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Wake Up Your Website - Boston September 26 2013
The document discusses key content marketing strategies emphasized by industry leaders, including Joe Pulizzi and Bob Canaway, focusing on trends, audience engagement, and effective content targeting. It highlights the importance of adapting to digital consumer behavior, leveraging personas, and optimizing for mobile experiences through responsive design. A case study on Shaw Media illustrates successful implementation of these strategies in enhancing brand awareness and user engagement.
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Wake Up Your Website - Boston September 26 2013
- 1. JOE PULIZZI Founder,Content Marketing Institute BOB CANAWAY Vice President, Marketing, Ektron ED BOCCHINO Project Manager, NorthPoint Digital #wakeupyourwebsite
- 2. WHAT YOU WILLLEARN: • Content Marketing Trends • How to Wake Up Your Website • Increasing Context and Relevancy with Personas and Content Targeting • 6 Ways to Capitalize on Mobile • Real World Case Study – Shaw Media
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- 18. @JoePulizzi Just 36% believetheir content marketing is effective 18
- 19. @JoePulizzi Our Biggest Content MarketingChallenge • Producing Enough Content • Producing the Kind of Content that Engages 19
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- 31. @JoePulizzi Create a Content MarketingMission 31
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- 33. @JoePulizzi Why?Welcome to Inc.com,the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 33
- 34. @JoePulizzi Why?Welcome to Inc.com,the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. 1. Core Target Audience 2. What Will Be Delivered 3. The Outcome for the Audience 34
- 35. @JoePulizzi A year fromnow, what’s different? 35
- 36. @JoePulizzi Return on Objective •Is the content driving sales? • Is the content saving costs? • Is the content making our customers happier, thus helping with retention? 36
- 37. @JoePulizzi My Goal: Impacton Sales, Costs or Retention • Primary indicators for my CXO and my board. • Secondary indicators for influencers and for managers. • User indicators – for my “on the ground team”.
- 38. @JoePulizzi Joe Pulizzi joe@contentinstitute.com •@JoePulizzi on Twitter 38
- 41. Your visitors arebombarded by 100’s of digital messages each day
- 42. One every 5 minutes Business email, 1 01 Personal email,5 4 Texts, 3 0 Sites visited, 10 Searches conducted, 5 Facebook posts, 1.2 Your visitors have one digital interaction EVERY 5 MINUTES
- 43. The only wayto cut through the clutter is TO CONNECT with visitors on a personal level
- 44. THE BUYER HASCHANGED • Savvy, noise resistant, information seekers • Informed, social, & earned vs. bought 78% start their research with search 78% view vendor websites 4+ pieces of content 5576 emails ~ Exec 10x
- 45. CONVERSION: WHAT YOUWANT TO HAPPEN Awareness Consideration Conversion Visitor
- 46. CONVERSION: WHAT REALLYHAPPENS Awareness Consideration Close Visitor
- 47. Search Visit 1 • Yoursite • Video THE BUYER JOURNEY WHAT THEY DO ANONYMOUS VISITOR CUSTOMER SYSTEMS Visit 2 • Consume Tweet • Read blog Visit 3 Download premium content KNOWN VISITOR or
- 48. FOCUS ON THEBUYER’S JOURNEY Not your process Content Marketing Drives Engagement
- 49. INBOUND WEBSITE Attract UnknownBlog Keywords Social Media Convert Visitors Targeted CTAs Landing Pages Forms Close Leads MAP + CRM Integration Targeted Content Social Networking Delight Customers Targeted CTAs MAP + CRM Integration Customer Service
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- 56. PERSONA Noun – a representationof a segment of customers
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- 58. CONTENT TARGETING Verb –Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
- 59. TARGET THAT CONTENT Contenttargeting Desired business results
- 61. HOW TO GETTHERE Unified Data I nte nt Actionable view of your customer
- 62. WAYS TO TARGETCONTENT Anonymous Visitors • Geo-location • Search term • Industry • Company • Device type Known Visitors • Geolocation • Search terms • Industry • Company • Title • Role • Customer status • Social graph • Behavioral attributes Personas
- 63. Must Have Attributes •Is a customer • With X products • In Canada Nice to have • Responded to upgrade campaign Must Have Attributes • Is a prospect • In the Healthcare industry Target content “Great web experiences in your patient portal” webinar Target content “Getting the most out of your CMS” eBook PERSONA MANAGEMENT
- 64. 6 ways to CAPITALIZEon mobile
- 65. 1. Use ResponsiveWeb Design
- 66. BENEFITS OF RESPONSIVEDESIGN 1. Improved SEO 2. Increased Productivity 3. Time to work on strategy not devices
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- 69. 2. Define the mobile experience byeasily setting breakpoints
- 70. 3. Upload 1image and automatically resize for breakpoints 5 MB 480 px 768 px 940 px 1210 px
- 71. 4. Work fasterand smarter by previewing content on mobile devices
- 72. 4. Work fasterand smarter by previewing content on mobile devices
- 73. 5. Increase engagement with content tailoredto specific devices
- 74. 6. Boost context by swapping imagesfor different device types
- 75. 77 Shaw Media Content Marketingwith Ektron CMS Ed Bocchino
- 76. 78 NorthPoint Digital helps optimizeyour digital presence through a perfect blend: Strategy. Experience. Technology.
