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Content Marketing Growth Tactics Slide 1 Content Marketing Growth Tactics Slide 2 Content Marketing Growth Tactics Slide 3 Content Marketing Growth Tactics Slide 4 Content Marketing Growth Tactics Slide 5 Content Marketing Growth Tactics Slide 6 Content Marketing Growth Tactics Slide 7 Content Marketing Growth Tactics Slide 8 Content Marketing Growth Tactics Slide 9 Content Marketing Growth Tactics Slide 10 Content Marketing Growth Tactics Slide 11 Content Marketing Growth Tactics Slide 12 Content Marketing Growth Tactics Slide 13 Content Marketing Growth Tactics Slide 14 Content Marketing Growth Tactics Slide 15 Content Marketing Growth Tactics Slide 16 Content Marketing Growth Tactics Slide 17 Content Marketing Growth Tactics Slide 18 Content Marketing Growth Tactics Slide 19 Content Marketing Growth Tactics Slide 20 Content Marketing Growth Tactics Slide 21 Content Marketing Growth Tactics Slide 22 Content Marketing Growth Tactics Slide 23 Content Marketing Growth Tactics Slide 24 Content Marketing Growth Tactics Slide 25 Content Marketing Growth Tactics Slide 26 Content Marketing Growth Tactics Slide 27 Content Marketing Growth Tactics Slide 28 Content Marketing Growth Tactics Slide 29 Content Marketing Growth Tactics Slide 30 Content Marketing Growth Tactics Slide 31 Content Marketing Growth Tactics Slide 32 Content Marketing Growth Tactics Slide 33 Content Marketing Growth Tactics Slide 34 Content Marketing Growth Tactics Slide 35 Content Marketing Growth Tactics Slide 36 Content Marketing Growth Tactics Slide 37 Content Marketing Growth Tactics Slide 38 Content Marketing Growth Tactics Slide 39 Content Marketing Growth Tactics Slide 40 Content Marketing Growth Tactics Slide 41 Content Marketing Growth Tactics Slide 42 Content Marketing Growth Tactics Slide 43 Content Marketing Growth Tactics Slide 44 Content Marketing Growth Tactics Slide 45 Content Marketing Growth Tactics Slide 46 Content Marketing Growth Tactics Slide 47 Content Marketing Growth Tactics Slide 48 Content Marketing Growth Tactics Slide 49 Content Marketing Growth Tactics Slide 50 Content Marketing Growth Tactics Slide 51 Content Marketing Growth Tactics Slide 52 Content Marketing Growth Tactics Slide 53 Content Marketing Growth Tactics Slide 54 Content Marketing Growth Tactics Slide 55 Content Marketing Growth Tactics Slide 56 Content Marketing Growth Tactics Slide 57 Content Marketing Growth Tactics Slide 58 Content Marketing Growth Tactics Slide 59 Content Marketing Growth Tactics Slide 60 Content Marketing Growth Tactics Slide 61 Content Marketing Growth Tactics Slide 62 Content Marketing Growth Tactics Slide 63 Content Marketing Growth Tactics Slide 64 Content Marketing Growth Tactics Slide 65 Content Marketing Growth Tactics Slide 66 Content Marketing Growth Tactics Slide 67 Content Marketing Growth Tactics Slide 68 Content Marketing Growth Tactics Slide 69 Content Marketing Growth Tactics Slide 70 Content Marketing Growth Tactics Slide 71 Content Marketing Growth Tactics Slide 72 Content Marketing Growth Tactics Slide 73 Content Marketing Growth Tactics Slide 74 Content Marketing Growth Tactics Slide 75 Content Marketing Growth Tactics Slide 76 Content Marketing Growth Tactics Slide 77 Content Marketing Growth Tactics Slide 78 Content Marketing Growth Tactics Slide 79 Content Marketing Growth Tactics Slide 80 Content Marketing Growth Tactics Slide 81 Content Marketing Growth Tactics Slide 82 Content Marketing Growth Tactics Slide 83 Content Marketing Growth Tactics Slide 84 Content Marketing Growth Tactics Slide 85 Content Marketing Growth Tactics Slide 86 Content Marketing Growth Tactics Slide 87 Content Marketing Growth Tactics Slide 88 Content Marketing Growth Tactics Slide 89 Content Marketing Growth Tactics Slide 90 Content Marketing Growth Tactics Slide 91 Content Marketing Growth Tactics Slide 92 Content Marketing Growth Tactics Slide 93 Content Marketing Growth Tactics Slide 94 Content Marketing Growth Tactics Slide 95 Content Marketing Growth Tactics Slide 96 Content Marketing Growth Tactics Slide 97 Content Marketing Growth Tactics Slide 98 Content Marketing Growth Tactics Slide 99 Content Marketing Growth Tactics Slide 100 Content Marketing Growth Tactics Slide 101 Content Marketing Growth Tactics Slide 102 Content Marketing Growth Tactics Slide 103 Content Marketing Growth Tactics Slide 104 Content Marketing Growth Tactics Slide 105 Content Marketing Growth Tactics Slide 106 Content Marketing Growth Tactics Slide 107
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Content Marketing Growth Tactics

