Download - Blogging In The Age Of Modern Marketing

@SamBrennand Customer Success Lead

@HanaAbaza Director of Marketing

BLOGGING IN THE AGE OF MODERN MARKETING

BLOGGING IN THE AGE OF MODERN MARKETING @HanaAbaza @SamBrennand #uberflip

HOUSEKEEPING!

Get your tweet on with #uberflip

We’ll email slides and recording

Q & A at the end, use the chat box

(If we run out of time, tweet us!)

Uberflip demo at the end


IS YOUR BLOG YOUR WORKING?

2.73 million blog posts are published daily

(that’s 1,896 every minute!)

Source: hub.uberflip.com


ONLY 42% OF B2B MARKETERS SAY THEIR

BLOG IS EFFECTIVE


Source: Content Marketing Institute


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)


BIGGEST BLOGGING BLUNDERS


1. NO PURPOSE

§  What is the goal of your blog?

§  Lead generation? Awareness? Both?

§  Once you have a purpose, then choose a

metric that shows progress


§  Pick your angle

§  Spend time writing headlines

§  Add visuals when possible

§  Beware of content shock!

2. CARELESS CONTENT


3. SHODDY CONTENT EXPERIENCE


§  Meet John. He does everything on his

iPhone

§  Your content must be mobile friendly

§  If not, you’ll sacrifice

§  Conversion rates

§  Number of leads

§  Engagement

Make It Mobile


§  Easy to browse your content

§  Easy to navigate (good menu structure)

§  Easy to find stuff (search ability)

Make It Easy


§  Create a path for engagement and tell

people where to go next:

§  Call to actions

§  Recommended content

§  Option to subscribe

Make A Path


§  No distinct call to action

§  No recommended content

§  Nowhere to subscribe

§  No images or videos

§  No links to learn more

AVOID THIS!


TRY THIS

Call to action

Recommend content Useful image

More links


§  How often do you publish content?

§  Train people to expect content from you

§  Be consistent – whether it once per day,

week or month

4. NO CONSISTENCY


§  Let the data help guide your strategy

§  Have the right tools in place:

§  Google analytics, Kissmetrics etc

§  Marketing Automation

§  Uberflip! (shameless plug)

5. MARKETING WITHOUT METRICS


ENGAGEMENT VS. BUSINESS METRICS

Engagement Metrics

§  Page views

§  Social shares

§  Time on site

§  Pages per visit

Business Metrics

§  Number of leads generated

§  CTA conversion

§  Number of customers

§  Lead to customer conversion


QUICK RECAP

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 your metrics guide you

Q & A

#uberflip

@HanaAbaza @SamBrennand

Like the slides? You’ll love the webinar!

#uberflip

WATCH THE WEBINAR

http://hub.uberflip.com/h/i/18097283-webinar-blogging-in-the-age-of-modern-marketing