Improve the ROI of
Your Drupal Site
with an updated content strategy
By: Dawn Borglund
July 24th, 2014
Dawn Borglund
Senior Digital Strategist
@dawnborglund
A little about my history
● Senior project manager for Mediacurrent where I led
large scale technical projects
● Brand man...
Design/Theming
● Usability Testing
● Responsive Design
● Drupal Theming
● Annotated Wireframes
@Mediacurrent
Development
●...
Our Customers
Highly impactful Drupal websites that get results for businesses.
● Why is content marketing important?
● How do I increase conversions?
● Why are my traditional tactics no
longer working?...
Why is content marketing important?
@Mediacurrent
DISCOVERY
REALIZATION OF NEED
CONSIDERATION
CONVERT
@Mediacurrent
@Mediacurrent
@Mediacurrent
@Mediacurrent
@Mediacurrent
How do I increase conversions?
Content strategy: Creating and publishing material for the purpose of
acquiring new custome...
YOU
Meme by Andrew Dennis
● Make sure there’s nothing
technically wrong
● Increase traffic
● Get the right traffic
● Improve your pitch
@Mediacurren...
Why are my traditional tactics no longer working?
@Mediacurrent
Traditional Advertising/Marketing:
Creating audiences via paid media
@Mediacurrent
Content Marketing:
Creating audiences via owned media
@Mediacurrent
Content Marketing:
Using owned media to get earned media
@Mediacurrent
Today’s digital landscape:
Crowded with companies & platforms
@Mediacurrent
Why else isn’t it working?
● Consumers choose channels (Google, Facebook, etc) that serve their needs.
● Channels try to s...
@Mediacurrent
● 46 colleges and universities
just in immediate area.
● Colleges and universities in
other states.
● Online...
Take Aways:
● There needs to be a stronger focus on content
distribution as well as content generation.
● You have to deep...
How do I reach a larger audience?
What is your audience’s perspective?
Going viral to build an audience
● You could leave it up to chance or you could make very deliberate plans:
○ Make your pr...
Reasons to believe
and share
● Customers got really great deals
● Inviting your friends via social media to
get your deal ...
How do I reach the right audience?
Building your audience
● Be where your audience is looking for you.
● Create content that is interesting and
worth reading...
Getting the plan together
● Buyer persona development
● Competitive Analysis
● Content Audit / Gap Analysis
● SEO Keyword ...
A typical month might look like
● Set campaign goals
● Write SEO’d articles and pages
● Release email campaigns
● Interact...
How do I find a balance between personable
content and advertising?
“I can’t wait to see some
advertisements today!”
- said only advertisers.
@Mediacurrent
@Mediacurrent
You Audience
SW
EET
SPO
T!
@Mediacurrent
@Mediacurrent
Thanks for the meme, jerlz-is-win
Quote
All things being equal, people will do business
with people they know, like and trust.
All things being unequal, peo...
What Drupal tools can I use to help me
reach my goals?
@Mediacurrent
Marketers love Drupal because:
@Mediacurrent
● No licensing fees!
● Very, very secure
● You can control the major SEO
elem...
Drupal tools that make life easier:
@Mediacurrent
● Global Redirect
● Google Analytics
● Metatag
● Path Redirect
● Pathaut...
@Mediacurrent
Thought Leaders in
Marketing Automation
Drupal.org Module Maintainers
Acquia Lift: Drupal website
personalization
@Mediacurrent
● Build targeted content for your
audience personas
● Content is...
What metrics prove long term ROI for my
Drupal website?
@Mediacurrent
ROI = (# of leads x value of
each lead) - investment
@Mediacurrent
Keep an eye on:
@Mediacurrent
● Bounce rates, time on site,
exit/landing pages
● Website traffic sources
● Campaign specif...
Report on:
@Mediacurrent
● Conversions:
○ Primary
○ Downloads
○ Back channel
● Pages >1 hit from search
● Medium specific ...
SEO
53% increase
in organic
searching
Marketing
Automation
Thought leaders,
eBook, tracking all
activity
Email
Marketing
4...
Now what?
@Mediacurrent
Content Marketing Maturity Model
@Mediacurrent
Thanks for the meme troll.me!
Thank You!
Questions?
@Mediacurrent Mediacurrent.com
slideshare.net/mediacurrent
Improve the ROI of Your Drupal Site
Improve the ROI of Your Drupal Site
Improve the ROI of Your Drupal Site
Improve the ROI of Your Drupal Site
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Improve the ROI of Your Drupal Site

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Companies are seeing lower success rates on social media and diminishing conversion rates on the web - a trend that has put us all, especially content marketers, in the position to prove the ROI or face severe fiscal cuts.