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Content marketing growth tips for 2017 including:
1. Customer dev for content marketing
2. Strategic content creation
3. Distribution strategies and tactics
4. Content experience optimization

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Content Marketing Growth Tactics

  1. 1. GROWTH TACTICS FOR 2017 Hana Abaza, Uberflip @hanaabaza CONTENTMARKETING
  2. 2. of marketers think they’re productive. 92%
  3. 3. of marketers also work on evenings and weekends. 90%
  4. 4. of marketers have delayed going to the bathroom to meet a deadline. 60%
  5. 5. We don’t have time to pee!
  6. 6. We focus on doing “things” rather than doing the things with the most impact.
  7. 7. Content is the atomic particle of all digital marketing. - Rebecca Lieb
  8. 8. More Content
  9. 9. More Content Better Content
  10. 10. More Content Better Content Content for Everyone!
  11. 11. will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  12. 12. Of  marketers  can’t  measure the  success of  their  content79% will  produce  more  content  than  they  did  in  2015 77%of B2C marketers 76%of B2B marketers
  13. 13. becauseit’sirrelevant Source:  Forrester
  14. 14. Thepowerofgreatcontent Build a Brand Grow an Audience Generate Leads Get Customers
  15. 15. Howdoweget morebangforourbuck?
  16. 16. Weneedtogetmorestrategic Aboutthebusinessofcontent marketing
  17. 17. Contentmarketing 2017 GROWTH TACTICS FOR
  18. 18. 1. Customer Dev for Content 2. Strategic Creation 3. Distribution Tactics 4. Experience Optimization
  19. 19. Relevance
  20. 20. It’s NOT Quantity It’sQUALITY
  21. 21. It’srelevance It’s Not (Just) Quality
  22. 22. High up-front investment Huge long term payoff Focus on relevance for creation & validation
  23. 23. 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
  24. 24. HOW DO YOU KNOW WHAT’S RELEVANT?
  25. 25. CUSTOMER DEV FOR CONTENT DataPEOPLE TOOLS
  26. 26. Internal Teams Customers Prospects Followers/Fans PEOPLE
  27. 27. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams MOFU BOFU
  28. 28. CustomerDevforContent How  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?
  29. 29. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU BOFU
  30. 30. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams What are the biggest pain points you hear from people? BOFU
  31. 31. External Personas Internal Teams TOFU Followers/fans, leads, customers Audience Survey Questions Sales, Support and Success Teams What are the top non-product related questions you hear? MOFU Customers, leads What are your biggest (solution related) challenges? Sales, Support and Success Teams 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?
  32. 32. TOOLS Industry reports Buzzsumo Answerthepublic.com
  33. 33. Data Website metrics Conversion metrics Engagement vs. Growth
  34. 34. 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 GROWTHMETRICSENGAGMENTMETRICS VS
  35. 35. CREATION
  36. 36. Myth Moreismore
  37. 37. Truth BetterMoreismore
  38. 38. MOSTCONTENTUNDERPERFORMS
  39. 39. @uberflip#uberwebinar @buzzsumo Techcrunch,  Inc,  Entrepreneur,  Moz,  SME 95  Popular  sites  (Hubspot,  QuickSprout etc.) Shares Mean 1,375 Median 803 Shares Mean 308 Median 106
  40. 40. @uberflip#uberwebinar @buzzsumo 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
