1. 1. HOW TO HANA ABAZA VP Marketing at Uberflip EXPERIENCE OPTMIZE THE CONTENT
2. 2. @Uberflip #pipecon@HanaAbaza ABOUT UBERFLIP We help marketers create, manage and optimize the content experience no IT required! Power your content library, resource center, blog and more.
3. 3. @Uberflip #pipecon@HanaAbaza
4. 4. @Uberflip #pipecon@HanaAbaza
5. 5. PUBLISH.
6. 6. PUBLISH. ALL OF THE TIME.
7. 7. GET LINKS.
8. 8. GET LINKS. FROM ALL THE PLACES.
9. 9. There are over 152,000 blogs on the Internet Source: WPVirtuose
10. 10. 56,520 free eBooks were published last year Source: BuzzSumo Search
11. 11. Guides White Papers Webinars Etc. etc. etc
12. 12. @Uberflip #pipecon@HanaAbaza People (and Google) Said Stop It
13. 13. @Uberflip #pipecon@HanaAbaza We Need Better Content, Not More Content
14. 14. @Uberflip #pipecon@HanaAbaza Great content is useful, inspired and pathologically empathetic to the needs of the people youre trying to reach . Ann Handley, COO at Marketing Profs & Author of Everybody Writes We Need Better Content, Not More Content
15. 15. @Uberflip #pipecon@HanaAbaza But wait, theres more!
16. 16. @Uberflip #pipecon@HanaAbaza ( Marketing Existentialism) If content is published and nobody shares it, does it exist?
17. 17. Content is king, but distribution is queen and she wears the pants. Jonathan Perelman, Vice President at Buzzfeed
18. 18. @Uberflip #pipecon@HanaAbaza Youre smart. You know this.
19. 19. @Uberflip #pipecon@HanaAbaza Youre smart. You know this. You make ridiculously good content.
20. 20. @Uberflip #pipecon@HanaAbaza Youre smart. You know this. You make ridiculously good content. Your content is EVERYWHERE.
21. 21. @Uberflip #pipecon@HanaAbaza Youre smart. You know this. You make ridiculously good content. Your content is EVERYWHERE. People are clicking!
22. 22. @Uberflip #pipecon@HanaAbaza And then you send them to your backyard. #fail
23. 23. @Uberflip #pipecon@HanaAbaza Lost subscribers Lost leads Lost customers Lost revenue Wave Goodbye
24. 24. @Uberflip #pipecon@HanaAbaza HIGH CONVERTING KEY ELEMENTS OF A CONTENT EXPERIENCE
25. 25. @Uberflip #pipecon@HanaAbaza Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
26. 26. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
27. 27. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Address (and reinforce) common pain points. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
28. 28. @Uberflip #pipecon@HanaAbaza Align content creation with insight from sales. Address (and reinforce) common pain points. Create content that manages objections. Disclaimer: you have the right content to begin with. Your best bet? Your sales team.
29. 29. @Uberflip #pipecon@HanaAbaza Start Here 1. Empower the sales team 2. Ask for feedback 3. Market to them! *Multi-channel marketing works best for sales reps J
30. 30. @Uberflip #pipecon@HanaAbaza Scanable Actionable Shareable Scalable You-oriented SASSY
31. 31. @Uberflip #pipecon@HanaAbaza SCANABLE Easy To Read Well Formatted Instant value
32. 32. Easy to read (font / size)
33. 33. Subheads Paragraphs arent too long
34. 34. @Uberflip #pipecon@HanaAbaza ACTIONABLE Create an Engagement Path Include Calls-to-Action
35. 35. Learn from Ikea! Where should people go next? Recommend Content Encourage Comments Include Call-to-actions CREATE AN ENGAGEMENT PATH
36. 36. Calls-to-Action Clarity Context Targeting
37. 37. CLARITY Is the action and value obvious?
38. 38. CONTEXT
39. 39. is everything.
40. 40. @Uberflip #pipecon@HanaAbaza L
41. 41. @Uberflip #pipecon@HanaAbaza J
42. 42. TARGETING
43. 43. @Uberflip #pipecon@HanaAbaza Generic L
44. 44. @Uberflip #pipecon@HanaAbaza Tailored J
45. 45. @Uberflip #pipecon@HanaAbaza SHARABLE Is it worth sharing? Is it easy to share your content? Are you asking them to share it?
46. 46. @Uberflip #pipecon@HanaAbaza Add This
47. 47. @Uberflip #pipecon@HanaAbaza Does your content experience scale to any screen size? SCALABLE
48. 48. No? Feel the wrath of Google and sacrifice conversion rates.
