Optimizing Your Digital Content for Global,
Mobile and Social Users
Greg Ott, CMO, DemandBase
Jeff Freund, GM and CTO of SaaS, Limelight Networks
What is a digital
presence?
It’s how customers and prospects
are engaging with your company.
It’s where they are engaging with
your company.
It’s what content they are
engaging with.
#digitalpresence LLNW survey: 28% of marketing
leaders manage 6 to 10 regional websites, while
32% managed more: http://t.co/SbOy0aoV
Q: So in a crowded market,
how do you make sure
prospects can find and
engage with you?
A: Digital Presence -
Make sure your content is
everywhere
Searc
h E
ngin
es
Pre
ss R
ele
ases
Analy
st
Repost
Blo
gs
Testim
onia
ls
Socia
l N
etw
ork
s
Webin
ars
Podcasts
/Vid
eos
Solu
tion O
verv
iew
s
Case S
tudie
s
Pro
duct
Specs
Com
munity C
onte
nt
Loosening the Status Quo
Committing to Change
Explore Solutions
Commit to a Solution
Justify the Decision
Make a Selection
Content in today’s
buyer’s journey
The right content to the right
people at the right time in the
right format….
#digitalpresence SiriusDecisions: 70% of the
Buyer’s journey is complete before it gets to Sales
What is your digital
presence?
‣ Content: How much? Who
creates it?
‣ Management: How is it
published and in what format?
‣ Distribution: Where is it?
‣ Engagement: Is it reaching your
prospect?
‣ Conversion: How engaging is it
and what’s its ROI?
Why Is Achieving a Good
Digital Presence So Hard?
#digitalpresence IBM CMO Study: the digital
revolution is providing unprecedented
opportunities to engage with customers.
10
2
9
8
7
6
5
4
3
1
Content Management Distribution Engagement Conversion
Published by
business user via
standard workflow
Dynamic and static
content
Role-based
publication across
multiple sites
Taxonomy, workflow
and search
IT-reliance for
publication
Manual
Consistent,
repeatable content
development
Focused on user
personas and
profiles
Complete social
media plan and
updates
Social media
accounts
Multimedia content
for one-time use
Print materials
delivered digitally
Limited content
Consistent content
creation program
Multi-pronged
distribution
Digital presence
community
Targeted social
media channels
Integrated CRM with
marketing and PR
Digital PR and
marketing efforts
Limited presence
Consistent content
creation program
User-centric design
optimized for sales
funnel
Anonymous visitor
ID and progressive
profiling
Consistent brand
promotion and
control
Active community &
online customer
support
Some repeatable UX
flow
Undefined audience,
limited content
engagement
UX unfunded and
non-strategic
Active social media
engagement
Repeat business &
brand trust through
Social Advocacy
Engaged users with
relevant content &
data tracking
Multi-variate - A/B
testing adopted
Anonymous visitor
ID and progressive
profiling
User data available
but not effectively
utilized
Anonymous users
Low conversion,
static landing pages
Flexible/adaptable
low-cost, high-value
interactions
Internal processes and
systems are killing us
‣ Content Development
• Un-coordinated business processes for
content development (marketing,
agencies, IT, business units, product
teams)
‣ Content Management
• Reliance on IT for web and content
updates
‣ Content Distribution
• Inability to do targeted social media
channel distribution consistently
‣ Engagement
• Inability to do anonymous visitor
identification and progressive profiling
‣ Conversion
• Inability to effectively harness user into
actionable programs that better engage
users and determine higher engagement
content
#digitalpresence 53% of marketers say
social content brings highest ROI http://tinyurl.com/8utca6q
9 9
“
“A focus on digital content means
rethinking the way business is
done.”
Ernst & Young, “Digital Content Faces Its Challenges”
10
#digitalpresence personalization can reduce
bounce rates by 25%
Move From Generic to Personalized
ROI is achieved only when messages connect
to real people -- not just impressions or clicks
From this To this
#digitalpresence Target PEOPLE NOT
PAGES
Better Data Integration = Smarter
Messaging
12
Right Person
Right Message
Right Time
Relevance + Consistency
Moving Beyond
Swimming Lanes 13
57% of marketers measure each of their channels, but only 28% measure the influence of one interactive channel on another
Print TV
$
ROI
$
ROI
Display
$
ROI
Search
$
ROI
Social
$
ROI
Print TV Display Search Social
Content Development and Management
People Process
Technology
Cross-functional workflow
Executive sponsorship
Management structure
Governance guidelines
Digital strategic support
Measurement
Integrated platforms
Drive organizational
change, breakdown
silos, and improving
collaboration and
communication
Implementing agreed-
upon content
development guidelines,
practices and standards
across the business
Investing in unified
platforms or integration
between platforms ensure
consistent content delivery
and distribution
Digital Presence
Readiness
#digitalpresence Video is easy to do,
hard to do right! Nowhere is this more
obvious than the intersection of video
and content management systems.
When it all comes together…
• Web, Mobile and Social managed
as one digital presence.
• Seamless reuse of content.
• Cross channel brand, campaign
and content strategy.
• Efficient workflow processes and
empowered marketing team.
The B2B mobile web experience
• Repurpose rich content from
desktop website.
• Automatic formatting of web and
video content for mobile devices.
• Fast, easy, intuitive navigation to
product and solution information.
• Social tools to drive influence in
buying cycle.
Summary: Optimizing Your Digital Content for the
Connected User
1 Users are multi-screeners.
You need to be able to
reach them at anytime,
anywhere and on any
device.
2 Users are driven by
context: where they are,
what information they need
or want to do, and the
amount of time they have.
3 Today’s buyers will use a
combination of channels
to gather information so
it’s crucial for your
organization to evaluate,
modify, and manage all
digital touch points.
4 To do digital presence
management well, you
need to first need to do a
baseline assessment of
your company’s digital
presence maturity.
5 You have to move from
generic data analysis to
personalized data
analysis in order to
deliver relevant content
at right time in buying
cycle.
6 Integrate data analysis
across all your marketing,
social medial and CRM
platforms.
Questions?
Jeff Freund, GM and CTO, Limelight Networks
602-850-5000
Greg Ott, CMO, DemandBase
415.683.2660
