marketing operations: how to get the most bang from your bytes
DESCRIPTION
Presented at the 2013 Now What Conference on April 18th.TRANSCRIPT
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Marketing Operations
lionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottlieb
How to get the most bang from your bytes
Tuesday, April 23, 13
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@sggottlieb
My Name is Seth GottliebHello! 1995 Present2000 2005
CMS Developer/Consumer
CMS Integrator
CM Pros
CM Analyst
Marketing Operations
Vendor
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@sggottlieb
A brief digression
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@sggottlieb
There was cyclingBefore Content
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@sggottlieb
When you say“We are going to implement a new
CMS and redesign our website,”
I hear“I am going to buy a fancy bike and
cover myself in spandex.”
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6
•We Want ENGAGEMENT!•We Want SOCIAL!•We Want BetterSearch Engine Rankings!
The Marketing Team
A typical scenario
The Web Master•When I have time
I WILL FIX THAT…•When I have time
TAKE THAT DOWN•When I have timeImprove the mobile experience
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@sggottlieb
Technology alone doesn’t close the vision/execution gap• Web Content
Management• Content Targeting• Enterprise Search
Platform• Email Marketing
Platform• SEO Platform• CRM Platform
• Social Media Monitoring
• Analytics Platform• Mobile Site
Publishing• Ad Words• Google Webmaster
Tools• eCommerce
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@sggottlieb
Marketing Operations
Tuesday, April 23, 13
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@sggottlieb
Marketing Operations
Tuesday, April 23, 13
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@sggottlieb
Marketing Operations
BrakesHandlebars
Legs
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10
•Who do you want to reach?
•How are you going to reach them?
•What are you going to say?
Strategy
The steering wheel and the break
Governance•Budget
•Regulatory Compliance
•Style Guidelines
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@sggottlieb
The Content Lifecycle
•Plan• Create•Publish and Promote• Analyze
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@sggottlieb
Planning: Optimizing the Work Mix
Capacity
Maintenance
Events Periodicals
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@sggottlieb
Planning: Optimizing the Work Mix
Capacity
Maintenance
Events Periodicals
Languages
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@sggottlieb
Planning = Prioritization
Backlog Editorial Calendar Analytics Data Audience
Segmentation Hypotheses
Prioritization(strategy + governance)
Iterations
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@sggottlieb
Create
• Driven by STRATEGY• Guided by GOVERNANCE• Works within TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION
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@sggottlieb
Publish and Promote
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@sggottlieb
Make it FINDABLE!Make it USABLE!Make it ACTIONABLE!
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@sggottlieb
Make it FINDABLE
• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the site
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@sggottlieb
Make it USABLE
• Tested and optimized for target platforms
• Low barriers to use • Compatible with personal tools
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@sggottlieb
Make it ACTIONABLE
• Call to action• Sharable• Action is Measurable
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@sggottlieb
Make it FINDABLE!Make it USABLE!Make it ACTIONABLE!
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@sggottlieb
AnalyzeGetting the Story out of the Data
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@sggottlieb
Metrics
• Hits• Shares/Likes/Tweets• Search Engine Ranking
Placement
• Conversions: sign-ups, purchases, and CRM
• Engagement: time on site, return visits
Content Metrics Audience Metrics
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@sggottlieb
Implications
• ContentDriven by the quality of content and effectiveness of publishing.
• Audience Attracting the right audience and engaging them in the right ways. Reflects accuracy of your strategy.
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@sggottlieb
Success with content metrics leads to success with audience metrics... if you have the right content marketing strategy.
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@sggottlieb
And then back to planning
Backlog Editorial Calendar Analytics Data Audience
Segmentation Hypotheses
Prioritization(strategy + governance)
Iterations
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@sggottlieb
Hey! That wasn’t in the demo.
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@sggottlieb
Roles and Skills
• PublisherResponsible for the digital marketing program: budgets, strategy, prioritization, and overall performance.
• EditorialResponsible for the quality of the content. Includes writers, copy-editors, graphic design, qa, etc.
• Distribution Responsible for publishing and promotion. Requires advanced skills in publishing platforms plus web development, and content instrumentation.
• Business Intelligence Responsible for data gathering, analytics, and interface with CRM.
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@sggottlieb
The marketing operations difference
Time
Success
Success
with effectivemarketing operations
without effectivemarketing operations
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@sggottlieb
Technology amplifies effort. It doesn’t replace effort.
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@sggottlieb
Questions
• Email: [email protected]• Twitter: @sggottlieb• Company Site: http://
www.globalmarketingops.com• Blog: http://www.contenthere.net
Tuesday, April 23, 13