everything you need to know about content marketing

Everything You Need To Know About Content Marketing

Hana Abaza, Director of Marketing at Uberflip @hanaabaza

WHY IT’S HOT

WHY IT’S NOT

Content Marketing Landscape

Create your

content

See howyour content

performs

Get yourcontent

out there

AUTHORING DISTRIBUTION METRICS

MODERN DAY CONTENT MARKETING

Createyour

content

See howyour content

performs

Get yourcontent

out there

Createa killer

experience

AUTHORING EXPERIENCE

DISTRIBUTIONMETRICS

CONTENT MARKETING TRENDS

Content Marketing Trends

1. Marketing Team Makeup

TEAMCONTENT

Content Marketing Trends

2. Responsive Design

Content Marketing Trends

3. Link Earning vs. Link Building

Content Marketing Trends

4. Curation & Custom Streams

Content Marketing Trends

5. Brand Journalists Take The Reins

The recent acquisition of leading ABC news anchor, Katie Couric, as Yahoo’s Global Anchor, is a clear sign that online content is where the mainstream is heading.

CONTENT MARKETING STRATEGIES

1. Define your targets

Content Marketing Strategy

2. Understand your buyers

Content Marketing Strategy

Content Marketing Strategy

3. Set conversion goals

4. Context and distribution

Content Marketing Strategy

Content Marketing Strategy

5. Keep it aligned

6. Is it scalable

Content Marketing Strategy

CONTENT MARKETING SKILLS

Content Marketing Skills

Content Ideas

Content Marketing Skills

Contact with Sales / Support

Ask Customers or Prospects

Take Advantage of Tools!

Content Marketing Skills

CreatingContent

Content Marketing Skills

What is the purpose of this piece?

What is the best format for it?

Where will it be distributed?

Content Marketing Skills

Reduce, ReuseRecycle

Examples

Examples

Examples

LEAD GENERATION

Lead Generation

CTAs in Content Marketing

Contextual CTAs

Automation vs. Manual

Lead Generation

Lead Generation

( 2011 ) ( 2014 )

CONTENT MARKETING METRICS

Content Marketing Metrics

Engagement Metrics: time on site, pages per visit

Content Marketing Metrics

CTA Performance

Content Marketing Metrics

Lead & Customer Conversion

Content Marketing Operations

Set up your processes!

Editorial Calendar

Idea Gen Tools

Distribution Tools

Lead Gen Tools

Measurement Tools

Hana Abaza, Director of Marketing at Uberflip

@hanaabaza