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

10 Signs It’s Time to
Break Up with Your CMS

© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 1

About Us

Percussion Software Inc. Aaron Dun
“The Only Web Content Management VP Marketing and Strategy
Software Designed for Content Marketers” @ajdun


It’s Valentines Day


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


Your Date Itinerary

1 Why Content Throughput Matters
2 Role of a Content Management Engine
3 Relationship Arcs
4 Top 11 Signs You Need to Break Up with Your CMS
5 Action Plan
6 Fun


Why Content Throughput Matters


Today, Your Reach Is Limited

WEB MARKETING UNIVERSE

PEO PLE Y O U M ARKET TO

CUSTO M ER BASE

YOUR MESSAGE
TODAY


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


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


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


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


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


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


Content Disperses at a Rapid Rate


Role of a Content Management Engine


The State of Your WCM Environment

Deliver to Web

Bottleneck

Manage Content

Implementation


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


Breakthrough!

Deliver to Web

Manage Content

Implementation


SEO Performance as a Result


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!


In No Particular Order:
The Top 11 Signs You Need to
Break Up with Your CMS


1. Going out Requires Too Much Prep!

Publishing Is More than 2 Steps


2. Your Templates Are Seeing Other People

Business Unit 1: Page A Business Unit 2: Page A


3. Your Workflow Still Thinks You Are Dating
Your Last _____Friend


4. You Can’t Have Other “Friends”
(Or Only One Person Can Contribute to Your Site)

© 2013 PERCUSSION SOFTWARE, INC #CMSBreakup 25 25

5. No One Knows How to Find You Anymore


6. They Need Their Friends to Do ANYTHING

Content Updates Require
IT/Developer/Agency Intervention


7. They Never Make the Changes You
Agreed to Make
That Typo on Your About Page Has Been There for 3 Months!


8. Once You Say It, You Can’t Take It Back

Preview = Publish Live


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


10. You Know Its Not Working, But You Don’t
Know Why

No Ability to Measure What’s Working


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


Go Ahead, Shed a Few Tears… “It’s Oh-vAH”


There Really Is Somebody
out 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


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…


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)


Break Up Songs to Ease Your Pain

• Sheryl Crow - First Cut is the Deepest
• Bret Michaels - Every Rose Has It's Thorn
• Adele - Someone Like You
• Boyz II Men - End of the Road
• Righteous Brothers - You've Lost That Loving Feeling
• Eagles – Get Over It
• Tina Turner - What's Love Got to Do with It
• Phil Collins – Against All Odds
• Bonnie Raitt - I Can't Make You Love Me
• Buck Owens – I Don’t Care
• Carly Simon - You're So Vain
• Christina Perry - Jar of Hearts
• Taylor Swift - We Are Never Ever Getting Back Together
• Destiny's Child - Survivor Grab your copy here:
• Gloria Gaynor - I Will Survive http://bit.ly/BrkPlayList


Connect With Us!

www.percussion.com/community/blogs/web-content-management/index

http://twitter.com/percussion

http://www.linkedin.com/percussion-software

http://www.linkedin.com/percussion-software

http://www.facebook.com/percussionsoftware

http://www.gplus.to/percussion


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

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