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BEYOND CUSTOMERS: 
Creating Advocates for Your Content Marketing 
Sam Brennand 
Customer Success Lead 
Cassandra Jowett 
Content Marketing Manager 
@Uberflip @influitive
HOUSEKEEPING! 
Join the Twitter conversation with #uberwebinar and #advocatemktg 
We’ll send slides and the recording 
Q&A at the end - ask questions in the chat box! 
(If we run out of time, tweet or email us!) 
Quick Uberflip & Influitive Demos 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
AN INTRO TO 
ADVOCATES 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
ADVOCATES ARE 
YOUR BIGGEST FANS 
“Advocates are customers, partners, 
employees, influencers and other 
stakeholders who are willing to publicly 
support, endorse or recommend your 
company, products, or services.” 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
58% of eBook pages 
37% of blog posts 
30% of social media posts 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
ADVOCATES ARE A FUNCTION 
OF GREAT MARKETING! 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
HOW DO YOU CREATE CONTENT THAT 
CREATES ADVOCATES? 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
KNOW YOUR PERSONAS 
“A buyer persona is a semi-fictional representation of 
your ideal customer based on market research and real 
data about your existing customers.” 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive 
- HubSpot
BUILDING YOUR 
PERSONAS 
1. Buyer interviews 
2. Analyze insights 
3. Build personas 
4. Map to the buying process 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
MARKETING MARY 
▪ CMO / VP of Marketing 
▪ Super busy; manages a large team 
▪ Tech savvy 
▪ Interested in staying up to date regarding 
the latest in marketing/content strategy 
▪ Loves to read in-depth blog posts 
▪ Strives to highlight the value she really 
delivers to her organization 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
THE END RESULT 
1. How they like to consume information 
2. Where they like to hang-out 
3. Their pain points & challenges 
4. Their goals 
5. Potential hiccups 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
A FEW 
BASIC TRUTHS... 
1. People like to feel smart 
2. Everyone loves a shout-out 
3. Tribes are uber important 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
FOCUS ON 
CONTENT THAT... 
1. Educates 
2. Celebrates 
3. Inspires 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
EDUCATES 
▪ Marcus Sheridan, River Pools & Spas 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
CELEBRATES 
▪ 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
INSPIRES 
▪ 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
GETTING ADVOCATES INVOLVED IN 
CONTENT CREATION 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
GET ADVOCATES INVOLVED IN 
CONTENT CREATION 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
BRAINSTORM IDEAS FOR CONTENT 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
BRAINSTORM IDEAS 
Advocate-generated webinar: 
• 3X net new contacts 
• 1.7X MQLs 
• 2X opps 
Source: Webinar Best Practices Highlight The Need To Address Multiple Buying Stages 
– Demand Gen Report 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
COLLECT CUSTOMER SUCCESS STORIES 
“People submit the greatest 
ideas I NEVER would have 
thought of on my own.” 
• One call for submissions 
• Customers, partners and 
employees 
• 200+ pieces of content 
See Mitel’s Customer Success Showcase 
Liz Pedro, Mitel 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
FEATURE ADVOCATES AS THOUGHT LEADERS 
“My boss said, ‘Our blog 
views have doubled. Keep 
doing these.” 
• Top advice for IT pros 
• 100+ contributors 
• 25 featured 
• 50% increase in blog traffic! 
Liz Richardson, 
Bomgar 
Social Media & Advocate 
Marketing Mgr. 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
GIVE EARLY ACCESS + GATHER FEEDBACK 
“Great idea, great execution and a 
very fun read. Totally love this 
idea and might steal it for our 
own product.” 
“There are some really eye 
opening numbers in here that are 
great for me as a social media 
manager for our company. 
Thanks for the early access to 
such great info!” 
“The whole birthday suit/naked 
thing was a little awkward for me 
to be honest.” 
http://www.influitive.com/exposed 
“You expressed the company brand and personality 
extremely well, and I'm even more in love with Influitive than 
before…if that's even possible.” 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
BOOSTING DISTRIBUTION WITH THE 
HELP OF YOUR ADVOCATES 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
IT ALL COMES 
DOWN TO TRUST 
● 91% of B2B buyers don’t trust vendor 
content, meanwhile… 
● 92% trust recommendations from 
people they know 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
ADVOCATE 
DISTRIBUTION 
2x better than email 
6x better than online ads 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
ADVOCATES CREATE A SNOWBALL EFFECT 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
SLIDESHARE EXPERIMENT 
• Downloaded and shared 50+ times 
in just a few hours 
• Featured: 
– SlideShare homepage 
– Hot On Twitter section 
– @SlideShare account 
• 22,000 views 
• 627 shares 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
IS YOUR CONTENT “CONTAGIOUS”? 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
LAST BUT 
NOT LEAST 
● Understanding your fans, 
prospects, and customers on a 
number of levels 
● Focus on creating amazing 
experiences 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett
AVOID THIS! 
• No distinct call to action 
• No recommended content 
• Nowhere to subscribe 
• No images or videos 
• No discovery 
• No mobile experience 
Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett
TRY THIS... 
Discover 
Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett 
Call to 
action 
Recommend 
content 
Imagery 
http://resources.taulia.com/h/
KEY TAKEAWAYS 
▪ Focus on creating great content to 
create great advocates 
▪ Make sure to include advocates in the 
content creation process 
▪ Leverage advocates for distribution 
▪ Use the right tools to make it easy 
Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
THANK YOU! 
