You've invested in content marketing. You're consistently publishing valuable content that's relevant to your audience, but you're still not hitting your targets. What gives?
The truth is, even if your team is pumping out great content week after week, great content isn't enough. It's just as important to focus on the experience in which your content lives. Building a content experience that's responsive, strategically organized, and optimized for lead generation can dramatically improve your content's performance.
Optimizing the content experience to meet your marketing team's goals is critical to scaling your lead generation efforts. In this presentation, Uberflip's Hana Abaza for a webinar to learn how our marketing team leverages Uberflip to boost engagement, generate more leads and fuel marketing automation.
8. @Uberflip #uberwebinar@HanaAbaza
Goals & Strategy
How does this translate to measurable goals for us in 2016?
Targeting a specific # of subscribers
Increase in organic search traffic
Fueling lead generation (stems from monthly targets)
22. @Uberflip #uberwebinar@HanaAbaza
Blog
“Snacky” Content
Long Form
Premium (gated)
ebooks/whitepapers
Webinars
Visual Content
SlideShare
Infographics
Seasonal Content
Funnel of Love
Holiday Hub
*Co-‐creation / Partner Content
What content types do you focus on?
23. @Uberflip #uberwebinar@HanaAbaza
How often do you publish each type of content?
Blog à Every weekday
Webinars à 2 per month
eBooks à 1 per month (ish)
Visual Content à 1 per month (ish)
24. @Uberflip #uberwebinar@HanaAbaza
What does your content team look like?
2 Content People
1 Social Media Person
(Content “facilitators” throughout Uberflip.)
Gaps? Use tools or freelancers.
57. @Uberflip #uberwebinar@HanaAbaza
What is
your goal?
More leads
Increase
awareness and
reach
Is the content
high value?
Yes!
LeaveIt No
No
Is there abig
enough
audience?
Yes! GateIt!Content
65. @Uberflip #uberwebinar@HanaAbaza
How do you actually do this?
1. Know what you’re optimizing for
2. Develop the infrastructure to get it done
(Also, we use Uberflip… shocker!)
66. @Uberflip #uberwebinar@HanaAbaza
How do you distribute your content?
Our Subscribers
Targeted Emails
Social (paid & unpaid)
Influencers (Holiday Hub)
Discoverability (SEO)
Content syndication (lead gen)
Other Publishers (lead gen)
74. @Uberflip #uberwebinar@HanaAbaza
How do you measure your content performance?
Consumption metrics
Engagement metrics
Growth metrics
What you focus on depends on your goals.