Content In The Cloud

5 Things That Turn Content Into Conversions

Rob Rose

www.bigbluemoose.net

@therobrose

rob@bigbluemoose.net

Sometimes

We Only Think

We Want

Control

A good,

well implemented

CMS can make

us better marketers.

1. It’s YOUR Process, Not THE Product.

2. Content Driven, Not Data Driven.

3. “Dynamic” Is A Writer’s Goal, Not A Preferred Delivery Method

4. Content Is Now A Conversation Outside Your Site

5. Stop Proving. Start Improving.

6

Tech people owned the web presence

A strategy born out of the .com boom

The Web site was all about the E-Business-Commerce

Little, if any, attention paid to web site asonline marketing engine.

7

The Resurrection of the Marketing Web Site

88

60% - “Web becoming most important mktg.

channel”

Web content: primary source for buyer decisions

90% use Search Engines to find buying info

Measuring, optimizing organic and paid traffic is criticalUsing content marketing is more than 3x as likely

to achieve a high return on marketing investment

Most companies with high ROI from web site update

content every day

Landing Pages are keyCompanies that manage and tweak landing pages for

conversions realize an average 40% increase in

conversions

9

Last year was a Web 2.0 Induced Haze….

Technology should be dead

simple for us to launch new

micro-sites and landing

page programs

We shouldn’t have to bother IT

with complex technology projects

in order to launch content

marketing efforts

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If You’re An Marketer

You’re In The

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15

The Importance Of Free Range, Organic Content

Not only a lead generation enginean awareness and brand builder

establish expertise

build trust

Establish your brand as a leader

SEO Friendly

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Web Content Now Lives Beyond Your Site

Technology enables – that’s it.

CM tools should enableyou to manage content anywhere, anytime in any format

CM tools should aggregate content too.

UGC External Sites, syndication

Social Media – Workflow Approvals

Banner Ads – Content change Mid-campaign test

Social Media Content Repurposed content. Tweets repurposed into indexes of SEO friendly content.

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Web Content – Outside Your Site

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Use Data To Gain Insight And Optimize Content

Have the capability to measure Everything…. And then don’t.

But more important….Is measuring Who, and Why…

What content is resonating A/B Testing, Multivariate Testing creative

Most Importantly…Optimizing that content….

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Thank You!!