@SamBrennand Customer Success Lead @HanaAbaza
Director of Marketing BLOGGING IN THE AGE OF MODERN MARKETING

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip HOUSEKEEPING! Get your tweet on with #uberflip We’ll email slides and recording Q & A at the end, use the chat box (If we run out of time, tweet us!) Uberflip demo at the end

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip IS YOUR BLOG YOUR WORKING? 2.73 million blog posts are published daily (that’s 1,896 every minute!) Source: hub.uberflip.com

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip ONLY 42% OF B2B MARKETERS SAY THEIR BLOG IS EFFECTIVE BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip Source: Content Marketing Institute

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip WHY BLOG? Lower acquisition cost (up to 80% drop in 5 months) Educate (existing & potential) customers Increase retention (reduce churn) Enable Sales (close deals faster)

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip BIGGEST BLOGGING BLUNDERS

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip 1. NO PURPOSE § What is the goal of your blog? § Lead generation? Awareness? Both? § Once you have a purpose, then choose a metric that shows progress

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § Pick your angle § Spend time writing headlines § Add visuals when possible § Beware of content shock! 2. CARELESS CONTENT

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip 3. SHODDY CONTENT EXPERIENCE

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § Meet John. He does everything on his iPhone § Your content must be mobile friendly § If not, you’ll sacrifice § Conversion rates § Number of leads § Engagement Make It Mobile

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § Easy to browse your content § Easy to navigate (good menu structure) § Easy to find stuff (search ability) Make It Easy

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § Create a path for engagement and tell people where to go next: § Call to actions § Recommended content § Option to subscribe Make A Path

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § No distinct call to action § No recommended content § Nowhere to subscribe § No images or videos § No links to learn more AVOID THIS!

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip TRY THIS Call to action Recommend content Useful image More links

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § How often do you publish content? § Train people to expect content from you § Be consistent – whether it once per day, week or month 4. NO CONSISTENCY

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip § Let the data help guide your strategy § Have the right tools in place: § Google analytics, Kissmetrics etc § Marketing Automation § Uberflip! (shameless plug) 5. MARKETING WITHOUT METRICS

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip ENGAGEMENT VS. BUSINESS METRICS Engagement Metrics § Page views § Social shares § Time on site § Pages per visit Business Metrics § Number of leads generated § CTA conversion § Number of customers § Lead to customer conversion

BLOGGING IN THE AGE OF
MODERN MARKETING @HanaAbaza @SamBrennand #uberflip QUICK RECAP 1. Define the purpose of your blog 2. Take time to craft good content 3. Create a killer content experience 4. Be consistent! 5. Let your metrics guide you

Q & A #uberflip @HanaAbaza
@SamBrennand

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