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The 4 Pillars of Content Marketing

The process of content marketing can be defined by a four pillar system: Creation, Experience, Distribution, and Insights. Marketing teams must have the people, processes, and tools in place within each pillar of the framework in order to effectively execute their content marketing strategies, but many teams fail to fulfill all four pillars.

Do you know where your efforts are lacking?

In this webinar, we're joined by four marketing leaders from Kapost, Integrate, and Radius (each representing an area of the four pillar framework) who share their top tips for improving your content marketing processes and technology.

You will learn:
- The 4 Pillars of Content Marketing framework
- Actionable tips for improving your content marketing process
- How to identify technology gaps in your content marketing software stack
Recorded Apr 5 2017 64 mins
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Presented by
Kelsey Loughman, Kapost; Kate Athmer, Integrate; John Hurley, Radius; Yoav Schwartz, Uberflip
Presentation preview: The 4 Pillars of Content Marketing

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  • Everything You Need to Know About the Future of Content Experience Recorded: Oct 17 2017 46 mins
    Randy Frisch, CMO & Co-founder, Uberflip
    Your content experience is the environment in which your content lives, but it’s also so much more than that. It’s the place where all the user action takes place. It’s where a visitor converts to a lead, and where you can measure your content’s effectiveness across the entire buyer journey.

    If you want to improve your content’s performance, you can’t afford to ignore your content experience any longer. In this live webinar, you’ll learn:

    - Why you need to start focusing your content marketing efforts on optimizing your content experience
    - How to build a high converting content experience
    - How a well-optimized content experience can help enable content to be used across your entire B2B organization
  • How to Ensure Your Content Marketing is Generating Value, Not Just Traffic Recorded: Jun 15 2017 46 mins
    Dave Rigotti, VP of Marketing, Bizible; Tara Robertson, Director of Demand Gen, Uberflip; Assaf Dudai, Head of Content, Brigh
    Content marketing has long been a staple of the B2B marketing mix. But as more organizations are creating more content, how do you make sure your content breaks through the noise and actually creates value?

    In this webinar, marketing leaders from Bizible, BrightInfo, and Uberflip discuss key components to planning, executing, and measuring content marketing that moves the needle.

    The webinar will answer key questions, including:

    • What is content fitness? And why does it matter?

    • How do I build a knockout content experience?

    • Should I be gating content?

    • How do I measure the buyer's content journey? And how do I optimize it?
  • Online + Offline: Use In-person Events & Content Experiences to Engage Prospects Recorded: Jun 8 2017 46 mins
    Alexandra Gibson, CMO, Event Farm; Shannon Dougall, VP Marketing, Uberflip
    A marketer’s job is to understand and cater to their audience, something that’s much easier said than done. B2B marketers often use a combination of offline and online marketing channels to engage with prospects, but simply using a combination of the two isn’t enough—you also need to know which types of content and events work best at different stages in the buyer’s journey.

    Join Event Farm CMO, Alexandra Gibson, and Uberflip's VP of Marketing, Shannon Dougall, for this webinar about how you can best use in-person events and content experiences to engage prospects as they move through the funnel. During the webinar, you’ll learn:

    - How different types of events fuel top-of-funnel growth, engage middle-of-the-funnel prospects, and close bottom-of-the-funnel deals
    - Which types of content work best at different points throughout the buyer's journey
    - How online content and in-person events can work together to fully engage your audience
  • The Top B2B Content of 2016: Six Lessons for Marketers Recorded: Apr 11 2017 63 mins
    Steve Rayson, President, Buzzsumo & Sam Brennand, VP Customer Success, Uberflip
    One of the best strategies for mapping out your yearly content marketing plan is to take a look back at what worked this year. Understanding the strategies, tactics, and tools that worked (and didn't) last year can help to fuel your strategy as you plan ahead.

    In this webinar, BuzzSumo's Steve Rayson will take you through the top performing B2B content of 2016.

    You will learn:
    - 2016's most popular B2B content pieces and what they had in common
    - Topics and content types that were widely shared in 2016
    - Insight into content trends that will dominate in 2017
  • The 4 Pillars of Content Marketing Recorded: Apr 5 2017 64 mins
    Kelsey Loughman, Kapost; Kate Athmer, Integrate; John Hurley, Radius; Yoav Schwartz, Uberflip
    The process of content marketing can be defined by a four pillar system: Creation, Experience, Distribution, and Insights. Marketing teams must have the people, processes, and tools in place within each pillar of the framework in order to effectively execute their content marketing strategies, but many teams fail to fulfill all four pillars.

    Do you know where your efforts are lacking?

    In this webinar, we're joined by four marketing leaders from Kapost, Integrate, and Radius (each representing an area of the four pillar framework) who share their top tips for improving your content marketing processes and technology.

    You will learn:
    - The 4 Pillars of Content Marketing framework
    - Actionable tips for improving your content marketing process
    - How to identify technology gaps in your content marketing software stack
  • Uncover the B2B Marketing Trends That Matter Recorded: Mar 29 2017 46 mins
    Matt Heinz, Heinz Marketing & Hana Abaza, Uberflip
    Understanding industry benchmarks and navigating marketing trends can be difficult.

