Organic Social Post Sharing New Piece of Content

Share a new report, guide, blog post, or other high-value piece of content to your social media followers and newsfeed organically.

Quick Links
Play Breakdown
Play Overview
Identify
Attract
Engage (Uberflip Setup)
Measure & Optimize
Play in Action

Play Breakdown

Play Overview

Identify

As you're creating a new piece of content, you've likely done the exercise of defining who it is targeted towards, what questions it answers, and what the audience can expect to glean from the piece. Once you've done the segmentation exercise for the content creation, it makes identifying your target audience simple.

Attract

You may decide to share the new piece of content across all your social channels or you may be selective based on where that target audience spends their time. In most cases, since it's free to post on your social accounts, you'll post it on all social networks.

Pull an impactful quote, statistic, or insight from the piece to add to the post to grab the attention of newsfeed scrollers. Use an engaging image that aligns with the piece of content to provide a seamless experience from channel to destination.

Engage

When it comes to sharing a new piece of content, it's always best to link visitors directly to it. Where that piece of content lives in your site, however, is something to consider. 

After creating the piece of content in your source stream, you'll want to add it to any marketing stream where it is relevant. If you want this to happen automatically, this can be set up with tags and smart filters. If you want to manually place the item in other streams, you can easily do so using this button at the bottom of the tile:

Once you've placed the new piece of content in the correct marketing streams, you'll want to decide which URL to link to. For example, if you've placed the item in an industry-specific stream, a persona-specific stream, and your resource center home stream, you'll want to choose the item URL in one of these streams. This is important as it will determine what shows in the breadcrumbs, show-beside CTA (if set), as well as the content recommendations in the content carousel and next item flyout (if set - see Hubs Lab under the Appearance tab).

When you've chosen the marketing stream you plan to share the item from, you can then begin configuring the on-page experience.

If the piece of content is a flipbook or video, you'll want to make sure you add content to the page using the WYSIWYG content editor. Writing a short summary with bullet points and H2 headings will help the visitor to understand what they can expect to take from the asset. Making it scannable is important as visitors are quickly going to try and find out if this is something they're interested in.

Next, to encourage visitors to continue exploring your content and minimize bounce rates, you'll want to give them some options for finding more relevant content. There are a few different ways you can do this:

• Set up the Content Recommendations Panel on the stream, presenting visitors with a few other relevant pieces on the left side. This can be powered by content in the selected stream or by using Uberflip AI (set up Uberflip AI using the Bombora integration).
• Add hyperlinks in the text and to images, applied using the WYSIWYG content editor
• Set up a show-beside link CTA to another relevant item. If a show-beside link CTA already exists in the marketing stream you chose, consider using CTA variations to adjust the CTA for your specific item.

Finally, as a way to capture subscribers to a newsletter or monthly publication, set up a form CTA either as a show-beside CTA and/or at the stream level. Some things to note if you decide to implement the form CTA to collect subscribers:

1. You can only have one show-beside CTA on any given item, so if you have opted to place a link CTA as the show-beside, you won't be able to apply the form CTA in that position
2. From our experience, show-beside and stream level form CTAs collecting subscribers typically has a lower conversion rate compared to other types of form CTAs (such as gates and event registrations)
    

Measure & Optimize

Now that you’ve run your ABM campaign, you want to know how it’s performing. What areas can be optimized, and how is it helping to reach your campaign objective, and as a result, your business objective. 

To measure and optimize your campaign performance you have several options within Uberflip Analytics. Which option you choose depends on how specific your insights are and whether you have access to enriched analytics. 

The following resources will help you navigate Uberflip Analytics and learn how best to track your campaign performance:

• Monitor Your ABM Campaign in Uberflip (Video)
• ABM Campaign Analysis (Play)

Play in Action

Identify

At Uberflip, we are constantly producing and refreshing content. Part of our distribution process is publishing these new and improved pieces of content on our social channels. When new content is being worked on, we are using our tags to segment the piece for our different target audiences. This makes it easy for us to share in the right places, find for other campaigns in the future, and report on content performance.

Attract

We share our content on LinkedIn and Twitter predominantly as we find that is where our target audience spends most of their time. We've be able to deduce that from our UTM source/medium analysis in Uberflip Analytics over time.

Each of our posts contain a caption and image that ties perfectly with the piece of content it links to. UTM values are appended to these links so we can track acquisition channel performance.

Engage

When the post is clicked on, the audience is taken to the piece of content in a curated stream of content and the visitor is presented with other content recommendations so they can continue to consume and learn.