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