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Full-Funnel Content

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Tara Robertson of Uberflip explains how you can think of and create content for each stage of your funnel!

Publicado en: Marketing
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Full-Funnel Content

  1. 1. @BrightFunnel #FunnelFest Full-Funnel Content Tara Robertson, Director of Revenue Marketing @uberflip September 28, 2017
  2. 2. @BrightFunnel #FunnelFest ABOUT UBERFLIP We help marketers create, manage and optimize content experiences at every stage of the buyer journey. hub.uberflip.com
  3. 3. @BrightFunnel #FunnelFest
  4. 4. @BrightFunnel #FunnelFest
  5. 5. @BrightFunnel #FunnelFest A content experience How to create & optimize That gets results
  6. 6. @BrightFunnel #FunnelFest Hundreds of millions of blogs, eBooks, whitepapers, guides, webinars etc…
  7. 7. @BrightFunnel #FunnelFest
  8. 8. @BrightFunnel #FunnelFest We Need Better Content, Not More Content.
  9. 9. @BrightFunnel #FunnelFest Whiteboard Ideas Create Content Publish Content Tell everybody! Results: Meh. Content Marketing Today
  10. 10. @BrightFunnel #FunnelFest Ask people what they want Create Content Optimize the Experience Publish Content Experience *Tell Everyone Goals? Content Marketing at Uberflip
  11. 11. @BrightFunnel #FunnelFest Optimize the Content Experience Micro Optimize the individual piece of content for your goals Macro Optimize overall experience (where does your content live?)
  12. 12. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Easy for your audience and your team to find.
  13. 13. @BrightFunnel #FunnelFest
  14. 14. @BrightFunnel #FunnelFest
  15. 15. @BrightFunnel #FunnelFest
  16. 16. @BrightFunnel #FunnelFest
  17. 17. @BrightFunnel #FunnelFest Lead generation Optimize for
  18. 18. @BrightFunnel #FunnelFest To gate, or not to gate?
  19. 19. @BrightFunnel #FunnelFest Start with Goals What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Leave It No No Is there a big enough audience? Yes! Gate It!Content
  20. 20. @BrightFunnel #FunnelFest 2 Approaches to Gating Content LANDING PAGES OVERLAY CTAs
  21. 21. @BrightFunnel #FunnelFest LANDING PAGES • Simple, clear and concise • Call-to-action • Optimize forms for goals • Add a friendly face
  22. 22. @BrightFunnel #FunnelFest OVERLAY CTAs • Concise message • Call-to-action • Context matters
  23. 23. @BrightFunnel #FunnelFest Clear Contextual Targeted Successful Calls-To-Action
  24. 24. @BrightFunnel #FunnelFest Clear Is the action you want a user to take obvious?
  25. 25. @BrightFunnel #FunnelFest Clear Is the value to the user obvious?
  26. 26. @BrightFunnel #FunnelFest Context
  27. 27. @BrightFunnel #FunnelFest …is everything.
  28. 28. @BrightFunnel #FunnelFest Targeted
  29. 29. @BrightFunnel #FunnelFest CTAs in the wild
  30. 30. @BrightFunnel #FunnelFest 🙁
  31. 31. @BrightFunnel #FunnelFest 😊
  32. 32. @BrightFunnel #FunnelFest
  33. 33. @BrightFunnel #FunnelFest
  34. 34. @BrightFunnel #FunnelFest Value prop is clear Only one field (higher conversion) Relevant Image Credibility Clear CTA
  35. 35. @BrightFunnel #FunnelFest Always be testing.
  36. 36. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona
  37. 37. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona
  38. 38. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona By Account
  39. 39. @BrightFunnel #FunnelFest CAMPAIGN 1DCAMPAIGN 1A CAMPAIGN 1B CAMPAIGN 1C
  40. 40. @BrightFunnel #FunnelFest
  41. 41. @BrightFunnel #FunnelFest
  42. 42. @BrightFunnel #FunnelFest site: mydomain.com type: .pdf
  43. 43. @BrightFunnel #FunnelFest A technology sales professional spends… 17h a week or 106 sales days a year developing client presentations looking for marketing collateral searching for customer information outside the organization 8h 5h 4h … wasting almost Source: EMI Industry Intelligence Report
  44. 44. @BrightFunnel #FunnelFest • Organize your content in a way that is easily digestible for your readers AND internal stakeholders • Before you create another piece of content: Make sure all your existing content has a CTA that is clear, contextual and targeted • Think of creating content for ABM as repackaging what you already have vs. starting from scratch Key Takeaways
  45. 45. @BrightFunnel #FunnelFest Thank You! Questions: @taraarobertson @uberflip

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