- 77. 79 Agenda • About NorthPointDigital • Shaw Media Properties • Brand Awareness: Shawconnect.ca • Brand Awareness: Showcase.ca • Social Media Channel Engagement • Customer Subscription Model • Responsive and Mobile Design • Results & Conclusion
- 78. 80 About NorthPoint Digital •Founded 2003 • 140 Employees (all based in US) • Headquartered in New York City offices in Boston and Philadelphia • Technology Agnostic, Solutions Centric, Approach to Projects • Implementation Partnership with Ektron .NET OPEN SOURCE JAVA
- 79. 81 Some of ourClients
- 80. 82 The Shaw Mediatelevision network, Global Television, reaches almost 100 percent of Canadians and is complemented by 19 specialty networks including HGTV Canada, Food Network, History Television and Showcase. Two online members of the Shaw Media family are ShawConnect.ca and Showcase.ca. . DELIVERY MODELShaw Media
- 81. 83 Brand Awareness: ShawConnect.ca Offers the latest news and entertainment, content from Shaw Media brands including Global News, Food Network, HGTV, Slice, and ETCanada Portal strategy: Takeover of Shaw.ca landing page for Cable customers Content Curation model: Leverages third-party data services and surfaces blog content from existing channel properties
- 82. 84 Brand Awareness: Showcase.ca Gives a behind-the- scenes look at viewers’ favorite television series and movies Provides up-to-date schedules for on-air programming Offers streaming full length episodes and entertainment blog as well as other features related to on-air programming
- 83. 85 Social Media ChannelEngagement Leverage existing third-party tools with widely integrated APIs wherever possible, for maximum reach and SEO advantage Facebook: Post sharing via Open Graph API integration Twitter: Integration of celebrity tweets, content editors tweet updates from special events, red carpet, awards shows Disqus: Commenting implemented on all blog posts, leveraged as channel content throughout each site Daylife SmartGalleries: Easily and quickly build Image galleries from pre-curated Getty Image libraries Analytics, Pageview tracking & SEO: slideshows with unique URLs and Ad Unit refresh per slide
- 84. 86 Customer Subscription Model Janrain Social Login: Authenticated user model ties in to all common major social communities: Facebook, Twitter, Google, LinkedIn, Windows Live, & Yahoo! Bunchball Gamification: Content Funnel “Challenges” placed throughout site unlock points and privileged content areas for those who complete the challenge Customer Incentives: Reward engagement with redemption. Gamification points can be redeemed for DVDs and other merchandise bound to content-specific or show-based promotions
- 85. 87 Responsive and MobileDesign NorthPoint Digital’s approach to responsive, adaptive, contextual, and native app models for mobile users User personas prescribe delivery of ideal user experience Shawconnect: - mobile homepage only prior to company-wide strategy of going fully responsive Showcase: - Responsive with Breakpoints for Desktop / Tablet / Handheld Mobile Device
- 86. 88 Results ShawConnect.ca – Year1: 18 million page views and about 1.5 million visitors per month – Year 2: 25 mm+ page views, 2MM per month and counting – Average visit averages five minutes and browses over ten pages Showcase.ca – Increase in mobile visitors since transition to responsive design – Improved traction on show-specific microsites
- 87. 89 We lead withexperience NEW YORKBOSTON PHILADELPHIA
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- 89. CRM MARKETING AUTOMATION SOCIAL CONTENT MANAGEMENT MARKETING OPTIMIZATION ED I TI N G A N D WO R K F L O W E S Y N C C L O U D M A N A G E R M O B I L E V I S U A L P A G E L A Y O U T S I TE C R E A TI O N A N D M G M T S I TE S E A R C H C O N T E N T T A R G E T I N G S E O M V T E S T I N G E C O M M E R C E B L O G S & C O M M U N I T I E S S O C I A L P U B L I S H I N G P E R S O N A M G M T WEB ANALYTICS SHAREPOINT VIDEO DIGITAL EXPERIENCE MANAGEMENT PLATFORM
- 90. HOW TO GETSTARTED 1. Start with your strategy and prioritize 2. Know your visitors (personas) 3. Build out visitor journeys 4. Identify success factors and what/how to measure 5. Start small – NO OCEAN BOIL! 6. Analyze, iterate, optimize
