optimizing your digital content for global, mobile and social users
TRANSCRIPT
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.
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2
9
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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