agile marketing: content strategy & effective tools
TRANSCRIPT
Joel Dixon, Solutions Consultant, @joelddixonEric Karaszewski, Spectate Product Manager,
@karaszew2
Marketing team Content managers IT staff
CMS Social media Analytics
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People Technology
You’ve Got It All
But Website Governance Feels like this...
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You’re Likely Missing This...4
Content Strategy
Content Strategy
Post fresh content What? When? Where?
Re-design (or Refine) your website How do you know what works and what doesn’t?
Be all over social media Which channels? How do you calculate your ROI?
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Poor Content Strategy Produces...6
Why Content Strategy?
“We spend a huge amount of time in higher ed maintaining content that has little return on investment.”
- Michael Vedders, Director of Web Services at Bethel University in
Minnesota
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The Infamous Website Redesign
…should be called Website CONTENT Redesign
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Information ArchitectureContent AuditAccessibility
Visitor Experience
Too often organizations focus on the “design” portion but the “content” is what makes the difference.
The Infamous Website Redesign
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The Content Strategy Movement
GOALS! OBJECTIVES!
OUTCOMES!
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The Content Strategy Movement
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GOALS: What are you trying to accomplish with your website?
OBJECTIVES: What are the desired actions you want visitors to take?
OUTCOMES: What are the desired results you want to measure to determine your progress?
The Content Strategy Movement
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Goals and Objectives are S.M.A.R.T.
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Specific Measurable
AttainableRelevant
Time-bound
Outcomes 101
Outcomes matter, But the RIGHT outcomes matter most!
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The WCMS Phenomenon...
“It’s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system”
- Karine Joly (collegewebeditor.com)
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What a WCMS will do...
Streamline the publishing process Efficiently reuse content Eliminate the bottleneck for content
updates Reinforce accessibility, branding and
style requirements
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What a WCMS won’t do...
Compensate for bad info architecture Create relevant, useful and quality
content Resolve politics around web
management & strategy Solve your social media challenges Replace a good CONTENT STRATEGY
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CMS = Content Management STRATEGY
Got CMS?
SOCIAL MEDIA CRAZE 19
Website & Social Media ROI or...
“How to help Administration support your marketing efforts”
Measurement Personalities Spectrum
-http://overtonecomm.blogspot.com/2010/09/commonsense-approach-to-measuring.html
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S.M.A.R.T rules still apply Segment and measure specific social
media goals Number of followers on Twitter or number
of fans on Facebook # of comments per blog post % of visitors from various social media
channels # of subscribers to RSS feeds
Social Media ROI
Embracing Web Analytics22
The Data is Available23
Analytics Data: Higher Ed examples
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But Data needs Context25
“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?”
- T. S. Eliot
Data meet Context...
Content Strategy+
Key Performance Indicators
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Key Performance Indicators (KPIs)
# of page views & unique visitors # of campus visit forms completed
online # of clicks on admissions form “Apply
Now” button # of completed admissions
applications
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Tracking Web Analytics
START SMALL: Define a few measurable goals
Measure all conversions—macro and micro Focus on trends, not just raw data Segment data as much as possible
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Regularly Adjust KPIs
Avg time per page vs # of page views
Mobile device page views vs Web browser page views
# of comments on blog posts, video or fan page
Segment traffic by social media referral channel
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Agile Marketing30
Shorter, smaller campaigns Measure everything, and measure frequently Inspect and adjust Focus on fresh content Use social media to promote your content Emphasis on inbound channels Provide value Calculate your ROI
Q & A31
Thank you32
Contact Information