Uberflip Blog

Oh, The Journeys You'll Know

Kelly O'Hara — Thu, 23 Mar 2017 10:59:13 -0400

Every Monday morning, the marketing team gets together for our weekly sync. We usually talk about projects that we’re working on, solicit help, and maybe do a bit of brainstorming if time allows. This week, one of Uberflip's co-founders, Randy, joined the meeting and we all went around the table reading from Dr. Seuss’, Oh, The Places You’ll Go.

Now, this post isn’t about how we were all transported back to kindergarten and how our nostalgia-induced high fueled the rest of our morning (even though that’s a true statement). It’s about what we spoke about after reading the book. Randy walked us through a few of his favorite quotes and related them back to the work we’re doing by building better content journeys for our prospects and customers.

We were all pretty jazzed by this and spent a good amount of time talking about other books from our childhood that could also be used as guidance for our jobs, but that’s a blog post for another day. Today I’m going to share with you some of the quotes that our team loved the most and what marketers can take away from them.

Choosing A Journey

You have brains in your head.
You have feet in your shoes.
You can steer yourself any direction you choose.
You’re on your own. And you know what you know.
And YOU are the guy who’ll decide where to go.

This could be related back to a marketer and how they are able to choose what types of campaigns and projects they work on, but when we read it, we thought more about our Hub visitors and customers. “They know what they know” and are most likely looking for the specific information they need. By giving them an experience that allows them to choose where they want to go gives them the power to keep consuming and engaging with your content.

In other words, give your visitors a great content experience that sends them on the journey they want to take, maybe with some guidance, but don’t force them down a path they weren’t intending to take.

A Leap of Faith

You will come to a place where the streets are not marked.
Some windows are lighted. Bust mostly they’re darked.
A place you could sprain both your elbow and chin!
Do you dare to stay out? Do you dare to go in?
How much can you lose? How much can you win?

Here’s another section that we can relate back to our customers and how they view our content. A lot of content is publicly available to read, but a majority of B2B marketers also gate their premium assets. When our customers are hit with a darked out window (i.e., a landing page or form), they have to weigh the pros and cons of giving their information to access the asset.

Is there enough information available to tell them about what they’re going to get? Is other content from the company enticing and well written? Is this a topic they need to know more about?

When gating your content, think about these questions and try to decide if what you’re presenting to a visitor is enough to get them to convert. Try giving them a sneak peek of the content with an overlay CTA or if you’re gating a video, try using a delayed form to get them engaged. It’s all about keeping your readers on their journey and throwing up a misplaced form can put a damper on their momentum.

Burning Out

You can get so confused
That you’ll start in to race
Down long wiggled roads at a break-necking pace
And grind on for miles across weirdish wild space,
Headed, I fear, toward a most useless place.
The Waiting Place…

Do you ever feel like marketers are constantly bombarded with information about the best practices we should be following, new ways to attract leads, new channels for engagement, and so much more? It can become overwhelming, so much so to the point where we as marketers can find ourselves trying too many things at once and not really seeing any results. We’re stuck in a waiting place just hoping that the results will roll in at any moment (hint: they don’t).

This reminds me of when I was at Content Marketing World a few years ago and someone asked Joe Pulizzi a question about where marketers should start when building out their content strategies. He said to focus on one thing and excel at it rather than going crazy trying to do everything under the sun.

At Uberflip, we find that we and our customers succeed when they focus on building out a better content journey for their visitors. Once you get that under control, adding on different strategic elements becomes easier because your base experience has been created.

Success Is (Mostly) Attainable

And will you succeed?
Yes! You will, indeed!
(98 and ¾ percent guaranteed.)

I love these few lines because, as marketers, we can follow all of the best practices, create incredible content, launch amazing campaigns, and they’ll succeed – but not 100% of the time. And that’s ok.

There will be times when circumstances out of our control will lead to us losing a deal or someone will bounce when they get hit with a form. Maybe the lost deal was due to budget issues and maybe the bounced visitor just wasn’t at the right place in their journey to continue on to that specific asset. Take the losses and learn from them.

If you do, “kid, you’ll move mountains.”

Better content journeys start with an amazing content experience. Read The Ultimate Guide to Content Experience to learn more.

Missed Opportunities: Content for the B2B Buyer Journey

Shannon Dougall — Wed, 22 Mar 2017 12:08:00 -0400

Buyers today are looking for content that is mobile optimized, well-organized, and easily discoverable in an engaging format that doesn’t lead to a dead end but rather recommends the next relevant piece of content. No one wants to go through intricate lead gen forms and processes; we want easily accessible content.

Think about the last time you wanted to watch a movie at home. None of us are still driving our families to the local Blockbuster to wander the aisles of alphabetized DVDs. Instead, we turn on Netflix and pick from recommendations of new movies and shows that suit our tastes. The expectations for B2B content aren’t much different.

The B2B Content Problem

How many times have you filled out a landing page for an eBook or whitepaper only to be told that you now have to wait for it to be emailed to you. In my experience, by the time it finally shows up in my inbox, I’ve moved on and am no longer engaging with that company’s content. Who knows if I’ll even end up reading the eBook!

The problem here is that most B2B organizations lack the infrastructure to create, tailor, and control the content experiences that their buyers are looking for. Many B2B marketers are stuck offering their buyers homogenous experiences rather than a personalized one. We all get hit with the same static landing page and are funneled through a lousy consumption experience.

Because of this, B2B companies see limited ROI from their content efforts because they lack the ability to optimize the content experience and are sacrificing conversions and engagement. How can you attribute dollars to something that you have no idea how it’s truly performing?

What A B2B Marketer Company Can Do

It’s been proven that content is the most effective way to ignite meaningful relationships, but even the greatest content must be combined with a remarkable experience to reach its full potential.

A great content experience keeps your buyers engaged by allowing them to easily choose the content journey that makes sense for them. B2B marketers need to create remarkable content experiences across the entire buyer journey – starting with marketing and expanding to sales and customer success.

47% of buyers will view 3-5 pieces of content before even engaging with a sales rep proving the importance of a content-fueled buyer journey. We can no longer think that content just lives within the marketing team. Sales reps should be using content while reaching out to new leads and while nurturing current prospects to keep that interest going in their conversations.

After the sale is complete, content creation doesn’t have to stop for those now-customers. In fact, keeping current customers engaged will help with retention and boost your potential for future upsells.

Key Takeaways

Your content is great. Give it the experience it – and your readers – deserve. Focus on content creation and experiences for the entire buyer journey, not just for inbound leads. Also, while we’re talking about it, rethink that buyer journey. It isn’t a straight line from marketing > sales > customer success. Think of it as a cycle that is powered by your content.

Close the deal with your content. Read our eBook, Content Is For Closers: How to Leverage Content For Sales Enablement.

A Challenge: Entertain With Your Content

Randy Frisch — Tue, 21 Mar 2017 13:00:00 -0400

This blog post was originally published on the LinkedIn Marketing Solutions Blog.

I’d like to start with a very simple challenge: As content marketers, let’s be entertainers.

Whether you’re writing a blog post, producing a video, or getting up in front of a live or virtual audience, how often do you really challenge yourself to ensure what you’re creating will be entertaining? It seems pretty obvious that this should be our No. 1 goal as content creators, but too often I see other priorities ranking ahead: leads, SEO, or even worse, (but understandably) shares. I am challenging myself in the coming year to always start by figuring out how my content will entertain my audience.

Let me give some credit to the source of inspiration for this recent prioritization in my content efforts. I’m fortunate to co-host a weekly podcast through Convince & Convert called Content Pros (side note: Convince & Convert is the agency of one of the best entertainers on stage when it comes to content marketing: Jay Baer). On a recent episode, we were chatting with a customer of mine named Amanda Nelson at Salesforce. I asked Amanda about her takeaway from the conference we were at (MarketingProfs B2B Forum) and she stressed the importance of entertaining. Amanda is a rockstar marketer to begin with, but these words sparked something in me and I couldn’t shake it.

On my flight home, I started to think more about this and realized how simple it was. That said, I tested my assumption by asking people what their goal was when creating content and the simple answer of entertainment was rarely mentioned as a focus. The closest goal was typically “to educate”. There is a very clear difference between educating and entertaining. Think back to your days in university or grade school – all of our teachers were there to educate, but your best teachers entertained you every day. You couldn’t wait for their class. For me, looking back I probably learned the most from those who were most entertaining. Perhaps that could be attributed to my attention span (my peers or wife can vouch that it wanders quickly!).

Attention span (squirrel) is another reason we need to up our game as entertainers. We’ve all heard about the other options our target audience has for content and that goldfish can lock in longer than us. It’s true. Just look at your smartphone. Open it up and think about being “entertained”. Which app will you open? Here are some screen grabs from some of my folders:

And these are the buckets of apps I use less often. Funny enough, I actually have a category specifically called “Entertainment.” There’s some tough competition for you creators there. You’re up against Netflix (hours on binging), OpenTable (a night with my wife), access to tickets to see my Toronto Raptors (night out with my kid), and maybe the only time I really zone out heading to a movie theatre (big thumbs up to Moana for fun with the whole fam!).

I know these seem like a whole other category, far away from the content you’re creating but I assure you it’s all about how we divvy up the 1,440 minutes we have a day! Yes, that’s right – your content is competing with my shut-eye, too. How do you get me to tune into your blog and stay up an extra 60 minutes the same way I did for "Westworld"?

