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

@JoePulizzi

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@JoePulizzi

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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@JoePulizzi

THE PROBLEM WITH

WHAT?20

@JoePulizzi

WRONG QUESTION

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WHY?

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@JoePulizzi

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@JoePulizzi

Enabling Women to Have More Quality Time with

Their Families

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@JoePulizzi

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@JoePulizzi

Enabling Teen Girls to Be More Confident with

Their Bodies

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@JoePulizzi

Helping Men Become Better Men

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@JoePulizzi

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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@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.  

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@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 Audience2. What Will Be Delivered3. The Outcome for the

Audience34

@JoePulizzi

A year from now, what’s different?

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@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?

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@JoePulizzi

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”.

@JoePulizzi

Joe Pulizzijoe@contentinstitute.com • @JoePulizzi on Twitter

THANK YOU

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Your visitors are bombarded by 100’s of digital messages

each day

One every 5 minutes

Busi-ness

email; 101

Per-sonal email;

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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.

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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

Joe Pulizzi@joepulizzijoe@contentinstitute.com

Jonathan Wall@jwalljonathan.wall@ektron.com

Ed Bocchino@northpsedward_bocchino@northps.com