agile marketing: content strategy & effective tools

Joel Dixon, Solutions Consultant, @joelddixonEric Karaszewski, Spectate Product Manager,

@karaszew2

Marketing team Content managers IT staff

CMS Social media Analytics

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People Technology

You’ve Got It All

But Website Governance Feels like this...

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You’re Likely Missing This...4

Content Strategy

Content Strategy

Post fresh content What? When? Where?

Re-design (or Refine) your website How do you know what works and what doesn’t?

Be all over social media Which channels? How do you calculate your ROI?

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Poor Content Strategy Produces...6

Why Content Strategy?

“We spend a huge amount of time in higher ed maintaining content that has little return on investment.”

- Michael Vedders, Director of Web Services at Bethel University in

Minnesota

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The Infamous Website Redesign

…should be called Website CONTENT Redesign

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Information ArchitectureContent AuditAccessibility

Visitor Experience

Too often organizations focus on the “design” portion but the “content” is what makes the difference.

The Infamous Website Redesign

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The Content Strategy Movement

GOALS! OBJECTIVES!

OUTCOMES!

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The Content Strategy Movement

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GOALS: What are you trying to accomplish with your website?

OBJECTIVES: What are the desired actions you want visitors to take?

OUTCOMES: What are the desired results you want to measure to determine your progress?

The Content Strategy Movement

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Goals and Objectives are S.M.A.R.T.

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Specific Measurable

AttainableRelevant

Time-bound

Outcomes 101

Outcomes matter, But the RIGHT outcomes matter most!

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The WCMS Phenomenon...

“It’s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system”

- Karine Joly (collegewebeditor.com)

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What a WCMS will do...

Streamline the publishing process Efficiently reuse content Eliminate the bottleneck for content

updates Reinforce accessibility, branding and

style requirements

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What a WCMS won’t do...

Compensate for bad info architecture Create relevant, useful and quality

content Resolve politics around web

management & strategy Solve your social media challenges Replace a good CONTENT STRATEGY

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CMS = Content Management STRATEGY

Got CMS?

SOCIAL MEDIA CRAZE 19

Website & Social Media ROI or...

“How to help Administration support your marketing efforts”

Measurement Personalities Spectrum

-http://overtonecomm.blogspot.com/2010/09/commonsense-approach-to-measuring.html

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S.M.A.R.T rules still apply Segment and measure specific social

media goals Number of followers on Twitter or number

of fans on Facebook # of comments per blog post % of visitors from various social media

channels # of subscribers to RSS feeds

Social Media ROI

Embracing Web Analytics22

The Data is Available23

Analytics Data: Higher Ed examples

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But Data needs Context25

“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?”

- T. S. Eliot

Data meet Context...

Content Strategy+

Key Performance Indicators

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Key Performance Indicators (KPIs)

# of page views & unique visitors # of campus visit forms completed

online # of clicks on admissions form “Apply

Now” button # of completed admissions

applications

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Tracking Web Analytics

START SMALL: Define a few measurable goals

Measure all conversions—macro and micro Focus on trends, not just raw data Segment data as much as possible

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Regularly Adjust KPIs

Avg time per page vs # of page views

Mobile device page views vs Web browser page views

# of comments on blog posts, video or fan page

Segment traffic by social media referral channel

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Agile Marketing30

Shorter, smaller campaigns Measure everything, and measure frequently Inspect and adjust Focus on fresh content Use social media to promote your content Emphasis on inbound channels Provide value Calculate your ROI

Q & A31

Thank you32

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