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#uberwebinar

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Lena Prickett Senior Content Marketing Manager, SnapApp @lenagainstme

Hana Abaza VP Marketing, Uberflip @hanaabaza

Is Your Content Resonating? How to Build Connections

With Content

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#uberwebinar

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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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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

@uberflip @Snap_App

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#uberwebinar

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STICK AROUND

FOR A DEMO

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RESONANCE

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Think of it Like a violin

§  Different strings create a resonating frequency

§  Resonance in marketing works the same way

§  Email, comments, and tweets spark a reaction in your listener

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The content crush

With so much noise in the content marketing world, you have to stand out!

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Section 1

Love your audience

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Who is your audience?

§  What matters to them?

§  Develop a deep, empathetic

knowledge of your customer!

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What does resonant content look like?

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What resonates with you?

§  Does your screen look

like this?

§  Marketers are multitaskers

§  Just ask your audience

what matters to them

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Empathy is important

§  Get really, really close

§  Know their hopes and dreams

§  Listen!

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Section 2

Where to get audience-centric data

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What do you need?

§  What types of data do

you need?

§  Where can you find that data?

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Your data

§  Goals

§  Problems

§  Obstacles

§  Questions

§  Personas

§  Spending habits

§  Information

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Your sources

§  Interviews

§  Social media

§  Helpdesk tickets

§  Surveys

§  Interactive content

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Delivering amazing content experiences Section 3

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Delivering content

You know your audience

-BUT-

You still need to resonate

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#uberwebinar

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Write…a lot

Learn to communicate

“Empathy is difficult. It's a skill. But there are

ways to improve this skill – and eventually,

you'll get a bit better and write content that

resonates. That connects. That's so totally

real that readers actually feel it.”

– Andy Crestodina, Orbit Media

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@uberflip @Snap_App

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#uberwebinar

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Give your audience a lot

Your content should be:!§  Valuable!§  Relatable !§  Relevant!§  Resourceful!!

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Find a kernel of insight

Deliver content that’s

insightful and inciting!

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Dumb ways to die

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What did we learn?

§  Resonance is critical

§  You need to know your audience

§  Look for sources where you can pull

audience information

§  Create remarkable, valuable content

your audience wants

Take it away Hana!

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CONTENT IS KING !

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PUBLISH.

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ALL OF THE TIME. !

PUBLISH.

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WE NEED BETTER CONTENT, Not more content

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“Great content is useful, inspired and

pathologically empathetic to the needs

of the people you’re trying to reach .”!

—Ann Handley, CCO at Marketing Profs and author of Everybody Writes

WE NEED BETTER CONTENT, NOT MORE CONTENT

!

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HOW DO WE LEVERAGE CONTENT

TO GET RESULTS?

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(dirty little secret)

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GREAT CONTENT

(dirty little secret)

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GREAT CONTENT

Isn’t Enough.

(dirty little secret)

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A remarkable Content Experience

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The Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS

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CREATION DISTRIBUTION INSIGHTS

FLAWED

The Content Marketing Cycle

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The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTS EXPERIENCE

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CREATION DISTRIBUTION INSIGHTS EXPERIENCE

The 4 Pillars of Content Marketing

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What are your goals? Lead Generation

Subscribers

Engagement

 !

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Whiteboard Ideas Create Content Publish (yay!) Tell everybody! Results: Meh.

Life Today

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#uberwebinar

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Ask people what they want Create Content Optimize the

Experience Publish Content Tell Everybody!

Life at Uberflip

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Optimize the Content Experience

 !Micro

Optimize the individual piece of

content for your goals

Macro

Optimize overall experience

(where does your content live?)

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More bang for your buck. !

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 ! Micro Optimize the individual piece of content for your goals

#C2C16  

Responsive

Compelling Message

Less Steps

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Results 47% Conversion Rate

1500 Net New Leads

$480K in Pipeline !

 !

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Landing Page

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Landing Page CTA Overlay

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250% increase in conversion

Landing Page CTA Overlay

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250% increase in conversion

Landing Page CTA Overlay

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Tailored

Recommended Content

Sharable

Visual

Scanable

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Interactive!

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 ! Macro Optimize overall experience (where does your content live?)

#C2C16  

What do you think of when I say Resource Center?

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Graveyard

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Creating a Tailored Experience

Tailored Experience

Optimized for Goals

Relevant Content Mix

Well Organized

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 !Resource Center Don’t’s

Don’t organize by content type

Don’t make content static

Don’t let CTAs get stale

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This tells me nothing!

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#uberwebinar

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@uberflip @Snap_App

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#uberwebinar

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@uberflip @Snap_App

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#uberwebinar

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@uberflip @Snap_App

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#uberwebinar

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@uberflip @Snap_App

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#uberwebinar

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QUESTION TIME!

Lena Prickett Senior Content Marketing Manager,

SnapApp @lenagainstme

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY