Wake Up Your Website - Boston September 26 2013

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JOE PULIZZI, Founder, Content Marketing Institute
BOB CANAWAY, Vice President, Marketing, Ektron
ED BOCCHINO, Project Manager, NorthPoint Digital

With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website.   By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
 
Join Ektron to learn:
9 ways you can target anonymous and known visitors
How personas help you create better content, and target more effectively
Why connecting your CRM and Marketing Automation systems to your website helps you target content
How you can use personas to gain insights from web analytics
How to optimize digital experiences across desktops and mobile devices


Published in: Technology, Business
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Wake Up Your Website - Boston September 26 2013

  1. 1. JOE PULIZZI Founder, Content Marketing Institute BOB CANAWAY Vice President, Marketing, Ektron ED BOCCHINO Project Manager, NorthPoint Digital #wakeupyourwebsite
  2. 2. WHAT YOU WILL LEARN: • Content Marketing Trends • How to Wake Up Your Website • Increasing Context and Relevancy with Personas and Content Targeting • 6 Ways to Capitalize on Mobile • Real World Case Study – Shaw Media
  3. 3. The Content Marketing Revolution @JoePulizzi
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  7. 7. @JoePulizzi Search Engine Optimization Lead Generation Social Media STORYTELLING 8
  8. 8. @JoePulizzi Example of trying… 9
  9. 9. @JoePulizzi 10
  10. 10. @JoePulizzi 11
  11. 11. @JoePulizzi Show Me the Research! 12
  12. 12. @JoePulizzi http://bitly.com/cm-research 13
  13. 13. @JoePulizzi http://bitly.com/cm-research 14
  14. 14. @JoePulizzi 15
  15. 15. @JoePulizzi 16
  16. 16. @JoePulizzi 54%Increasing http://bitly.com/cm-research 17
  17. 17. @JoePulizzi Just 36% believe their content marketing is effective 18
  18. 18. @JoePulizzi Our Biggest Content Marketing Challenge • Producing Enough Content • Producing the Kind of Content that Engages 19
  19. 19. @JoePulizzi THE PROBLEM WITH WHAT? 20
  20. 20. @JoePulizzi 21
  21. 21. @JoePulizzi WHY? 22
  22. 22. @JoePulizzi 23
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  24. 24. @JoePulizzi 25
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  26. 26. @JoePulizzi 27
  27. 27. @JoePulizzi 28
  28. 28. @JoePulizzi 29
  29. 29. @JoePulizzi 30
  30. 30. @JoePulizzi Create a Content Marketing Mission 31
  31. 31. @JoePulizzi Why? 32
  32. 32. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 33
  33. 33. @JoePulizzi Why?Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience 34
  34. 34. @JoePulizzi A year from now, what’s different? 35
  35. 35. @JoePulizzi Return on Objective • Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 36
  36. 36. @JoePulizzi My Goal: Impact on Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
  37. 37. @JoePulizzi Joe Pulizzi joe@contentinstitute.com • @JoePulizzi on Twitter 38
  38. 38. Your visitors are bombarded by 100’s of digital messages each day
  39. 39. One every 5 minutes Business email, 1 01 Personal email, 5 4 Texts, 3 0 Sites visited, 10 Searches conducted, 5 Facebook posts, 1.2 Your visitors have one digital interaction EVERY 5 MINUTES
  40. 40. The only way to cut through the clutter is TO CONNECT with visitors on a personal level
  41. 41. THE BUYER HAS CHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought  78% start their research with search  78% view vendor websites  4+ pieces of content  5576 emails ~ Exec 10x
  42. 42. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration Conversion Visitor
  43. 43. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration Close Visitor
  44. 44. Search Visit 1 • Your site • Video THE BUYER JOURNEY WHAT THEY DO ANONYMOUS VISITOR CUSTOMER SYSTEMS Visit 2 • Consume Tweet • Read blog Visit 3 Download premium content KNOWN VISITOR or
  45. 45. FOCUS ON THE BUYER’S JOURNEY Not your process Content Marketing Drives Engagement
  46. 46. INBOUND WEBSITE Attract Unknown Blog Keywords Social Media Convert Visitors Targeted CTAs Landing Pages Forms Close Leads MAP + CRM Integration Targeted Content Social Networking Delight Customers Targeted CTAs MAP + CRM Integration Customer Service
  47. 47. BEST VISITOR EXPERIENCE
  48. 48. Inbound • Blogs • SEO Personas Mobile Content Targeting
  49. 49. BLOGS
  50. 50. Easy, Actio nable SEO
  51. 51. PERSONA Noun – a representation of a segment of customers
  52. 52. PERSONA MANAGEMENT
  53. 53. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  54. 54. TARGET THAT CONTENT Content targeting Desired business results
  55. 55. HOW TO GET THERE Unified Data I nte nt Actionable view of your customer
  56. 56. WAYS TO TARGET CONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • Geolocation • Search terms • Industry • Company • Title • Role • Customer status • Social graph • Behavioral attributes Personas
  57. 57. Must Have Attributes • Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Target content “Getting the most out of your CMS” eBook PERSONA MANAGEMENT
  58. 58. 6 ways to CAPITALIZE on mobile
  59. 59. 1. Use Responsive Web Design
  60. 60. BENEFITS OF RESPONSIVE DESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
  61. 61. FUTURE PROOFFUTURE PROOF