I hope you’ve been entertained through this post so far, but here come the tips (aka the education). Here are six strategies to try when creating your next piece of entertaining content:

Analogies

Ask anyone on my team: I love a good old analogy. An analogy can take the most boring of topics (yes, some of us do have to write content about boring stuff) and frame it alongside something that has recently or historically captivated people. Props on this to Andy Crestodina of Orbit Media. Recently at the UFX conference, Andy spoke about SEO and analytics. No offense to SEO lovers, but I’ve tuned into some lullabies on SEO. Andy, on the other hand, had fun with the topic, comparing delivering a lead with SEO to birthing a baby. You’ve got to watch his “delivery of a lead” – I guarantee you will be entertained.

Relevance

It’s amazing how many of us don’t have a proper definition for content marketing. My favorite definition comes from Content Marketing Institute:

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

There’s a lot to work with in there, but my favorite word is “relevance.” Don’t you hate it when people are dwelling on a stat from 2009? (This post was written in late 2016). Just take this post – I’m not sitting here telling you about why you need to write content. You’re content marketers – you know there’s value – it’s been preached to you for years now! Instead, I’m here to tell you to raise your game the same way Joe Pulizzi of CMI did at Content Marketing World this past Fall. He changed the conversation to say "do it right" or "Just Don’t Do It" at all. Joe tied in an awesome analogy with that one playing off the famous Nike swoosh.

Use GIFs

I know everyone’s doing it, but that’s because it’s so much fun and you can inject a GIF into your post or presentation without waiting for the lights to dim and hoping the audio works (fingers crossed!!!). With a little creativity, you can pull in GIFs (try Giphy) to get a laugh, illustrate a point, or just to be silly. Earlier this year I used a series of GIFs from "The Lion King" to address our sales team on how we were going to rebound from a misstep. I played off the Circle of Life analogy. Let me share this secret equation for success: ANALOGY + GIF = BUY IN.

Video

Before GIFs, there was video. But that doesn’t mean video is so 1999 – video has continued to capture our attention, especially as access to video has been made easier over the years. Embedding video on your site is easy; my company partners with many video providers – from YouTube to Vidyard – to stream content as part of a company’s content hub.

The excuses on cost and complexity of creating video are gone. Creating amazing video is relatively easy and inexpensive. Whether it’s the previously mentioned Jay Baer who brings to life Jay Today on YouTube using his phone to record or my team who managed to create this amazing video below learning Adobe After Effects in a matter of weeks, the entertainment opp with video is huge!

The Experience

It’s one thing to create an entertaining piece of content, but to reach its full potential we need to account for the experience in which that content will be consumed. A Corona tastes better on the beach than in your unfinished basement, just as next Summer’s new Spiderman movie (can’t wait) will be better in the theaters than on the plane I’m sitting in writing this post.

Take time to think about the vessel for your content. Is your site responsive, intuitive, and wrapped in relevant context? At the outset, I called out Amanda from Salesforce who got me thinking about entertainment in the first place. Kudos to her for building an amazing experience for the content created for the Salesforce AppExchange with this hub. Amanda understands the value of the stage.

Presentation Skills

An important part of the Experience mentioned above is how that translates to live (and virtual) presentations. Back to Jay and Andy mentioned above – they are both amazing presenters. Delivering your content in front of a crowd has become important with the revival of the conference and opportunity to earn a keynote or run a webinar. One thing to consider is getting training in how you present. Our company provides a professional development allowance for employees to improve their skills. Recently about ten people from our company used their credit and brought in Speaker Labs to train them on how to present, covering slides, presence, tone, and more. It’s amazing to see how much more entertaining some of these talented members of our team have become even with internal presentations in recent weeks since they finished the course.

When this article first ran, we put out a call to marketers for entertaining content. Here's a roundup of content we love!

Learn how to better create entertaining content in our Ultimate Guide to Content Creation eBook.

How to Align Your Content to Stages in the Buying Cycle

Hannah Lennett — Thu, 16 Mar 2017 13:00:00 -0400

From one content marketer to another: The “classic” content funnel isn’t always your friend, but your sales team is. I have talked to so many marketers who LIVE by the marketing funnel stages - awareness, consideration, purchase. Funnel stages can act as a fantastic guide, but giving them too much sway in content creation can lead to generic messages. It leads to asking broad questions like, “What content would get my customer’s attention?” rather than conversion-driving questions like, “What questions are my customers asking and how can I stay two steps ahead of them in knowing the answer?”

Which members of your company are intimately familiar with the questions your leads are asking? Your sales team.

Narrow Down Your Ideal Customer

The best advice when starting to align your content is to GET FOCUSED. There’s the old adage that by trying to please everyone, you please no one. This is something we’ve embraced wholeheartedly at AdStage and it’s working extraordinarily well. Once in awhile, perhaps you’ll find that magic piece of content that speaks to every single person who could possibly use your product or service. Chances are, though, that you have a very diverse audience and some of them are better suited to be your customers than others.

How can you create content that focuses on your ideal customers and not those who...yes...could use your product, but whose nurturing would be a drain on time and effort and, in the end, still wouldn't be a great fit? I’ll spare you a post about how to create customer personas, since the internet is full of those. Instead, I’ll say that while it can be fun to create twenty different customer personas, remember that the goal is to be more selective in who you’re trying to target with your content. If you have a hefty stack of potential customer personas, ask your sales team for their top five...or even their top three. If you could have 100 or 1,000 or 10,000 customers that matched one persona, which would you choose?

Make Your Own Funnel

If you’re a B2B company like ours, you’re likely not looking at visitors clicking on a piece of your content and immediately making a purchase. The buying cycle is much more nuanced than that.

To identify the buying cycle of your ideal customer, meet up with your sales team (surprise!). Follow a potential customer through their entire purchase experience. Once they sign up for a demo or call with your sales team, take a look at what content reeled them in. Jump in on sales calls until they’ve decided to sign the dotted line. Then, develop your own company version of the content funnel based on the buying cycle stages you observe.

Where could your sales team use marketing’s help giving leads a nudge? What questions are coming up over and over that your content could answer? What is driving users to your product that you could continue to capitalize on?

Your stages may be similar to the classic funnel, and that’s absolutely fine. What’s important is that your stages are aligned to your actual customers. As an example, below we've summarized our funnel.

The AdStage Content Funnel:

Awareness

We have a couple of types of “awareness” content that we’re putting out into the world:
1) That we exist (guest posts are great for this)
2) Educating marketers about PPC automation, so they understand the need for our product.

Proving our Expertise

There’s a lot of content in the PPC space and our ideal customers are very sophisticated, experienced marketers. We want them to know that we have a strong grasp of their industry, because that’s the power of our product.

Proving our Product to End Users

Among our ideal customer companies, there are the actual end-users of our product and the people who manage them. The people whose buy-in we really want to secure are those who would be using the product. Then, they can be our advocates within their own team. We create content specifically designed to prove how their day-to-day tasks would be improved by using AdStage.

Proving our Product to Decision-Makers and the Rest of the Team

Convincing the managers and decision-makers is always tricky business. They don’t know the ins and outs of the product, and they need to balance budgets, efficiency, and team morale. This is where we tend to lean on customer testimonials and case studies to prove how effective our product has been to comparable teams.

Develop Your Execution Strategy and Stick to It!

So now you have your ideal customer and a roadmap of their buying cycle through content. It’s time to execute, which is the hardest stage to force yourself to do consistently and effectively. It’s easy to just publish blog posts with ideal customers in mind and send out a few tweets. But the critical step is figuring out how to put that content under the nose of the customer when they are at the stage in the funnel when they should be seeing it.

Does this mean giving posts to sales to use in outbound emails? Targeting users who have received demos in the last month with PPC ads? Deploying a content drip? The beauty of creating your own funnel is that this step completely depends on your company and your customers.

As I write this, I’m extremely aware of just how instrumental our sales team is in creating a strong content strategy. While I take them out for a thank you drink, I hope you’re knocking on the office door of your sales department and making plans to listen in on some customer calls.

Learn more about aligning your content to your buyer's journey at UFX 2017.

Own the Journey at The Uberflip Experience 2017

Uberflip Team — Wed, 08 Mar 2017 14:00:00 -0500

We’re excited to announce that our annual conference, The Uberflip Experience is back for its second year! Once again, marketers can get up close and personal with some of the brightest minds in the industry, to share insights on how to create and leverage great content experiences at every stage of the buyer’s journey.

The Details

The What:
The Uberflip Experience 2017

The When:
August 22 - 23

The Where:
Glenn Gould Studio
250 Front Street West
Toronto, Ontario, Canada
M5V 3G5

Our Speakers: Learn from the Best-of-the-Best in Content Marketing


Jay Baer President Convince & Convert	Andy Crestodina Co-founder Orbit Media

Ann Handley Chief Content Officer MarketingProfs	Oli Gardner Co-founder Unbounce

Who better to learn from than content marketing pros? Hear from marketing rockstars and veterans of the conference stage, who can educate, delight, entertain, and inform in each and every session! This year you'll hear from marketing superstars Jay Baer, Ann Handley, Andy Crestodina, Oli Gardner, and more.

Why Attend?

Rev Up your Team’s Productivity

Learn what it takes to create a more efficient team, not just in marketing, but within your entire organization. Get actionable tips on how to expand your content’s usability with other teams and make your content work for you.

Connect with Fellow Content Marketers

Network with fellow Uberflip users and marketers. Learn from each other about what's worked, what's failed, and what's fueled your marketing strategies. Share tips of the trade with new friends.

