A webinar focused on how marketers need to focus on optimizing their business blog. We cover 5 blogging blunders and how to avoid them: 1. Lack of purpose 2. Careless content 3. Shoddy user experience 4. No consistency 5. Marketing without metrics

1. Blogging In The Age Of
Modern Marketing
Director of Marketing
@HanaAbaza

2. @HanaAbaza
#uberflipping
WHAT HAS CHANGED?

3. @HanaAbaza
#uberflipping
WHAT HAS CHANGED?

4. @HanaAbaza
#uberflipping
WHAT HAS CHANGED?

5. @HanaAbaza
#uberflipping
WHAT HAS CHANGED?

6. @HanaAbaza
#uberflipping
WHAT HAS CHANGED?

7. WHAT HAS CHANGED?
@HanaAbaza
#uberflipping
Spray & Pray

8. WHAT HAS CHANGED?
@HanaAbaza
#uberflipping
Spray & Pray
vs.True Value

9. WHY
IT’S
HOT

10. @HanaAbaza
#uberflipping
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)

11. WHY
IT’S
NOT

12. @HanaAbaza
#uberflipping
IS YOUR BLOG
WORKING?
2.73 million blog posts are published daily
(that’s 1,896 every minute!)
Source: hub.uberflip.com

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

14. @HanaAbaza
#uberflipping
BUT 58% OF B2B
MARKETERS PLAN TO
INCREASE SPEND
BLOGGING IN THE AGE OF MODERN MARKETING
#uberflip@HanaAbaza
Source: Content Marketing Institute

15. THE 5 BIGGEST
BLOGGING
BLUNDERS
…and how to fix them!
@HanaAbaza
#uberflipping

16. @HanaAbaza
#uberflipping
BLOGGING BLUNDER #1
LACK OF PURPOSE

17. § What is the goal of your blog?
§ Lead generation? Awareness? Both?
§ Understand your buyer personas
§ Map out a content strategy
@HanaAbaza
#uberflipping

18. § What is the goal of your blog?
§ Lead generation? Awareness? Both?
§ Understand your buyer personas
§ Map out a content strategy
Marketers with a documented strategy
consider their content efforts more
@HanaAbaza
#uberflipping
effective (66% vs. 11%)
(source: CMI & Marketing Profs Report)

19. @HanaAbaza
#uberflipping
BLOGGING BLUNDER #2
CARELESS CONTENT

20. @HanaAbaza
#uberflipping
§ Pick your angle
§ Spend time writing headlines
§ Add visuals when possible
§ Beware of content shock!

21. @HanaAbaza
#uberflipping
§ Pick your angle
§ Spend time writing headlines
§ Add visuals when possible
§ Beware of content shock!
Companies like Upworthy & Uberflip
write at least 25 headlines before
deciding on the winner!

22. SHODDY CONTENT EXPERIENCE
@HanaAbaza
#uberflipping
BLOGGING BLUNDER #3

25. Make It Mobile
§ Meet John, he does everything on his phone
§ Your content must be mobile friendly
§ If not, you’ll sacrifice
@HanaAbaza
#uberflipping
§ Conversion rates
§ Number of leads
§ Engagement

26. § Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)
@HanaAbaza
#uberflipping
Make It Easy

27. @HanaAbaza
#uberflipping
Make A Path
§ Learn from Ikea!
§ Create a path for engagement and tell
people where to go next:
§ Call to actions
§ Recommended content
§ Option to subscribe

28. @HanaAbaza
#uberflipping
AVOID THIS!
§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
L

29. Call to action
Recommend
content
@HanaAbaza
#uberflipping
J
Discoverable
Useful image

30. @HanaAbaza
#uberflipping
BLOGGING BLUNDER #4
NO CONSISTENCY

31. § How often do you publish content?
§ Train people to expect content
§ Be consistent – whether its once per day,
week or month
@HanaAbaza
#uberflipping

32. MARKETING WITHOUT METRICS
@HanaAbaza
#uberflipping
BLOGGING BLUNDER #5

33. Data Driven Content Marketing
@HanaAbaza
#uberflipping
§ Content Ideation
§ Content Distribution
§ Content Performance
§ Have the right tools in place!
§ Marketing Automation
§ Uberflip ( #shamelessplug )

34. @HanaAbaza
#uberflipping
TOOLS FOR CONTENT CREATION
BuzzSumo.com
Google.com/trends
Internal Teams

35. @HanaAbaza
#uberflipping

36. @HanaAbaza
#uberflipping

37. @HanaAbaza
#uberflipping
TALK TO PEOPLE!
Sales Team
Customer Support / Success
Your Customers

38. HOW TO MEASURE PERFORMANCE
@HanaAbaza
#uberflipping
Engagement Metrics
§ Page views
§ Social shares
§ Time on site
§ Pages per visit
Growth Metrics
§ Number of leads generated
§ CTA conversion
§ Number of customers
§ Lead to customer conversion

39. @HanaAbaza
#uberflipping
KEY TAKEAWAYS
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 the data guide you

40. 40
Questions?
I’ve got answers!

41. @HanaAbaza
#uberflipping
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More questions?
Email hana@uberflip.com or tweet @HanaAbaza