1. How to build a successful
Content Marketing Website
in 100 days – and why.
03.07.2014

2. WHAT IS CURVED?
• Initiative of the E-Plus Group
• Portal about mobile lifestyle
- not only about technologie
• Focused on use cases
- not on specs
• Entertaining and competent
- not „nerdy“
• Magazine
- not user manual

3. WHY DID WE DO CURVED?

4. MOTIVATION
GOOGLE
FACEBOOK
DISPLAY/ RTB
AFFILIATES

5. EXAMPLE: GOOGLE
Source : Google 26.03.2014, 11:00 MEZ
…

6. MOTIVATION
GOOGLE
FACEBOOK
DISPLAY/ RTB
AFFILIATES
OWN DIGITAL DESTINATION

7. Brand
Product
Relation-
ship
POSSIBLE DIRECTIONS OF CONTENT MARKETING
Brand
Product
Relation-
ship
VS.

8. FOCUSED VALUABLES
Ad-Revenues
from Marketing
Partnerships
Audiance
Tracking
to increase
Conversions
Marketing
Reach
of Ads, Bundles
and Special
Offers
Market
Information
to judge
Attractiveness
of Products
Commerce
for E-Plus
Shops

9. HOW DID WE DO CURVED?

10. WHAT DID WE HAVE ON OCT 28th 2013?

11. WHAT DID WE HAVE 100 DAYS LATER?
Motivated Team
Stable, innovative IT-Platform
Well equipped Website

12. WHAT DO WE HAVE TODAY?
100.000
50.000
Feb Mrz Apr Mai
Daily Unique Users

13. BASIS FOR SUCCESS: CLEAR CONTENT CONCEPT
NOT BUT

14. BUT STILL LOTS OF THINGS TO DO
IT PLATFORM
STORAGE
MAKE/BUY CLOUD/
PHYSICAL
TOOLS
PROCESSES
ANALYTICS
REPORTING
PRODUCT
NAME
TONALITY
DESIGN
CMS
CONTENT
TOPICS
ARTICLE TYPES QUALITY QUANTITY
FEATURES
TEAM CONTENT
PRODUCTION
TRAFFIC
MGMT
COMMERCE
MGMT
HR

15. APPROACH
• Overall project plan
(only milestones - no
tasks)
• Weekly iterations
• Small, clear tasks
• All in one room
• Daily Stand-Ups
• Easy to access
information
(about every decision
and every progress)
• Trusted, self-reliant
experts
• Clear responsibilities
Project
Management
Organisational
Surrounding
Team

16. WHAT DO WE FOCUS ON TODAY?

17. ANALYSE TRENDS TO DECIDE FOR TOPICS

18. ANALYTICS TO MEASURE SUCCESS

19. GOAL: INCREASED SHARE OF VOICE AT GOOGLE
Source : Google 26.03.2014, 11:00 MEZ

20. SUCCESS FACTORS
PROCESSES
• DATA-DRIVEN
• STRONG TECH
SUPPORT
IT PLATFORM
• AGILE
DEVELOPMENT
• WEEKLY
RELEASES
PRODUCT
• RELEVANCE
(TOPIC, TIME)
• EDITORIAL
INDEPENDENCE

21. ANY QUESTIONS?
Rainer Markussen
Project Coordinator CURVED
linkedin.com/in/rainermarkussen