Full-Funnel Content Optimization Strategies
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Tara Robertson of Uberflip explains how you can think of and create content for each stage of your funnel!
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Full-Funnel Content Optimization Strategies
- 1. @BrightFunnel #FunnelFest Full-Funnel Content Tara Robertson, Director of Revenue Marketing @uberflip September 28, 2017
- 2. @BrightFunnel #FunnelFest ABOUT UBERFLIP We help marketers create, manage and optimize content experiences at every stage of the buyer journey. hub.uberflip.com
- 5. @BrightFunnel #FunnelFest A content experience How to create & optimize That gets results
- 6. @BrightFunnel #FunnelFest Hundreds of millions of blogs, eBooks, whitepapers, guides, webinars etc…
- 8. @BrightFunnel #FunnelFest We Need Better Content, Not More Content.
- 9. @BrightFunnel #FunnelFest Whiteboard Ideas Create Content Publish Content Tell everybody! Results: Meh. Content Marketing Today
- 10. @BrightFunnel #FunnelFest Ask people what they want Create Content Optimize the Experience Publish Content Experience *Tell Everyone Goals? Content Marketing at Uberflip
- 11. @BrightFunnel #FunnelFest Optimize the Content Experience Micro Optimize the individual piece of content for your goals Macro Optimize overall experience (where does your content live?)
- 12. @BrightFunnel #FunnelFest 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.
- 18. @BrightFunnel #FunnelFest To gate, or not to gate?
- 19. @BrightFunnel #FunnelFest Start with Goals 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
- 20. @BrightFunnel #FunnelFest 2 Approaches to Gating Content LANDING PAGES OVERLAY CTAs
- 21. @BrightFunnel #FunnelFest LANDING PAGES • Simple, clear and concise • Call-to-action • Optimize forms for goals • Add a friendly face
- 22. @BrightFunnel #FunnelFest OVERLAY CTAs • Concise message • Call-to-action • Context matters
- 24. @BrightFunnel #FunnelFest Clear Is the action you want a user to take obvious?
- 25. @BrightFunnel #FunnelFest Clear Is the value to the user obvious?
- 29. @BrightFunnel #FunnelFest CTAs in the wild
- 34. @BrightFunnel #FunnelFest Value prop is clear Only one field (higher conversion) Relevant Image Credibility Clear CTA
- 36. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona
- 37. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona
- 38. @BrightFunnel #FunnelFest Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona By Account
- 39. @BrightFunnel #FunnelFest CAMPAIGN 1DCAMPAIGN 1A CAMPAIGN 1B CAMPAIGN 1C
- 42. @BrightFunnel #FunnelFest site: mydomain.com type: .pdf
- 43. @BrightFunnel #FunnelFest A technology sales professional spends… 17h a week or 106 sales days a year developing client presentations looking for marketing collateral searching for customer information outside the organization 8h 5h 4h … wasting almost Source: EMI Industry Intelligence Report
- 44. @BrightFunnel #FunnelFest • Organize your content in a way that is easily digestible for your readers AND internal stakeholders • Before you create another piece of content: Make sure all your existing content has a CTA that is clear, contextual and targeted • Think of creating content for ABM as repackaging what you already have vs. starting from scratch Key Takeaways
- 45. @BrightFunnel #FunnelFest Thank You! Questions: @taraarobertson @uberflip
Editor's Notes
- We market to marketers with content
- This may feel like forever ago, but it’s not that long ago we browsed for videos like this… content sorted chronologically (sound familiar?) Purely on the customer to figure out what they want
- Compare that with Netflix - obviously a better experience. But why? Because self discovery when there’s thousands of options is overwhelming - Netflix figures out what you want
- What if your B2B content was binge-worthy? You will learn: - How to organize and present your content to engage your prospects and customers - How to get your sales team to use your content - How to recycle your existing content to scale your ABM campaigns
- Are created every year, quarter, month.. By B2B marketers. I don’t know about you, but I don’t wake up thinking about all the great whitepapers and case studies I’m going to download today.. So why do marketers insist on organizing content by format? With the newer content piling up on top of your best resources
- mapping journeys becomes and hard and harder sucked into the black hole of creation Our best content isn’t getting surfaced How’d we get here? It may be easier to create content today, but making content used to be hard…
- The truth: better content NOT more! How can you take what you have and make it work for you throughout the buying process? Full-funnel content
- How can you optimize/organize the content you alreadyhave? Macro = house/shelf your content lives in Micro = content assets Both apply across the buyers journey
- Using their personas
- People are reading your content, yay! But let’s get them to take the next step… CTAs are one of the main conversion steps for content. step 1: you need to actually have one !
- Notice both have something in common? You need a CTA! Ideally just 1
- People are reading your content, yay! But let’s get them to take the next step… CTAs are one of the main conversion steps for content. step 1: you need to actually have one !
- The good, the bad and the ugly.. CTA examples
- Old CTA from our blog – not a great content to CTA match!
- Here’s a better match – content of the cta matches something that is relevant to the topic and persona
- Booker example – context doesn’t always mean matching personas, in this case they featured their holiday promo content around the holidays
- Example of adding subtle context – CTA is marketo purple
- Landing page example -
- Test test test for your audience. Don’t get stuck in a rut following the same best practices as everyone else in your industry.
- Remember this slide? You’ve got this, right? Content is organized, easy to find and digest, clear CTAs…
- + ABM ??
- It doesn’t have to be so complicated to get started with content for ABM! One way to look at it is like this.. You might not need content at each stage for each account.. Work with the sales team to prioritize/grade your accounts and customize content as needed
- Example of a campaign we tested out to target our IAP 1 accounts – all using existing content! All from those MA streams I showed you before, just repackaged
- Who do you think this content stream is targeting? Didn’t need to make this content from scratch – ALL existing content with new ‘house’ + CTA
- Example of a campaign we’re testing out to target a top account Arrow – this is again all existing content! Goal isn’t necessarily to get a CTA fill for these known accounts – more to have air cover/brand recognition when our sales reps reach out
- I talked a lot about content from the marketers’ perspective but what about sales? Sales enablement is a huge component of successful ABM so setting up your sales team for success is critical. Think about your sales team – how are they finding your content? I bet they’re googling it!! Huge waste of time, and who knows if that’s the most updated result at the top of the page?
- A 2011 EMI Industry Intelligence Report revealed that in an average week, a technology sales professional spends eight hours developing client presentations, five hours looking for marketing collateral, and four hours searching for customer information outside the organization. The sales professional wastes 17 hours a week or 106 sales days a year — the problem is that this dramatically reduces the effectiveness of the sales team. Working with sales is crucial to gaining traction with your key accounts. I’d recommend starting here if you don’t have a great foundation for bottom of funnel content/sales enablement