In this presentation, Sr. Digital Strategist Dawn Borglund will discuss the following challenges that we’re facing as a community and how it relates to content marketing on our websites, social media, and email:
-How do I increase conversions?
-Why are my traditional tactics (Facebook posts, blogs, link building, SEO etc) no longer working?
-How do I reach a larger or more targeted audience?
-How do I find a balance between personable content and advertising?
-What metrics should I show my boss to prove long term ROI for my Drupal website?
-What Drupal tools can I use to help me get there?

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Improve the ROI of Your Drupal Site

  1. 1. Improve the ROI of Your Drupal Site with an updated content strategy By: Dawn Borglund July 24th, 2014
  2. 2. Dawn Borglund Senior Digital Strategist @dawnborglund
  3. 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
  4. 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. 5. Our Customers Highly impactful Drupal websites that get results for businesses.
  6. 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. 7. Why is content marketing important? @Mediacurrent
  8. 8. DISCOVERY REALIZATION OF NEED CONSIDERATION CONVERT
  9. 9. @Mediacurrent
  10. 10. @Mediacurrent
  11. 11. @Mediacurrent
  12. 12. @Mediacurrent
  13. 13. @Mediacurrent
  14. 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. 15. YOU
  16. 16. Meme by Andrew Dennis
  17. 17. ● Make sure there’s nothing technically wrong ● Increase traffic ● Get the right traffic ● Improve your pitch @Mediacurrent #easy wins
  18. 18. Why are my traditional tactics no longer working? @Mediacurrent
  19. 19. Traditional Advertising/Marketing: Creating audiences via paid media @Mediacurrent
  20. 20. Content Marketing: Creating audiences via owned media @Mediacurrent
  21. 21. Content Marketing: Using owned media to get earned media @Mediacurrent
  22. 22. Today’s digital landscape: Crowded with companies & platforms @Mediacurrent
  23. 23. Why else isn’t it working? ● Consumers choose channels (Google, Facebook, etc) that serve their needs. ● Channels try to serve content that matches those customer’s needs (which likely isn’t going to be bad owned media). ● And each channel wants to be profitable as well. @Mediacurrent
  24. 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. 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. 26. How do I reach a larger audience?
  27. 27. What is your audience’s perspective?
  28. 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?” ● Focus on early adopters before the mass market. At least at first. ○ What are their interests and where do they frequent? @Mediacurrent
  29. 29. Reasons to believe and share ● Customers got really great deals ● Inviting your friends via social media to get your deal meant you could get your deal for free @Mediacurrent
  30. 30. How do I reach the right audience?
  31. 31. Building your audience ● Be where your audience is looking for you. ● Create content that is interesting and worth reading. ● Use advertising to elevate your message. @Mediacurrent
  32. 32. Getting the plan together ● Buyer persona development ● Competitive Analysis ● Content Audit / Gap Analysis ● SEO Keyword Analysis ● Propose Content Style guide ● Sample Editorial Calendar ● Set Results Metrics @Mediacurrent
  33. 33. 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
  34. 34. How do I find a balance between personable content and advertising?
  35. 35. “I can’t wait to see some advertisements today!” - said only advertisers. @Mediacurrent
  36. 36. @Mediacurrent You Audience SW EET SPO T!
  37. 37. @Mediacurrent
  38. 38. @Mediacurrent
  39. 39. Thanks for the meme, jerlz-is-win
  40. 40. 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
  41. 41. What Drupal tools can I use to help me reach my goals? @Mediacurrent
  42. 42. 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
  43. 43. Drupal tools that make life easier: @Mediacurrent ● Global Redirect ● Google Analytics ● Metatag ● Path Redirect ● Pathauto ● Redirect ● Search404 ● XML Sitemap ● Marketing Automation Modules ● Acquia Lift
  44. 44. @Mediacurrent Thought Leaders in Marketing Automation Drupal.org Module Maintainers
  45. 45. 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
  46. 46. What metrics prove long term ROI for my Drupal website? @Mediacurrent
  47. 47. ROI = (# of leads x value of each lead) - investment @Mediacurrent
  48. 48. Keep an eye on: @Mediacurrent ● Bounce rates, time on site, exit/landing pages ● Website traffic sources ● Campaign specific data ● Medium specific data- content quality
  49. 49. Report on: @Mediacurrent ● Conversions: ○ Primary ○ Downloads ○ Back channel ● Pages >1 hit from search ● Medium specific data- numbers and rankings ● Top performing keywords/referrals ● Reviews
  50. 50. 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
  51. 51. Now what? @Mediacurrent
  52. 52. Content Marketing Maturity Model @Mediacurrent
  53. 53. Thanks for the meme troll.me!
  54. 54. Thank You! Questions? @Mediacurrent Mediacurrent.com slideshare.net/mediacurrent
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