The 2016 Framework for Evaluating Content Marketing Software
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It's 2016, and it's clear that content is no longer only in the marketer's domain — it fulfills the entire buyer journey from engagement and lead generation all the way through to sales and customer retention. As such, the marketing technology landscape has exploded with content marketing software options. While this explosion of solutions is exciting, it can also be confusing and difficult to navigate. Should you seek a platform or point solutions? How do you avoid "software silos"? What kind of software do you actually need to crush your B2B marketing goals? In this presentation, Uberflip Co-Founder and CEO Yoav Schwartz provides an authentic framework through which content marketing software should be evaluated to build a powerful marketing technology stack. You’ll learn: - How to navigate the marketing technology landscape and assess different content marketing software solutions - How to avoid software silos and ensure your content marketing software is fully integrated with your marketing technology stack - How to audit your marketing technology and build a lean, mean content marketing machine for your organization
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The 2016 Framework for Evaluating Content Marketing Software
- 1. The 2016 Framework for Evaluating Content Marketing Software YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar HANA ABAZA VP Marketing, Uberflip @hanaabaza @Uberflip @yostar #uberwebinar
- 2. @Uberflip @yostar #uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. @Uberflip @yostar #uberwebinar WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J) Join in on
- 6. @Uberflip #uberwebinar@yostar STARTING WITH “WHY” WHY CONTENT MARKETING?
- 7. @Uberflip #uberwebinar@yostar WHY CONTENT MARKETING? PROVEN AS A GREAT WAY TO DELIVER YOUR MESSAGE
- 8. @Uberflip #uberwebinar@yostar Content starts with Marketing but satisfies the entire buyer journey ENGAGEMENT LEAD GEN SALES RETENTION
- 9. @Uberflip #uberwebinar@yostar How do we do it? WHAT’S THE PROCESS? PEOPLE PROCESSTECH
- 10. @Uberflip #uberwebinar@yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS
- 11. @Uberflip #uberwebinar@yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS FLAWED
- 12. @Uberflip #uberwebinar@yostar The 4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 13. @Uberflip #uberwebinar@yostar The 4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 14. @Uberflip #uberwebinar@yostar … but it’s more complicated. It’s not flat! CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 15. @Uberflip #uberwebinar@yostar marketplace management social analytics There are many buckets in each pillar ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE
- 16. @Uberflip #uberwebinar@yostar Why not just buy a suite that Does it all? PEOPLE PROCESSTECH
- 17. @Uberflip #uberwebinar@yostar CIO’s bought suites because it reduced complexity.
- 18. @Uberflip #uberwebinar@yostar CMO’s buy software that solves their problems.
- 19. @Uberflip #uberwebinar@yostar Marketers don’t care about all-in-one suites.
- 21. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 22. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 23. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 24. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 25. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 26. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 27. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 28. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 29. @Uberflip #uberwebinar@yostarOk, so how do you choose?
- 30. @Uberflip #uberwebinar@yostar Content isn't King, it's the Kingdom Lee Odden
- 31. @Uberflip #uberwebinar@yostar PLATFORM VS POINT SOLUTION
- 32. @Uberflip #uberwebinar@yostar PLATFORM VS POINT SOLUTION A platform is a major piece of software, as an operating system, an operating environment, or a database, under which various smaller application programs can be designed to run.
- 33. @Uberflip #uberwebinar@yostar A point solution is a product or service that addresses one very specific need in a marketing organization. It specializes in solving that one particular problem really, really well. PLATFORM VS POINT SOLUTION
- 34. @Uberflip #uberwebinar@yostar YOU NEED BOTH PLATFORM VS POINT SOLUTION
- 35. @Uberflip #uberwebinar@yostar 1. What are your goals? 2. Where are the gaps? 3. Where are areas of growth? Before we go deeper… Answer the 3-G-Q’s
- 36. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE YOSTAR’S FRAMEWORK
- 38. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content?
- 39. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create?
- 40. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create? curation Do you pepper in content from other sources?
- 41. @Uberflip #uberwebinar@yostar CREATION marketplace Do you outsource or buy content? ideation Do you need help spurring up ideas on what content to create? curation Do you pepper in content from other sources? workflow Is Excel no longer cutting it for managing your army of writers?
- 43. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management
- 44. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management What software do you use to increase engagement with your content?Engagement
- 45. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management What software do you use to manage the user experience of lead gen?Lead Gen What software do you use to increase engagement with your content?Engagement
- 46. @Uberflip #uberwebinar@yostar EXPERIENCE How do you manage your content experiences at scale?Management How do you leverage content within your sales and success teams? Sales Enablement What software do you use to manage the user experience of lead gen?Lead Gen What software do you use to increase engagement with your content?Engagement
- 48. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social
- 49. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic
- 50. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic What software(s) do you use for email distribution? Probably a few…Email
- 51. @Uberflip #uberwebinar@yostar DISTRIBUTION How do you manage social channels?Social What software do you use for SEO?Organic What software(s) do you use for email distribution? Probably a few…Email Are you leveraging content syndication? Paid
- 53. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics?
- 54. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? Scoring Are you scoring your content? Your leads?
- 55. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? ROI Are you measuring the ROI of your content? Scoring Are you scoring your content? Your leads?
- 56. @Uberflip #uberwebinar@yostar INSIGHTS Analytics How do you measure basic metrics? ROI Are you measuring the ROI of your content? Reporting How are you bubbling this info up to the c-suite? Scoring Are you scoring your content? Your leads?
- 57. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE YOSTAR’S FRAMEWORK
- 58. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE UBERFLIP’S STACK
- 59. marketplace management social analytics ideation engagement organic scoring curation lead generation email ROI sales enablement reportingworkflow paid CREATION DISTRIBUTION INSIGHTSEXPERIENCE UBERFLIP’S STACK IN YOSTAR’S FRAMEWORK
- 61. @Uberflip #uberwebinar@yostar 1. Audit your technology TAKEAWAYS
- 62. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions TAKEAWAYS
- 63. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework TAKEAWAYS
- 64. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework 4. Answer the 3-G-Q’s TAKEAWAYS
- 65. @Uberflip #uberwebinar@yostar 1. Audit your technology 2. Identify platforms vs point solutions 3. Map out your tech on the framework 4. Answer the 3-G-Q’s 5. Avoid software silos TAKEAWAYS
- 66. @Uberflip #uberwebinar@yostar hub.uberflip.com QUESTION TIME! YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar HANA ABAZA VP Marketing, Uberflip @hanaabaza