Content In The Cloud
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Content In The Cloud 5 Things That Turn Content Into Conversions
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A presentation I first gave at an American Marketing Association Event here in Los Angeles - you can see the video on our Web site. And, have subsequently given in other settings.
Transcript of Content In The Cloud
Content In The Cloud
5 Things That Turn Content Into Conversions
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.
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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.
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The Resurrection of the Marketing Web Site
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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
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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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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!!
