Slides from a presentation about Content Marketing to a digital marketing class at the University of Toronto.

1. Everything You Need To Know
About Content Marketing
Hana Abaza, Director of Marketing at Uberflip @hanaabaza

2. WHY
IT’S
HOT

3. WHY
IT’S
NOT

4. Content Marketing Landscape
Create
your
content
See how
your content
performs
Get your
content
out there
AUTHORING DISTRIBUTION METRICS

5. MODERN DAY CONTENT MARKETING
Create
your
content
See how
your content
performs
Get your
content
out there
Create
a killer
experience
AUTHORING EXPERIENCE
DISTRIBUTIONMETRICS

6. CONTENT MARKETING TRENDS

7. Content Marketing Trends
1. Marketing Team Makeup
TEAM
CONTENT

8. Content Marketing Trends
2. Responsive Design

9. Content Marketing Trends
3. Link Earning vs. Link Building

10. Content Marketing Trends
4. Curation & Custom Streams

11. 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.

12. CONTENT MARKETING STRATEGIES

13. 1. Define your targets
Content Marketing Strategy

14. 2. Understand your buyers
Content Marketing Strategy

15. Content Marketing Strategy
3. Set conversion goals

16. 4. Context and distribution
Content Marketing Strategy

17. Content Marketing Strategy
5. Keep it aligned

18. 6. Is it scalable
Content Marketing Strategy

19. CONTENT MARKETING SKILLS

20. Content Marketing Skills
Content
Ideas

21. Content Marketing Skills
Contact with Sales / Support
Ask Customers or Prospects
Take Advantage of Tools!

22. Content Marketing Skills
Creating
Content

23. Content Marketing Skills
What is the purpose of this piece?
What is the best format for it?
Where will it be distributed?

24. Content Marketing Skills
Reduce, Reuse
Recycle

25. Examples

26. Examples

27. Examples

28. LEAD GENERATION

29. Lead Generation
CTAs in Content Marketing
Contextual CTAs
Automation vs. Manual

30. Lead Generation

31. Lead Generation
( 2011 ) ( 2014 )

32. CONTENT MARKETING METRICS

33. Content Marketing Metrics
Engagement Metrics: time on site, pages per visit

34. Content Marketing Metrics
CTA Performance

35. Content Marketing Metrics
Lead & Customer Conversion

36. Content Marketing Operations
Set up your processes!
Editorial Calendar
Idea Gen Tools
Distribution Tools
Lead Gen Tools
Measurement Tools

37. Hana Abaza,
Director of Marketing at Uberflip
@hanaabaza