Providing a well-optimized content experience is a crucial part of the content marketing process. The content experience is where content is managed to improve discoverability, where lead generation occurs, and where content can be effectively leveraged throughout the entire buyer journey. And yet, new data indicates that marketers don’t have the technology in place to optimize their content experience. If content marketing is important to you (and let's face it: it's important to all of us), it's time to learn the 4 Pillars of Content Marketing framework. Uncover valuable insights into how leading marketers are using their software stack to execute their content marketing process during this technology-focused session. You'll also get insight into areas of the content process in which your technology may be lacking.

1. The State of Content Marketing Software
And Why Experience Matters
Yoav Schwartz
Co-­founder & CEO
Uberflip
@yostar

2. 1. You need to create great content
2. Package it in a world-­‐class user experience
3. Promote, distribute and broadcast your content
4. Analyze and measure what works
5. Use those insights to do better
Content Marketing is a Cycle

3. Content Marketing Evolved
CREATION

4. Marketers Have Embraced All 4 Pillars
CREATION DISTRIBUTION INSIGHTS
EXPERIENCE

5. Marketers Have Embraced All 4 Pillars
management
lead generation
sales
enablement
engagement
ideation
curation
workflow
marketplace
social
email
paid
organic
analytics
ROI
reporting
scoring
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

6. EXPERIENCE
Experience is All About the Buyer Journey
CREATION DISTRIBUTION INSIGHTS
management
lead generation
sales
enablement
engagement

7. @yostar #GradeMyStack
I was curious…
1. What if they mapped out all their tools
onto this framework?
2. And how much value is each software
providing per bucket?
3. What patterns/insights can I find?
Howdomarketersbuildtheirstacks?

8. www.grademystack.com

9. @yostar #GradeMyStack
In action!

10. @yostar #GradeMyStack
Content Creation
Highest Overall Value:
Most Popular:

11. • How are marketers identifying
and leveraging Content
Experience Software?
CONTENTEXPERIENCE

12. WAIT…
WHY IS content
experience SO
IMPORTANT?

13. Content: PiñaColada

16. Great Content Isn’t Enough…
You need a remarkable content
experience to meet your goals.

17. 17
88% of B2B marketers
are using content
marketing
-­‐ TopRank
COMPANIESARE
CREATINGMORE
CONTENTTHANEVER
BUTTHEYCAN’T
MAKEITWORK
¯ˉ_(ツ)_/¯ˉ
79% of content marketers say
they are unsuccessful at
proving ROI
-­‐ cmo.com

18. Software Used by Bucket
ANALYTICS
Mostof software in Insights >Analytics
MANAGEMENT
2nd most software in Experience >Management
ROI
Least software in Insights >ROI

19. Experience Software Findings…
We invest a lot in Experience software (2nd most!)
We lack platforms to tie all these stages together
(most software are point solutions)
Hypothesis: what if the problem starts with management?
BUT, the further down the buyer journey we go, the less we have
(most of investment in management, least in sales enablement)

20. @yostar #GradeMyStack
GradeMyStack Data Analysis Continued…
1. Work at a company with minimum 10 or more employees
2. Completed their stack and received a grade (i.e. B+)
3. Have a job title that included any of:
“Content” or “Marketing” or “Demand” or ”CMO” or “CEO”
UsersConsidered

21. @yostar #GradeMyStack
How Do Leading CMS’s Fair In Experience?
EXPERIENCE
management
lead generation
sales enablement
engagement
6.7
(72% of responses)
6.0
(4% of responses)
-­‐
6.6
(25% of responses)
4.8
(63% of responses)
4.0
(25% of responses)
-­‐
4.0
(13% of responses)
6.6
(71% of responses)
6.5
(22% of responses)
5.0
(6% of responses)
6.0
(1% of responses)

22. @yostar #GradeMyStack
Who Tops Diversity in Content Experience?
7.6
(38% of responses)
7.5
(10% of responses)
7.9
(43% of responses)
6.0
(10% of responses)
EXPERIENCE
management
lead generation
sales enablement
engagement
7.2
(31% of responses)
6.7
(28% of responses)
7.3
(21% of responses)
5.8
(21% of responses)

23. 5Elementsofakickass
SoftwarePlatform

24. 1.PUTSYOUINTHEDRIVER’SSEAT
AKICKASSCONTENTEXPERIENCEPLATFORM

25. @yostar #GradeMyStack
VP of Marketing
Graphic Designer
Demand Gen
Frontend
Developer
Marketing Mary
Built In House
1. You Need To Be In Control

26. @yostar #GradeMyStack
Marketing Mary
Marketing Agencies
1. You Need To Be In Control

27. 2.HELPSYOUINTEGRATE
AKICKASSCONTENTEXPERIENCEPLATFORM

28. @yostar #GradeMyStack
Your Marketing
Automation PlatformYour Content
Your Sales Team’s Tools
2. Deep Integrations with Content & Tools You Use
Your
Content
Experience
Software

29. 3.GETSYOUORGANIZED
AKICKASSCONTENTEXPERIENCEPLATFORM

30. @yostar #GradeMyStack
3. Supports Organization By More Than Format
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Format By Topic
Ok for TOFU / Inbound

31. @yostar #GradeMyStack
Your Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for
buyers and your sales team to
find. Create their journeys.
3. Supports Organization By More Than Format

32. 4.TAILORSTOYOURAUDIENCE
AKICKASSCONTENTEXPERIENCEPLATFORM

33. @yostar #GradeMyStack
§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
AVOIDTHIS
4. Creates an Engaging & Tailored Experience

34. @yostar #GradeMyStack
Callto action
Recommend content
Useful image
Discoverable
Easyto Share
4. Creates an Engaging & Tailored Experience

35. @yostar #GradeMyStack
Generic
OTHER
CONTENT
10
Tools
to
up
productivity
Webinar:
how
to
create
killer
content
without
spending
more
time
9
marketing
hacks
using
Zapier
4. Creates an Engaging & Tailored Experience

36. @yostar #GradeMyStack
Tailored!
Marketo Tips
&
Tricks
10
Tools
that
make
Marketo way
better
Webinar:
how
to
create
killer
content
without
spending
more
time
4. Creates an Engaging & Tailored Experience

37. @yostar #GradeMyStack
Personalized message
Tailored content
& CTAs
4. Creates an Engaging & Tailored Experience

38. 5.TRACKS&MEASURESPERFORMANCE
AKICKASSCONTENTEXPERIENCEPLATFORM

39. @yostar #GradeMyStack
5. Tracks and Measures Performance
ContentTopic
Creator

40. @yostar #GradeMyStack
Content Experience Management
Software should enable you to:
1. Be in control -­‐ not IT / Agency
2. Integrate deeply with all content, MAP & sales tools
3. Organize content by more than just format
4. Create an engaging/personalized user experience
5. Measure Results!
Management

41. ControllingyourContent
Experiencessetsyouup
forsuccess-throughout
theentirebuyerjourney
* So you can actually measure ROI *
Management

42. @yostar #GradeMyStack
Checkout
and see how you stack up!

43. @yostar #GradeMyStack

44. Find me on twitter @yostar
Check out www.uberflip.com
Build your stack at grademystack.com