Is Your Content Resonating? How to Build Connections With Content

@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

WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

STICK AROUND
FOR A DEMO

RESONANCE

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

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

Section 1
Love your audience

Who is your
audience?
§  What matters to them?
§  Develop a deep, empathetic
knowledge of your customer
!

What does resonant content look like?

What resonates
with you?
§  Does your screen look
like this?
§  Marketers are multitaskers
§  Just ask your audience
what matters to them

Empathy
is important
§  Get really, really close
§  Know their hopes and dreams
§  Listen!

Section 2
Where to get audience-centric data

What do you need?
§  What types of data do
you need?
§  Where can you ﬁnd that data?

Your data
§  Goals
§  Problems
§  Obstacles
§  Questions
§  Personas
§  Spending habits
§  Information

Your sources
§  Interviews
§  Social media
§  Helpdesk tickets
§  Surveys
§  Interactive content

Delivering amazing content experiences
Section 3

Delivering content
You know your audience
-BUT-
You still need to resonate

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
!

Give your
audience a lot
Your content should be:!
§  Valuable!
§  Relatable !
§  Relevant!
§  Resourceful!
!

Find a kernel
of insight
Deliver content that’s
insightful and inciting
!

Dumb ways to die

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!

CONTENT IS KING
!

PUBLISH.

ALL OF THE TIME.
!
PUBLISH.

WE NEED BETTER
CONTENT,
Not more content

“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
!

HOW DO WE
LEVERAGE CONTENT
TO GET RESULTS?

(dirty little secret)

GREAT CONTENT

GREAT CONTENT
Isn’t Enough.

A remarkable
Content Experience

The Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

CREATION DISTRIBUTION INSIGHTS
FLAWED
The Content Marketing Cycle

The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

CREATION DISTRIBUTION INSIGHTSEXPERIENCE
The 4 Pillars of Content Marketing

What are your goals?
Lead Generation
Subscribers
Engagement
!

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

Ask people what
they want
Create Content
Optimize the
Experience
Publish Content Tell Everybody!
Life at
Uberflip

Optimize the Content Experience
!
Micro
Optimize the individual piece of
content for your goals
Macro
Optimize overall experience
(where does your content live?)

More bang for your buck.
!

! Micro
Optimize the individual piece of content for your goals

#C2C16

Responsive
Compelling Message
Less Steps

Results
47% Conversion Rate
1500 Net New Leads
$480K in Pipeline
!
!

Landing Page

Landing Page CTA Overlay

250% increase in conversion
Landing Page CTA Overlay

Tailored
Recommended
Content
Sharable
Visual
Scanable

Interactive!

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

#C2C16

What do you think
of when I say
Resource Center?

Graveyard

Creating a Tailored Experience
Tailored Experience
Optimized for Goals
Relevant Content Mix
Well Organized

!
Resource Center Don’t’s
Don’t organize by content type
Don’t make content static
Don’t let CTAs get stale

This tells me
nothing!

QUESTION TIME!
Lena Prickett
Senior Content Marketing Manager,
SnapApp
@lenagainstme
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberﬂip.com

FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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Is Your Content Resonating? How to Build Connections With Content

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