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Improving the ROI of Your Drupal Website with Updated Content Strategy

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  • 1. Improve the ROI of Your Drupal Site with an updated content strategy By: Dawn Borglund July 24th, 2014
  • 2. Dawn Borglund Senior Digital Strategist @dawnborglund
  • 3. A little about my history ● Senior project manager for Mediacurrent where I led large scale technical projects ● Brand manager for Drupal advertising agency ● Graduate and undergraduate professor of digital media, marketing, and transmedia storytelling for UCF ● Director and producer for international broadcasts ● Online story consultation testing for Halloween Horror Nights / Universal Studios Orlando, Institute for Simulation and Training, and Media Convergence Lab. ● Presented at several conferences and lead workshops nationwide. Recently presented at Drupalcon. Prepping Carey Hart for an interview
  • 4. Design/Theming ● Usability Testing ● Responsive Design ● Drupal Theming ● Annotated Wireframes @Mediacurrent Development ● Drupal Support ● Custom Module Development ● Large Scale Systems Integration ● Security & Performance Expertise We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need. Digital Strategy ● Content Strategy ● Content Generation ● Result Metrics ● Marketing Automation Integration
  • 5. Our Customers
  • 6. ● Why is content marketing important? ● How do I increase conversions? ● Why are my traditional tactics no longer working? ● How do I reach a larger audience? ● How do I find a balance between advertising and social content? ● What Drupal tools can I use to help me get there? ● What metrics prove long term ROI for my Drupal website? @Mediacurrent Agenda
  • 7. Why is content marketing important? @Mediacurrent
  • 8. DISCOVERY REALIZATION OF NEED CONSIDERATION CONVERT
  • 9. @Mediacurrent
  • 10. @Mediacurrent
  • 11. @Mediacurrent
  • 12. @Mediacurrent
  • 13. @Mediacurrent
  • 14. How do I increase conversions? Content strategy: Creating and publishing material for the purpose of acquiring new customers and retaining existing customers. @Mediacurrent
  • 15. YOU
  • 16. Meme by Andrew Dennis
  • 17. ● Make sure there’s nothing technically wrong ● Increase traffic ● Get the right traffic ● Improve your pitch @Mediacurrent #easy wins
  • 18. Why are my traditional tactics no longer working? @Mediacurrent
  • 19. Traditional Advertising/Marketing: Creating audiences via paid media @Mediacurrent
  • 20. Content Marketing: Creating audiences via owned media @Mediacurrent
  • 21. Content Marketing: Using owned media to get earned media @Mediacurrent
  • 22. Today’s digital landscape: Crowded with companies & platforms @Mediacurrent
  • 23. Why else isn’t it working? ● Consumers choose channels (Google, Facebook, etc) that serve their needs and channels try to serve content that matches those customer’s needs ○ ...which likely isn’t going to be bad owned media ● Each channel wants to be profitable as well. @Mediacurrent
  • 24. @Mediacurrent ● 46 colleges and universities just in immediate area ● Colleges and universities in other states ● Online degrees ● ...all wanting their students. Example: Butler University
  • 25. Take Aways: ● There needs to be a stronger focus on content distribution as well as content generation. ● You have to deeply consider new platforms and weigh the pros/cons before jumping in. ● If your intention is to provide valuable, interesting information to users, then you can live through the storms. @Mediacurrent
  • 26. How do I reach a larger audience?
  • 27. What is your audience’s perspective?
  • 28. Going viral to build an audience ● You could leave it up to chance or you could make very deliberate plans: ○ Make your product easy to share ○ Ensure that it’s worth sharing / must answer “what’s in it for me?” ○ Be willing to adjust/pivot based on user feedback ● Focus on early adopters before the mass market. At least at first. ○ What are their interests and where do they frequent? @Mediacurrent
  • 29. ● Customers got really great deals ● Inviting your friends via social media meant you could get your deal for free if enough of them sign up too @Mediacurrent Give users a reason to believe and share
  • 30. How do I reach the right audience?
  • 31. Getting the plan together ● Buyer persona development ● Competitive Analysis ● Content Audit / Gap Analysis ● SEO Keyword Analysis ● Propose Content Style guide ● Editorial Calendar ● Set Results Metrics @Mediacurrent
  • 32. @Mediacurrent Example Persona ● Day in the life ● Current beliefs about you ● Problems and concerns that you can solve ● Common objections to your services ● Primary marketing channels ● Desired online experience
  • 33. Content Gap Showing the strengths and weaknesses in your current content/digital strategy.
  • 34. A typical month might look like ● Set campaign goals ● Write SEO’d articles and pages ● Release email campaigns ● Interact on social media ● Create lead-gen landing pages with downloadable content ● Connect with brand evangelists to help promote content ● Review analytics and ROI @Mediacurrent
  • 35. How do I find a balance between personable content and advertising?
  • 36. “I can’t wait to see some advertisements today!” - said only advertisers. @Mediacurrent
  • 37. @Mediacurrent You Audience SW EET SPO T!
  • 38. @Mediacurrent
  • 39. @Mediacurrent
  • 40. Thanks for the meme, jerlz-is-win
  • 41. Quote All things being equal, people will do business with people they know, like and trust. All things being unequal, people will STILL do business with people they know like and trust. ~Jeffrey Gitomer, author of Little Red Book of Selling @Mediacurrent
  • 42. What Drupal tools can I use to help me reach my goals? @Mediacurrent
  • 43. Marketers love Drupal because: @Mediacurrent ● No licensing fees! ● Very, very secure ● You can control the major SEO elements of each page ● Easy to customize the workflow ● Integrates with marketing automation platforms ● Create dynamic, personal content ● Track EVERYTHING
  • 44. Drupal tools that make life easier: @Mediacurrent ● Global Redirect ● Google Analytics ● Metatag ● Path Redirect ● Pathauto ● Redirect ● Search404 ● XML Sitemap ● Marketing Automation Modules ● Acquia Lift
  • 45. @Mediacurrent Thought Leaders in Marketing Automation Drupal.org Module Maintainers
  • 46. Acquia Lift: Drupal website personalization @Mediacurrent ● Build targeted content for your audience personas ● Content is served based on user behavior and interest ● A/B testing and learning ● Integrates seamlessly with your content creation workflow
  • 47. What metrics prove long term ROI for my Drupal website? @Mediacurrent
  • 48. ROI = (# of leads x value of each lead) - investment @Mediacurrent
  • 49. Keep an eye on: @Mediacurrent ● Bounce rates, time on site, exit/landing pages ● Website traffic sources ● Campaign specific data ● Medium specific data- content quality
  • 50. Report on: @Mediacurrent ● Conversions: ○ Primary ○ Downloads ○ Back channel ● Pages >1 hit from search ● Medium specific data- numbers and rankings ● Top performing keywords/referrals ● Reviews
  • 51. SEO 53% increase in organic searching Marketing Automation Thought leaders, eBook, tracking all activity Email Marketing 40% increase Content Creation 129% growth in content conversions Mediacurrent’s Inbound Marketing Social Media increase across all channels
  • 52. Now what? @Mediacurrent
  • 53. Content Marketing Maturity Model @Mediacurrent
  • 54. Thanks for the meme troll.me!
  • 55. Thank You! Questions? @Mediacurrent Mediacurrent.com slideshare.net/mediacurrent

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