Explore and Discover Toronto

Drake. The CN Tower. Uberflip. So many great things and people hail from Toronto! Take some time to explore the city. Eat at amazing restaurants, visit beautiful parks, and try to catch a Jays game! You can also always ask any Uberflipper for advice on places to go and things to do.

We're Going to Spoil You

At Uberflip, we love swag. And food. And fun. So prepare yourself for all of that, plus more! You may need to take an extra day from work to recover from so much awesomeness.

The Countdown Starts Now!

Content Marketing ROI: Interview with an Expert

Tara Robertson — Tue, 07 Mar 2017 13:42:34 -0500

Last month, the Content Marketing Institute hosted ContentTECH, a one day virtual event for marketers featuring webinars, keynotes, and live chats with industry experts. I hosted a live chat* with Ellen Gomes, Senior Content Marketing Manager at Marketo, who shared great insights on what she’s learned as a content marketer on an industry leading marketing team. Read key takeaways from our conversation below.

Tara Robertson: How do you use buyer personas in your role at Marketo?

Ellen Gomes: Today, being personal and relevant is the ONLY way to break through the massive amount of noise that buyers receive. There’s no such thing as a company with an audience that’s too small, that doesn’t need segmentation. Personas help you segment your audience in a meaningful way and deliver valuable content, messages, and offers to them.

TR: How do buyer personas inform ROI?

EG: At Marketo, we track pipeline by market segment and so our personas fit into that. This helps us understand gaps, pain points, and eventually penetration into those segments. I think that sometimes marketers can fall into the trap of having content be a pure acquisition tool, but it’s so much more than that. We use personas to help us craft content across the entire customer lifecycle, from awareness all the way through to advocacy.

TR: On top of creating content for personas, how do you align your content to the funnel? Do you focus on creating content for certain stages over others?

EG: The key to aligning your content to your funnel is to sit down with your stakeholders and understand the different stages. What does your buyer or customer need? How are their pain points in that stage being addressed? And then a big part of that is to look at the content that you are already using for that stage. How is it doing?

I also find it valuable to talk to sales, customer success and customer support, to understand how they are using content, and identify any gaps or issues that come up. Which once again shows how identifying buyer personas can deliver ROI.

TR: Other than assessing where the overlap is, do you have any other methods or tips for deciding what types of content to create more (or less) of?

EG: Yes. What we’ve landed on at Marketo is a process where all of our stakeholders in content participate in a quarterly briefing call. Then we look at those briefs created and evaluate them based on business objectives, our existing content gaps, and market trends. Because new content can be pretty resource intensive, we make sure that we look at how similar assets have been distributed and their performance.

TR: If you identify an older content piece that has done really well, how do you leverage it to maximize ROI?

EG: Assets like our Definitive Guides tend to be evergreen, with a longer shelf life. And we really try to make sure that it’s getting linked across our other content, like blogs. We also meet with our demand gen, product marketing and sales teams, to remind them that we have these resources and to use them in their programs and communications.

We’ll also create a large asset like a Definitive Guide with the intention of breaking it up into subsequent pieces of content. That’s part of the planning phase of the outline. In the case of a Definitive Guide, we will break it into about 10 pieces, with content that fits different personas. This would include: a checklist for practitioners, a ”how-to” team resource for a director-level buyer and a strategy chapter for executives.

TR: Larger assets like Definitive Guides are typically gated, but what about smaller assets? How do you decide which content to gate behind a form?

EG: That’s a great question and it will vary from company to company, but for the most part we only gate what we consider a mid-stage asset. Early stage assets we think of as pre-purchase and the customer is pre-purchase. You’re building thought leadership. Middle stage, you have a prospect that is looking for a solution; something product specific–and that’s when we gate. And then late stage, when they are evaluating, like a demo or pricing page, we don’t gate because we want them to have free access to the information and we’ll already be connected to them.

TR: Can you share any lead form best practices that you’ve learned in your time at Marketo?

EG: I think short forms are the way to go. But there is always the pull of wanting as much information as possible. If you have access to a marketing automation platform, implementing a form with progressive profiling is the way to go. People like to be known, so once you gather their basic information, such as name and email, then you can recognize them by name on other gated forms and ask for more information by way of and additional, new question. I also think that how highly valued the asset is determines how much you can ask for.

TR: How can content marketers prove their ROI to C-level executives?

EG: I think proving your ROI needs to be embedded in everything that you do and how you communicate your success as a content marketer.

At Marketo our executive and sales teams get comments from customers and prospects about how much they love our content and that certainly helps. But it is more of a brand sentiment.We also make sure that we can tie our content to our pipeline by measuring more than early stage metrics. We look specifically at first touch and multi-touch attribution for each of our assets, including the blog, with subscription acting as a conversion point.

[*The transcript from this live chat has been condensed and edited for clarity.]

The Top 10 Revenue Impacting Marketing Activities [Infographic]

Jermaine Reyes — Thu, 02 Mar 2017 09:00:00 -0500

B2B marketers engaged in pipeline marketing focus not just on the top, but the entire sales funnel, all the way down to purchase and creating customer-advocates. No matter what the newest technology and channels are, pipeline marketing is the foundation that keeps effective marketers focused on the bottom line: revenue.

Read on below for the top 10 most positive, revenue impacting activities and channels and discover how relationships and a great content experience are the keys to a prospect's heart.

Embed this infographic in your blog:

<a href="http://www.uberflip.com" target="_blank"><img src="https://www.uberflip.com/wp-content/uploads/2017/03/top-10-ROI-marketing.jpeg
"alt="Top 10 Revenue Impacting Marketing Activities | Uberflip"/></a>

Click here to access the complete version of The State of Pipeline Marketing Report.

We Win! Uberflip Awarded 2017 Killer Content Award for Bundled Content

Uberflip Hub — Thu, 23 Feb 2017 09:30:00 -0500

We’re happy to announce that Uberflip is a winner of this year’s Demand Gen Report Killer Content Award for Bundled Content (known affectionately as a Finny). We also want to congratulate our peers in this category, Deloitte and Grant Thornton, whose company we’re honored to keep for this award.

We’ve received this recognition for our eBook series, The 4 Pillars of Content Marketing, that addressed key areas of B2B content marketing: content creation, content experience, content distribution, and content insights. Our goal with the eBooks was to educate our audience and help them understand the importance of these pillars and why they drive content marketing success.

Our VP of Marketing, Shannon, accepts this year’s Finny for Bundled Content

“The Finnys honor marketers who are agile, adaptable, and fearless enough to stand out in an overwhelming sea of content. These winning campaigns and the people behind them inspire and re-energize us to approach objectives and challenges with a fresh frame of mind,” said Alicia Esposito, Content Strategist at G3 Communications and Awards Director for the Killer Content Awards.

According to Demand Gen Report, the key lessons learned from our eBooks was that bundling together iterative content with a consistent design and message creates a great content experience for audiences to educate themselves and narrow their focus on specific topics.

Find the official announcement news release here.

See here to read more about the winners of the 2017 Demand Gen Report Killer Content Award.

Download our award winning eBooks, The Four Pillars of Content Marketing .

How to Leverage Uberflip for Account-Based Marketing and Selling

Heidi Vandermeer — Thu, 16 Feb 2017 11:15:09 -0500

Account-Based Marketing (ABM) and Account-Based Selling (ABS) are powerful strategies to target potential customers. My current role at Uberflip is to work with our enterprise customer base and encourage expansion within different geographical regions and business units.

I’ve been placed in a unique position to build and execute programs for ABM and ABS. My goals are to show an investment in specific companies, create intrigue, and deliver value. Conveniently for me, the Uberflip platform offers a variety of powerful tools that complement my work, allowing the creation of personalized and immersive content experiences.

As a tool for account-based marketing and selling, there are 4 key uses of Uberflip that I leverage within my role:

Personalized content assets
Tailored calls-to-action (CTAs)
Customized content experiences (to house content assets or hub items and CTAs)
Targeted email campaigns.

I build out these items for accounts with the greatest opportunity. Using Uberflip helps greatly for speeding up and scaling this process for ABM.

1. Personalized Content Assets

To encourage my audience to learn about our solutions, I wanted relevant and striking content that speaks to a specific company and their needs. I created and co-branded several pieces of content within Uberflip to provide important information and education on the value our company can provide.

Example of an Uberflip content stream with co-branding for an article and eBook

2. Calls-to-Action (CTAs)

As marketers are well aware, a call-to-action is more effective when it’s relevant, enticing, and personalized. With Uberflip, there are many different types of CTAs you can create to target an audience based on their needs. Focusing on accounts allows these requests for engagement to be highly targeted. I’ve used this feature to encourage “soft” actions (e.g., driving the user to another piece of content) or to promote an actionable next step (e.g., booking a meeting).

Example of Uberflip calls-to-action to drive engagement

3. Customized Content Experiences

Using Uberflip, I can assemble digital assets into one immersive and fully-branded web experience. Here, I can customize messaging, branding, content assets, and CTAs. Uberflip drives an online audience from one piece of content to the next, with a clear path for engagement. These experiences integrate with marketing automation, email platforms, social media, and analytics to allow for a very robust use.

Example of a fully branded, customized content experience with Uberflip

4. Email Campaigns

There are many sophisticated methods to distribute the customized assets I’ve described above. A simple and effective way I started distributing this content is through email. It allows me to test different forms of messaging, promote individual forms of content, and drive people to different Uberflip experiences. Uberflip also integrates with several emailing tools to quickly pull in different forms of content, and drive people to various web destinations.

