1.
@uberflip#uberwebinar
Kristi Mason
Brand & Content Director, Dyn
@KristiSpeaks
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
HOW TO CREATE ENGAGING
B2B CONTENT!
Kelly O’Hara
Content Marketing, Dyn
@KellOHara

2.
@uberflip#uberwebinar
HOW TO CREATE ENGAGING
B2B CONTENT!
Kristi Mason
Brand & Content Director, Dyn
@KristiSpeaks
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Kelly O’Hara
Content Marketing, Dyn
@KellOHara

3.
@uberflip#uberwebinar
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

4.
@uberflip#uberwebinar
Prelude; B-to-B Content Challenge
For most of us we are not selling a sexy product. !

5.
@uberflip#uberwebinar
Prelude; B-to-B Content Challenge
For most of use we are selling a utilitarian solution. !

6.
@uberflip#uberwebinar
Prelude; B-to-B Content Challenge

7.
@uberflip#uberwebinar
Prelude; B-to-B Content Challenge
So, how do people like us create engaging content in a solutions world?!
!
• Sans emotion!
• Sans impulse!
• Value!
• Stakeholders!
• Cluttered!
• Motivation to take action!

8.
@uberflip#uberwebinar
Topics We’ll Cover
ü Personas!
ü Stages of the buyers’ journey!
ü Personality for engagement !
ü Distribution strategy!
!

9.
@uberflip#uberwebinar
Who is your target buyer?

10.
@uberflip#uberwebinar
Challenges?!
Initiatives?!
Buyer role?!
Watering holes?!
Interaction preferences?!
!
Do you know who your buyer is?

11.
@uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!

12.
@uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!

13.
@uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!
3.) Operationalize!
• Insights must flow through GTM areas
within the org (ex: marketing ops)!
• Present the personas in a way that is !
meaningful to each department, their !
drivers and challenges!

14.
@uberflip#uberwebinar
Develop Buyer Personas
1.) Quantitative Data!
• Net new wins over 1-year period!
• Titles and departments!
• Cross referenced with LI titles!
• Top recurring titles and departments!
2.) Qualitative Data!
• Conduct 5-10 interviews within each title!
• Interview set is representative of regions,!
segmentations and verticals. Verify!
• Aggregate information to create personas!
3.) Operationalize!
• Insights must flow through GTM areas
within the org (ex: marketing ops)!
• Present the personas in a way that is !
meaningful to each department, their !
drivers and challenges!
4.) Content Architecture!
• Once you know who your buyer is, create
a buyers’ journey content roadmap !
• Create a messaging map for each !
persona that addresses their challenges,!
initiatives, and gives value !

15.
Develop Buyer Personas
Nurture Stream
37% increase in opens!
478% increase in CTR!
PROOF

16.
@uberflip#uberwebinar
Stages of the buyers’ journey

17.
@uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!

18.
@uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
“I know there is a !
solution that exists to
my problem.”!

19.
@uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
Whitepapers!
E-Books!
Website/landing pages!
Industry reports!
Demos / trials!
Customer case studies!
Product video!
“I know there is a !
solution that exists to
my problem.”!
“I see value in your !
solution & why I should !
add you to our short list.”!

20.
@uberflip#uberwebinar
Stages of the buyers’ journey
Awareness! Consideration! Purchase!
Blogs!
Whitepapers!
Earned media!
Infographics!
Slideshares!
Videos!
Curated content!
Trend reports!
!
!
Whitepapers!
E-Books!
Website/landing pages!
Industry reports!
Demos / trials!
Customer case studies!
Product video!
Analyst research!
Product/solution Literature!
Demos!
ROI tools!
Customer case studies!
Customer references!
“I know there is a !
solution that exists to
my problem.”!
“I see how !
you’re different from other !
solutions & why you’re the
right choice.” !
“I see value in your !
solution & why I should !
add you to our short list.”!

21.
@uberflip#uberwebinar
Stages of the buyers’ journey
Content can also be helpful in other areas…!
Solutions !
messaging à tie!
to the product !
messaging!
!
Internal !
Education! Advocacy!
Empower the !
market to market
your message!

22.
@uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!

23.
@uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin Mid Managers
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!
Business case blogs!
Slideshares!
Infographics!
Reports!
Business case whitepapers!
Case studies!
eBooks!
Solution overviews!

24.
@uberflip#uberwebinar
Persona Based Content Roadmap
AwarenessConsideration
Sys/Network Admin Mid Managers Founders/C-Level
Informative tech blogs!
Social media!
Tech case whitepapers!
Edu videos!
Infographics!
Business case whitepapers!
Case studies!
Reports & Guides!
Trials/Demos!
Business case blogs!
Slideshares!
Infographics!
Reports!
Business case whitepapers!
Case studies!
eBooks!
Solution overviews!
Thought leadership blogs!
Social Media!
Videos!
Curated content!
Case studies!
ROI tool!
Product overviews!

25.
@uberflip#uberwebinar
Engagement & Personality

26.
@uberflip#uberwebinar
Engagement & Personality
Humanize your content!
Make it engaging!
Visuals !
Easy to consume!
Connect the dots!
!

27.
@uberflip#uberwebinar
And remember…
about!
<!
It’s about them!

28.
@uberflip#uberwebinar
Engagement & Personality
Buffer has humanized just about every !
customer touch point. !
!

29.
@uberflip#uberwebinar
Engagement & Personality
Slack has cracked the code on engagement
through humor. !
!

30.
@uberflip#uberwebinar
Engagement & Personality
Wistia, a video hosting platform, uses actual
people in almost all of their content. !
!

31.
@uberflip#uberwebinar
Tracking Engagement
Social shares!
Time on page!
Pages per session!
Heat maps!
Video drop offs!
Exits/Bounces!
!

32.
@uberflip#uberwebinar
Engagement & Personality

33.
@uberflip#uberwebinar
Most zoomed!
Most viewed!
Longest time-on-page!
Engagement & Personality

34.
@uberflip#uberwebinar
Engage with Metrics

35.
@uberflip#uberwebinar
Engage with Metrics

36.
@uberflip#uberwebinar
Distribution Strategy

37.
@uberflip#uberwebinar
Content Distribution
Hub and spoke model !
HUB
blog
socialwebsite
email video
slideshare

38.
@uberflip#uberwebinar
Content Distribution
Hub and spoke model !
Website
Outages
of the
Century
blog
socialwebsite
email video
slideshare
Business Continuity !
on a Budget!
The Importance of Having a
Business Continuity Plan!
3-part video series!Use in first touch nurture!
Content hub with CTA promotions!

39.
@uberflip#uberwebinar
Create content for your content
webinar

40.
@uberflip#uberwebinar
“Useful + Enjoyable + Inspired = Innovative Content.”
~ Ann Handley, MarketingProfs !

41.
@uberflip#uberwebinar
QUESTION TIME!
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Kristi Mason
Brand & Content Director, Dyn
@KristiSpeaks
Kelly O’Hara
Content Marketing, Dyn
@KellOHara