The document discusses strategies for effective content marketing on websites. It recommends continuing the messaging from advertisements on landing pages to engage users and address their needs. As users move through the site, marketers should understand the sales process and overcome objections by telling the ongoing story. Additional strategies include listening to users through surveys and testing to improve campaigns, creating episodic content to keep users engaged over time, allowing users to self-segment for personalized content, and targeting users at the right moment in their buying journey. The goal is to reduce bounce rates, increase conversions, build credibility with customers, and improve word-of-mouth marketing through differentiated experiences.

1. Sitecore. Compelling Web Experiences
The Art of Persuasion in the
New Content Marketing World
Eric Bowzer, Regional Director, United States South and Southwest
eb@sitecore.net
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2. Sitecore. Compelling Web Experiences
Advertising still works: Continuity of messaging
Landing pages need to deliver on the ad’s promise
 Copy and calls to action must be in line
 Engage user with expertise
 Start finding the problem
 6th man
Keep telling the story as they move deeper into your site
 Understand the sales process
 Overcome objection
Benefits
 Reduce bounce rates
 Increase conversion rates and lead quality
 Build credibility with prospects and customers
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4. Sitecore. Compelling Web Experiences
Learn to listen, listening to learn
Learning to listen
 Scoring your content and actions
 Testing and validating with polls and surveys
 Tag community content and score engagement
 What profiling can tell you
 Measure performance by segment and persona
 Test, test, test: Test messaging with MVT
Benefits
 Better understanding of each and every customer
 Incrementally improve campaign performance by segment
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Harnessing the 1000 geese
The show isn’t over after the first dance
 Content marketing mixed with episodic delivery to keep them coming back
 Build content assets worth subscribing to
 Pull visitors back with community engagement
 Tap Wisdom of the Crowd content: help customers filter
 Nurture campaigns
Benefits
 Engagement leads to buying
 Drive residual value of ad spend
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Blue Crickets and self segmentation
Traditional segmentation isn’t enough
 Use community as a magnet and microscope
 Identify latent needs
 Allow visitors to self segment
 Match content to emerging segments
 Remember: landing page is just the start
Benefits
 Build credibility with visitors and prospects
 Higher conversion rates (leads, transactions, self service, etc.)
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Waiting for the right moment
Pick your pitch
 Visitors aren’t always ready to engage
 Understand intimacy levels
 Lead scoring helps find buying signals
 Customers filter advertising because it’s always on
 Make it personal, make it matter
 Deliver value
Benefits
 Improve conversions on site
 Differentiating experiences
 Word of Mouth (WOM) marketing
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Thanks!
Addition information can be found at:
www.sitecore.net
Follow up questions please contact:
Eric Bowzer
eb@sitecore.net
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