Example of using the Uberflip Chrome extension for email

Overall, Uberflip is a valuable and versatile tool for my account-based marketing and sales. While it allows content to be scaled across a wide variety of departments and use cases, within my own account-based context, it allows me to increase relevancy, drive warmer introductions, and create better relationships.

Learn more about account-based marketing through our webinar series, ABM Hacks.

Content Marketing: Getting the Conversation Started

Jermaine Reyes — Tue, 14 Feb 2017 11:43:00 -0500

Throughout my marcom career, I’ve had the privilege of taking on roles in organizations of various sizes—from large enterprises to marketing and PR agencies to start-up tech companies. When it comes to the influence of marketing and communications within these organizations, I’ve come to the simple conclusion that size matters. The larger the organization, the more integrated and strategic the marketing and communications function. The smaller the organization, the greater the degree of skepticism towards marketing.

Content Insights: Measurement and Optimization

It’s a strange thing to witness leadership teams, in mainly medium-sized B2B companies, casting a highly suspicious glance at their marketing team and their spend, while never questioning the value of Joe in accounting or Sally the office manager. Yet this shouldn’t be the case.

Everything about marketing’s performance can be measured. Beyond measurement, everything about marketing’s performance can be benchmarked and optimized. Uberflip’s recent eBook The Ultimate Guide to Content Insights hammers home this point with the notion of a content insight, which is, “a deep understanding of content performance through data that is used to improve your content marketing performance.” The eBook gives a comprehensive overview of marketing analytics, scoring, ROI, and reporting.

The Leadership Conversation, AKA, Company Politics

There’s a lot to learn from this eBook, though what resonated with me most was Michele Linn’s chapter on Measuring Content Marketing ROI. This chapter alone mentions “leadership teams” four times, so it’s worth noting why.

Michele sums it up in her point that, “you need to have an understanding of what success looks like in your organization and what metrics your leadership team cares about so everything can be tied to these.” The read-between-the-lines implication of this approach is that as a marketer, you need to have hard, difficult conversations with leadership. In cruder terms, you need to engage in your company’s politics.

Michele gives the reader a breakdown of some simple, effective ways to get the content marketing conversation started, which I’ll loosely paraphrase:

Case studies and examples of brands using content to build their business
Help leadership teams see that content marketing has benefits beyond revenue
Show the team how content published today can be leveraged in the future (e.g., to drive traffic, etc.)
Figure out what matters to your executive team in the short term before tying content to revenue
Compare your content marketing program against the costs of traditional advertising to demonstrate value

Politics is a double-edged sword that has the potential to be combative or transformative. As marketers, we know that the road to transformation is lined with metrics, every step of the way. The task ahead is to spread the word, convince the skeptics and generate buy-in from the team.

Have you leveraged content insights with your leadership team? Why or why not? Share your experience in the comments below.

Leverage the best insights from your content to present to your team. Learn how in The Guide to Content Insights.

B2B Marketing Conferences You Can't Miss this Spring!

Maya Shoucair — Mon, 13 Feb 2017 11:00:00 -0500

Event season is upon us once again and here at Uberflip, we're getting into it full of excitement and with our game faces on! We’re ready to explore new swag (word on the street is that socks are so last year and umbrellas are a big deal), visit cool cities, attend awesome parties with our marketing BFFs (remember Will Smith at our Vegas pool party, anyone?), and most importantly, have our marketing idols share their wisdom with us.

We’ve put together a guide to the 2017 conferences B2B marketers should not miss out on. See you there!

Content2Conversion

When: February 20-22

Where: Scottsdale, AZ

Hosted by Demand Gen Report, this event is a must-attend for B2B marketers looking to learn from thought leaders and practitioners in content, demand gen, and sales. The conference agenda is filled with engaging speakers that offer insightful and engaging takeaways to help you optimize your 2017 marketing plans. Be sure to attend the Killer Content Awards for an inside look at award-winning B2B content programs. Uberflip is even up for a Finny!

Uberflip Session: On Monday, February 20 at 3:20p.m, Shannon Dougall, Uberflip VP of Marketing, will present a case study with Uberflip customer Logan Mallory of Workfront. They'll be talking about tech stack tips to help marketers save time and get back to marketing.

The Marketing Nation Summit

When: April 23-26

Where: San Francisco, CA

Hosted by Marketo, this is definitely one of the biggest digital marketing events of the year. With over 100 sessions and more than 6,000 attendees, this is where you want to be if you’re looking to lead in today’s engagement economy. The conference offers a little bit of everything: from sessions headed by inspiring thought leaders, to the opportunity to advance your skills and techniques at University Day, to tons of great networking opportunities. And you definitely won't be disappointed by the entertainment!

Modern Marketing Experience

When: April 25-27

Where: Las Vegas, NV

Hosted by Oracle, this event brings together thousands of marketers looking at delivering the best of their brands. Focusing on impact, innovation, and inspiration, Oracle’s 3-day conference is a great way to learn about the latest best practices and the latest technology within the marketing technology ecosystem.

MarTech: The Marketing Technology Conference

When: May 10-11

Where: San Francisco, CA

MarTech Conference is the place to be if you want to connect with 2,500 marketing and IT executives and managers looking to bring product, marketing, sales, and customer experience into a more cohesive customer experience. The conference offers over 60 educational sessions that blend marketing, technology, and management topics.

Sirius Decisions Summit

When: May 16-19

Where: Las Vegas, NV

Hosted at the Venetian, the 2017 Summit will have over 50 analyst sessions and over 100 practitioner case studies presented over the course of 3 days. You’ll get the chance to network with over 3,000 B2B sales, marketing, and product practitioners from Fortune 500 and major small to medium-sized enterprises.

The Uberflip Experience 2017

When: August 22-23

Where: Toronto, ON

After the resounding success of our inaugural conference last summer, we’re back for round two and ready to make it even bigger and better. UFX is all about connecting content marketers with the brightest minds in the industry, to talk everything content and help you take it to the next level. Our all-star lineup of speakers will include Jay Baer, Ann Handley, Andy Crestodina, Oli Gardner, and many more. Tickets go on sale February 20, so stay tuned!

Subscribe to our Hub for more info about our events and sessions at the conferences! In the meantime, tweet at us and let us know if you’re attending!

A Guide to Gating Content

Kelly O'Hara — Thu, 09 Feb 2017 13:53:03 -0500

Let’s talk about leads. The average B2B marketer spends their time working towards either getting new leads or nurturing the ones they already have. At the end of the day, leads turn into customers and that’s what we’re all here for, right?

For content marketers, the answer to that can be kind of murky. Of course we want to attract new customers, but how far do we go to try to capture these leads? Do we throw a form on every piece of content or do we hope that our content is enticing enough on its own and our readers will eventually request a demo?

The answer to these questions isn’t so cut and dry. Even if your ultimate goal is getting as many leads in the funnel as possible, gating all of your content still may not be the answer.

Gated Content Pros and Cons

Before we get into why you should or shouldn’t gate your content, let’s talk about what we actually mean by gating content.

In general, gating content means that in order for readers to access your content, they need to fill out a form of some kind. At Uberflip, we have forms that overlay our content. In other instances, you may have a form on a landing page, which then redirects readers to another page with the content, or emails the asset directly to them.

Some of the types of content you may consider gating are:

eBooks
White papers
Webinars
Research papers

Gating content has its benefits, but it can also hurt you if not done in the right scenarios.

Pros to Gated Content

Leads – Considering as I’ve already talked a good deal about leads already, I’ll be brief in the fact that a filled out form = more leads. Yay!
Better Context – If a lead comes in through a request a demo form on your website, you know that they’re interested in your product, but you don’t know much else. By attaining the lead, through a piece of content, your lead gen and sales teams can get some valuable information about them. You know what topics they’re interested in and what types of content they like to consume. This can help your teams send out more valuable content and information to the lead to get better engagement through the sales process.
Protect Your Work – Sometimes you’ll create content that either has specific product information that you don’t want to be seen without knowing who’s looking at it or it’s work that you’ve put a lot of time, effort, and possibly money into creating (like an in-depth research paper) that you’re not able to just give away for free. In both of these situations, it is common to require some information up front, as readers can easily perceive their higher value.

Cons to Gated Content

Deters Readers – I don’t know about you, but I’ve never personally been hit with a form for a piece of content and been excited to fill it out. I tend to pause and decide if I really want the company to have my information. Will they start calling me right away? Will I start getting bombarded with emails? If the content isn’t strong enough to evoke the feeling of “MUST HAVE!” a form will most likely turn potential readers away.
Less Shareability – If you want your readers to share your content to their own networks, gated content can put a damper on that. This is especially true if your gated content is behind a landing page, since no one really wants to say “Hey, look at how nice this form is!”
Larger Audience Required – Gating content inherently decreases the number of views the piece will get (see #1 con). If you’re starting out with a small audience already, gating your content may hurt you more than it would help you.

Un-Gated Content Pros and Cons

Un-gated, free, public, or whatever-you-call-it content is what the majority of us will consume and share on a daily basis. It’s great for quick information and getting your company’s name out there as a thought leader.

Some types of content you may consider leaving un-gated are:

Blog posts
Case studies
Videos
Infographics
Podcast recordings

While we all love us some un-gated content, it too has its own list of pros and cons.

Pros to Un-Gated Content

Brand Awareness – One of the best uses for un-gated, thought leadership content is getting your brand out there. Presenting valuable information to your audience in a free format, like a blog article, can present your value as a source of education, getting them to come back for more.
Search Engine Love – Un-gated content has the upper hand over gated content when it comes to your SEO. Since it is publicly crawlable, search engines can easily pick up the keywords you’re trying to promote. Of course, this one isn’t a gimme, just for having public content. You have to optimize it to get better search results.
Linking Potential – Inbound links are also likely to boost your SEO. However, outside publications are less likely to link out to gated pieces of content in their own articles. Leaving your content un-gated increases your chances of outside sources referring back to your work.

Cons to Un-Gated Content

Hard to Track – Even if your un-gated content gets plenty of views, it can be hard to track exactly what it’s doing for your company. Without collecting information from readers, it’s harder to know if a piece of content led to any customer conversions, apart from the customer telling your company “I read so-and-so piece of content and it got me to buy!”
Hard to Nurture – If the only way you’re getting leads is through demo request forms and newsletter signups, it’s hard to figure out exactly what type of content they want. You could always have your list of subscribers fill out a survey to tell you what they want to read, but if they were unwilling to fill out a form in the first place, they may not give up this information either.
Easily Forgettable – I’m not saying your content is boring, but if a reader finds your content through a Google search, reads it to get what they wanted to know, and leaves, they may not remember to come back for more information. Without the exchange of information for content, you can’t send them reminders or more content.

So, Gating: Yay or Nay?

After you read through the pros and cons of both gated and un-gated content, you should get a better feel for what resonates with your goals. What you want your content to do for you (along with a few other factors) should be able to guide you towards the right decision.

If you’re more visual, we’ve put together an easy-to-follow flow chart to help you make your decision:

What do you think? Let us know if you have a different take on gating your content in the comments below!

Learn how you can create a better experience around your content – gated or not – in our eBook, The Ultimate Guide to Content Experience.

A Guide to Creating Content for the Buyer-Customer Journey

Nerissa Martin — Thu, 02 Feb 2017 14:54:00 -0500

Despite its name, the buyer journey is not just about buyers. Once they move from awareness to consideration to decision, buyers become customers. This is the point of the journey.

The buyer-customer journey involves:

The “Marketing” Stage: attracting strangers to your company and turning them into leads
The “Sales” Stage: turning leads into customers
The “Success” Stage: turning customers into happy customers and advocates

Your well-planned, well-written, shareable content is what drives strangers to become loyal advocates for your company.

In this guide, you’ll find five ideas created to help you create content for each stage in the process, and examples of content other companies have made for each stage.

The Marketing Stage

This is arguably the “star” stage, the part of the process that people are already familiar with even if they don’t work in marketing. The point of this stage is to attract as many people as possible to your site so they click around and find something that helps them even more or sparks interest.

Too often a company will try to make a sale at this stage, but the content here should be all about awareness and discovery. It’s like going too fast on a date; you’re doing 100 in an 80 zone.

Think of the blogs or channels you’ve subscribed to or come back to again and again (like this one :)).

Why do you come back? It’s not because every time you read a post or watch a video you’re being sold on the company’s products and services. It’s because you find what they publish and share actually helpful.

Your marketing stage content should do the same thing for the audience you want to attract. This is why it’s important to know your buyers: the more you know about the people you want to help, the easier it will be for you to create content that resonates.

>> Start Here

Blog Posts and Videos: Answer the top questions based around topics relevant to your buyer persona(s).
More Blog Posts: Show how a popular book, movie, or television show can apply to topics your buyer personas care about (Ex. For educators/nutritionists: What House of Cards and School Cafeterias Have in Common).
Create a guide, manual or webinar to will help readers complete a task or will teach them the best ways to complete a process (recipes are an example).
Update a concept or idea in your industry that’s outdated or has transformed.
Create a template or checklist resource that readers can download, in exchange for their contact information.

In Practice: Marie Forleo & B-School

Buyer Personas: small business owners, freelancers, and entrepreneurs.

What They Sell: B-School, an online training program.

How They’re Different: Marie Forleo’s company focuses on helping her personas ‘create a business and a life you love’.

Marie Forleo and her team create videos and blog posts that answer questions her buyer personas have, without pushing B-School up front. Marie isn’t shy about using her personality and personal experience to answer questions like:

Does getting a day job mean giving up on your dream?
8 Tips to Overcome Loneliness When Working From Home
Is Your Work Meaningful Enough?

Marie Forleo and her B-School team live what they preach. They're making money without pushing sales all the time, and are having fun doing it.

>> Finish Here

Move your leads to the next stage by getting subscribers. Give the people who read and view your content an easy way to get all of your updates, and get on your contact list.

This is essential to turning ‘strangers’ into leads. Once you know who your readers are it’s easy to know who will potentially buy your product.

The Sales Stage

In this stage of the journey, your leads are trying to figure out if your solution works for their specific problem. This is the key difference between sales stage content and marketing stage content.

The more content you can create for this stage that shows the versatility and benefits of your product in the context of helping your customers, the better chance you have of moving them to the next stage in the journey.

Here your audience is no longer interested in generalities, they got enough of that in the last stage and are now ready to talk to you about how what you do can work for them.

Hard sales aren’t necessary here either – prospective buyer is already interested, and all you have to do is show them how great your product is.

You can entice a quick sale by using discounts and offers, but your leads need to see value before making the purchase.

>> Start Here

Create an FAQ page: Compile the most common questions prospects and leads ask about your service and the approved answers.
Demo Videos: Use your solution to show how it can solve problems experienced by your customers and buyer personas.
Contact your happiest customers to ask for a testimonial for your website and sales decks (Spoiler Alert: this can be combined with the ‘success’ stage below).
Create a Case Study: Customers who give you a testimonial may be happy to do more. Send them a few questions about how they’ve used your product to solve their problem(s).

In Practice: Wistia

Buyer Personas: Anyone who works creating and publishing video for a B2B or B2C company; content creators, marketing managers, designers.

What They Sell: Video hosting, marketing, and analytics platform.

How They’re Different: Wistia takes being friendly to a new level. They have a Slack channel that anyone interested in creating great videos can join.

Wistia has all the sales stage content we’re used to seeing: FAQs, pricing pages, and demos.

What makes their content stand out is a page they’ve created called a ‘Pre-Customer Help Desk’. It includes everything a well-informed prospect would want to see before buying:

A five-minute product demo video featuring real people.
Detailed FAQs on things like monetization and what makes the platform different than YouTube.
Links to API documentation and their integrations page for their buyers who want technical information.

>> Finish Here

Wistia uses a button on their Pre-Customer Help Desk page for potential customers who want to book a live demo.

Whatever you use for your sales stage content, include buttons and links directly on the page to make a purchase or book a phone call with one of your sales reps.

The Success Stage

By now the visitor to your site who was a stranger is now a customer. With the right content at this stage of the buyer journey, you could turn a one-time buyer into a repeat buyer, or a new customer into an advocate.

Content for this stage looks a lot different than it does in the other stages. These customers have read many of your blog posts or watched the videos you had posted in the first two stages.

They know what you offer, and will be more attentive to details, like changes in pricing or updates to your application.

It’s also at this stage when any problems will come up. Your new customer will want to see that your product actually lives up to their expectations.

The content you have at this stage is just as important as it is in the other stages of the buyer journey. Depending on the product or service you offer, your success stage content could include user guides or a setup manual.

At this stage, listening is essential. What your customers need will determine what content you decide to create and publish.

>> Start Here

Start a Knowledge Base: Create a section of your blog dedicated common questions customers have asked (or even every question, if you can).
Create setup or installation videos and decks, if necessary create a video for different account levels or scenarios.
Publish application updates to your blog or website, or send out updates via email to customers.
Host a webinar for customers only to go over best practices and give customers an opportunity to share what they know.
If you’re creating a testimonial for the sales stage of the buyer journey, take this opportunity to ask detailed questions for current customers. Pare down the content for personas in the sales stage and use one or two quotes for a testimonial.

In Practice: Salesforce

Buyer Personas: Everyone.

What They Sell: Everything.

How They’re Different: They sell everything to everyone.

I struggled to include Salesforce as an example in this post because they are a huge company, and like any company of a similar size when it comes to content for the success stage in the buyer journey they’re going to be miles ahead of smaller companies.

But Salesforce is still an excellent example of what success stage content looks like. Plus, regardless of how big they are the concepts stay the same:

Get Feedback: A section of their success community allows members to submit ideas and vote on ideas they like for the platform.
Support and Train: Help.salesforce.com has content to guide, support and train customers.
Communicate More: A page on success.salesforce.com is dedicated to known issues. Smaller companies like Simple (a U.S. bank) and Intercom do the same thing.

A basic look at the Customer Journey.

>> Finish Here

At this stage, you want to make it easy for your most passionate and engaged customers to share how much they love you.

This might be giving them the option to sign up for a VIP subscription list where they get special offers to their email or access to new products or features. Or a referral program where they can get a discount if someone they refer signs up for a demo.

Putting It All Together

One piece of content can be repurposed for different stages of the buyer-customer journey.

Host a webinar featuring one of your customers where you interview them asking questions about how they use your product (ie. case study questions).

The webinar is your success stage content, but you can create sales stage content by using their answers for a case study and a quote or two for testimonials.

How do you make sure you're creating enough content for each stage in the buyer-customer journey? Share your thoughts and comments below!

Learn how to use data to help you fill your buyer-customer journey in our eBook, Data-Driven Content Marketing.

How to Build a Path for Engagement Using a Content Hub

Heidi Vandermeer — Tue, 31 Jan 2017 10:27:00 -0500

Building relevant, educational, and effective digital content is critical for modern buying processes — especially for complex offerings. Composing the right content and generating online traffic can be hefty work.

However, the actual experience of end-to-end content consumption is often not properly considered. In an attention economy, getting clicks and views isn’t enough. In order to move your ideal online visitor to the next stage in their buying journey, there must be a purposeful path for engagement.

Here at Uberflip, we believe the answer to creating this path is a combination of intelligent user experience, pertinent content, and the right asks at the right time. We’ve engineered a “content experience” platform that not only captures curiosity, but maintains it, encourages it, and shapes it into an actionable interest.

Here are a few of the ways we create a path for engagement:

1. Provide relevant content

When someone is interested in your online content, fuel their interest with more pertinent content. On the front end of a website, it can look as simple as suggesting related content. On the back-end, a solution like Uberflip allows you to tag, filter, and intelligently suggest the next best piece of content. Ensure that your audience always has a clear opportunity to continue consuming relevant material, and eliminate dead ends in a content path.

2. Encourage self-selection

Chances are that your customers have different roles, come from different companies, and are trying to solve different problems. It’s important to carefully consider each customer profile, and make it easy for your potential customers to find what they’re looking for (while simultaneously paying attention to their behavioral data). There are countless ways to do this.

One simple yet effective example is a well-designed menu structure that encourages self-selection and becomes increasingly targeted as your audience continues down the buying journey. To create this, a robust back-end organization greatly helps. Uberflip has Smart Filters that allow content to exist under individual or multiple topics, and to be served up based on interest.

BackOffice Associates offers up different content organizations to make it easier for their readers to find what they're looking for.

3. Offer multiple opportunities to engage along the way

Whether your online audience is just browsing your website or looking for a solution, providing multiple opportunities to engage with your brand allows your audience to stay involved long after they leave your website. Create different “asks” based on what stage your audience is in their buying journey (but not too many!).

Uberflip makes it easy to build a wide variety of “Calls to Action” (CTAs) to engage an online audience. Leading into the next topic, the more personal the CTA, the higher the conversion rate will be.

4. Be personal & relevant

When visitors see that content is specifically geared toward them, they are more likely to engage. Uberflip has several tools that can be used by marketers, salespeople, and support to be more personal.

Based on your online audience’s behavior, you can create content and CTAs that speak to who they are or what they’re interested in. In addition, Uberflip can be used for Account-Based Marketing (ABM) and for sales teams to give prospects educational content, brochures, or RFP materials that are highly targeted to their identity.

Here at Uberflip, creating a persuasive path for engagement not only has a major impact on our conversion rates but also allows us to better connect with our audience.

Want a deeper dive into how you can make amazing content experiences? Read our Ultimate Guide to Content Experiences eBook!

Balancing Your Content: Stop Stressing Your Funnel

Nerissa Martin — Thu, 26 Jan 2017 13:26:00 -0500

Nothing is more annoying than working at a desk that’s lopsided. From afar, the table looks fine. It’s only when you sit down and rest your cup that you notice there’s a problem.

Having wobbly content works the same way: from a distance, it seems fine, but when you take a closer look you get a different story.

What is balanced content? Content that gives your readers what they need, based on their marketing persona and what stage of the funnel they are at. Balanced content is essential to making sure you have what’s necessary to move your leads from ‘unknown’ to ‘converted’.

So why not just create a lot of content for every stage of the funnel? In the words of viral internet royalty Sweet Brown, ain’t nobody got time for that.

But balancing your content for each stage of the funnel doesn’t mean you have to create more content at each stage, or that each of your buyer personas has equal pieces of content.

Looking at your current marketing efforts can provide some clues on where content strategy is creating wobbles in your funnel, and how to balance your content.

Start Here: Audit and Measure

An audit can help you figure out right away if you’ve got areas in your funnel that need attention. It’s like looking under the table to see why it’s shaking – a look at your audit and metrics will tell you where the problem in your content is coming from.

Use your audit to sort your content based on what stage of the buyer journey and which buyer persona it’s for. If you don’t already have this in your audit, check out HubSpot’s Content Inventory Worksheet for some ideas.

Taking a look at your inventory, do you have a lot of attractive advertisements and landing pages for your awareness stage? Or maybe you have thousands of blog posts that you thought were middle of the funnel content, but are more suited to the top of the funnel?

Keep your buyer personas in mind when you look at the content you have for each stage in the funnel. Maybe you have a lot of content for the awareness stage for all of your personas, but one persona requires a couple pieces of content for the decision stage.

Having this information alone doesn’t necessarily mean there’s a problem. But if you cross reference this with your metrics, you could see the gaps in your content in a whole new light.

One area you could look at is the information for your landing pages where leads can subscribe to your updates or get a content offer. If you’re simply not getting enough people to your landing pages, this could indicate you don’t have enough top-of-the-funnel content.

If you have a lot of people landing on your pages and filling out the form for a content offer, but they don’t convert to demos or requests for more information about your product, it’s possible that you’re lacking content for the evaluation stage of the funnel.

Just because you may have what looks like enough content for each of your buyer personas, if your metrics and data say conversions aren’t happening at one stage in the funnel, that’s an indicator that information is missing somewhere.

Watch the Gaps

Once you’ve identified places in your content strategy that need some help, you can start to look at the content you need.

Your audit and metrics will tell you if you need more content at a particular stage and for a specific buyer persona. What it won’t tell you is what kind of data you need for each stage.

If, for example, you’ve identified one of your buyer personas needs to feel like an expert on your product before they can make a decision, this could help you figure out what information they want to see in your case studies and testimonials.

Their FAQs may be more technical than they would for other buyer personas, so maybe this changes what Qs you decide to A on your FAQ page.

When you’re looking at your strategy and trying to figure out where you need to fill in gaps, it might be worth it to go to a mountain and sit on top of it for a while. What I mean by this is: be honest with yourself.

If your team has been creating content for one buyer persona or stage in the funnel, or if your content has stalled somewhere, you need to ask yourself: WHY?

Be honest about the answers. It’s possible there’s information you need that you don’t have, or skills that you need, but are missing from your team.

If there is a reason for why your content has been lacking, call it out. Miss this step, and you could be setting yourself up for failure.

Strategic Gap Filling

How do you start filling in the gaps in your content strategy without putting more strain on your resources?

Strategic gap filling might sound like something your dentist will try to sell you on, but for this blog post it means balancing out what content you can offer your leads based on your capacity, what they need and what will most likely help to convert your leads to customers.

This is why the inventory is important: it forces us to look at the problems we have with our strategy. Once you’ve identified the gap in your content, it’s time to incorporate what you know to complement how you create and distribute your content.

In creating and publishing content it can be easy to stick with what’s “working” without looking up to see what’s really going on. So if you’ve identified that your content is out of balance, you could start fixing the problem by looking at content that’s in development right now.

Before creating new content to supplement what you already have, you could consider looking at the content you have coming down the pipeline that serves a part of your funnel that is already full. Instead of creating new content, in this case, you can try altering the the message or content type.

This is an opportunity to get creative with content you already have planned. It’s also an opportunity to use tactics you’ve used before to target a different buyer persona than you usually would.

Quick ways to balance your content for the funnel:

Can any content that’s currently being worked on be tweaked so that it helps fill out your strategy before it’s published?
Don’t forget about your old content: Try repurposing something that’s out of date for a different buyer persona or stage in the funnel (or both).
Rethink what you usually do regularly, like blog posts and podcasts. How can you create content so that it’s more balanced along the stages in your funnel?

What's Next?

For this post we focused mostly on the marketing funnel, but don’t forget about the states of the funnel on the other side, after your hot leads turn into customers. This might be more of a job for your customer success team, but balance here is important too.

On this side of the funnel, imbalance might be delivered to new customers before they’re ready to refer your product or service. Or before a customer has had all their technical issues handled and has fully implemented your solution, for example.

All of the content being created for customers in the sales funnel is designed to turn those potential customers into actual customers. And eventually, you want those customers to turn into advocates.

Balancing your content for every stage of the funnel means that, eventually, you have to look at the content at the customer lifecycle stages of the funnel.

Stabilizing Your Funnel with Content

Once you’ve taken a look at your content and found its wobbly places, you can flip it over and tighten the screws – redistribute what and how you publish content to each of your main pillars.

You might have a lot of content, but doing an audit and looking at your metrics doesn’t have to involve heavy lifting. If you know you’re looking for places where your content needs some adjustments, focus on pinpointing the problem rather than looking at all of your content.

The next step is the fun part (in my opinion): tweaking your strategy and coming up with creative ways to balance the content in your funnel for your buyer personas.

So how’s your content doing? How do you make sure your content is balanced for each stage of the funnel? And what’s your first clue that you’ve got balance problems in your funnel? Let us know in the comments below!

Analyze your content like a pro. Read our Ultimate Guide to Content Insights.

Uberflip Named Best Content Marketing Software for Marketing Teams in 2017

Uberflip Team — Mon, 23 Jan 2017 10:21:21 -0500

Uberflip, a content marketing software provider, is proud to announce that it has been named best content marketing platform on G2 Crowd’s list of best software for marketing teams in 2017.

“We’re honored to appear on G2 Crowd’s list this year, even more so knowing that our users put us there,” says Yoav Schwartz, Uberflip Co-Founder and CEO. “The marketers who use Uberflip have made us an integral part of their strategy for building out great experiences for the entire buyer journey. We are committed to continue to meet and exceed our users’ expectations in everything that we do.”

Uberflip is a cloud-based solution that enables marketers from over 1,200 companies to pull all their content into one central repository. Marketers can then disseminate their content (blog articles, videos, whitepapers, social, etc.) into marketing streams or packages of content to create beautiful and powerful web experiences for every stage of the buyer journey, from marketing to sales to customer success.

