Marketing Operationslionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottliebHow to get the most bang ...
@sggottliebMy Name is Seth GottliebHello!1995 Present2000 2005CMS Developer/ConsumerCMS IntegratorCM ProsCM AnalystMarketi...
@sggottliebAbrief digressionTuesday, April 23, 13
@sggottliebThere was cyclingBefore ContentTuesday, April 23, 13
@sggottliebWhen you say“WearegoingtoimplementanewCMSandredesignourwebsite,”I hear“Iamgoingtobuyafancybikeandcovermyselfins...
6• We WantENGAGEMENT!• We WantSOCIAL!• We Want BetterSearch EngineRankings!The Marketing TeamA typical scenarioThe Web Mas...
@sggottliebTechnology alone doesn’t close the vision/execution gap• Web ContentManagement• Content Targeting• Enterprise S...
@sggottliebMarketing OperationsTuesday, April 23, 13
@sggottliebMarketing OperationsTuesday, April 23, 13
@sggottliebMarketing OperationsBrakesHandlebarsLegsTuesday, April 23, 13
10•Who do you want toreach?•How are you going toreach them?•What are you going tosay?StrategyThe steering wheel and the br...
@sggottliebThe Content Lifecycle•Plan• Create•Publish and Promote• AnalyzeTuesday, April 23, 13
@sggottliebPlanning: Optimizing the Work MixCapacityMaintenanceEvents PeriodicalsTuesday, April 23, 13
@sggottliebPlanning: Optimizing the Work MixCapacityMaintenanceEvents PeriodicalsLanguagesTuesday, April 23, 13
@sggottliebPlanning = PrioritizationBacklogEditorialCalendarAnalytics DataAudienceSegmentationHypothesesPrioritization(str...
@sggottliebCreate• Driven by STRATEGY• Guided by GOVERNANCE• Works within TECHNICAL CONSTRAINTS• Optimized for LOCALIZATIO...
@sggottliebPublish and PromoteTuesday, April 23, 13
@sggottliebMake it FINDABLE!Make it USABLE!Make itACTIONABLE!Tuesday, April 23, 13
@sggottliebMake it FINDABLE• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Prom...
@sggottliebMake it USABLE• Tested and optimized for targetplatforms• Low barriers to use• Compatible with personal toolsTu...
@sggottliebMake it ACTIONABLE• Call to action• Sharable• Action is MeasurableTuesday, April 23, 13
@sggottliebMake it FINDABLE!Make it USABLE!Make itACTIONABLE!Tuesday, April 23, 13
@sggottliebAnalyzeGetting the Storyout of the DataTuesday, April 23, 13
@sggottliebMetrics• Hits• Shares/Likes/Tweets• Search Engine RankingPlacement• Conversions: sign-ups,purchases, and CRM• E...
@sggottliebImplications• ContentDriven by the quality of content and effectiveness of publishing.• AudienceAttracting the ...
@sggottliebSuccess with content metrics leads tosuccess with audience metrics... if youhave the right content marketingstr...
@sggottliebAnd then back to planningBacklogEditorialCalendarAnalytics DataAudienceSegmentationHypothesesPrioritization(str...
@sggottliebHey! That wasn’t inthe demo.Tuesday, April 23, 13
@sggottliebRoles and Skills• PublisherResponsible for the digital marketing program: budgets, strategy,prioritization, and...
@sggottliebThe marketing operations differenceTimeSuccessswith effectivemarketingoperationswithout effectivemarketingopera...
@sggottliebTechnology amplifies effort.It doesn’t replace effort.Tuesday, April 23, 13
@sggottliebQuestions• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http://www.globalmarketingo...
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Marketing Operations: How to get the Most Bang from your Bytes

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Presented at the 2013 Now What Conference on April 18th.

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Marketing Operations: How to get the Most Bang from your Bytes

