Companies are seeing lower success rates on social media and diminishing conversion rates on the web - a trend that has put us all, especially content marketers, in the position to prove the ROI or face severe fiscal cuts. In this presentation, Sr. Digital Strategist Dawn Borglund will discuss the following challenges that we’re facing as a community and how it relates to content marketing on our websites, social media, and email: -How do I increase conversions? -Why are my traditional tactics (Facebook posts, blogs, link building, SEO etc) no longer working? -How do I reach a larger or more targeted audience? -How do I find a balance between personable content and advertising? -What metrics should I show my boss to prove long term ROI for my Drupal website? -What Drupal tools can I use to help me get there?

1. Improve the ROI of
Your Drupal Site
with an updated content strategy
By: Dawn Borglund
July 24th, 2014

2. Dawn Borglund
Senior Digital Strategist
@dawnborglund

3. A little about my history
● Senior project manager for Mediacurrent where I led
large scale technical projects
● Brand manager for Drupal advertising agency
● Graduate and undergraduate professor of digital
media, marketing, and transmedia storytelling for
UCF
● Director and producer for international broadcasts
● Online story consultation testing for Halloween Horror
Nights / Universal Studios Orlando, Institute for
Simulation and Training, and Media Convergence Lab.
● Presented at several conferences and lead
workshops nationwide. Recently presented at

4. Design/Theming
● Usability Testing
● Responsive Design
● Drupal Theming
● Annotated Wireframes
@Mediacurrent
Development
● Drupal Support
● Custom Module Development
● Large Scale Systems Integration
● Security & Performance Expertise
We help organizations build highly impactful, elegantly designed Drupal
websites that achieve the strategic results you need.
Digital Strategy
● Content Strategy
● Content Generation
● Result Metrics
● Marketing Automation Integration

5. Our Customers
Highly impactful Drupal websites that get results for businesses.

6. ● Why is content marketing important?
● How do I increase conversions?
● Why are my traditional tactics no
longer working?
● How do I reach a larger audience?
● How do I find a balance between
advertising and social content?
● What Drupal tools can I use to help me
get there?
● What metrics prove long term ROI for
my Drupal website?
@Mediacurrent
Agenda

7. Why is content marketing important?
@Mediacurrent

8. DISCOVERY
REALIZATION OF NEED
CONSIDERATION
CONVERT

9. @Mediacurrent

10. @Mediacurrent

12. @Mediacurrent

14. @Mediacurrent

15. @Mediacurrent

16. How do I increase conversions?
Content strategy: Creating and publishing material for the purpose of
acquiring new customers and retaining existing customers.
@Mediacurrent

17. YOU

18. Meme by Andrew Dennis

19. ● Make sure there’s nothing
technically wrong
● Increase traffic
● Get the right traffic
● Improve your pitch
@Mediacurrent
#easy
wins

20. Why are my traditional tactics no longer working?
@Mediacurrent

21. Traditional Advertising/Marketing:
Creating audiences via paid media
@Mediacurrent

22. Content Marketing:
Creating audiences via owned media
@Mediacurrent

23. Content Marketing:
Using owned media to get earned media
@Mediacurrent

24. Today’s digital landscape:
Crowded with companies & platforms
@Mediacurrent

25. Why else isn’t it working?
● Consumers choose channels (Google, Facebook, etc) that serve their needs.
● Channels try to serve content that matches those customer’s needs (which likely
isn’t going to be bad owned media).
● And each channel wants to be profitable as well.
@Mediacurrent

26. @Mediacurrent
● 46 colleges and universities
just in immediate area.
● Colleges and universities in
other states.
● Online degrees.
● ...all wanting their students.
Example: Butler University

27. Take Aways:
● There needs to be a stronger focus on content
distribution as well as content generation.
● You have to deeply consider new platforms
and weigh the pros/cons before jumping in.
● If your intention is to provide valuable,
interesting information to users, then you
can live through the storms.
@Mediacurrent

