Creating a Multimedia Content Strategy That Drives Traffic, Builds Interest and Generates Revenue
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Nicole Smith, Global Digital Marketing Strategist at Dell oversaw the editorial strategy for Dell’s tech news website, driving over 2 million visitors in 13 months. She has a passion for helping organizations create customer-centric content designed to leverage the latest digital tools. She’ll provide valuable tips on: Content mapping that drives traffic to your website and moves them down the purchase funnel Winning and leverage earned media with major news and social media outlets Multimedia approach to brand publishing
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Creating a Multimedia Content Strategy That Drives Traffic, Builds Interest and Generates Revenue
- 1. Nicole Smith Global Digital Innovation &Strategy
- 2. Customers researching solutions… Third-Party Thought Leadership Thought Leadership from Brand POV Industry News & Trends Owned brand publishing platforms allow visitors to further explore, discover and begin education then... Encounter paid media and social platforms that drive them to… Product Content Dell.com Product Thought Leadership Conversion Retention Drive higher-quality leads and ready-to-convert traffic to Dell.com at the appropriate last step in the customer journey. Brand Publishing • Why? • Where? • How? 8 $ News Brand Publishing Hubs
- 3. A branded, “always-on” destination aggregates and optimizes content in a consistent format and includes the critical technology to measure increases in consideration and CTR. Modular content is easily shared, consumed and reused. It’s created quickly, is responsive to customer needs and search-optimized to improve organic keyword rankings. Content is portable and eliminates the need for multiple external channels, conflicting CTAs and drives interest back to one brand destination for those still undecided. Video Quotes Written Story Audio Slideshow Presentation Audio SlideshowInfographics Social Media Automation Email Programmatic Dell.com Mobile SalesEnablement Always connected. Always driving to an owned destination. Dell’s approach: Digital Ecosystem
- 4. 4 Dell - Restricted - Confidential
- 5. 5 Dell - Restricted - Confidential Editorial Values at a Glance Currency: Is the information timely? Does it reflect trending topics or current events? Is this exclusive content previously unavailableto the audience? What content would be necessary to be consumed before or after this item so that the visitor is encouraged to engage with conversion content? Am I addressing customer pain points or am I broadcasting a message at the visitor, irrespective of their needs or interests? Emotion: Does this content involve a human element that can evoke strong emotion from the visitor? People share content that they feel intensely about. Are the CTAs clear and compelling? Are there too many CTAs competing for the visitor’s attention? Novelty: Is there an unusual aspect or angle to this topic or storyline? Is there something so unexpected about the nature of the content that it would pique interest and engagement? Context: Does this content provide clarity or direction for a complex topic? Will the customer be better equipped to make decisions after consuming the content? Is this the type of information that a visitor would logically seek out on their own?