wake up your website - nyc and boston presentation
TRANSCRIPT
JOE PULIZZI Founder, Content Marketing InstituteJONATHAN WALL Director, Product Marketing, EktronED BOCCHINO Project Manager, NorthPoint Digital
WHAT YOU WILL LEARN:
• 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
The Content Marketing Revolution
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CONTENTMARKETING
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Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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Example of trying…
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Show Me the Research!
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http://bitly.com/cm-research 13
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http://bitly.com/cm-research 14
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54%Increasing
http://bitly.com/cm-research17
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Just 36% believe their content marketing is effective
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Our Biggest Content Marketing Challenge
• Producing Enough Content• Producing the Kind of Content
that Engages
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THE PROBLEM WITH
WHAT?20
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WRONG QUESTION
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WHY?
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Enabling Women to Have More Quality Time with
Their Families
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Enabling Teen Girls to Be More Confident with
Their Bodies
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Helping Men Become Better Men
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Help Engineers Answer the Most Challenging
Industrial Solder Questions
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Create a Content Marketing Mission
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Why?
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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.
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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 Audience2. What Will Be Delivered3. The Outcome for the
Audience34
@JoePulizzi
A year from now, what’s different?
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Return on Objective
• Is the content driving sales?• Is the content saving costs?• Is the content making our
customers happier, thus helping with retention?
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My Goal: Impact on Sales, Costs or Retention
• Primary indicators for my CXO and my board.
• Secondary indicators forinfluencers and for managers.
• User indicators – for my “onthe ground team”.
Your visitors are bombarded by 100’s of digital messages
each day
One every 5 minutes
Busi-ness
email; 101
Per-sonal email;
54
Texts; 30
Sites visited; 10Searches
conducted; 5Facebook posts;
1.2 Your visitors
have one digital
interaction EVERY 5 MINUTES
The only way to cut through the clutter
is TO CONNECT with visitors on a personal
level
Inbound• Blogs• SEO
Personas
MobileContent Targeting
BLOGS
Easy, Actionable SEO
SearchVisit 1
• Your site
• Video
THE VISITOR JOURNEY
WHAT THEY DO
ANONYMOUS VISITOR CUSTOMER
SYSTEMS
Visit 2• Consume
Tweet• Read blog
Visit 3Download premium content
KNOWN VISITOR
or
FOCUS ON THE VISITOR JOURNEY
Not your process
Content Marketing
Drives Engagement
PERSONA
Noun – a representation of a segment of customers
PERSONA MANAGEMENT
CONTENT TARGETINGVerb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
TARGET THAT CONTENT
Content targeting
Desired business results
CONVERSION: WHAT YOU WANT TO HAPPEN
Awareness
ConsiderationConversion
Visitor
CONVERSION: WHAT REALLY HAPPENS
AwarenessConsideration
Conversion
Visitor
DOES THIS LOOK FAMILIAR?
CMS CRM Marketing Automation
Analytics
ERP Enterprise Repositories
HOW TO GET THERE
Connected systems
that work together
M o v i ng d a t a b i -
d i re c t i o na l l y w h en n ee d ed
Unified view of
your customer
WAYS TO TARGET CONTENT
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
Must Have Attributes• Is a customer• With X products• In CanadaNice 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
6 ways to CAPITALIZE on
mobile
1. Use Responsive Web Design
BENEFITS OF RESPONSIVE DESIGN
1. Improved SEO
2. Increased Productivity
3. Time to work on strategy not devices
FUTURE PROOFFUTURE PROOF
http://www.ektron.com/Case-Studies/Education/Hendrix-College/
Visit duration
Mobile traffic
Bounce rate
1/320%
150%
2. Define the mobile experience by easily setting breakpoints
3. Upload 1 image and automatically resize
for breakpoints
5 MB
480 px
768 px
940 px1210 px
4. Work faster and smarter by previewing content on
mobile devices
4. Work faster and smarter by previewing content on
mobile devices
5. Increase engagement with content tailored to specific devices
6. Boost context by swapping images for different device types
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Shaw MediaContent Marketing with Ektron CMSEd Bocchino
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NorthPoint Digital helps
optimize your digital presence
through a perfect blend:
Strategy.
Experience.
Technology.
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Agenda
• About NorthPoint Digital• Shaw Media Properties• Brand Awareness: Shawconnect.ca• Brand Awareness: Showcase.ca• Social Media Channel Engagement• Customer Subscription Model• Responsive and Mobile Design• Results & Conclusion
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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
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Some of our Clients
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The Shaw Media television 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
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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
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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
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Social Media Channel Engagement 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
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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
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Responsive and Mobile Design 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
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Results ShawConnect.ca
– Year 1: 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
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We lead with experienceNEW YORKBOSTON PHILADELPHIA
BEST VISITOR EXPERIENCE
CRM
MARKETING AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I T I N G A N D W O R K F LO W
E S Y N CC LO U D
M A N AG E RM O B I L E
V I S U A L PA G E
L AYO U T
S I T E C R E AT I O N A N D M G M T S I T E S E A RC H
C O N TE N T TA RG E T I N G
SE O M V TE ST I N GECOMMERCE
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 RSON A M G M T
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE MANAGEMENT PLATFORM
HOW TO GET STARTED
1. Start with your strategy and prioritize
2. Know your visitors (personas)3. Build out visitor journeys4. Identify success factors and
what/how to measure5. Start small6. Analyze, iterate, optimize