Breaking Down the Top B2B Content of 2015
Transcript of Breaking Down the Top B2B Content of 2015
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Steve Rayson Director, BuzzSumo @steverayson
Hana Abaza VP Marketing, Uberflip @hanaabaza
Top B2B Content Of 2015!
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
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What is Top B2B Content?
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Content Objectives
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Author Website Domain
Topic & Trends
Content Format
Content Quality
Headline Shares Links SEO Paid
Promotion
10 Factors That Influence Content Success
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Examples of Top B2B Content 2015
§ Research reports § How to posts § Trends § Reference assets § eBooks § Quizzes !
§ Product launches § Curation § Provocative § Curiosity § Case Study § Tools !
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Deloitte: Trending Topic
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Intel: Challenging Assumptions #Ilooklikeanengineer
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Intel: Hashtag Campaign
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Buffer
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Slideshare Research
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Research
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Research
Uberflip & BuzzSumo researched the most shared types of content and turned that data into a highly shared infographic.
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The Future: Vision
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QuickSprout: Practical Posts
Top post 100% More
Shares Than 5th Post
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The Next Web
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Convince & Convert: Great Headline Example !
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SME: List Posts – Tips & Tools !
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Uberflip: List Posts – Tips & Tools
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B2B Marketing Insider: Curation Posts !
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B2B Marketing Insider: Curation Posts !
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Top Rank Blog: Updated Reference Content !
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Moz: Updated Reference Content !
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Moz: Updated Reference Content !
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IBM Product Launch
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Intercom: eBook
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Case Study
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Case Study
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Tools: LinkedIn
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Tools: LinkedIn
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Summary: Highly Shared B2B Content 2015
§ Research – Buffer, Deloitte
§ How to posts – Buffer, QuickSprout
§ Trends – Deloitte, TheNextWeb
§ Reference assets – Moz, Top Rank
§ eBooks - Intercom
§ Quizzes – Entrepreneur, HBR!
§ Product launches - IBM
§ Curation – B2B Insider
§ Provocative – Intel, TheNextWeb
§ Curiosity – Convince & Convert
§ Case Study - HBR
§ Tools - Linkedin!
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REALITY: Most of the content we create won’t be
“top performing” content.
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How To Create Top Performing Content
• Content
• Relevance
• Distribution
• Consistency
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CONTENT
Visual Sharable
Contextual Experience
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Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
!!
Landing Pages It’s useful or helpful information.
It makes them look good / smart / trendy.
It validates something they believe.
It evokes some kind of emotion.
It’s relevant / topical. !
WHY DO PEOPLE SHARE?
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Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
!!
Landing Pages
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RELEVANCE
Why should I care?
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Simple, clear & concise COMPLELLING CTA
Optimize forms for goals JUST Add humans
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Landing Pages
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DISTRIBUTION Your Audience
Influencers Search
Publishers
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CONSISTENCY
How can you keep leveraging your top
performing content?
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Start and end with your goals, but don’t ignore the top of the funnel.
ENGAGEMENT
LEAD GEN
SALES
RETENTION
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RESOURCES
50% of Content Gets 8 Shares or Less: Why Content Fails & How to Fix It> buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it
Webinar: How to Create Engaging B2B Content> hub.uberflip.com/h/i/118419632-how-to-create-engaging-b2b-content
Webinar: 3 Content Formats to Lift Your Traffic> hub.uberflip.com/h/i/92326353-3-content-formats-to-lift-your-traffic
From 'Good Enough' to 'Can't Get Enough': How to Consistently
Create Content Your Audience Loves> hub.uberflip.com/h/i/146086708-from-good-enough-to-can-t-get-enough-how-to-consistently-create-content-
your-audience-loves/109406
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QUESTION TIME!
Hana Abaza VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Steve Rayson Director, BuzzSumo
@steverayson
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