How to Use Uberflip to
Crush Your Annual Marketing Review
Sam BrennandDirector of Customer Success
10/20/2015 1How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
HOUSEKEEPING!
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Q&A at the end - ask questions in the chat box!
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How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Why bother with
marketing reviews?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
You’re valuable – prove it!
Metrics, metrics, metrics
According to the CMI, only 21% of marketers are successfully the ROI of their content.
Half of B2B marketers struggle to measure the effectiveness of their content.
You’re in a unique position to prove your value! It’s never been more important, but it’s also never been easier.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How can you use Uberflip to help
crush your next marketing review?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Baseline
Where were you last quarter/year?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Audits
How’s your content doing?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Auditing Your Content
An important first step
Fill in your content gaps with these 7 steps:
(1) Spreadsheet up! (2) Download all content URLs (3) Contextualize(4) SEO(5) Google Analytics(6) Social Data(7) Double-check everything
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Better audits with Uberflip insights
Key Metrics to Track & Share
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Use Uberflip to find your content effectiveness by:
(1) Type
(2) Platform
(3) Social Channels
(4) Most Effective Pieces
(5) Context
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Content Scores
One score, lots of insight
Content Scores provide “at a glance” insight into how well your content is performing over a given period of time.
A 65%+ Content Score means your content is doing very well.
Content Score is calculated across 6 key dimensions…
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Content Scores
How engaging is your Hub?
The difference between Views and Landing Visits can tell you how well your Hub is driving content engagement.
For example, a ratio of 1.3 tells us that for every one person that landed on this content, it had 1.3 views.
The higher the ratio, the better you’re doing.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Content Scores
How socially viral is your content?
The difference between your Hub Share count and the number that appears on your AddThis shares can tell you how your content is performing on social channels once it’s already been shared.
For example, if your Hub Share count is 8, but your AddThis share count is 1,000, a lot of RTs, Shares, and Likes have happened.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Average Time per Visit
A true measure of engagement
Page views and visits aren’t enough. Tracking the Average Time per Visit gives you a true measure of how well your content is hitting home with your buyer personas.
Track average time per visit in two ways:
• Streams• Items
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
CTA Comparisons
Which CTAs are performing best?
If your Hub contains a large number of CTAs, it’s very important to understand which ones are working best, especially if you’re using your CTAs on a “content type” basis (i.e. whitepaper CTA, eBook CTA)
The CTA Comparison report can also help you demonstrate the effectiveness of context from a conversion standpoint.
VS.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
CTA Conversions
Which content is converting?
CTA Comparison reports will tell you which of your Hub’s CTAs are working best.
The CTA Conversion (or CTA Performance) reports will tell you which pieces of content are performing best and generating the most Click-Throughs and Leads.
Pay attention to the context factor!
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Social Shares
Understanding the habits of
In a social world, if you don’t understand where your buyer personas are spending their time, you’re cooked.
Your Hub can tell you where the bulk of your social engagement comes from, making it possible to optimize your social strategy.
your social audience
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Flipbook Avg. Time per Visit
Net new insights
Your Flipbooks can provide an entirely new set of metrics to help to inform your content strategy.
Looking at the Average Time per Visit on a per page basis inside of your Flipbooks can tell you what specific elements of your PDF content are attracting the most engagement.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
For Flipbooks…
You can look at page views too!
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Flipbook Search Queries
What are readers looking for?
Your Flipbooks can provide the same sort of keyword research benefits that you can get through tools like Google Webmaster Tools.
You can then use those keywords to understand what your readers are looking for and create content that speaks directly to them (plus, there’s also some great SEO benefits!).
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Flipbook Links Clinked
Attribute traffic to Flipbooks
If you’re adding interactive links (either internal links or outbound links to a website) you can track the effectiveness of those links using the Links Clicked reports.
By understanding how your traffic is flowing from your Flipbooks outward, you can better track the role your Flipbooks are playing in a visitor’s content journey.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Flipbook Heat Maps
Where does engagement happen?
Want to play Big Brother?
You can use the Flipbook Page Heat Map report to track the exact areas of your Flipbooks that are being engaged with, down to individual clicks and zooms.
Loop in your designers!
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
65% of the world are primarily visual learners
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Goals
Planning for the future
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How will you turn this year’s insights into next year’s action?
How will you continue to add value?
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Key Takeaways
Audit your content to find what’s worked and to help identify
Arm yourself with insights – not just metrics!
Prepare your 2016 plan based on your 2015 insights.
Explore how you can use Uberflip to further add value.
where you have gaps to fill.
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
THANK YOU!
QUESTIONS?
@uberflip @sambrennand [email protected] hub.uberflip.com
How to Use Uberflip to Crush Your Annual Marketing Review @uberflip @sambrennand#uberwebinar
Additional Resources