  1. 1. Marketing Operationslionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottliebHow to get the most bang from your bytesTuesday, April 23, 13
  2. 2. @sggottliebMy Name is Seth GottliebHello!1995 Present2000 2005CMS Developer/ConsumerCMS IntegratorCM ProsCM AnalystMarketing OperationsVendorTuesday, April 23, 13
  3. 3. @sggottliebAbrief digressionTuesday, April 23, 13
  4. 4. @sggottliebThere was cyclingBefore ContentTuesday, April 23, 13
  5. 5. @sggottliebWhen you say“WearegoingtoimplementanewCMSandredesignourwebsite,”I hear“Iamgoingtobuyafancybikeandcovermyselfinspandex.”Tuesday, April 23, 13
  6. 6. 6• We WantENGAGEMENT!• We WantSOCIAL!• We Want BetterSearch EngineRankings!The Marketing TeamA typical scenarioThe Web Master• When I have timeI WILL FIX THAT…• When I have timeTAKE THAT DOWN• When I have timeImprove the mobileexperienceTuesday, April 23, 13
  7. 7. @sggottliebTechnology alone doesn’t close the vision/execution gap• Web ContentManagement• Content Targeting• Enterprise SearchPlatform• Email MarketingPlatform• SEO Platform• CRM Platform• Social MediaMonitoring• Analytics Platform• Mobile SitePublishing• Ad Words• Google WebmasterTools• eCommerceTuesday, April 23, 13
  8. 8. @sggottliebMarketing OperationsTuesday, April 23, 13
  9. 9. @sggottliebMarketing OperationsTuesday, April 23, 13
  10. 10. @sggottliebMarketing OperationsBrakesHandlebarsLegsTuesday, April 23, 13
  11. 11. 10•Who do you want toreach?•How are you going toreach them?•What are you going tosay?StrategyThe steering wheel and the breakGovernance•Budget•Regulatory Compliance•Style GuidelinesTuesday, April 23, 13
  12. 12. @sggottliebThe Content Lifecycle•Plan• Create•Publish and Promote• AnalyzeTuesday, April 23, 13
  13. 13. @sggottliebPlanning: Optimizing the Work MixCapacityMaintenanceEvents PeriodicalsTuesday, April 23, 13
  14. 14. @sggottliebPlanning: Optimizing the Work MixCapacityMaintenanceEvents PeriodicalsLanguagesTuesday, April 23, 13
  15. 15. @sggottliebPlanning = PrioritizationBacklogEditorialCalendarAnalytics DataAudienceSegmentationHypothesesPrioritization(strategy + governance)IterationsTuesday, April 23, 13
  16. 16. @sggottliebCreate• Driven by STRATEGY• Guided by GOVERNANCE• Works within TECHNICAL CONSTRAINTS• Optimized for LOCALIZATIONTuesday, April 23, 13
  17. 17. @sggottliebPublish and PromoteTuesday, April 23, 13
  18. 18. @sggottliebMake it FINDABLE!Make it USABLE!Make itACTIONABLE!Tuesday, April 23, 13
  19. 19. @sggottliebMake it FINDABLE• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the siteTuesday, April 23, 13
  20. 20. @sggottliebMake it USABLE• Tested and optimized for targetplatforms• Low barriers to use• Compatible with personal toolsTuesday, April 23, 13
  21. 21. @sggottliebMake it ACTIONABLE• Call to action• Sharable• Action is MeasurableTuesday, April 23, 13
  22. 22. @sggottliebMake it FINDABLE!Make it USABLE!Make itACTIONABLE!Tuesday, April 23, 13
  23. 23. @sggottliebAnalyzeGetting the Storyout of the DataTuesday, April 23, 13
  24. 24. @sggottliebMetrics• Hits• Shares/Likes/Tweets• Search Engine RankingPlacement• Conversions: sign-ups,purchases, and CRM• Engagement: time on site,return visitsContent Metrics Audience MetricsTuesday, April 23, 13
  25. 25. @sggottliebImplications• ContentDriven by the quality of content and effectiveness of publishing.• AudienceAttracting the right audience and engaging them in the right ways.Reflects accuracy of your strategy.Tuesday, April 23, 13
  26. 26. @sggottliebSuccess with content metrics leads tosuccess with audience metrics... if youhave the right content marketingstrategy.Tuesday, April 23, 13
  27. 27. @sggottliebAnd then back to planningBacklogEditorialCalendarAnalytics DataAudienceSegmentationHypothesesPrioritization(strategy + governance)IterationsTuesday, April 23, 13
  28. 28. @sggottliebHey! That wasn’t inthe demo.Tuesday, April 23, 13
  29. 29. @sggottliebRoles and Skills• PublisherResponsible for the digital marketing program: budgets, strategy,prioritization, and overall performance.• EditorialResponsible for the quality of the content. Includes writers, copy-editors,graphic design, qa, etc.• DistributionResponsible for publishing and promotion. Requires advanced skills inpublishing platforms plus web development, and content instrumentation.• Business IntelligenceResponsible for data gathering, analytics, and interface with CRM.Tuesday, April 23, 13
  30. 30. @sggottliebThe marketing operations differenceTimeSuccessswith effectivemarketingoperationswithout effectivemarketingoperationsTuesday, April 23, 13
  31. 31. @sggottliebTechnology amplifies effort.It doesn’t replace effort.Tuesday, April 23, 13
  32. 32. @sggottliebQuestions• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http://www.globalmarketingops.com• Blog: http://www.contenthere.netTuesday, April 23, 13
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