49. 49. @Uberflip #pipecon@HanaAbaza Is there value for the individual? Is it personalized? Can they find what they want? Is the experience tailored? YOU-ORIENTED
50. 50. @Uberflip #pipecon@HanaAbaza Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona Easy for your audience and your team to find.
51. 51. @Uberflip #pipecon@HanaAbaza
52. 52. @Uberflip #pipecon@HanaAbaza
53. 53. Great, but how actually get email addresses?
54. 54. @Uberflip #pipecon@HanaAbaza Optimizing for Subscribers & Leads 1. Company Blog 2. Resource Center 3. Gating Premium Content
55. 55. @Uberflip #pipecon@HanaAbaza COMPANY BLOG OPTIMIZING THE
56. 56. @Uberflip #pipecon@HanaAbaza Company Blog Build Subscribers Drive Traffic, Build Growth
57. 57. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers Drive Traffic, Build Growth
58. 58. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Build Subscribers Drive Traffic, Build Growth
59. 59. Design + Value + No Distractions = 8% Conversion Rate
60. 60. @Uberflip #pipecon@HanaAbaza Embed Form
61. 61. Personalized Bounce Exchange, ConversionMonk, HubSpot, Uberflip
62. 62. We boosted blog subscribers by 9X in one month with this guy.
63. 63. @Uberflip #pipecon@HanaAbaza Source: anumhussain.com Company Blog Generating Leads Text Link (first link has the most weight) CTAs (bottom, side, slide-in) Pop-Up / Overlay / Nested Form
64. 64. @Uberflip #pipecon@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR
65. 65. @Uberflip #pipecon@HanaAbaza RESOURCE CENTER OPTIMIZING YOUR Same rules apply! But think about leads (not subscribers)
66. 66. @Uberflip #pipecon@HanaAbaza This tells me nothing!
67. 67. @Uberflip #pipecon@HanaAbaza
68. 68. @Uberflip #pipecon@HanaAbaza GENERATE LEADS GATING CONTENT TO
69. 69. Should I gate it, or leave it?
70. 70. @Uberflip #pipecon@HanaAbaza What is your goal? More leads Increase awareness and reach Is the content high value? Yes! Leave It No No Is there a big enough audience? Yes! Gate It!Content
71. 71. 2 APPROACHES TO GATE CONTENT (1) LANDING PAGES (2) OVERLAY CTAs
72. 72. @Uberflip #pipecon@HanaAbaza Simple, clear and concise Call-to-action Optimize forms for goals Add a human being Landing Pages
73. 73. @Uberflip #pipecon@HanaAbaza Concise message Context matters Source traffic matters CTA Overlays
74. 74. @Uberflip #pipecon@HanaAbaza A few examples
75. 75. @Uberflip #pipecon@HanaAbaza
76. 76. @Uberflip #pipecon@HanaAbaza Limited fields (using progressive profiling) Responsive Compelling messaging Eliminating steps
77. 77. @Uberflip #pipecon@HanaAbaza Only one field (higher conversion) Relevant Image Credibility Value prop is clear Clear CTA
78. 78. @Uberflip #pipecon@HanaAbaza Lots of fields (better qualifies leads) Relevant Image Responsive experience Descriptive, value prop Clear call-to-action
79. 79. @Uberflip #pipecon@HanaAbaza Smart fields and Progressive Profiling
80. 80. Always be testing.
81. 81. @Uberflip #pipecon@HanaAbaza Landing Page
82. 82. @Uberflip #pipecon@HanaAbaza Landing Page CTA Overlay
83. 83. @Uberflip #pipecon@HanaAbaza 250% increase in conversion Landing Page CTA Overlay
84. 84. @Uberflip #pipecon@HanaAbaza KEY TAKEAWAYS A Good (Responsive) Experience Clear, Contextual, Targeted CTAs Tailor the Experience Gate Valuable Content Test, Test, Test
85. 85. @Uberflip #pipecon@HanaAbaza Free eBook Learn when and how to gate content for lead generation. ubrflp.in/gatecontent
86. 86. @Uberflip #pipecon@HanaAbaza Tweet @uberflip and show us you know how to rock a pink headband! Ann Handleys Dog!
87. 87. @Uberflip #pipecon@HanaAbaza
88. 88. @Uberflip #pipecon@HanaAbaza THANK YOU! Questions? hub.uberflip.com @HanaAbaza