- 91. Joe Pulizzi @joepulizzi joe@contentinstitute.com Bob Canaway @bobcanaway bob.canaway@ektron.com EdBocchino @northps edward_bocchino@northps.com
Editor's Notes
- #2 With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices
- #3 With increasing online competition and growing complexity from a myriad of devices, web professionals need to find ways to continually increase the effectiveness of their sites. By taking advantage of personas and content targeting you can deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices.
- #32 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #36 And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
- #40 With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices
- #44 Wrap it all up & transition in to Ektron 9.0
- #45 90% of all web-data in the world was created in the last 2 years1 in 5 minutes spent online is on social networking sitesFacebook adds 600,000 mobile users per day
- #48 As you can see, different stages in the buyer journey, it becomes apparent that having one system isn't always optimal because of the reason that more and more systems are being specifically developed to see very specific things around each stage.For us, we focus on gaining traction through organic search. So we see where the ebb and flow of the search terms are. The best results we have been seeing, however, is to focus on content first. Doing that really increases your overall organic search. Especially from content targeting as well. We use numerous systems due to the fact that we believe each has been developed for the sole reason in gathering data during that stage.
- #50 300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
- #51 Part 1: Social & SEOPart 2: Content Targeting, Lead Nurturing, and how to make a good impressionPart 3: Key Analytics and Conversion Rates
- #52 200% more interaction with the site amb visitors taking multiple actions
- #64 Show targeting with personas
- #67 Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
- #71 All of our levels of our design have worked really well, we’ve had a really great increase in the quality of our site traffic, the bounce rate has dropped by about a third and the visit duration is increased by over 20%, which means that people are coming to the site and they are not instantly leaving and they are staying and looking around, which to us means that there is a greater chance that they are going to take some actions that we’ve set our as conversation goals or they are just really interested in learning more about the college. Our biggest increase is we’ve noticed has been in mobile traffic which has increased by about 150% since our redesign. That is an intense huge amount of increase. We can’t even really qualify it all as part of our redesign, although we think it is a lot. Some of it could simply be the turnover increase of global devices in recent years, well in not recent years but since we’ve posted in our redesign which is in January last year. Some of the anecdotal evidence that we’ve got though is really telling us that it was successful and that people are telling us they can find things more easily, this is our incoming students, our current students, our faculty staff, just people telling us hey, I needed something and it was exactly where I thought it would be or I searched for it and it was easy to find. One of the unexpected outcomes that’s actually been very interesting for us is we’re also part of our IT department and that is that our support calls for pages on mobile devices have increased specifically on things that are complex, that are a little bit more out of our control which are integrations with our SIS portal system, because our students are using it more and they are taking for granted the fact that it's going to work on any device they hit, no matter what. And at first that was really a reward for focusing on the mobile was that it's being used, it's being used a lot.
- #83 We dial up and down phase as needed. We build process around client goals
- #92 Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments