wordpress is at the core of the advertising revolution — but it’s not perfect

WordPress is at the core of the advertising revolution – but it’s not perfect

THE NEXT WAVE

Advertising = ?

Advertising = Paid interruption

Luckily, things move forward

Norwegian brands

Redink Kiev

Redink Oslo

The next wave

Instead of paying for interruption, brands can now reach users directly through relevant content.

More than 80% of Norwegian brands will increase their investments in owned media next year.

This trend demands new tools. Providing technology to Content Marketing strategies is not the same as building home pages.

Let’s make friends

The editor Knows the everyday challenges and carries the dreams about

the ultimate CMS

The designer Knows how to convert

business goals into user experiences

YOU

The developer Makes everything real

CMS’s matter

CMS’s matter

The 3 areas you should look into

1: Content creation – how can we improve the content creation experience?

2: Content management – how can we create smarter functionality to handle the increasing quantity of content?

3: Analytics – how can we measure more precisely and prove that content marketing works?

«We don’t paste in the CMS, we compose in it»

Focus mode – contextual editing and embracing limitations

Better previews – across devices

More exploration in formats

CONTENT CREATION

«Remember that we’re not in breaking news»

Content can be timeless, but is buried in archives

Small editorial staff need smarter, low-threshold publishing

Smart systems help us connect the dots

CONTENT MANAGMENT

«How can data support us, towards users and internal stakeholders?»

Find the balance between human touch and data

While media counts page views, brands need to do more

Transactions needs more intelligent attribution

ANALYTICS

It becomes obvious that transaction / source

is not sufficient

Attribution modelling

Last click First click Linear

Position based Time decay

Possible new metrics

Content influenced transactions Users that purchased AND visited an inspirational article/video/blog post during the last X days before the transaction

Content supported transactions Users that purchased AND visited a guide/help/sales post during the last X days before the transaction

Follower transactions Users that purchased AND follow us in one or more social network and/or newsletter

Summary

1: Content creation – how can we improve the content creation experience?

2: Content management – how can we create smarter functionality to handle the increasing quantity of content?

3: Analytics – how can we measure more precisely and prove that content marketing works?