"Uberflip's users consistently commended the product in 2016,” says Marty Duffy, Director of Research at G2 Crowd. “Mid-market users recognized the tool as a stand-out product to be used by marketing teams. It received the highest average score for ease of use, quality of support, and meets requirements in content marketing (mid-market)."

G2 Crowd, the world’s leading business software review platform, determines these lists based on review data collected between January 1 and December 31, 2016 in order to help software buyers make the best possible software purchase decisions in 2017.

“The feedback we receive from our customers is crucial because helps us to service them at an even higher level of excellence,” says Randy Frisch, Uberflip Co-Founder and COO. “The detail provided in reviews from customers at companies like Workfront and TouchBistro contributes to helping us shape our company roadmap.”

About Uberflip

Uberflip is a platform for marketers to create, manage, and optimize content experiences, so that content can be fully leveraged by all company stakeholders at every stage of the buyer journey. By providing marketers with the tools they need to boost engagement, generate leads, and fuel demand generation, they can better leverage content to meet their goals.

Founded in Toronto in 2012, Uberflip services SME to large enterprises with a customer base that includes Microsoft, Everstring, Blackbaud, and Dyn.

Using Content for Customer Marketing (And How We Do It)

Sam Brennand — Thu, 12 Jan 2017 14:49:00 -0500

Our business is based on repeat customers and word of mouth. There’s a lot of value in building up our brand name and what it stands for. We view the money that we spend on customer service as marketing money that improves our brand.

- Tony Hsieh

Tony Hsieh’s one of my professional heroes. Over the last decade, Tony and the team at Zappos have built an innovative business by focusing on surprise and delight. By creating exceptional customer experiences, Tony’s built a billion dollar brand and turned Zappos into a famous example of how to develop customers into raving fans.

What is Customer Marketing?

According to Influitive, customer marketing “is built around activities designed to drive retention, loyalty, advocacy, growth and community participation for current customers. The strategy, which is different from marketing with the goal of acquiring new customers, relies heavily on maximizing strong customer relationships”.

But in order to maximize strong customer relationships, you first need to build them. And that’s where content comes in.

At Uberflip, we believe that content is the most effective way to ignite meaningful relationships –and we spend a lot of time creating content. The hard work that our marketing team puts in every month creating content is what helps to keep our funnel full of qualified prospects.

But we also spend a lot of time creating content that’s focused on building better relationships with our current customers. At Uberflip, customer marketing starts the moment that a prospect becomes a customer and continues through when that customer becomes an advocate.

Customer marketing encompasses the onboarding, adoption, retention, expansion, and advocacy stages of The Uberflipper Lifecycle.

Customers are also a source of readily accessible growth. According to Gartner, 80% of an organization’s future revenue comes from 20% of its current customers. Each of your customers is a highly qualified prospect that’s primed to expand its relationship with your organization.

The activities that make up customer marketing can help at every stage of the customer lifecycle:

Demonstrating your value proposition
Onboarding new customers
Ensuring customer retention
Promoting account expansion
Encouraging customer advocacy

How Uberflip Does Customer Marketing

Uberflip’s customer marketing efforts revolve around using our own platform to create the kind of amazing content and content experiences that encourage adoption, retention, expansion, and advocacy. Typically, these experiences tend to live in the Uberflip Hub or our Knowledge Base and include webinars, customer profiles, case studies, best practices guides, coaching decks, infographics, and more.

Here’s how our own Marketing and Customer Success teams (as well as a few others) create content to fuel customer marketing efforts at each stage of the customer lifecycle.

Using Content to Facilitate Onboarding

Customer marketers have the opportunity to get started the moment a prospect becomes a customer. The process needs to start with an amazing first impression rooted in building deep and lasting customer relationships. The process starts with Onboarding.

During Uberflip’s onboarding process, we rely heavily on content to ensure that all new Uberflippers are well trained and able to launch their Content Hubs quickly.

Content Hubs

Most of the content that our customer marketers create lives in Uberflip’s Knowledge Base in some way, shape, or form.

On every kickoff call, customers are walked through the Uberflip Knowledge Base and encouraged to explore it extensively during the onboarding process. The Knowledge Base houses all of the knowledge our team possesses, so it’s a great destination for customers.

Take the example below. This Stream of content, designed for Marketo users, contains everything you’d need to know about our Marketo integration. Technical documentation, best practices guides, how-to videos, and more.

We also use content Hubs to showcase the work of our best customers. We call one of them The Hub of Hubs.

The Hub of Hubs is a custom-built content Hub that segments customer examples by industry, use case, integration, and implementation approach. It’s a great place for new customers to get inspired by what existing customers have done. During the initial stages of the onboarding process, we make sure that every new customer has the chance to explore The Hub of Hubs.

Customer Stories

Our customer marketers also create content that helps set the right expectations regarding the onboarding process. We’ve found that the best way to do that is to give new customers something to strive towards. In other words, we try to give all of our new customers role models.

Lucky for us, we’ve got many to choose from.

Matt Davis, Director of Marketing at Allocadia, is a great example. Based in Vancouver, Canada, Allocadia is the leading budgeting, planning, and marketing performance management solution on the market. If you’re a marketer, I’d highly recommend giving Allocadia’s platform a look. Back in 2016, Allocadia decided to relaunch the Resources section of its website as a Content Hub.

Matt approached the onboarding process with enthusiasm, dedication, and creativity. He was able to launch Allocadia’s amazing Resources Hub in just a few weeks. Our team worked closely with Matt following the launch of Allocadia’s Hub to create a client profile that highlighted exactly what made Matt so successful during the onboarding process. Matt was even kind enough to share a template he created to make migrating content to his new Resources Hub even easier (a template that’s available for download here).

Customer profiles like these are a fantastic way to put a face to a process and get new customers into the right frame of mind while they’re implementing their content Hubs.

Automated Messages

Another incredibly valuable form of content we create for the onboarding process is automated messages.

We’re big fans of Pendo, an amazing tool that makes it easy to provide contextual help right within our application. The goal - make it easy for customers to answer their own questions.

Take the guide below, for example. Our platform integrates seamlessly with a number of powerful marketing automation tools, including Marketo, Pardot, Eloqua, HubSpot, Act-On, and Mailchimp. Integrating any of these tools isn’t particularly difficult, but it does require users to navigate a few different parts of the application and enter several pieces of information like API keys. To make it easy, we used Pendo to create a step-by-step guide right within our application to walk customers through the process from start to finish. It’s easy, intuitive, and contextual.

Using Content to Drive Adoption

Successfully onboarding a customer is just step one of the customer marketing process. Once we set them up for success, it’s important for our Customer Marketing team to continue to drive adoption across all areas of Uberflip. We are constantly adding new features and enhancements across the platform, so it’s the job of customer marketing to make sure our customers are taking full advantage of them.

To drive continuous customer adoption, we use a number of customer marketing tools, Including automated messages, webinars, articles, and guides, customer stories, and email nurture campaigns.

Automated Messages

Contextual messages can be used in the onboarding process to encourage self-service and increase the time to first value for new customers. But they can also encourage product adoption once a customer has officially “gone live”.

We also use Pendo to create messages designed to drive platform adoption over time. Because Pendo messages can be targeted to specific users based on predefined criteria (for example, only users who haven’t yet adopted feature A or are only using 50% of feature B) we’re able to nurture our customers using contextual, in-app messages. We know that the more of our platform that our customers use, the more likely they’re going to see value.

A few months back, we released two of our most requested features ever — Customizable URL Paths and Redirect Rules. When we officially released the features, we created a Pendo message that advised users while they were in the application that they could start using both CUPs and Redirect Rules.

The in-app message also directed users to read more about why we developed the new features in the first place and gave them the opportunity to sign up for an educational webinar. As a result, we saw strong adoption of both features in a short period of time, making this an automated message with a strong ROI.

Webinars, Articles & Guides

Webinars, articles, and guides are also easy to create to encourage continuous product adoption. All of these pieces of content are always repurposed by our customer marketers in the Uberflip Knowledge Base. We always want to ensure that future customers have the ability to access valuable content on-demand.

As mentioned above, with the release of Customizable URL Paths and Redirect Rules, we hosted a customer-specific webinar to walk customers through how each of the new features works.

Once the webinar was complete, our team ensured it had a home in both our marketing Hub and our Knowledge Base as on-demand resources.

Customer Stories

Another way that we encourage ongoing platform adoption is by showcasing exactly how our most successful customers became so successful.

This is especially important for our customers that use marketing automation.

We wanted to showcase how one of our most successful Marketo users, Naor Chazan at CRF Health, was making the most of Uberflip’s Marketo integration. That video turned into an ongoing webinar series that we call Get to Know an Uberflipper.

These short, webinar-style videos are relatively easy for us to create and deliver a ton of value to both our team (internal knowledge) and our customers (external knowledge).

Email Nurture Campaigns

Last but not least, our customer marketers encourage ongoing platform adoption through everyone’s favorite medium, email.

The Flipside, our monthly customer newsletter, is sent out in the first week of every month. It’s an easy and effective way for us to regularly touch base with all of our customers.

While we’re constantly tweaking the design and content, The Flipside typically contains a recent piece of content from our marketing team, an interesting and relevant customer story, several new pieces of content from our Knowledge Base, and a call-to-action to join our Advocate Hub, the Uberflip A-List.