28. How do I reach a larger audience?

29. What is your audience’s perspective?

30. Going viral to build an audience
● You could leave it up to chance or you could make very deliberate plans:
○ Make your product easy to share
○ Ensure that it’s worth sharing. Must answer “What’s in it for me?”
● Focus on early adopters before the mass market. At least at first.
○ What are their interests and where do they frequent?
@Mediacurrent

31. Reasons to believe
and share
● Customers got really great deals
● Inviting your friends via social media to
get your deal meant you could get your
deal for free
@Mediacurrent

32. How do I reach the right audience?

34. Building your audience
● Be where your audience is looking for you.
● Create content that is interesting and
worth reading.
● Use advertising to elevate your message.
@Mediacurrent

35. Getting the plan together
● Buyer persona development
● Competitive Analysis
● Content Audit / Gap Analysis
● SEO Keyword Analysis
● Propose Content Style guide
● Sample Editorial Calendar
● Set Results Metrics
@Mediacurrent

36. A typical month might look like
● Set campaign goals
● Write SEO’d articles and pages
● Release email campaigns
● Interact on social media
● Create lead-gen landing pages with
downloadable content
● Connect with brand evangelists to help
promote content
● Review analytics and ROI
@Mediacurrent

37. How do I find a balance between personable
content and advertising?

38. “I can’t wait to see some
advertisements today!”
- said only advertisers.
@Mediacurrent

39. @Mediacurrent
You Audience
SW
EET
SPO
T!

40. @Mediacurrent

41. @Mediacurrent

42. Thanks for the meme, jerlz-is-win

43. Quote
All things being equal, people will do business
with people they know, like and trust.
All things being unequal, people will STILL do
business with people they know like and trust.
~Jeffrey Gitomer, author of Little Red Book of Selling
@Mediacurrent

44. What Drupal tools can I use to help me
reach my goals?
@Mediacurrent

45. Marketers love Drupal because:
@Mediacurrent
● No licensing fees!
● Very, very secure
● You can control the major SEO
elements of each page
● Easy to customize the workflow
● Integrates with marketing
automation platforms
● Create dynamic, personal content
● Track EVERYTHING

46. Drupal tools that make life easier:
@Mediacurrent
● Global Redirect
● Google Analytics
● Metatag
● Path Redirect
● Pathauto
● Redirect
● Search404
● XML Sitemap
● Marketing Automation Modules
● Acquia Lift

47. @Mediacurrent
Thought Leaders in
Marketing Automation
Drupal.org Module Maintainers

48. Acquia Lift: Drupal website
personalization
@Mediacurrent
● Build targeted content for your
audience personas
● Content is served based on user
behavior and interest
● A/B testing and learning
● Integrates seamlessly with your
content creation workflow

49. What metrics prove long term ROI for my
Drupal website?
@Mediacurrent

50. ROI = (# of leads x value of
each lead) - investment
@Mediacurrent

51. Keep an eye on:
@Mediacurrent
● Bounce rates, time on site,
exit/landing pages
● Website traffic sources
● Campaign specific data
● Medium specific data- content
quality

52. Report on:
@Mediacurrent
● Conversions:
○ Primary
○ Downloads
○ Back channel
● Pages >1 hit from search
● Medium specific data- numbers and
rankings
● Top performing keywords/referrals
● Reviews

53. SEO
53% increase
in organic
searching
Marketing
Automation
Thought leaders,
eBook, tracking all
activity
Email
Marketing
40% increase
Content
Creation
129% growth
in content
conversions
Mediacurrent’s
Inbound Marketing Social
Media
increase
across all
channels

54. Now what?
@Mediacurrent

56. Content Marketing Maturity Model
@Mediacurrent

57. Thanks for the meme troll.me!

58. Thank You!
Questions?
@Mediacurrent Mediacurrent.com
slideshare.net/mediacurrent