Content Management & Online Marketing Maximizing Online Marketing Management With A Good Content Management Strategy The 4 things you're probably not doing with your CMS

Happy New Year? Are We Makin This Stuff Up as We Go?

Are We Makin This Stuff Up as We Go?

Let’s Get Ready For 2009… Are We Makin This Stuff Up as We Go? Doing more with less Leveraging social marketing Trust and transparency Being part of the solution Deeper & New Analytics Video explosion Green as a business model Increased global spending More focused events

Are We Makin This Stuff Up as We Go?

Most of this is about engaging with content… Are We Makin This Stuff Up as We Go? Doing more with less Leveraging social marketing Trust and transparency Being part of the solution Deeper & New Analytics Video explosion Green as a business model Increased global spending More focused events

Are We Makin This Stuff Up as We Go?

Most of this is about engaging with content… Are We Makin This Stuff Up as We Go? The Resurrection of Web Site Marketing The Importance Of Organic Free Range Content How Web Content Is Really Conversation The Mobility Ability

Are We Makin This Stuff Up as We Go?

The Resurrection of Web Site Marketing

The Importance Of Organic Free Range Content

How Web Content Is Really Conversation

The Mobility Ability

1. The Resurrection of Web Site Marketing Management Technology People Owned the Web Presence A strategy born out of the .com boom The Web Site Was All About The E -Business -Commerce Little, if any, attention paid to web site as online marketing engine.

Ten Years Ago The Web Was All Function! “ It’s not too late to capitalize on the web’s potential. Business owners Who invest time, energy and a modest sum into creating an online business With ecommerce can raise their company’s profile, make themselves more Accessible to potential customers and clients, and ultimately boost sales” - SmartMoney Magazine 1999

Ten Years Later in 2009 – It’s About Marketing The “brochure” site is much more vital to our marketing strategy. Today’s technology makes it dead simple for us to launch new micro-sites and landing page programs. We need fast, nimble programs that enable us to experiment without a herculean effort from IT.

The New Marketing Site Is Built On Publishing Content Not only a lead generation engine An awareness and brand builder Publishing high quality content – frequently establish expertise built trust The marketing site can be separate from the e-business infrastructure “ Online marketing on the edges” layer easy, nimble flexible web initiatives – separate from any highly processed structure

Example: Old National Bank Largest bank headquartered in Indiana Old site was focused mostly on the online banking application – no lead generation or marketing awareness No SEO efforts at all Content updates were difficult and time consuming New site is all about consumer contact and lead generation

2. The Importance of Organic, Free Range Content “ For marketers it’s not about seeing your company on TV. It’s about your buyers seeing your company on the web.” “The new publishing model on the Web is not about hype and spin and messages. It is about delivering content when and where it is needed and, in the process, branding you or your organization as a leader” - David Meerman Scott The New Rules of Marketing & PR

2. The Importance of Organic, Free Range Content “ It’s not too late to capitalize on the web’s potential. Small business owners who invest time, energy and a modest sum into creating online [CONTENT] can raise their company’s profile, make themselves more accessible to potential customers and clients, and ultimately boost sales.”

2. The Importance Of Organic, Free Range Content 2009 Is the year to do more with less. So…. Think & Create large amounts of organic content: 1. It’s the #1 SEO builder 2. Builds trust and transparency 3. Drives visibility and leads 4. Establishes credibility

3. Content Is Conversation With Web 2.0 – It’s easier, not harder to communicate through our web site. Where we used to publish, now it’s conversing But what to do with all that user generated content Comments on blogs also invite spam, or criticisms.. Or… the dreaded…. Question.

3. Content Is Conversation With Web 2.0 – It’s easier, not harder to communicate through our Web site. Where we used to publish, now it’s conversing But what to do with all that user generated content Comments on blogs also invite spam, or criticisms.. Or… the dreaded…. Question.

4. Your Content Must Have Mobility Ability Not necessarily… mobile… But on that note… Again, technology is easy and sometimes outpacing our need to adapt… “ Mobile will finally be plugged into the Web in a way that makes sense for the average user and a major mobile innovation will happen [in 2009]… The kind that makes us all say ‘jeez that was obvious’. - John Batelle

4. Your Content Must Have Mobility Ability If you’ve ever done it… Content migration sucks. Two Major Elements Content we *have* - we need to publish it to different devices Content we *don’t yet have* - how does our strategy evolve to scale into managing what we don’t even know

4. Your Content Must Have Mobility Ability Address #1 – Need way to effectively manage, publish and re-use this content. A Good CMS. A) Don’t build it. B) Focus your attention on content Address #2 – Need way to scale. Here – focus on your process, not the product A) Focus on support and maintenance of the tools B) Put as much effort on your process and your team as you do the tools Make this the last web site re-design you ever do…..

Three Takeaways…. #1 – Don’t Play Not To Lose Try new things, experiment, content marketing works – and having an effective way to manage this important asset is key to being able to experiment #2 – Content management is a process, not a product in the end – it’s all about engagement, and that includes your potential customers, as well as partners or even vendors #3 – Start to think about content and your marketing even beyond your web site.

Thank You Robert Rose Vice President, Marketing & Strategy [email_address] www.crownpeak.com blog.contentmanagement.com