content than they did in 2015 120%+

77% of B2C

marketers 76% of B2B

marketers

Active user base

111%+ 64%+

of internet traffic will be

video content by 2018 79%


How do we make

Content work for us?


(dirty little secret)


(dirty little secret)

Great Content Isn’t Enough


You need a remarkable

content experience to

meet your goals.


Traditional Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS


CREATION

It starts with great content. Whether

you buy it, curate it or author it yourself

INSIGHTS

If you’re planning to grow, you’ll want to

know what’s working and why.

DISTRIBUTION

That experience needs an audience -

whether organically discovered, or

accessed via promotion.

EXPERIENCE

Even the best content needs a

remarkable experience to reach its full

potential.

Modern Content Marketing - 4 Pillars


How Do We Create a

High-Converting

Content Experience?


READABLE

ACTIONABLE

TAILORED

Easy to read

Short

paragraphs

Subheads

Images


READABLE

ACTIONABLE

TAILORED


INCLUDE

CALLS-TO-ACTION

CREATE AN

ENGAGEMENT PATH

CREATE AN ENGAGEMENT PATH

Don’t do this!


Recommend Content

Internal Linking

Ask them to Subscribe

There’s no shortage of ideas. Only a lack of action.

HOW DO WE KEEP PEOPLE MORE ENGAGED?


CALLS-TO-ACTION


CALLS-TO-ACTION Clarity

Context

Targeting

Is the action and

value obvious?

CLARITY

CONTEXT

CONTEXT IS

EVERYTHING

CONTEXTUAL CTA

TARGETING

Generic Generic

Targeted (18% +)


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


ARE YOU USING CONTENT TO

FUEL THE BUYER JOURNEY?


Are you using content for

SALES ENABLEMENT?

ACCOUNT BASED MARKETING?

CUSTOMER MARKETING?

@Uberflip @HanaAbaza

Forget Coffee.

Content Is For Closers


76% of Content

Marketers Forget

About Sales

Enablement (!)


62% of Sales Reps

Say They Can’t Find

Content to Send

Prospects


Align content creation with insight from sales.

Address (and reinforce) common pain points.

Create content that manages objections.

Figure out what kind of content they need.


Questions to Ask Sales

What are the top non-product related

questions you get?

What are the common pain points?

What are the common objections?


Arm your sales

team (and your

champion) to

manage

objections.


BUT HOW DO WE CREATE A

RELEVANT AND TAILORED

CONTENT EXPERIENCE FOR

ABM?


Content

Context

Experience

@hanaabaza @r_lefkowitz

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Q&A / Panelists MODERATOR:

Carol Krol Editor-In-Chief Demand Gen Report

Hana Abaza VP Marketing, Uberflip Uberflip @HanaAbaza

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