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Breaking Up is Hard To Do - 10 Signs it's Time to Break Up with Your Current CMS


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In this webinar replay, Aaron Dun, VP of Marketing at Percussion, will uncover the 11 signs it’s time to break up with your current CMS. And conclude with three things to do after the webinar to find out what isn't working for you.

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Breaking Up is Hard To Do - 10 Signs it's Time to Break Up with Your Current CMS

  1. 1. 10 Signs It’s Time to Break Up with Your CMS© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 1
  2. 2. About Us Percussion Software Inc. Aaron Dun “The Only Web Content Management VP Marketing and Strategy Software Designed for Content Marketers” @ajdun© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 2
  3. 3. It’s Valentines Day© 2012 PERCUSSION SOFTWARE, INC #CMSBreakup 3
  4. 4. Are You Still Happy Together? % Dissatisfied with Current CMS (Over the Past 12 Months) Still In Love 10% Hate 90% Source: 2013 Marketing Journal of Inflated Statistics© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 4
  5. 5. Your Date Itinerary1 Why Content Throughput Matters2 Role of a Content Management Engine3 Relationship Arcs4 Top 11 Signs You Need to Break Up with Your CMS5 Action Plan6 Fun© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 5
  6. 6. Why Content Throughput Matters© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 6
  8. 8. Enabling Content Marketing MODERN W E B M AR K E T I N G U N I V E R S E •Engage Social Percussion • Scale Content • Automate SEO • Expand Web Footprint ENG AG EM E NT EVERY O NE ELSE • Launch Campaigns MA • Outbound Email CRM PEO PLE Y O U MNVERSIO N CO ARKET TO • Manage Leads • Run Core Web Apps CUSTO M ER BASE M AN AG EM ENT YOUR MESSAGE TOMORROW© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 8
  9. 9. Content Trends Content Marketing Spending (Over the Next 12 Months) Significantly Unsure Decrease Decrease 0% 2% 10% Significantly Increase 9% Remain the Same 34% Increase 2013 B2B Content Marketing Benchmarks, North America: CM1/Marketing Profs© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 9
  10. 10. Goals Organizational Goals for B2B Content Marketing Brand Awareness 79% 74% Customer Acquisition 71% Lead Generation 64% Customer Retention/Loyalty 64% Thought Leadership 63% Engagement 60% Website Traffic 45% Lead Management/Nurturing 43% Sales 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks, North America: CMI/Marketing Profs© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 10
  11. 11. Content Marketing Goals What One Best Practice Is Most Important to You? Produce content genuinely of value to your audience 36% Producing content to be seen as a "thought leader" 26% Including original content developed by your organization 8% Developing a community of users around a topic rather than a brand 6% Sharing content through social channels 5% Enforcing high quality editorial standards 5% Demonstrating a point of view 3% Publishing diverse types of content rather than a single effort 3% Allocating resources to content 3% Developing a formal editorial calendar for content marketing 3% Enlisting trusted contributors to publish guest content 1% Source: © 2012 BtoB’s Content Marketing: Ready for Prime Time. Fielded April/May 2012, N=440© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 11
  12. 12. We Need More Content! Percentage of B2B Content Marketers Who Face the Following Challenges Producing Enough Content 64% Producing the Kind of Content that Engages 52% Producing a Variety of Content 45% Lack of Budget 39% Inability to Measure Content Effectiveness 33% Lack of Knowledge, Training, and Resources 26% Lack of Integration Across Marketing 25% Lack of Buy-in/Vision 22% Finding Content Marketing Professionals 14% 0 10 20 30 40 50 60 70 80 90 100 2013 B2B Content Marketing Benchmarks, North America: CMI/Marketing Profs© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 12
  13. 13. Connection Between Content & Conversion Web Content Performance Improves Conversion Rates Companies that track utilization / performance of web content All others 3.9% Current Percentage 4.0% 3.0% 2.2% 2.0% 1.0% 0.0% Average Website Conversion Rate n=130 Source: Aberdeen Group, March 2012© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 13
  14. 14. Content Disperses at a Rapid Rate© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 14
  15. 15. Role of a Content Management Engine© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 15
  16. 16. The State of Your WCM Environment Deliver to Web Bottleneck Manage Content Implementation© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 16