    We recently conducted a survey with Heinz Marketing and gathered real data to better understand the issues faced by B2B marketing teams, as well as B2B audience expectations.

    In this webinar, Matt Heinz will take you through the survey findings and help you determine where to focus your B2B marketing efforts and comprehend the changing content marketing landscape.
  • How Industry Leading Brands Use Content to Drive Lead Generation Recorded: Mar 22 2017 35 mins
    Bree Nakatani, Director of Customer Success, Wishpond & Kelly O'Hara, Content Marketing Consultant, Uberflip
    Did you know that only 44% of B2B content marketers know what successful or effective content marketing looks like? That means that 56% of content marketers are aimlessly creating content without any direction or end goal. This content is not generating traffic, leads, or sales.

    Watch this webinar to learn what effective content marketing looks like.
  • 7 Content Marketing Trends You Need to Know Now Recorded: Feb 28 2017 56 mins
    Jay Baer, Convince & Convert; Hana Abaza, Uberflip
    Being great at content marketing was harder to do in 2016 than ever before. That's because there's more content in more places, with more topics and more faces. And that trend isn't going to stop in 2017 – it's only going to multiply.

    Get ahead of the competition by understanding how to take a more nuanced, informed approach, so your content works smarter and harder.

    Spend an hour with Uberflip's Hana Abaza and Jay Baer from Convince & Convert diving into seven (at least!) content marketing trends that you cannot afford to ignore going into 2017.
  • What You Need to Know About Account-Based Marketing Recorded: Feb 22 2017 50 mins
    Ben Earle, AdRoll; Victoria Hoffman, Uberflip
    Over 90% of marketers recognize the value of account-based marketing (ABM), but few understand where to get started and how to successfully implement ABM at their B2B organization.

    It's time to clear the fog and take a comprehensive look at the people, processes, and tools that are involved when putting ABM into action.

    In this webinar, we share the key elements you need to succeed with your ABM strategy.

    You will learn:
    - How to define your target accounts
    - How to use ABM to attract customers that will grow your business
    - How to measure the success of your ABM campaigns
  • Marketing Automation Hacks: Marketo Recorded: Feb 15 2017 68 mins
    Brian Glover, Sr. Product Marketing Manager at Marketo; Hana Abaza, VP Marketing at Uberflip
    If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

    In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.

    You will learn:
    - How to effectively nurture your leads with a personalized conversation using Marketo's Customer Engagement Engine
    - How to use first-touch and multi-touch attribution to determine marketing's contribution to sales
    - How to take your personalized campaigns across all channels including social (using AdBridge) and your website (using Website Personalization)
  • How to Fall in Love with Lead Generation in 2017 Recorded: Feb 14 2017 19 mins
    Shannon Dougall, VP of Marketing, Uberflip
    Even if your audience is head-over-heels for your content, it doesn't mean they'll convert to a marketing qualified lead.

    If you're looking for new ways to reach your demand generation goals in 2017, you won't want to miss this session by Shannon Dougall, VP of Marketing at Uberflip.

    You will learn:
    - How to optimize your content to attract and convert the right people
    - When and how to gate content without turning your audience off
    - How to analyze your existing campaigns and dump the ones that aren't driving results
  • How to Build a B2B Social Content Calendar Recorded: Feb 7 2017 58 mins
    Michael Patterson, Sprout Social; Hana Abaza, Uberflip
    Social media is still a powerful distribution channel for B2B content, but a number of challenges arise when trying to effectively schedule content on social. How can you ensure that your social content cuts through the noise, is aligned with your overall marketing initiatives, and actually resonates with your audience?

    Leveraging a social content calendar will help improve your impact on social media, as well as increase your social marketing productivity.

    In this webinar, Sprout Social shares tactical tips for how to build a B2B social content calendar. You will learn:
    - The benefits of implementing a social calendar
    - How to implement workflows to increase social marketing productivity
    - How to schedule content for maximum marketing effectiveness
  • Marketing Automation Hacks: Oracle Eloqua Recorded: Jan 31 2017 55 mins
    Taha Sheikh, Group Product Manager at Oracle Eloqua; Hana Abaza, VP Marketing at Uberflip
    If you’re already using Oracle Eloqua, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

    In this webinar, Taha Sheikh, Group Product Manager at Oracle Eloqua, reveals various hacks for getting better results from your marketing efforts powered by Oracle Eloqua.

    You will learn:
    - How to use the platform more efficiently with new shortcuts and spotlight search
    - How to make insightful decisions with new visual reports and detailed campaign analysis
    - How to keep your database clean as it grows

    - How to effectively nurture your leads with a personalized conversation using Marketo's Customer Engagement Engine
    - How to use first-touch and multi-touch attribution to determine marketing's contribution to sales
  • Marketing Automation Hacks: Pardot Recorded: Jan 19 2017 45 mins
    Molly Futrell, Client Advocate at Pardot; Sam Brennand, VP of Customer Success at Uberflip
    If you’re already using Pardot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

    In this webinar, Pardot Client Advocate Molly Futrell reveals various hacks for getting better results out of your Pardot software.

