The document discusses marketing operations and the content lifecycle. It describes the typical roles in marketing operations including publisher, editorial, and distribution. It outlines the content lifecycle process of planning, creating, publishing and promoting, and analyzing content. Effective marketing operations can help close the vision and execution gap and lead to success with content and audience metrics over time.

1. Marketing Operations
lionbridge.com
globalmarketingops.com
www.contenthere.net
twitter.com/sggottlieb
How to get the most bang from your bytes
Tuesday, April 23, 13

2. @sggottlieb
My Name is Seth Gottlieb
Hello!
1995 Present2000 2005
CMS Developer/Consumer
CMS Integrator
CM Pros
CM Analyst
Marketing Operations
Vendor
Tuesday, April 23, 13

3. @sggottlieb
Abrief digression
Tuesday, April 23, 13

4. @sggottlieb
There was cycling
Before Content
Tuesday, April 23, 13

5. @sggottlieb
When you say
“Wearegoingtoimplementanew
CMSandredesignourwebsite,”
I hear
“Iamgoingtobuyafancybikeand
covermyselfinspandex.”
Tuesday, April 23, 13

6. 6
• We Want
ENGAGEMENT!
• We Want
SOCIAL!
• We Want Better
Search Engine
Rankings!
The Marketing Team
A typical scenario
The Web Master
• When I have time
I WILL FIX THAT…
• When I have time
TAKE THAT DOWN
• When I have time
Improve the mobile
experience
Tuesday, April 23, 13

7. @sggottlieb
Technology alone doesn’t close the vision/
execution gap
• Web Content
Management
• Content Targeting
• Enterprise Search
Platform
• Email Marketing
Platform
• SEO Platform
• CRM Platform
• Social Media
Monitoring
• Analytics Platform
• Mobile Site
Publishing
• Ad Words
• Google Webmaster
Tools
• eCommerce
Tuesday, April 23, 13

8. @sggottlieb
Marketing Operations
Tuesday, April 23, 13

9. @sggottlieb
Marketing Operations
Tuesday, April 23, 13

10. @sggottlieb
Marketing Operations
BrakesHandlebars
Legs
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11. 10
•Who do you want to
reach?
•How are you going to
reach them?
•What are you going to
say?
Strategy
The steering wheel and the break
Governance
•Budget
•Regulatory Compliance
•Style Guidelines
Tuesday, April 23, 13

12. @sggottlieb
The Content Lifecycle
•Plan
• Create
•Publish and Promote
• Analyze
Tuesday, April 23, 13

13. @sggottlieb
Planning: Optimizing the Work Mix
Capacity
Maintenance
Events Periodicals
Tuesday, April 23, 13

14. @sggottlieb
Planning: Optimizing the Work Mix
Capacity
Maintenance
Events Periodicals
Languages
Tuesday, April 23, 13

15. @sggottlieb
Planning = Prioritization
Backlog
Editorial
Calendar
Analytics Data
Audience
Segmentation
Hypotheses
Prioritization
(strategy + governance)
Iterations
Tuesday, April 23, 13

16. @sggottlieb
Create
• Driven by STRATEGY
• Guided by GOVERNANCE
• Works within TECHNICAL CONSTRAINTS
• Optimized for LOCALIZATION
Tuesday, April 23, 13

17. @sggottlieb
Publish and Promote
Tuesday, April 23, 13

18. @sggottlieb
Make it FINDABLE!
Make it USABLE!
Make itACTIONABLE!
Tuesday, April 23, 13

19. @sggottlieb
Make it FINDABLE
• Search engine compatible
• Keyword optimized
• Promoted on the site
• Targeted on the site
• Promoted off the site
Tuesday, April 23, 13

20. @sggottlieb
Make it USABLE
• Tested and optimized for target
platforms
• Low barriers to use
• Compatible with personal tools
Tuesday, April 23, 13

21. @sggottlieb
Make it ACTIONABLE
• Call to action
• Sharable
• Action is Measurable
Tuesday, April 23, 13

22. @sggottlieb
Make it FINDABLE!
Make it USABLE!
Make itACTIONABLE!
Tuesday, April 23, 13

23. @sggottlieb
Analyze
Getting the Storyout of the Data
Tuesday, April 23, 13

24. @sggottlieb
Metrics
• Hits
• Shares/Likes/Tweets
• Search Engine Ranking
Placement
• Conversions: sign-ups,
purchases, and CRM
• Engagement: time on site,
return visits
Content Metrics Audience Metrics
Tuesday, April 23, 13

25. @sggottlieb
Implications
• Content
Driven by the quality of content and effectiveness of publishing.
• Audience
Attracting the right audience and engaging them in the right ways.
Reflects accuracy of your strategy.
Tuesday, April 23, 13

26. @sggottlieb
Success with content metrics leads to
success with audience metrics... if you
have the right content marketing
strategy.
Tuesday, April 23, 13

27. @sggottlieb
And then back to planning
Backlog
Editorial
Calendar
Analytics Data
Audience
Segmentation
Hypotheses
Prioritization
(strategy + governance)
Iterations
Tuesday, April 23, 13

28. @sggottlieb
Hey! That wasn’t in
the demo.
Tuesday, April 23, 13

29. @sggottlieb
Roles and Skills
• Publisher
Responsible for the digital marketing program: budgets, strategy,
prioritization, and overall performance.
• Editorial
Responsible for the quality of the content. Includes writers, copy-editors,
graphic design, qa, etc.
• Distribution
Responsible for publishing and promotion. Requires advanced skills in
publishing platforms plus web development, and content instrumentation.
• Business Intelligence
Responsible for data gathering, analytics, and interface with CRM.
Tuesday, April 23, 13

30. @sggottlieb
The marketing operations difference
Time
Success
s
with effective
marketing
operations
without effective
marketing
operations
Tuesday, April 23, 13

31. @sggottlieb
Technology amplifies effort.
It doesn’t replace effort.
Tuesday, April 23, 13

32. @sggottlieb
Questions
• Email: seth.gottlieb@lionbridge.com
• Twitter: @sggottlieb
• Company Site: http://
www.globalmarketingops.com
• Blog: http://www.contenthere.net
Tuesday, April 23, 13