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Agile Marketing: Content Strategy & Effective Tools

Agile Marketing: Content Strategy & Effective Tools






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  • ----- Meeting Notes (6/6/11 13:59) ----- 3 bullets

Agile Marketing: Content Strategy & Effective Tools Agile Marketing: Content Strategy & Effective Tools Presentation Transcript

  • Joel Dixon, Solutions Consultant, @joelddixon Eric Karaszewski, Spectate Product Manager, @karaszew2
    • Marketing team
    • Content managers
    • IT staff
    • CMS
    • Social media
    • Analytics
    • People
    • Technology
    You ’ ve Got It All
  • But Website Governance Feels like this...
  • You ’ re Likely Missing This...
    • Content Strategy
  • Content Strategy
    • Post fresh content
      • What? When? Where?
    • Re-design (or Refine) your website
      • How do you know what works and what doesn’ t?
    • Be all over social media
      • Which channels? How do you calculate your ROI?
  • Poor Content Strategy Produces...
  • Why Content Strategy ?
    • “ We spend a huge amount of time in higher ed maintaining content that has little return on investment.”
    • - Michael Vedders, Director of Web Services at Bethel University in Minnesota
  • The Infamous Website Redesign
    • … should be called Website CONTENT Redesign
    Information Architecture Content Audit Accessibility Visitor Experience
    • Too often organizations focus on the “design” portion but the “content” is what makes the difference.
    The Infamous Website Redesign
  • The Content Strategy Movement
    • GOALS!
  • The Content Strategy Movement
    • GOALS: What are you trying to accomplish with your website?
    • OBJECTIVES: What are the desired actions you want visitors to take?
    • OUTCOMES: What are the desired results you want to measure to determine your progress?
    The Content Strategy Movement
  • Goals and Objectives are S.M.A.R.T.
    • S pecific
    • M easurable
    • A ttainable
    • R elevant
    • T ime-bound
  • Outcomes 101
    • Outcomes matter, But the RIGHT outcomes matter most!
  • The WCMS Phenomenon...
    • “ It ’ s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system”
    • - Karine Joly (collegewebeditor.com)
  • What a WCMS will do...
    • Streamline the publishing process
    • Efficiently reuse content
    • Eliminate the bottleneck for content updates
    • Reinforce accessibility, branding and style requirements
  • What a WCMS won ’ t do...
    • Compensate for bad info architecture
    • Create relevant, useful and quality content
    • Resolve politics around web management & strategy
    • Solve your social media challenges
    • Replace a good CONTENT STRATEGY
    • CMS = Content Management STRATEGY
    Got CMS ?
  • Website & Social Media ROI or...
    • “ How to help Administration support your marketing efforts”
    • Measurement Personalities Spectrum
    • http://overtonecomm.blogspot.com/2010/09/commonsense-approach-to-measuring.html
    • S.M.A.R.T rules still apply
    • Segment and measure specific social media goals
      • Number of followers on Twitter or number of fans on Facebook
      • # of comments per blog post
      • % of visitors from various social media channels
      • # of subscribers to RSS feeds
    Social Media ROI
  • Embracing Web Analytics
  • The Data is Available
  • Analytics Data : Higher Ed examples
  • But Data needs Context “ Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” - T. S. Eliot
  • Data meet Context...
    • Content Strategy
    • +
    • Key Performance Indicators
  • Key Performance Indicators ( KPIs )
      • # of page views & unique visitors
      • # of campus visit forms completed online
      • # of clicks on admissions form “Apply Now” button
      • # of completed admissions applications
  • Tracking Web Analytics
    • START SMALL: Define a few measurable goals
    • Measure all conversions—macro and micro
    • Focus on trends, not just raw data
    • Segment data as much as possible
  • Regularly Adjust KPIs
      • Avg time per page vs # of page views
      • Mobile device page views vs Web browser page views
      • # of comments on blog posts, video or fan page
      • Segment traffic by social media referral channel
  • Agile Marketing
    • Shorter, smaller campaigns
    • Measure everything, and measure frequently
    • Inspect and adjust
    • Focus on fresh content
    • Use social media to promote your content
    • Emphasis on inbound channels
    • Provide value
    • Calculate your ROI
  • Q & A
  • Thank you Contact Information