Digital Engagement - Content is Still King - TfMA 2010

Digital Engagement Content is still King The importance of good content management and governance as a platform for engaging your website visitors Ian Truscott VP, Content Management Product Strategy Ian.truscott@alterian.com Twitter: @iantruscott

The Opportunity • When you have someone on your website, they have given their full consent for you to communicate with them or to market to them • It’s your chance to engage, to persuade or to educate • That chance might be brief - as the cursor hovers over the back button • How can you make the most out of this opportunity?

Trends Alterian Annual Survey: 57% of respondents reported their plan to invest in engaging individuals on their website -second highest behind social media

But, don’t take our word for it... The Persuasive Content Architecture Craig Le Clair and Stephen Powers

A man walks into a shop to buy a suit...

• Understand engagement objective • Understand the visitor • Deliver content • Capture feedback • Gain actionable insights • Start again...

Closing the loop

Closing the loop • Multiple audience touch points • Multiple content vehicles

Relevant – Personalised - Consistent • Deliver relevant / personalised campaign • Provide consistency of intimacy and message

Relevant? • Use the Web Data with customer records, marketing database to gain better insight into your audience

Listen – Social Media Monitoring • Everyone is talking • 25% of search results are user generated • Insight into keywords • Understand market/competition

Deeper engagement = deeper understanding • Be nice to me and I’ll fill in your survey

Keep measuring.. The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw

Content • Understand where we are going to deliver to • Understand our audience • We know what we need • We have a content strategy

Who does your audience want? • Fresh relevant content • Connect knowledge with audience

• What is relevant? • What is relevant for me? • How does your website know?

Content is Understood Size Grey Single Vent Jacket

Our Observations • Marketing or our communicators own the website not IT • The subject matter experts are not always in marketing/communications or IT. • Our websites are no longer the sole domain of the techie, but driven by business people • It’s not just the website – it’s social media too – our message is being fragmented..

Empowering the business user • To do that we need to provide business users with authoring tools • We need to leverage tools already in use • We need adoption by subject matter experts, not just IT and marketing • Need to enable the business user to publish across multiple channels • Author adoption is a measure of success – can kill a digital project

Governance • Building an environment to empower users • Build trust, devolved ownership - no need to return to bottleneck • Ensure accessibility - Not just for legal compliance, but access from browsers, mobile device and SEO (Google is blind) • Industry specific / legal requirements for consistency and accountability • Ensure standards for publishing across multiple channels • But it has to be easy!

Content is King • Persuasive – encourage the visitor to think or act and come back • Fresh and relevant to your visitor • Accessible - resusable • Understood – I know my audience – do I know my content? • Consistent across multiple channels

Engagement Cycle • Once we know them as a visitor, we can continue to target their experience, their session. • Next time will be better.

Conclusion • To Engage with Your Audience – You Need: – To understand them – Having actionable insight – Consistent conversation across multiple channels – Good quality, accessible, well understood content • This requires bringing together subject matter experts and marketers, then enable them with joined up business tools • This also requires engagement with IT to deliver joined up data systems • Requires governance – as an enabling platform • Achieve your goals as a marketer or communicator – Content is King!

Digital Engagement Content is still King The importance of good content management and governance as a platform for engaging your website visitors Ian Truscott VP, Content Management Product Strategy Ian.truscott@alterian.com Twitter: @iantruscott

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Digital Engagement - Content is Still King - TfMA 2010

by Ian Truscott on Feb 26, 2010

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Digital Engagement - Content is Still King - TfMA 2010 — Presentation Transcript