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.
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
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
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