Watch webinar: http://hub.uberflip.com/h/i/18097283-webinar-blogging-in-the-age-of-modern-marketing As it turns out, simply having a blog does not mean your blog is working for you. After all, let’s not forget your blog’s main purpose: to generate new leads for your business. You could get 100,000 visitors every day, but if you’re only converting 1 of those visitors into a lead then it’s not really effective marketing, now, is it? In this presentation, we’ll teach you how to turn your blog into the ultimate marketing tool it’s supposed to be. Whether you’re new to blogging or have been blogging for years, there are important principles to understand in order to make your blog effective. We go over best practices on how to: -Determine the purpose and focus of your blog -Better understand your audience personas -Create relevant content that builds stronger relationships -with your audience -Leverage your blog to gather new leads for your business http://www.uberflip.com

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

2. 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

3. 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

4. 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

5. 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)

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

7. 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

8. 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

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

10. 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

11. 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

12. 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

13. 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!

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

15. 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

16. 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

17. 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

18. 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

19. Q & A
#uberflip
@HanaAbaza
@SamBrennand

20. Like the slides? You’ll love the webinar!
#uberflip
WATCH THE WEBINAR