Agile Marketing: Content Strategy & Effective Tools


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Agile Marketing: Content Strategy & Effective Tools

  1. 1. Joel Dixon, Solutions Consultant, @joelddixon Eric Karaszewski, Spectate Product Manager, @karaszew2
  2. 2. <ul><li>Marketing team </li></ul><ul><li>Content managers </li></ul><ul><li>IT staff </li></ul><ul><li>CMS </li></ul><ul><li>Social media </li></ul><ul><li>Analytics </li></ul><ul><li>People </li></ul><ul><li>Technology </li></ul>You ’ ve Got It All
  3. 3. But Website Governance Feels like this...
  4. 4. You ’ re Likely Missing This... <ul><li>Content Strategy </li></ul>
  5. 5. Content Strategy <ul><li>Post fresh content </li></ul><ul><ul><li>What? When? Where? </li></ul></ul><ul><li>Re-design (or Refine) your website </li></ul><ul><ul><li>How do you know what works and what doesn’ t? </li></ul></ul><ul><li>Be all over social media </li></ul><ul><ul><li>Which channels? How do you calculate your ROI? </li></ul></ul>
  6. 6. Poor Content Strategy Produces...
  7. 7. Why Content Strategy ? <ul><li>“ We spend a huge amount of time in higher ed maintaining content that has little return on investment.” </li></ul><ul><li>- Michael Vedders, Director of Web Services at Bethel University in Minnesota </li></ul>
  8. 8. The Infamous Website Redesign <ul><li>… should be called Website CONTENT Redesign </li></ul>Information Architecture Content Audit Accessibility Visitor Experience
  9. 9. <ul><li>Too often organizations focus on the “design” portion but the “content” is what makes the difference. </li></ul>The Infamous Website Redesign
  10. 10. The Content Strategy Movement <ul><li>GOALS! </li></ul><ul><li> OBJECTIVES! </li></ul><ul><li>OUTCOMES! </li></ul>
  11. 11. The Content Strategy Movement
  12. 12. <ul><li>GOALS: What are you trying to accomplish with your website? </li></ul><ul><li>OBJECTIVES: What are the desired actions you want visitors to take? </li></ul><ul><li>OUTCOMES: What are the desired results you want to measure to determine your progress? </li></ul>The Content Strategy Movement
  13. 13. Goals and Objectives are S.M.A.R.T. <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R elevant </li></ul><ul><li>T ime-bound </li></ul>
  14. 14. Outcomes 101 <ul><li>Outcomes matter, But the RIGHT outcomes matter most! </li></ul>
  15. 15. The WCMS Phenomenon... <ul><li>“ It ’ s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system” </li></ul><ul><li>- Karine Joly ( </li></ul>
  16. 16. What a WCMS will do... <ul><li>Streamline the publishing process </li></ul><ul><li>Efficiently reuse content </li></ul><ul><li>Eliminate the bottleneck for content updates </li></ul><ul><li>Reinforce accessibility, branding and style requirements </li></ul>
  17. 17. What a WCMS won ’ t do... <ul><li>Compensate for bad info architecture </li></ul><ul><li>Create relevant, useful and quality content </li></ul><ul><li>Resolve politics around web management & strategy </li></ul><ul><li>Solve your social media challenges </li></ul><ul><li>Replace a good CONTENT STRATEGY </li></ul>
  18. 18. <ul><li>CMS = Content Management STRATEGY </li></ul>Got CMS ?
  20. 20. Website & Social Media ROI or... <ul><li>“ How to help Administration support your marketing efforts” </li></ul><ul><li>Measurement Personalities Spectrum </li></ul><ul><li> </li></ul>
  21. 21. <ul><li>S.M.A.R.T rules still apply </li></ul><ul><li>Segment and measure specific social media goals </li></ul><ul><ul><li>Number of followers on Twitter or number of fans on Facebook </li></ul></ul><ul><ul><li># of comments per blog post </li></ul></ul><ul><ul><li>% of visitors from various social media channels </li></ul></ul><ul><ul><li># of subscribers to RSS feeds </li></ul></ul>Social Media ROI
  22. 22. Embracing Web Analytics
  23. 23. The Data is Available
  24. 24. Analytics Data : Higher Ed examples
  25. 25. But Data needs Context “ Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” - T. S. Eliot
  26. 26. Data meet Context... <ul><li>Content Strategy </li></ul><ul><li>+ </li></ul><ul><li>Key Performance Indicators </li></ul>
  27. 27. Key Performance Indicators ( KPIs ) <ul><ul><li># of page views & unique visitors </li></ul></ul><ul><ul><li># of campus visit forms completed online </li></ul></ul><ul><ul><li># of clicks on admissions form “Apply Now” button </li></ul></ul><ul><ul><li># of completed admissions applications </li></ul></ul>
  28. 28. Tracking Web Analytics <ul><li>START SMALL: Define a few measurable goals </li></ul><ul><li>Measure all conversions—macro and micro </li></ul><ul><li>Focus on trends, not just raw data </li></ul><ul><li>Segment data as much as possible </li></ul>
  29. 29. Regularly Adjust KPIs <ul><ul><li>Avg time per page vs # of page views </li></ul></ul><ul><ul><li>Mobile device page views vs Web browser page views </li></ul></ul><ul><ul><li># of comments on blog posts, video or fan page </li></ul></ul><ul><ul><li>Segment traffic by social media referral channel </li></ul></ul>
  30. 30. Agile Marketing <ul><li>Shorter, smaller campaigns </li></ul><ul><li>Measure everything, and measure frequently </li></ul><ul><li>Inspect and adjust </li></ul><ul><li>Focus on fresh content </li></ul><ul><li>Use social media to promote your content </li></ul><ul><li>Emphasis on inbound channels </li></ul><ul><li>Provide value </li></ul><ul><li>Calculate your ROI </li></ul>
  31. 31. Q & A
  32. 32. Thank you Contact Information