Content marketing has the potential to convert your audience into more than customers—into advocates and loyal members of your brand’s community. If you're consistently giving your customers quality content, your customers are more than willing to give back. Watch the webinar recording on our hub: http://hub.uberflip.com/h/i/34435925-beyond-customers-creating-advocates-for-your-content-marketing/109406

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