8. The only way to
cut through the clutter
is TO CONNECT
with visitors on a personal
level
9. THE BUYER HAS CHANGED
• Savvy, noise resistant, information
seekers
• Informed, social, & earned vs. bought
78% start their research with search
78% view vendor websites
4+ pieces of content
10. FOCUS ON THE BUYER’S JOURNEY
Not your process
Content
Marketing
Dri v es
Engagement
12. THE INBOUND WEBSITE
SEO / Content
Optimisation
Blog
Landing Pages
Analytics
A/B Testing
Social
Amplification
Calls to Action
Content
Context
Relevance
Results
Targeting
Premium
Offers
Faceted Search
Mobile
Multichannel
Personas
13. IN 2013, WHAT IS YOUR TOP EXTERNAL
SOCIAL STRATEGY OBJECTIVE?
Content Marketing
57%
Develop ongoing dialog and
engagement with customers
50%
Listen/learn from customers
40%
Provide direct customer
support through social
channels
33%
Develop an influencer
relations or ambassador
program
26%
Website integration
25%
0%
20%
40%
60%
Content
Marketing
is the top
go to
market
priority in
2013
14. Problem: Most Content Performs
Poorly …
Content / Traffic Performance (6/12 – 5/13)
Typical Case: 20%
of the content
drives 80%+ of
organic traffic
15. STEP 1: GET FOUND
• Have a Keyword
Strategy
• Search Engine
Optimisation
– Create Relevant Content
• Be Social
• Build a Platform for Your
Content
17. USE CONTEXTUAL CONTENT
“Tell a story that
resonates!”
-Seth Goden
Treat your blog like a
publication
Keep it fresh, relevant
and sharable
9x increase in inbound
traffic
in 6 months
18. STEP 2: BE RELEVANT
• Create Calls to Action
• Create a Relevant Personalised
Experience
– Target Content
– Nurture Leads with the Right
Content at the Right Time
• Content Plan
– Blogs
– Premium
19. CREATE CALLS TO ACTION
• Surface Relevant Content
• Move Visitors Through the
Buyers Journey
• Test & Optimise
22. WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type
Known Visitors
•
•
•
•
•
•
•
•
Geolocation
Search terms
Industry
Company
Title
Customer status
Social graph
Behavioral attributes
23. PERSONA MANAGEMENT
Must Have Attributes
•
Is a prospect
•
In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar
Must Have Attributes
•
Is a customer
•
With X products
•
In Canada
Nice to have
•
Responded to upgrade
campaign
Target content
“Getting the most out of your
CMS” eBook
24. STEP 3: BE CONSISTENT
• Use Mobile Design
– RWD
– Adaptive Content
• Focus on the What the
Visitor Wants to
Accomplish
• Social Amplification
40. GET STARTED NOW
1. Start with your strategy and prioritise
2. Know your visitors (personas), write relevant
content
3. Build out journeys
4. Identify success factors and what/how to measure
5. Start small
6. Analyse, iterate, optimise
42. THANK YOU
• Questions?
Adrian Lloyd
EMEA Partner Sales
Director at Ektron
@AdiLloyd
• Put these Best
Practices into place
• Let me know how it
went