blogging in the age of modern marketing
DESCRIPTION
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 metricsTRANSCRIPT
Director of Marketing
@HanaAbaza
Blogging In The Age Of Modern Marketing
@HanaAbaza #uberflipping
WHAT HAS CHANGED?
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WHAT HAS CHANGED?
@HanaAbaza #uberflipping
WHAT HAS CHANGED?
@HanaAbaza #uberflipping
WHAT HAS CHANGED?
@HanaAbaza #uberflipping
WHAT HAS CHANGED?
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Spray & Pray
WHAT HAS CHANGED?
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Spray & Pray True Value vs.
WHAT HAS CHANGED?
WHY IT’S HOT
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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)
WHY IT’S NOT
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IS YOUR BLOG WORKING?
2.73 million blog posts are published daily
(that’s 1,896 every minute!) Source: hub.uberflip.com
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ONLY 42% OF B2B MARKETERS SAY THEIR
BLOG IS EFFECTIVE
BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza #uberflip
Source: Content Marketing Institute
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BUT 58% OF B2B MARKETERS PLAN TO
INCREASE SPEND
BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza #uberflip
Source: Content Marketing Institute
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THE 5 BIGGEST BLOGGING BLUNDERS …and how to fix them!
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LACK OF PURPOSE BLOGGING BLUNDER #1
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§ What is the goal of your blog?
§ Lead generation? Awareness? Both?
§ Understand your buyer personas
§ Map out a content strategy
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§ 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
effective (66% vs. 11%)
(source: CMI & Marketing Profs Report)
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CARELESS CONTENT BLOGGING BLUNDER #2
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§ Pick your angle
§ Spend time writing headlines
§ Add visuals when possible
§ Beware of content shock!
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§ 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!
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SHODDY CONTENT EXPERIENCE BLOGGING BLUNDER #3
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§ Meet John, he does everything on his phone
§ Your content must be mobile friendly
§ If not, you’ll sacrifice
§ Conversion rates
§ Number of leads
§ Engagement
Make It Mobile
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§ Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)
Make It Easy
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§ Learn from Ikea!
§ Create a path for engagement and tell
people where to go next:
§ Call to actions
§ Recommended content
§ Option to subscribe
Make A Path
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§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
AVOID THIS!
L
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Call to action
Recommend content
Useful image
Discoverable
J
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NO CONSISTENCY BLOGGING BLUNDER #4
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§ How often do you publish content?
§ Train people to expect content
§ Be consistent – whether its once per day,
week or month
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MARKETING WITHOUT METRICS BLOGGING BLUNDER #5
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§ Content Ideation
§ Content Distribution
§ Content Performance
§ Have the right tools in place!
§ Marketing Automation
§ Uberflip ( #shamelessplug )
Data Driven Content Marketing
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TOOLS FOR CONTENT CREATION
BuzzSumo.com
Google.com/trends
Internal Teams
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TALK TO PEOPLE!
Sales Team
Customer Support / Success
Your Customers
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HOW TO MEASURE PERFORMANCE
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
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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
Questions? I’ve got answers!
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More questions?
Email [email protected] or tweet @HanaAbaza