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Agile Marketing: Content Strategy & Effective Tools

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

    • 1. Joel Dixon, Solutions Consultant, @joelddixon Eric Karaszewski, Spectate Product Manager, @karaszew2
    • 2.
      • Marketing team
      • Content managers
      • IT staff
      • CMS
      • Social media
      • Analytics
      • People
      • Technology
      You ’ ve Got It All
    • 3. But Website Governance Feels like this...
    • 4. You ’ re Likely Missing This...
      • Content Strategy
    • 5. 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?
    • 6. Poor Content Strategy Produces...
    • 7. 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
    • 8. The Infamous Website Redesign
      • … should be called Website CONTENT Redesign
      Information Architecture Content Audit Accessibility Visitor Experience
    • 9.
      • Too often organizations focus on the “design” portion but the “content” is what makes the difference.
      The Infamous Website Redesign
    • 10. The Content Strategy Movement
      • GOALS!
      • OBJECTIVES!
      • OUTCOMES!
    • 11. The Content Strategy Movement
    • 12.
      • 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
    • 13. Goals and Objectives are S.M.A.R.T.
      • S pecific
      • M easurable
      • A ttainable
      • R elevant
      • T ime-bound
    • 14. Outcomes 101
      • Outcomes matter, But the RIGHT outcomes matter most!
    • 15. 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      • “ It ’ s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system”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)
    • 16. What a WCMS will do...
      • Streamline the publishing process
      • Efficiently reuse content
      • Eliminate the bottleneck for content updates
      • Reinforce accessibility, branding and style requirements
    • 17. 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
    • 18.
      • CMS = Content Management STRATEGY
      Got CMS ?
    • 19. SOCIAL MEDIA CRAZE
    • 20. 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
    • 21.
      • 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
    • 22. Embracing Web Analytics
    • 23. The Data is Available
    • 24. Analytics Data : Higher Ed examples
    • 25. 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
    • 26. Data meet Context...
      • Content Strategy
      • +
      • Key Performance Indicators
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. 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
    • 31. Q & A
    • 32. Thank you Contact Information