QUESTIONS? 
@Uberflip 
info@uberflip.com 
hub.uberflip.com 
#uberwebinar 
@influitive 
influitive.com 
influitive.com/playbook

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Creating Advocates for Your Content Marketing

  • 1. BEYOND CUSTOMERS: Creating Advocates for Your Content Marketing Sam Brennand Customer Success Lead Cassandra Jowett Content Marketing Manager @Uberflip @influitive
  • 2. HOUSEKEEPING! Join the Twitter conversation with #uberwebinar and #advocatemktg We’ll send slides and the recording Q&A at the end - ask questions in the chat box! (If we run out of time, tweet or email us!) Quick Uberflip & Influitive Demos Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 3. AN INTRO TO ADVOCATES Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 4. ADVOCATES ARE YOUR BIGGEST FANS “Advocates are customers, partners, employees, influencers and other stakeholders who are willing to publicly support, endorse or recommend your company, products, or services.” Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 5. 58% of eBook pages 37% of blog posts 30% of social media posts Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 6. ADVOCATES ARE A FUNCTION OF GREAT MARKETING! Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 7. HOW DO YOU CREATE CONTENT THAT CREATES ADVOCATES? Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 8. KNOW YOUR PERSONAS “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.” Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive - HubSpot
  • 9. BUILDING YOUR PERSONAS 1. Buyer interviews 2. Analyze insights 3. Build personas 4. Map to the buying process Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 10. MARKETING MARY ▪ CMO / VP of Marketing ▪ Super busy; manages a large team ▪ Tech savvy ▪ Interested in staying up to date regarding the latest in marketing/content strategy ▪ Loves to read in-depth blog posts ▪ Strives to highlight the value she really delivers to her organization Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 11. THE END RESULT 1. How they like to consume information 2. Where they like to hang-out 3. Their pain points & challenges 4. Their goals 5. Potential hiccups Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 12. A FEW BASIC TRUTHS... 1. People like to feel smart 2. Everyone loves a shout-out 3. Tribes are uber important Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 13. FOCUS ON CONTENT THAT... 1. Educates 2. Celebrates 3. Inspires Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 14. EDUCATES ▪ Marcus Sheridan, River Pools & Spas Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 15. CELEBRATES ▪ Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 16. INSPIRES ▪ Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 17. GETTING ADVOCATES INVOLVED IN CONTENT CREATION Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 18. GET ADVOCATES INVOLVED IN CONTENT CREATION Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 19. BRAINSTORM IDEAS FOR CONTENT Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 20. BRAINSTORM IDEAS Advocate-generated webinar: • 3X net new contacts • 1.7X MQLs • 2X opps Source: Webinar Best Practices Highlight The Need To Address Multiple Buying Stages – Demand Gen Report Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 21. COLLECT CUSTOMER SUCCESS STORIES “People submit the greatest ideas I NEVER would have thought of on my own.” • One call for submissions • Customers, partners and employees • 200+ pieces of content See Mitel’s Customer Success Showcase Liz Pedro, Mitel Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 22. FEATURE ADVOCATES AS THOUGHT LEADERS “My boss said, ‘Our blog views have doubled. Keep doing these.” • Top advice for IT pros • 100+ contributors • 25 featured • 50% increase in blog traffic! Liz Richardson, Bomgar Social Media & Advocate Marketing Mgr. Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 23. GIVE EARLY ACCESS + GATHER FEEDBACK “Great idea, great execution and a very fun read. Totally love this idea and might steal it for our own product.” “There are some really eye opening numbers in here that are great for me as a social media manager for our company. Thanks for the early access to such great info!” “The whole birthday suit/naked thing was a little awkward for me to be honest.” http://www.influitive.com/exposed “You expressed the company brand and personality extremely well, and I'm even more in love with Influitive than before…if that's even possible.” Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 24. BOOSTING DISTRIBUTION WITH THE HELP OF YOUR ADVOCATES Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 25. IT ALL COMES DOWN TO TRUST ● 91% of B2B buyers don’t trust vendor content, meanwhile… ● 92% trust recommendations from people they know Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 26. ADVOCATE DISTRIBUTION 2x better than email 6x better than online ads Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 27. ADVOCATES CREATE A SNOWBALL EFFECT Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 28. SLIDESHARE EXPERIMENT • Downloaded and shared 50+ times in just a few hours • Featured: – SlideShare homepage – Hot On Twitter section – @SlideShare account • 22,000 views • 627 shares Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 29. IS YOUR CONTENT “CONTAGIOUS”? Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 30. LAST BUT NOT LEAST ● Understanding your fans, prospects, and customers on a number of levels ● Focus on creating amazing experiences Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 31. Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett
  • 32. AVOID THIS! • No distinct call to action • No recommended content • Nowhere to subscribe • No images or videos • No discovery • No mobile experience Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett
  • 33. TRY THIS... Discover Beyond Customers : Create Advocates for your Content Marketing #uberwebinar @uberflip @sambrennand @cassandrajowett Call to action Recommend content Imagery http://resources.taulia.com/h/
  • 34. KEY TAKEAWAYS ▪ Focus on creating great content to create great advocates ▪ Make sure to include advocates in the content creation process ▪ Leverage advocates for distribution ▪ Use the right tools to make it easy Beyond Customers : Create Advocates for your Content Marketing @uberflip @influitive
  • 35. THANK YOU! QUESTIONS? @Uberflip info@uberflip.com hub.uberflip.com #uberwebinar @influitive influitive.com influitive.com/playbook