  41. 41. @uberflip#uberwebinar @buzzsumo Distribution  of  Content  Shares  (100  sites) Only  4%  (4,500  of   114,000  posts)  got   more  than  3,000   shares.
  42. 42. A small portion of content is responsible for the majority of your results. ContentMARKETINGPOWERLAW
  43. 43. Characteristicsof high-performing content 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?
  44. 44. Repurposed Into An Online Experience - Video - Slides - Transcript
  45. 45. Leveragecontent acrossMANY channels PR Strategy Guest blogging Webinars Blog IRL Presentations SEO
  46. 46. distribution
  47. 47. Thinkabout distribution Beforethecontentispublished
  48. 48. Where are your people? Whatdotheylike?
  49. 49. 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
  50. 50. 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
  51. 51. PartnerMarketing Is it targeted? Does your audience overlap? Is there an agreed upon distribution strategy?
  52. 52. Targetedemail Small list = keep topics focused Big database = segment Ruthlessly cull your list
  53. 53. Webinar Invite 44% Open Rate 11% CTR Webinar Follow-up 53% Open Rate 19% CTR
  54. 54. contentSYNDICATION Typically this is paid More targeting = Higher Cost Pure distribution vs. Lead Gen eBooks & Whitepapers Webinar recordings Articles / blog posts
  55. 55. Content syndicationtools
  56. 56. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site CONTENT SYNDICATION FOR LEAD GEN
  57. 57. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site CONTENT SYNDICATION FOR LEAD GEN
  58. 58. Your  Content Third  party   publisher Linked  back  to   Your  Site Consumed  on   YOUR site Third  party   publisher Content   embedded Consumed  on   THEIR site CONTENT SYNDICATION FOR LEAD GEN Sales ready? It depends. Sales ready? Doubtful.
  59. 59. Considertheexperience Follow up with the right nurture or drip campaign.
  60. 60. EXPERIENCE
  61. 61. (dirtylittlesecret)
  62. 62. (dirtylittlesecret) GreatContentIsn’tEnough
  63. 63. Youneedagreatcontentexperience (that’s optimized for your goals)
  64. 64. @Uberflip
  65. 65. @Uberflip
  66. 66. READABLE ACTIONABLE TAILORED
  67. 67. READABLE ACTIONABLE TAILORED
  68. 68. Easy toread Short paragraphs
  69. 69. Subheads IMAGES
  70. 70. READABLE ACTIONABLE TAILORED
  71. 71. Calls-to-Action
  72. 72. Quiztime! What’s #1 rule for calls-to-action?
  73. 73. Have a f#@?ing call-to-action. Thanks Oli J
  74. 74. Calls-to-Action Clarity Context Targeting
  75. 75. Is the action and value obvious? CLARITY
  76. 76. CONTEXT
  77. 77. CONTEXT IS EVERYTHING
  78. 78. ContextualCTA
  79. 79. TARGETING
  80. 80. L Generic Generic
  81. 81. Targeted
  82. 82. READABLE ACTIONABLE TAILORED
  83. 83. Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type What Most People Do
  84. 84. Thistellsmenothing!
  85. 85. 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
  86. 86. @uberflip @HanaAbaza
  87. 87. 1. Customer Dev for Content 2. Strategic Creation 3. Distribution Tactics 4. Experience Optimization QUICKRECAP!
  • MichelleHa18

    Jul. 17, 2019
  • BhavishyaGarg2

    Sep. 17, 2017
  • AliMahmoud5

    Dec. 5, 2016

Content marketing growth tips for 2017 including: 1. Customer dev for content marketing 2. Strategic content creation 3. Distribution strategies and tactics 4. Content experience optimization

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