Using Content for Retention & Expansion

Retention and expansion are where our customer marketing efforts start to get really, really personalized. The content we create for use in the onboarding process and to encourage platform adoption is more general in nature. But when it comes to the topics of contract renewals and upgrades, our customer marketers create content designed for one-to-one or one-to-a-few interactions. Things like infographics, presentations, and reports.

For example, our Coaching team has developed presentation templates for monthly, quarterly and/or annual customer check-ins.

We use this template to facilitate regular reporting of a customer’s account performance, but also to ensure our Coaching team is able to educate customers on what our engineering team is working on, advise customers about new tips, tricks, and best practices, and ensure customers know about any upcoming events or webinars that they could benefit from.

If you’re curious, you can check out and download the check-in template that our customer marketers created here.

On a more regular basis, we also create smaller, more digestible pieces of content that we hope will give customers a quick glimpse into how well their account is performing, generate questions and spark conversation around their account. We use Canva to create fun infographics highlighting things like a customer’s top performing content, high-level Hub metrics and quick wins they can implement in their Hub.

If you’re curious to see more, you can check out the full version of one of the infographics our customer marketers create here.

Using Content to Encourage Advocacy

At Uberflip, we use our Advocate Hub -- the Uberflip A-List -- to promote, encourage, and reward our advocate customers.

Our customer marketers create and publish challenges that are designed to harness the enthusiasm our best customers have for our platform. This includes product tips and quizzes, feedback surveys, industry education and even fun challenges to give marketers a well-deserved break in their day. The A-List also gives our advocates the opportunity to help us grow by sharing our content, taking part in customer reference calls and referring their friends to Uberflip.

Leveraging a platform like Influitive, we’re also able to call on our customers for content generation. Everything from testimonials, case studies and customer spotlights, to partner webinars and guest blog posts. These initiatives not only help us generate leads and close deals, they also help us build lasting relationships with valuable customers.

Content is the Most Effective Way to Ignite Meaningful Relationships

If you’re willing to invest in customer marketing and in creating amazing content experiences, you’ll find it easier to onboard new customers, demonstrate the value that your product, service, or platform provides, retain your customers, find expansion opportunities, and encourage your customers to become advocates for your brand.

Customer marketing is all about building lasting relationships with your customers. Content is the key.

Get an in-depth look at how to use content in your customer marketing in our eBook!

Content Roundup: Marketers Who Entertain

Katie Charal — Tue, 10 Jan 2017 14:56:00 -0500

Earlier this month, Uberflip co-founder and COO, Randy Frisch posed a challenge for content marketers: he urged them to create more entertaining content in 2017 and share their best-performing pieces with us. We have definitely been entertained by the content we have received and thought it was only fair to share our favorites with you as well. Prepare to be impressed!

16 Marketing Pick-Up Lines to Snag Your Next Hot Date

“For the Love of Marketing,” HubSpot decided to get creative with their marketing one-liners before Valentine’s Day. They came up with a list of 16 cheesy pick-up lines to connect with and entertain fellow marketers. Read it here.

How to Produce a Stop Motion Video

Wistia kept us entertained with an interactive take on producing a stop motion video. Check out their tricks on how to add quirky effects to your video for optimal effect. Watch it here.

20 Jokes Only a Marketer Could Love

"You get me, and I get you". In this post, TopRank addresses how jokes connect and unite us as a community. They hammer home this point by listing 20 jokes that only marketers would get. Read it here.

We All Have A Different Thanksgiving Persona- Which Is Yours?

SnapApp had fun this past Thanksgiving with puns and predictions on what types of characters you are bound to encounter at your annual Thanksgiving dinner. They created a quiz for their audience to determine which member at the dinner table they would be. Read it here.

How the Content Crunch Stole Christmas

If you haven’t yet had a chance to check it out, Uberflip made sure to entertain our audience and boost spirits before the holidays with How the Content Crunch Stole Christmas video. Watch it here.

We hope these examples inspire you to make entertainment the primary goal for your content in 2017.

How are you planning to entertain with your content this year? Tweet @Uberflip and let us know!

Startupong is Back: Uberflip Announces Charity Ping Pong Tournament for Tech Startups

Uberflip Team — Tue, 10 Jan 2017 00:02:54 -0500

Uberflip is happy to announce that Startupong, the ultimate ping pong tournament for startups in Toronto, will be returning for its third year to bring together Toronto’s thriving tech startups in the spirit of community, giving back, and some friendly competition.

“We’re proud of what Startupong has become and the impact that it’s had in connecting the tech startup community here in Toronto,” said Yoav Schwartz, Uberflip Co-Founder and CEO. “As our company continues to grow, we recognize that we have a responsibility to our community and we are committed to giving back.”

Since it launched in 2014, Startupong has doubled in size each year, bringing together hundreds of attendees from local startups, including Wattpad, Freshbooks, Checkout51, and Influitive. This year, over 800 are expected to attend.

Startupong will be hosted on Tuesday, March 14, 2017 at SPiN ping pong social club in Toronto, ON.

“At Uberflip our values guide us to “Give Back” to our communities, including our commitment to donate 1% of annual revenue growth to charities,” said Randy Frisch, Uberflip Co-Founder and COO. “Building off of these values, we’re excited to donate all proceeds from admissions to the SickKids Foundation, as we’ve done in the past.”

General admission tickets are $10, including two drinks and appetizers. Individuals have the option to register in the doubles ping pong tournament for $40 per team of 2-4. Teams of 10 can sign up for the VIP ‘Startup Team’ package, which includes 10 guaranteed admission tickets and co-sponsorship opportunities.

Learn more about Startupong at www.startupong.com.

Interested in sponsoring? For corporate or startup sponsorship opportunities contact startupong@uberflip.com.

The Content Marketer’s 5-Minute Guide to Google Tag Manager

Heather Mueller — Thu, 22 Dec 2016 09:48:28 -0500

Do phrases like “Javascript tracking pixel” and “code snippet” make your skin crawl?

Don’t worry. We won't judge.

On the one hand, analytics tracking codes are your secret weapon. They’re like hallowed golden keys that can unlock the floodgates of sacred digital marketing data. Get the right code on your website or content hub and you’ll be on your way to all kinds of insights: Goal tracking, conversion tracking, attribution…and the list goes on (and on and on).

The problem?

You’re not a web developer. You’re a time-strapped content marketer in need of a few mission-critical insights. And you need an easy way to start getting those new insights now.

For That, There’s Google Tag Manager

This free tool is designed to put digital marketers back in control of digital marketing data. It eliminates the need to wait on a webmaster, learn a new system, or spend hours in tutorials just to add a line of tracking code to your website. With Google Tag Manager, you use one simple platform to enable all the data collection you need — whether that means Google Analytics, marketing automation software, or whatever else requires “inside” access to your domain to start tracking activities like page views and click-throughs.

Ready to see how Google Tag Manager works? Stick with me until the end of this post, and you’ll soon wonder how you ever lived without it.

How Google Tag Manager Works

Google Tag Manager removes the mystery from using tags—those pixels and JavaScript codes so many vendors want you to add to your website before they can collect data—to speed up your marketing analytics process. You can be up and running with new tools within seconds, without ever having to learn a single line of code or ask a web developer to help.

Here’s how it works:

After creating a new Google Tag Manager account, you’ll be prompted to set up a “container” for your domain. This is the container that will hold all the tags for your site:

Google Tag Manager will then generate a container snippet for you to copy and paste into every page of your website:

Sound tricky? Check with your content management system. Many providers have set up easy integrations that let you copy and paste code in less than three minutes. Uberflip, for instance, offers a step-by-step guide for quickly integrating Google Tag Manager with your content hub.

Once setup is complete, you can add or update any number of marketing and measurement tags at any time—right from within Google Tag Manager itself:

Again, there’s no need to panic. These days you can count on just about every major marketing solution to give you a quick-and-easy way to start adding tags. For example: From the marketing automation world, Pardot, Hubspot, and Marketo all provide detailed instructions on how to integrate with Google Tag Manager.

Addictive Content Marketing Uses for Google Tag Manager

Now that you know how Google Tag Manager works, it’s time to start adding tags. It’s easy to find suggestions and tutorials for many of the more common uses—AdWords Conversions, Google Analytics goal tracking, and so on. But if you really want to take control of your marketing content’s performance, I highly suggest adding these two favorites to your list:

1. Measure True Content Engagement

With Google Analytics, it’s easy to see how many people “bounce” from your hub after viewing a single page. But how much time do those visitors spend consuming that one piece of content? When it comes to engagement with your brand and interest in your offering, there’s a BIG difference between 15 seconds and 15 minutes.

Enter the Google Tag Manager setup that made our weekly roundup of must-have content hacks. This method, shared by Outbrain's Sarit Anavim, allows you to leverage Google Tag Manager to see precisely how much time people are devoting to reading your articles, blog posts, and other content. It’s a great way to determine which outdated content is worth revisiting, what needs re-editing, and where you might be missing opportunities to up the ante on promoting your evergreen content.

2. Test Interactive Content

Does your resource center or content hub include a lot of PDFs? No doubt you have the data on how many views and downloads they’ve received. But what happens to readership levels when you turn those downloadable documents into interactive HTML5 Flipbooks? Once you set up a Google Analytics Tag, you’ll be able to see granular details such as how many times people zoomed in for a closer look and which pages they printed.

What about you? What are your favorite uses for Google’s tag management system? Share them in the comments!

We love Google Tag Manager because it simplifies the analytics process for content marketers. For even more ways to easily extract killer data, check out the eBook: The Ultimate Guide to Content Insights.