@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!

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Q & A at the end, use the chat box

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

IS YOUR BLOG YOUR WORKING?

2.73 million blog posts are published daily

(that’s 1,896 every minute!)

Source: hub.uberflip.com

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

ONLY 42% OF B2B MARKETERS SAY THEIR

BLOG IS EFFECTIVE

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

Source: Content Marketing Institute

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

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)

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

BIGGEST BLOGGING BLUNDERS

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

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

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

§  Pick your angle

§  Spend time writing headlines

§  Add visuals when possible

§  Beware of content shock!

2. CARELESS CONTENT

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

3. SHODDY CONTENT EXPERIENCE

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

§  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

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

§  Easy to browse your content

§  Easy to navigate (good menu structure)

§  Easy to find stuff (search ability)

Make It Easy

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

§  Create a path for engagement and tell

people where to go next:

§  Call to actions

§  Recommended content

§  Option to subscribe

Make A Path

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

§  No distinct call to action

§  No recommended content

§  Nowhere to subscribe

§  No images or videos

§  No links to learn more

AVOID THIS!

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

TRY THIS

Call to action

Recommend content Useful image

More links

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

§  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

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

§  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

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

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

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

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

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@HanaAbaza @SamBrennand

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