5. How do you view your role?
“…Every person
is becoming a
technology
company…”
Peter Sondergaard
Gartner
“Marketing is too
important to be left to
the marketing
department.”
David Packard
Hewlett-Packard
6. “By 2017, the CMO will spend more on IT
than the CIO.”
Gartner
A Convergence
7. We’re living this
• Our MOST valuable
IT project is the one
that requires the
LEAST IT resource.
• Our experiences in
deploying (Hubspot)
say a lot about how
associations should
view enterprise
systems.
8. Some 70% of buyers (members) have already
done their research BEFORE they even begin a
conversation with you.
Consumerize it
9. All stakeholders can play
a roll in:
• avoiding generalized
messaging
• delivering highly
personalized content
that increases conversion
rates, customer
satisfaction, and
ultimately, revenue.
At the Center is the Customer
10. 1. content taxonomies and audits
2. content tagging and tiers
3. inbound (and outbound) workflows
4. customer scoring and segmentation
5. content and customer analytics
Our Content Marketing Plan
11. Who Buys or Engages?
1. Define personas. Create a content strategy for
these personas.
2. Develop a taxonomy around the content that
your personas find valuable.
3. Take stock of what you’ve got, then develop
new, loveable, targeted content.
Step 1: What Have we got?
12. Step 2: Map your Content
• Tag by
keywords
• Customize
by interest &
stage
• Deliver
content that
addresses THEIR needs
16. Here’s what we Learned…
• Blogging, social, website and email have only 3
purposes:
1) get found by potential customers/members
2) engage them with quality content
3) nurture them to a purchase
• Everything else re content marketing is wasted time
• Focus your efforts around matching customers with
content (i.e., “helping” rather than “marketing”)
• Measure, analyze, tweak, repeat
• Get the right tools for the job!
28. Track Your Goals
Take benchmarks.
“A standard or point of reference against which
things may be compared or assessed.”
(www.businessdictionary.com)
29. Track Your Goals
How do you take a benchmark?
• Determine which metrics matter
• Document them
• Employ the right tools
30. Track Your Goals
My favorite free tools:
• Google Tag Manager
• Google Universal Analytics
• Screaming Frog
33. Report Regularly
For your organization:
• Analyze and interpret
• Mature data informs decision-making
• Continuous improvement model
• Embrace the “Frankensystem”
35. Real Life Examples
Problem:
Clicks in the footer instead of the homepage
Goal:
Increase percentage of visitors clicking on the
homepage to surpass footer immediately
Tracking tool:
Google Analytics link attribution
36. Real Life Examples
Solution:
Change header from “What’s Happening” to
“News and Events”
Monthly Reporting
• Data integrity increases with high traffic sites
38. Real Life Examples
Who We Are About
How We Help Process
Our Work
Our Solutions
How We Think
Work
Offerings
Blog
Camp #1 Camp #2
39. Real Life Examples
Reporting
PPT presentation showcasing the results
• Success ratings, time to select
• Ongoing – how are navigation paths?
No one could argue the data:
40. Q: How many marketers does it take to screw in
a light bulb?
A: None -- they've automated it.
Now, how do you view your role?
41. Thank You!
Peggy Winton
Chief Marketing Technologist
AIIM
pwinton@aiim.org
Christie Gunden
Director of Marketing
Brightfind
cgunden@brightfind.com
View the PPT at
info.brightfind.com/MMCC
Notas do Editor
Backstory & philosphy
Backstory & philosphy
Modern marketers are responsible for content in all of these areas, and more!
We must be circling through a continuous process of identifying goals, tracking them, reporting on them, and having our reports inform our next goals.
New Years Resolution: 45% of the US review their life & decide what goals to make in the upcoming year.
8% of Americans are successful in achieving their resolution.
Set yourself up for success by documenting smart content marketing goals.
Think strategically: what supports and aligns with your organization’s mission and goals?
A smart goal can fit into this format:
Take an action against a measurable item by this metric in this time frame.
Your website is a MAJOR hub for your organization’s content, and needs to be strategic. Consider why it exists and develop goals around it!
This example supports a general strategic goal held by many organizations of increasing membership. You might not look at this immediately and think “content marketing goal,” but content is going to be what supports the success of this goal: from the content on the membership page, appropriate imagery, text on the submission button, to the thank you message
Website traffic has no measurable impact on bottom line.
To which page and why? More members to join? More conference registrations? These are your goals.
After you determine that you have a good, smart goal that meets strategic objectives, tracking it is imperative. Let’s talk about how you do that.
AKA – a starting place. In order to know what improvement looks like, you must know where you started.
These are the things that help you say “I contributed to the increase of membership applications by 10% over the course of 6 months.”
You’ll never be able to send anyone a fancy report showing them how awesome you are if you don’t know how much you’ve grown and in what time period.
Analytics.
UX testing.
A/B testing.
If you don’t track, you have no way of knowing how your initiatives are performing.
Forget “data is the currency of the future” – data is the currency of NOW. Data should prove out everything you do, including your content marketing decisions.
Data informs decisions that are bigger than the marketing or communications department.
Marketing is increasingly embraced by executive leadership teams, and this is how to be prepared.
Don’t wait for an annual review.
Forget “data is the currency of the future” – data is the currency of NOW. Data should prove out everything you do, including your content marketing decisions.
Data informs decisions that are bigger than the marketing or communications department.
Marketing is increasingly embraced by executive leadership teams, and this is how to be prepared.
Better for you, better for your resume, and better for your company.
Strategic business goal: drive users to upcoming events where new and established can view thought leadership pieces: webinar, conference, new thought leadership pieces to download.
Problem: .5% was clicking it on the homepage; 5% of visitors were navigating to the footer instead. All of that valuable content was going unnoticed and unengaged.
The Brightfind brand strategically incorporates friendliness into our brand.
We were in a very heated debate, split down the middle. A lot at stake: the visibility of all of our content.
We tested our identified personas using a tool called TreeJack:
If you want to know where our design services are, where would you go?
Where would you go to find information on this organization’s employees?
The data doesn’t lie. People were so confused by the narrative navigation!
After the implementation, we continued testing. Our Google Analytics shows that visitors are following the general path we’ve identified in the order which we’ve identified it. They are following the story we wrote in a way that they told us they want to hear it. This gives our content every opportunity to be accessed & gives us a baseline for future testing.
