How a Digital Strategy Using a CMS Can Drive Engagement
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How a Digital Strategy Using a CMS Can Drive Engagement Bill Rogers Ektron CEO
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How to drive Engagement through.. Multi-Channel Search Content Marketing Strategy Context – personalization and targeting Continue the conversation
Transcript of How a Digital Strategy Using a CMS Can Drive Engagement
How a Digital Strategy Using a CMS Can Drive Engagement
Bill Rogers Ektron CEO
Copyright 2014 Ektron, Inc.2
Agenda• Who is Ektron• How not to drive engagement• How to drive Engagement• Multi-Channel• Search• Content Marketing Strategy• Context – personalization and targeting• Continue the conversation
Copyright 2014 Ektron, Inc.
￭ Founded in 1998
￭ Headquarters in Nashua, NH￭ Worldwide Offices in Australia, Canada, and the United
Kingdom
￭ 200+ Employees
￭ Over 3,800 customers and 12,000 sites including Fairmont Raffles Hotels International, Las Vegas Sands, Microsoft, and NASDAQ
Ektron empowers organizations to fully realize their digital marketingpotential by connecting content to revenue
DIGITAL EXPERIENCE HUB
SOCIAL COLLABORATION & COMMUNITY
MARKETINGOPTIMIZATION
WEB CONTENT MANAGEMENT
ABOUT EKTRON
Copyright 2014 Ektron, Inc.
Selected Federal Users
Copyright 2014 Ektron, Inc.
Selected SLG Users
Copyright 2014 Ektron, Inc.6
OpenTable
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FAA.GOV• Maps• Weather• Docs• Airports
Copyright 2014 Ektron, Inc.
65+
55-64
45-54
35-44
25-34
18-24
18%
39%
55%
69%
81%
79%
SMARTPHONE OWNERSHIP BY AGE
80% of adults under the age of 34
have a smartphone
Copyright 2014 Ektron, Inc.
MOBILE DATA USAGE
201763% desktop
37%mobile
2 0 12
TIME SPENT ONLINE
Copyright 2014 Ektron, Inc.
Social
Web
Mobile
MULTI-CHANNEL ENGAGEMENT
Copyright 2014 Ektron, Inc.
5 ways CMS helps with
engagementon mobile
Copyright 2014 Ektron, Inc.
1. Use Responsive Web Design
Copyright 2014 Ektron, Inc.
RWD BENEFITS
• Google Preferred
• Easy to Update
• Easy to Share
• Designer Friendly
• Future Proof
Copyright 2014 Ektron, Inc.
2. Upload 1 image and automatically resize
for breakpoints
5 MB
480 px
768 px
940 px1210 px
Copyright 2014 Ektron, Inc.
3. Boost context by swapping images for different device types
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4. Work faster and smarter by previewing content on mobile devices
Copyright 2014 Ektron, Inc.
5. Increase engagement with content tailored to specific devices
Copyright 2014 Ektron, Inc.
engagement with search
Copyright 2014 Ektron, Inc.
1. Analyze top search keywords
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How a Content Marketing
Strategy can help with engagement
Copyright 2014 Ektron, Inc.
CONTENT MARKETING STRATEGY
SEO / ContentOptimization
Blog & Knowledge Articles
PremiumOffers
PersonasMobile
Multichannel
Calls to Action
Landing Pages
Targeting
A/B Testing
Faceted Search
SocialAmplification
Analytics
ContentContext
RelevanceResults
Copyright 2014 Ektron, Inc.
DOES THIS LOOK FAMILIAR?
CMS CRM Marketing Automation
Analytics
ERP Enterprise Repositories
Copyright 2014 Ektron, Inc.
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
Copyright 2014 Ektron, Inc.
HOW TO GET THERE
Knowledge of Vis i tor
Behavioral Intent
Actionable view of your
customer
Copyright 2014 Ektron, Inc.
MULTIVARIATETESTING
Maximize site performance through automated conversion rate optimization
CREATE MULTIVARIATE EXPERIMENT
PAGE VERSIONS
PAGE ELEMENTS
Copyright 2014 Ektron, Inc.
Using Analytics
Copyright 2014 Ektron, Inc.
CONTINUE THE CONVERSATION
UNDERSTAND THE SITE VISITOR INTENT
SEND TOPIC EMAIL
Copyright 2014 Ektron, Inc.
ENGAGEMENT IS A TWO WAY CONVERSATION
• FORMS• DISCUSSIONS• CALENDARS• ASK A QUESTION• SCHEDULING
Copyright 2014 Ektron, Inc.
CMS REQUIREMENTS FOR ENGAGENMENT • Security
• Reliable• Section 508 and many other
Accessibility compliance • Multi-lingual
Copyright 2014 Ektron, Inc.
