The document summarizes top performing B2B content from 2015 as identified by Uberflip and BuzzSumo research. It identifies common content types such as research reports, how-to posts, trends reports, reference assets/eBooks, product launches, curation posts, case studies, and tools. Examples are provided for each category. The document then discusses factors that influence content success such as content, relevance, distribution, and consistency. It provides tips for creating top performing content and engaging audiences.

1. @uberflip#uberwebinar @buzzsumo
Steve Rayson
Director, BuzzSumo
@steverayson
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Top B2B Content Of 2015!

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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

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What is
Top B2B Content?

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Content Objectives

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Author
Website
Domain
Topic &
Trends
Content
Format
Content
Quality
Headline
Shares
Links
SEO
Paid
Promotion
10 Factors That Influence Content Success

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Examples of Top B2B Content 2015
§ Research reports
§ How to posts
§ Trends
§ Reference assets
§ eBooks
§ Quizzes
!
§ Product launches
§ Curation
§ Provocative
§ Curiosity
§ Case Study
§ Tools
!

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Deloitte: Trending Topic

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Intel: Challenging Assumptions #Ilooklikeanengineer

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Intel: Hashtag Campaign

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Buffer

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Slideshare
Research

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Research

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Research
Uberflip & BuzzSumo
researched the most shared
types of content and turned
that data into a highly shared
infographic.

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The Future:
Vision

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QuickSprout:
Practical Posts
Top post
100% More
Shares Than
5th Post

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The Next Web

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Convince & Convert: Great Headline Example
!

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SME: List Posts – Tips & Tools
!

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Uberflip:
List Posts –
Tips & Tools

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B2B Marketing Insider: Curation Posts
!

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B2B Marketing Insider: Curation Posts
!

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Top Rank Blog: Updated Reference Content
!

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Moz:
Updated
Reference
Content
!

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Moz: Updated Reference Content
!

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IBM Product Launch

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Intercom: eBook

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Case Study

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Case Study

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Tools:
LinkedIn

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Tools: LinkedIn

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Summary: Highly Shared B2B Content 2015
§ Research – Buffer, Deloitte
§ How to posts – Buffer, QuickSprout
§ Trends – Deloitte, TheNextWeb
§ Reference assets – Moz, Top Rank
§ eBooks - Intercom
§ Quizzes – Entrepreneur, HBR
!
§ Product launches - IBM
§ Curation – B2B Insider
§ Provocative – Intel, TheNextWeb
§ Curiosity – Convince & Convert
§ Case Study - HBR
§ Tools - Linkedin
!

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REALITY:
Most of the content we create won’t be
“top performing” content.

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How To Create Top Performing Content
• Content
• Relevance
• Distribution
• Consistency

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CONTENT
Visual
Sharable
Contextual
Experience

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Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
!
!
Landing Pages
It’s useful or helpful information.
It makes them look good / smart / trendy.
It validates something they believe.
It evokes some kind of emotion.
It’s relevant / topical.
!
WHY DO PEOPLE SHARE?

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Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
!
!
Landing Pages

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RELEVANCE
Why should I care?

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Simple, clear & concise
COMPLELLING CTA
Optimize forms for goals
JUST Add humans
!
!
Landing Pages

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DISTRIBUTION
Your Audience
Influencers
Search
Publishers

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CONSISTENCY
How can you keep
leveraging your top
performing content?

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Start and end with
your goals, but don’t
ignore the top of the
funnel.
ENGAGEMENT
LEAD GEN
SALES
RETENTION

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RESOURCES
50% of Content Gets 8 Shares or Less: Why Content Fails & How to Fix It
> buzzsumo.com/blog/50-of-content-gets-8-shares-or-less-why-content-fails-and-how-to-fix-it
Webinar: How to Create Engaging B2B Content
> hub.uberflip.com/h/i/118419632-how-to-create-engaging-b2b-content
Webinar: 3 Content Formats to Lift Your Traffic
> hub.uberflip.com/h/i/92326353-3-content-formats-to-lift-your-traffic
From 'Good Enough' to 'Can't Get Enough': How to Consistently
Create Content Your Audience Loves
> hub.uberflip.com/h/i/146086708-from-good-enough-to-can-t-get-enough-how-to-consistently-create-content-
your-audience-loves/109406

56. @uberflip#uberwebinar @buzzsumo
QUESTION TIME!
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Steve Rayson
Director, BuzzSumo
@steverayson

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58. FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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