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Content In The Cloud


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A presentation I first gave at an American Marketing Association Event here in Los Angeles - you can see the video on our Web site. And, have subsequently given in other settings.

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Content In The Cloud

  1. 1. Content In The Cloud 5 Things That Turn Content Into Conversions
  2. 2. Rob Rose @therobrose [email_address]
  3. 3. Sometimes We Only Think We Want Control
  4. 4. A good, well implemented CMS can make us better marketers.
  5. 5. <ul><li>It’s YOUR Process, Not THE Product. </li></ul><ul><li>Content Driven, Not Data Driven. </li></ul><ul><li>“ Dynamic” Is A Writer’s Goal, Not A Preferred Delivery Method </li></ul><ul><li>Content Is Now A Conversation Outside Your Site </li></ul><ul><li>Stop Proving. Start Improving. </li></ul>
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  7. 7. The Resurrection of the Marketing Web Site Tech people owned the web presence A strategy born out of the .com boom The Web site was all about the E -Business -Commerce Little, if any, attention paid to web site as online marketing engine.
  8. 8. <ul><li>60% - “Web becoming most important mktg. channel” </li></ul><ul><li>Web content: primary source for buyer decisions </li></ul><ul><ul><li>90% use Search Engines to find buying info </li></ul></ul><ul><li>Measuring, optimizing organic and paid traffic is critical </li></ul><ul><ul><li>Using content marketing is more than 3x as likely to achieve a high return on marketing investment </li></ul></ul><ul><ul><li>Most companies with high ROI from web site update content every day </li></ul></ul><ul><li>Landing Pages are key </li></ul><ul><ul><li>Companies that manage and tweak landing pages for conversions realize an average 40% increase in conversions </li></ul></ul>
  9. 9. Last year was a Web 2.0 Induced Haze…. Technology should be dead simple for us to launch new micro-sites and landing page programs We shouldn’t have to bother IT with complex technology projects in order to launch content marketing efforts
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  12. 13. If You’re An Marketer You’re In The
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  14. 15. The Importance Of Free Range, Organic Content Not only a lead generation engine an awareness and brand builder establish expertise build trust Establish your brand as a leader SEO Friendly
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  16. 17. Web Content Now Lives Beyond Your Site Technology enables – that’s it. CM tools should enable you to manage content anywhere, anytime in any format CM tools should aggregate content too. UGC External Sites, syndication
  17. 18. Web Content – Outside Your Site Social Media – Workflow Approvals Banner Ads – Content change Mid-campaign test Social Media Content Repurposed content. Tweets repurposed into indexes of SEO friendly content.
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  20. 21. Use Data To Gain Insight And Optimize Content Have the capability to measure Everything…. And then don’t. But more important…. Is measuring Who, and Why… What content is resonating A/B Testing, Multivariate Testing creative Most Importantly… Optimizing that content….
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  23. 24. Thank You!!