    You will learn:
    - How to ditch the drudgery of your manual marketing efforts by embracing marketing automation
    - Tips and tricks for improving audience segmentation and lead nurturing
    - Content creation hacks for busy marketers
  • 3 Ways to Transform eBooks to Boost Your B2B Marketing Results Recorded: Jul 26 2016 40 mins
    Vanessa Porter - Director of Marketing at SnappApp
    Almost every B2B marketer has experience leveraging eBooks. eBooks are an effective way to provide rich content while creating a fun experience for your audience; however, running the same eBook creation and promotion process over and over again can get boring (for both you and your audience).

    In this webinar, SnapApp joins us to discuss three ways you can transform eBooks to engage your buyers at every stage of their journey to boost your B2B marketing results.

    You’ll learn:

    How to create engaging content for each stage of the buyer journey
    How to transform eBooks into interactive content that engages users and converts more leads
    What best-in-class marketers are doing to squeeze more value out of their existing eBooks
  • 5 Critical Steps to Account-Based Marketing Recorded: Jul 19 2016 43 mins
    Charm Hayes Bianchini Senior Director, Enterprise Marketing at Marketo
    In today's world, sales and marketing professionals are implementing account-based marketing (ABM) strategies to win new business and create lasting relationships.

    In this webinar (part of our ABM Hacks webinar series), Marketo's ABM expert Charm Bianchini shares five easy steps to use ABM to drive demand and generate revenue within target accounts.
  • Predictive Analytics: A Content Marketer's Secret Weapon Recorded: Jun 28 2016 54 mins
    Sean Zinsmeister Senior Director of Product Marketing at Infer & Hana Abaza - VP Marketing at Uberflip
    What if you could produce content that hit the mark every single time?

    Predictive analytics is making this feat closer to a real possibility. By leveraging historical data from your content, predictive analytics allows marketers to rely less on educated guesswork and more on data when it comes to producing effective content.

    So, how can you start leveraging predictive analytics in your content marketing strategy? Join Uberflip and Infer for a webinar where we'll examine the intersection between content marketing and predictive analytics.

    You will learn:

    Why content marketing and predictive analytics go hand-in-hand

    How to drive more value from content using effective targeting and segmentation from predictive analytics

    How top B2B organizations are leveraging predictive analytics to boost their B2B marketing results
  • How to Generate Traffic & Conversions on Your Blog... Without Publishing Another Recorded: Jun 8 2016 39 mins
    Pamela Vaugh - Princple Marketing Manager Hubspot & Hana Abaza - VP Marketing Uberflip
    Every marketer knows that a successful inbound marketing strategy includes a blog. But not just any blog – a blog with great content, a schedule with new articles, and an SEO strategy to increase viewership and leads.

    But what if we told you that your blog could generate leads and traffic, without you having to create new posts to do so? What if your previous blog posts could feed a lead generating machine that increased leads by 250%, and caused a steady spike in revenue?

    In this live Google Hangout, we joined forces with HubSpot to teach you how to optimize your blog to generate traffic and leads... without having to create new posts. Watch it now!
  • How to Optimize Your Webinar Strategy to Meet Your Marketing Goals Recorded: May 19 2016 72 mins
    Thue Madsen - Kissmetrics & Hana Abaza - Uberflip
    Many B2B organizations have introduced webinars into their marketing mix. While it's a good idea to optimize your webinar strategy to increase registrants, attendees, interaction, and engagement, are these elements really moving the needle for your business?

    By understanding how webinars can help your organization solve your biggest marketing challenges, you can start to shift your optimization efforts to achieve better results from your webinar strategy.

    Join Thue Madsen, Marketing Operations Manager at Kissmetrics, and Hana Abaza, VP of Marketing at Uberflip, for a webinar on how to use webinars to meet your B2B marketing goals.

    You’ll learn how to:
    Optimize your webinar strategy to match your TOFU, MOFU, and BOFU goals
    Leverage A/B testing to improve your webinar strategy
    Gather the metrics and insights you need to produce better webinars
  • Secrets of B2B Content Marketing Success with Influencers with Lee Odden Recorded: May 17 2016 66 mins
    Lee Odden - Top Rank and Hana Abaza - Uberflip
    Watch Lee Odden - CEO of Top Rank & ranked No #1 Content Marketer by Entrepreneur Magazine as he chats about:

    How to leverage influencer content programs to attract and engage business buyers.

    You’ll learn:

    How to identify, qualify and recruit the right influencers
    How to use the 'Attract, Engage, Convert' model for influencer and content performance optimization
    Best and worst practices when working with influencers on an ongoing basis
Learn tips and tricks from top B2B marketers.
Learn how the best B2B marketers create content, convert leads, and nurture them into customers.

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  • Title: The 4 Pillars of Content Marketing
  • Live at: Apr 5 2017 3:00 pm
  • Presented by: Kelsey Loughman, Kapost; Kate Athmer, Integrate; John Hurley, Radius; Yoav Schwartz, Uberflip
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