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@uberflip @Snap_App#uberwebinar
Lena Prickett
Senior Content Marketing
Manager, SnapApp
@lenagainstme
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Is Your Content Resonating?
How to Build Connections
With Content
@uberflip @Snap_App#uberwebinar
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@uberflip @Snap_App#uberwebinar
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@uberflip @Snap_App#uberwebinar
STICK AROUND
FOR A DEMO
@uberflip @Snap_App#uberwebinar
RESONANCE
@uberflip @Snap_App#uberwebinar
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
@uberflip @Snap_App#uberwebinar
The content crush
With so much noise in the
content marketing world, you
have to stand out!
@uberflip @Snap_App#uberwebinar
Section 1
Love your audience
@uberflip @Snap_App#uberwebinar
Who is your
audience?
§  What matters to them?
§  Develop a deep, empathetic
knowledge of your customer
!
@uberflip @Snap_App#uberwebinar
What does resonant content look like?
@uberflip @Snap_App#uberwebinar
What resonates
with you?
§  Does your screen look
like this?
§  Marketers are multitaskers
§  Just ask your audience
what matters to them
@uberflip @Snap_App#uberwebinar
Empathy
is important
§  Get really, really close
§  Know their hopes and dreams
§  Listen!
@uberflip @Snap_App#uberwebinar
Section 2
Where to get audience-centric data
@uberflip @Snap_App#uberwebinar
What do you need?
§  What types of data do
you need?
§  Where can you find that data?
@uberflip @Snap_App#uberwebinar
Your data
§  Goals
§  Problems
§  Obstacles
§  Questions
§  Personas
§  Spending habits
§  Information
@uberflip @Snap_App#uberwebinar
Your sources
§  Interviews
§  Social media
§  Helpdesk tickets
§  Surveys
§  Interactive content
@uberflip @Snap_App#uberwebinar
Delivering amazing content experiences
Section 3
@uberflip @Snap_App#uberwebinar
Delivering content
You know your audience
-BUT-
You still need to resonate
@uberflip @Snap_App#uberwebinar
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
!
@uberflip @Snap_App#uberwebinar
Give your
audience a lot
Your content should be:!
§  Valuable!
§  Relatable !
§  Relevant!
§  Resourceful!
!
@uberflip @Snap_App#uberwebinar
Find a kernel
of insight
Deliver content that’s
insightful and inciting
!
@uberflip @Snap_App#uberwebinar
Dumb ways to die
@uberflip @Snap_App#uberwebinar
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!
@uberflip @Snap_App#uberwebinar
CONTENT IS KING
!
@uberflip @Snap_App#uberwebinar
PUBLISH.
@uberflip @Snap_App#uberwebinar
ALL OF THE TIME.
!
PUBLISH.
@uberflip @Snap_App#uberwebinar
WE NEED BETTER
CONTENT,
Not more content
@uberflip @Snap_App#uberwebinar
“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
!
@uberflip @Snap_App#uberwebinar
HOW DO WE
LEVERAGE CONTENT
TO GET RESULTS?
@uberflip @Snap_App#uberwebinar
(dirty little secret)
@uberflip @Snap_App#uberwebinar
GREAT CONTENT
(dirty little secret)
@uberflip @Snap_App#uberwebinar
GREAT CONTENT
Isn’t Enough.
(dirty little secret)
@uberflip @Snap_App#uberwebinar
A remarkable
Content Experience
@uberflip @Snap_App#uberwebinar
The Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS
@uberflip @Snap_App#uberwebinar
CREATION DISTRIBUTION INSIGHTS
FLAWED
The Content Marketing Cycle
@uberflip @Snap_App#uberwebinar
The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
@uberflip @Snap_App#uberwebinar
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillars of Content Marketing
@uberflip @Snap_App#uberwebinar
What are your goals?
Lead Generation
Subscribers
Engagement
 !
@uberflip @Snap_App#uberwebinar
Whiteboard
Ideas
Create Content Publish (yay!) Tell everybody! Results: Meh.
Life Today
@uberflip @Snap_App#uberwebinar
Ask people what
they want
Create Content
Optimize the
Experience
Publish Content Tell Everybody!
Life at
Uberflip
@uberflip @Snap_App#uberwebinar
Optimize the Content Experience
 !
Micro
Optimize the individual piece of
content for your goals
Macro
Optimize overall experience
(where does your content live?)
@uberflip @Snap_App#uberwebinar
More bang for your buck.
!
@uberflip @Snap_App#uberwebinar
 ! Micro
Optimize the individual piece of content for your goals
#C2C16	
  
Responsive
Compelling Message
Less Steps
@uberflip @Snap_App#uberwebinar
Results
47% Conversion Rate
1500 Net New Leads
$480K in Pipeline
!
 !
@uberflip @Snap_App#uberwebinar
Landing Page
@uberflip @Snap_App#uberwebinar
Landing Page CTA Overlay
@uberflip @Snap_App#uberwebinar
250% increase in conversion
Landing Page CTA Overlay
@uberflip @Snap_App#uberwebinar
250% increase in conversion
Landing Page CTA Overlay
@uberflip @Snap_App#uberwebinar
Tailored
Recommended
Content
Sharable
Visual
Scanable
@uberflip @Snap_App#uberwebinar
Interactive!
@uberflip @Snap_App#uberwebinar
 !
Macro
Optimize overall experience (where does your content live?)
#C2C16	
  
What do you think
of when I say
Resource Center?
@uberflip @Snap_App#uberwebinar
Graveyard
@uberflip @Snap_App#uberwebinar
Creating a Tailored Experience
Tailored Experience
Optimized for Goals
Relevant Content Mix
Well Organized
@uberflip @Snap_App#uberwebinar
 !
Resource Center Don’t’s
Don’t organize by content type
Don’t make content static
Don’t let CTAs get stale
@uberflip @Snap_App#uberwebinar
This tells me
nothing!
@uberflip @Snap_App#uberwebinar
@uberflip @Snap_App#uberwebinar
@uberflip @Snap_App#uberwebinar
@uberflip @Snap_App#uberwebinar
@uberflip @Snap_App#uberwebinar
QUESTION TIME!
Lena Prickett
Senior Content Marketing Manager,
SnapApp
@lenagainstme
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

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