How to Use Uberflip to Crush Your Annual Marketing Review

How to Use Uberflip to

Crush Your Annual Marketing Review

Sam BrennandDirector of Customer Success

10/20/2015 1How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar

How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar

HOUSEKEEPING!

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Why bother with

marketing reviews?


You’re valuable – prove it!

Metrics, metrics, metrics

According to the CMI, only 21% of marketers are successfully the ROI of their content.

Half of B2B marketers struggle to measure the effectiveness of their content.

You’re in a unique position to prove your value! It’s never been more important, but it’s also never been easier.


How can you use Uberflip to help

crush your next marketing review?


Baseline

Where were you last quarter/year?


Audits

How’s your content doing?


Auditing Your Content

An important first step

Fill in your content gaps with these 7 steps:

(1) Spreadsheet up! (2) Download all content URLs (3) Contextualize(4) SEO(5) Google Analytics(6) Social Data(7) Double-check everything


Better audits with Uberflip insights

Key Metrics to Track & Share


Use Uberflip to find your content effectiveness by:

(1) Type

(2) Platform

(3) Social Channels

(4) Most Effective Pieces

(5) Context


Content Scores

One score, lots of insight

Content Scores provide “at a glance” insight into how well your content is performing over a given period of time.

A 65%+ Content Score means your content is doing very well.

Content Score is calculated across 6 key dimensions…


Content Scores

How engaging is your Hub?

The difference between Views and Landing Visits can tell you how well your Hub is driving content engagement.

For example, a ratio of 1.3 tells us that for every one person that landed on this content, it had 1.3 views.

The higher the ratio, the better you’re doing.


?


Content Scores

How socially viral is your content?

The difference between your Hub Share count and the number that appears on your AddThis shares can tell you how your content is performing on social channels once it’s already been shared.

For example, if your Hub Share count is 8, but your AddThis share count is 1,000, a lot of RTs, Shares, and Likes have happened.


Average Time per Visit

A true measure of engagement

Page views and visits aren’t enough. Tracking the Average Time per Visit gives you a true measure of how well your content is hitting home with your buyer personas.

Track average time per visit in two ways:

• Streams• Items


CTA Comparisons

Which CTAs are performing best?

If your Hub contains a large number of CTAs, it’s very important to understand which ones are working best, especially if you’re using your CTAs on a “content type” basis (i.e. whitepaper CTA, eBook CTA)

The CTA Comparison report can also help you demonstrate the effectiveness of context from a conversion standpoint.

VS.


CTA Conversions

Which content is converting?

CTA Comparison reports will tell you which of your Hub’s CTAs are working best.

The CTA Conversion (or CTA Performance) reports will tell you which pieces of content are performing best and generating the most Click-Throughs and Leads.

Pay attention to the context factor!


Social Shares

Understanding the habits of

In a social world, if you don’t understand where your buyer personas are spending their time, you’re cooked.

Your Hub can tell you where the bulk of your social engagement comes from, making it possible to optimize your social strategy.

your social audience


Flipbook Avg. Time per Visit

Net new insights

Your Flipbooks can provide an entirely new set of metrics to help to inform your content strategy.

Looking at the Average Time per Visit on a per page basis inside of your Flipbooks can tell you what specific elements of your PDF content are attracting the most engagement.


For Flipbooks…

You can look at page views too!


Flipbook Search Queries

What are readers looking for?

Your Flipbooks can provide the same sort of keyword research benefits that you can get through tools like Google Webmaster Tools.

You can then use those keywords to understand what your readers are looking for and create content that speaks directly to them (plus, there’s also some great SEO benefits!).


Flipbook Links Clinked

Attribute traffic to Flipbooks

If you’re adding interactive links (either internal links or outbound links to a website) you can track the effectiveness of those links using the Links Clicked reports.

By understanding how your traffic is flowing from your Flipbooks outward, you can better track the role your Flipbooks are playing in a visitor’s content journey.


Flipbook Heat Maps

Where does engagement happen?

Want to play Big Brother?

You can use the Flipbook Page Heat Map report to track the exact areas of your Flipbooks that are being engaged with, down to individual clicks and zooms.

Loop in your designers!


65% of the world are primarily visual learners


Goals

Planning for the future


How will you turn this year’s insights into next year’s action?

How will you continue to add value?


Key Takeaways

Audit your content to find what’s worked and to help identify

Arm yourself with insights – not just metrics!

Prepare your 2016 plan based on your 2015 insights.

Explore how you can use Uberflip to further add value.

where you have gaps to fill.


THANK YOU!

QUESTIONS?

@uberflip @sambrennand [email protected] hub.uberflip.com


Additional Resources

http://hub.uberflip.com/h/i/48733567-how-to-conduct-a-content-audit-for-more-data-driven-content-marketing

https://learn.uberflip.com/h/i/55018591-9-uberflip-metrics-that-can-help-you-turn-insights-into-action

How to Use Uberflip to Crush Your Annual Marketing Review

Marketing

Transcript of How to Use Uberflip to Crush Your Annual Marketing Review