everything you need to know about content marketing
TRANSCRIPT
Everything You Need To Know About Content Marketing
Hana Abaza, Director of Marketing at Uberflip @hanaabaza
WHY IT’S HOT
WHY IT’S NOT
Content Marketing Landscape
Create your
content
See howyour content
performs
Get yourcontent
out there
AUTHORING DISTRIBUTION METRICS
MODERN DAY CONTENT MARKETING
Createyour
content
See howyour content
performs
Get yourcontent
out there
Createa killer
experience
AUTHORING EXPERIENCE
DISTRIBUTIONMETRICS
CONTENT MARKETING TRENDS
Content Marketing Trends
1. Marketing Team Makeup
TEAMCONTENT
Content Marketing Trends
2. Responsive Design
Content Marketing Trends
3. Link Earning vs. Link Building
Content Marketing Trends
4. Curation & Custom Streams
Content Marketing Trends
5. Brand Journalists Take The Reins
The recent acquisition of leading ABC news anchor, Katie Couric, as Yahoo’s Global Anchor, is a clear sign that online content is where the mainstream is heading.
CONTENT MARKETING STRATEGIES
1. Define your targets
Content Marketing Strategy
2. Understand your buyers
Content Marketing Strategy
Content Marketing Strategy
3. Set conversion goals
4. Context and distribution
Content Marketing Strategy
Content Marketing Strategy
5. Keep it aligned
6. Is it scalable
Content Marketing Strategy
CONTENT MARKETING SKILLS
Content Marketing Skills
Content Ideas
Content Marketing Skills
Contact with Sales / Support
Ask Customers or Prospects
Take Advantage of Tools!
Content Marketing Skills
CreatingContent
Content Marketing Skills
What is the purpose of this piece?
What is the best format for it?
Where will it be distributed?
Content Marketing Skills
Reduce, ReuseRecycle
Examples
Examples
Examples
LEAD GENERATION
Lead Generation
CTAs in Content Marketing
Contextual CTAs
Automation vs. Manual
Lead Generation
Lead Generation
( 2011 ) ( 2014 )
CONTENT MARKETING METRICS
Content Marketing Metrics
Engagement Metrics: time on site, pages per visit
Content Marketing Metrics
CTA Performance
Content Marketing Metrics
Lead & Customer Conversion
Content Marketing Operations
Set up your processes!
Editorial Calendar
Idea Gen Tools
Distribution Tools
Lead Gen Tools
Measurement Tools
Hana Abaza, Director of Marketing at Uberflip
@hanaabaza