Featuring Ian Truscott, Vice President WCM Product Strategy The well documented proliferation of web content, fueled by increased access to social software and content management tools, tell us that people want to be published, to share their thoughts and participate in on-line communities. Often the publication of content is about more than just a desire to be read, the author wants to encourage site visitors to do something, to participate in their community, to visit their site again, to think a certain way about their company, to participate in a marketing campaign or maybe buy something. The term Persuasive Content has been coined to describe this, typically well written, relevant content that will persuade your site visitors to act. This provocative presentation explained more about how persuasive content can be used to drive that holy grail of a web strategy: improved customer experience.

1. July Monthly Webinar: Persuasive Content – Using Your Website to Grow Your Customer Experience Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709

5. But, don’t take our word for it...

9. Engagement Cycle

10. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Lets start with content... ...understand our objective CONTENT REQUIREMENTS ENGAGEMENT PERSONAS MESSAGE OPTIMIZATION

18. Closing the loop MESSAGE DELIVERY CAPTURE REACTION MESSAGE OPTIMIZATION CONTENT REQUIREMENTS The only man who behaves sensibly is my tailor he takes my measure anew every time he sees me, whilst all the rest go on with their old measurements, and expect them to fit me. George Bernhard Shaw ENGAGEMENT PERSONAS BEHAVIORAL DATA INSIGHTS

21. Closing the loop MESSAGE DELIVERY CAPTURE REACTION BEHAVIORAL DATA INSIGHTS Back to content... ENGAGEMENT PERSONAS CONTENT REQUIREMENTS MESSAGE OPTIMIZATION

26. Ian Truscott VP, Content Management Product Strategy [email_address] www.twitter.com/iantruscott #aw0709 www.alterian.com www.engagingtimes.com Q& A