  17. 17. What’s Wrong with Your CMS? Everything needs IT help Visitors don’t return No social media Our SEO is terrible Can’t share assets Workflow problems Requires technical skills I can’t create landing pages Bottlenecks tags a vacation Missing I need Too hard to use It takes too long Links keep breaking Not enough leads Our site stinks Can’t add new pages Too complex My life would be so much easier Only two people can use it Traffic is too low Content isn’t fresh Requires technical skills© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 17
  18. 18. Breakthrough! Deliver to Web Manage Content Implementation© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 18
  19. 19. SEO Performance as a Result© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 19
  20. 20. The Arc of a Relationship Wait, what? You mean it can’t…. Its really going to work!! Look how great this is, can’t YOU see how this will solve ALL of our problems?! This is the System that will solve ALL of our problems!© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 20
  21. 21. In No Particular Order: The Top 11 Signs You Need to Break Up with Your CMS© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 21
  22. 22. 1. Going out Requires Too Much Prep! Publishing Is More than 2 Steps© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 22
  23. 23. 2. Your Templates Are Seeing Other People Business Unit 1: Page A Business Unit 2: Page A© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 23
  24. 24. 3. Your Workflow Still Thinks You Are Dating Your Last _____Friend© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 24
  25. 25. 4. You Can’t Have Other “Friends” (Or Only One Person Can Contribute to Your Site)© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 25 25
  26. 26. 5. No One Knows How to Find You Anymore© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 26
  27. 27. 6. They Need Their Friends to Do ANYTHING Content Updates Require IT/Developer/Agency Intervention© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 27
  28. 28. 7. They Never Make the Changes You Agreed to Make That Typo on Your About Page Has Been There for 3 Months!© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 28
  29. 29. 8. Once You Say It, You Can’t Take It Back Preview = Publish Live© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 29
  30. 30. 9. They Insisted on Having Your Facebook Password Everyone Is an Admin Admin Admin Admin Admin Admin Admin Admin Admin Admin Admin Admin Admin Admin Admi Admi n n© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 30
  31. 31. 10. You Know Its Not Working, But You Don’t Know Why No Ability to Measure What’s Working© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 31
  32. 32. 11. You Have a Full Closet… But You Have Nothing to Wear Your Code Is Such a Mess That You Can’t Possibly to “Go Responsive” or Make Other Simple Changes© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 32
  33. 33. Go Ahead, Shed a Few Tears… “It’s Oh-vAH”© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 33
  34. 34. There Really Is Somebodyout There for You…!“ We increased our website conversions by 80% with Percussion’s CM1. We consider our CMS to be a competitive advantage. ” - CMO Results Traffic Growth • 76% Growth in Visits • 98% Growth in Unique Visitors • Bounce Rate Down by 3% All Website Traffic • 50.97% Growth in Visits • 54.37% Growth in Page views Source Growth • 72% Growth in Visits from Search • 41% Growth in Referral Visits • 30% Growth in Direct Traffic© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 34
  35. 35. So, What Should You Do? 1 Drown your sorrows? 2 Listen to our iTunes break up play-list? 3 Take our compatibility test? 4 Or do just one thing differently tomorrow…© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 35
  36. 36. On Friday… • Create a content calendar • Connect Web goals to your business’ goals • Start measuring content throughput • Identify critical roadblocks to performance (And of course, schedule a Percussion demo)© 2012 PERCUSSION SOFTWARE, INC #CMSBreakup 36
  37. 37. Break Up Songs to Ease Your Pain • Sheryl Crow - First Cut is the Deepest • Bret Michaels - Every Rose Has Its Thorn • Adele - Someone Like You • Boyz II Men - End of the Road • Righteous Brothers - Youve Lost That Loving Feeling • Eagles – Get Over It • Tina Turner - Whats Love Got to Do with It • Phil Collins – Against All Odds • Bonnie Raitt - I Cant Make You Love Me • Buck Owens – I Don’t Care • Carly Simon - Youre So Vain • Christina Perry - Jar of Hearts • Taylor Swift - We Are Never Ever Getting Back Together • Destinys Child - Survivor Grab your copy here: • Gloria Gaynor - I Will Survive© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 37
  38. 38. Connect With Us!© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 38