  62. 62. http://www.ektron.com/Case-Studies/Education/Hendrix-College/ Visit duration Mobile traffic Bounce rate 1/3 20% 150%
  63. 63. 2. Define the mobile experience by easily setting breakpoints
  64. 64. 3. Upload 1 image and automatically resize for breakpoints 5 MB 480 px 768 px 940 px 1210 px
  65. 65. 4. Work faster and smarter by previewing content on mobile devices
  66. 66. 4. Work faster and smarter by previewing content on mobile devices
  67. 67. 5. Increase engagement with content tailored to specific devices
  68. 68. 6. Boost context by swapping images for different device types
  69. 69. 77 Shaw Media Content Marketing with Ektron CMS Ed Bocchino
  70. 70. 78 NorthPoint Digital helps optimize your digital presence through a perfect blend: Strategy. Experience. Technology.
  71. 71. 79 Agenda • About NorthPoint Digital • Shaw Media Properties • Brand Awareness: Shawconnect.ca • Brand Awareness: Showcase.ca • Social Media Channel Engagement • Customer Subscription Model • Responsive and Mobile Design • Results & Conclusion
  72. 72. 80 About NorthPoint Digital • Founded 2003 • 140 Employees (all based in US) • Headquartered in New York City offices in Boston and Philadelphia • Technology Agnostic, Solutions Centric, Approach to Projects • Implementation Partnership with Ektron .NET OPEN SOURCE JAVA
  73. 73. 81 Some of our Clients
  74. 74. 82 The Shaw Media television network, Global Television, reaches almost 100 percent of Canadians and is complemented by 19 specialty networks including HGTV Canada, Food Network, History Television and Showcase. Two online members of the Shaw Media family are ShawConnect.ca and Showcase.ca. . DELIVERY MODELShaw Media
  75. 75. 83 Brand Awareness: ShawConnect.ca  Offers the latest news and entertainment, content from Shaw Media brands including Global News, Food Network, HGTV, Slice, and ETCanada  Portal strategy: Takeover of Shaw.ca landing page for Cable customers  Content Curation model: Leverages third-party data services and surfaces blog content from existing channel properties
  76. 76. 84 Brand Awareness: Showcase.ca  Gives a behind-the- scenes look at viewers’ favorite television series and movies  Provides up-to-date schedules for on-air programming  Offers streaming full length episodes and entertainment blog as well as other features related to on-air programming
  77. 77. 85 Social Media Channel Engagement  Leverage existing third-party tools with widely integrated APIs wherever possible, for maximum reach and SEO advantage  Facebook: Post sharing via Open Graph API integration  Twitter: Integration of celebrity tweets, content editors tweet updates from special events, red carpet, awards shows  Disqus: Commenting implemented on all blog posts, leveraged as channel content throughout each site  Daylife SmartGalleries: Easily and quickly build Image galleries from pre-curated Getty Image libraries  Analytics, Pageview tracking & SEO: slideshows with unique URLs and Ad Unit refresh per slide
  78. 78. 86 Customer Subscription Model  Janrain Social Login: Authenticated user model ties in to all common major social communities: Facebook, Twitter, Google, LinkedIn, Windows Live, & Yahoo!  Bunchball Gamification: Content Funnel “Challenges” placed throughout site unlock points and privileged content areas for those who complete the challenge  Customer Incentives: Reward engagement with redemption. Gamification points can be redeemed for DVDs and other merchandise bound to content-specific or show-based promotions
  79. 79. 87 Responsive and Mobile Design  NorthPoint Digital’s approach to responsive, adaptive, contextual, and native app models for mobile users  User personas prescribe delivery of ideal user experience  Shawconnect: - mobile homepage only prior to company-wide strategy of going fully responsive  Showcase: - Responsive with Breakpoints for Desktop / Tablet / Handheld Mobile Device
  80. 80. 88 Results  ShawConnect.ca – Year 1: 18 million page views and about 1.5 million visitors per month – Year 2: 25 mm+ page views, 2MM per month and counting – Average visit averages five minutes and browses over ten pages  Showcase.ca – Increase in mobile visitors since transition to responsive design – Improved traction on show-specific microsites
  81. 81. 89 We lead with experience NEW YORKBOSTON PHILADELPHIA
  82. 82. BEST VISITOR EXPERIENCE
  83. 83. CRM MARKETING AUTOMATION SOCIAL CONTENT MANAGEMENT MARKETING OPTIMIZATION E D I TI N G A N D WO R K F L O W E S Y N C C L O U D M A N A G E R M O B I L E V I S U A L P A G E L A Y O U T S I TE C R E A TI O N A N D M G M T S I TE S E A R C H C O N T E N T T A R G E T I N G S E O M V T E S T I N G E C O M M E R C E B L O G S & C O M M U N I T I E S S O C I A L P U B L I S H I N G P E R S O N A M G M T WEB ANALYTICS SHAREPOINT VIDEO DIGITAL EXPERIENCE MANAGEMENT PLATFORM
  84. 84. HOW TO GET STARTED 1. Start with your strategy and prioritize 2. Know your visitors (personas) 3. Build out visitor journeys 4. Identify success factors and what/how to measure 5. Start small – NO OCEAN BOIL! 6. Analyze, iterate, optimize
  85. 85. Joe Pulizzi @joepulizzi joe@contentinstitute.com Bob Canaway @bobcanaway bob.canaway@ektron.com Ed Bocchino @northps edward_bocchino@northps.com

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