JOE PULIZZI, Founder, Content Marketing Institute
BOB CANAWAY, Vice President, Marketing, Ektron
ED BOCCHINO, Project Manager, NorthPoint Digital
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more.
Join Ektron to learn:
9 ways you can target anonymous and known visitors
How personas help you create better content, and target more effectively
Why connecting your CRM and Marketing Automation systems to your website helps you target content
How you can use personas to gain insights from web analytics
How to optimize digital experiences across desktops and mobile devices
1. JOE PULIZZI Founder, Content Marketing Institute
BOB CANAWAY Vice President, Marketing, Ektron
ED BOCCHINO Project Manager, NorthPoint Digital
#wakeupyourwebsite
2. WHAT YOU WILL LEARN:
• Content Marketing Trends
• How to Wake Up Your Website
• Increasing Context and Relevancy
with Personas and Content Targeting
• 6 Ways to Capitalize on Mobile
• Real World Case Study – Shaw Media
33. @JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
33
34. @JoePulizzi
Why?Welcome to Inc.com, the place
where entrepreneurs and business
owners can find useful information,
advice, insights, resources and
inspiration for running and growing
their businesses.
1. Core Target Audience
2. What Will Be Delivered
3. The Outcome for the
Audience
34
36. @JoePulizzi
Return on Objective
• Is the content driving sales?
• Is the content saving costs?
• Is the content making our
customers happier, thus
helping with retention?
36
37. @JoePulizzi
My Goal: Impact on Sales,
Costs or Retention
• Primary indicators for my
CXO and my board.
• Secondary indicators for
influencers and for managers.
• User indicators – for my “on
the ground team”.
47. Search
Visit 1
• Your site
• Video
THE BUYER JOURNEY
WHAT
THEY DO
ANONYMOUS VISITOR CUSTOMER
SYSTEMS
Visit 2
• Consume
Tweet
• Read blog
Visit 3
Download
premium
content
KNOWN
VISITOR
or
48. FOCUS ON THE BUYER’S JOURNEY
Not your process
Content
Marketing
Drives
Engagement
49. INBOUND WEBSITE
Attract Unknown Blog Keywords
Social
Media
Convert Visitors
Targeted
CTAs
Landing
Pages
Forms
Close Leads
MAP + CRM
Integration
Targeted
Content
Social
Networking
Delight Customers
Targeted
CTAs
MAP + CRM
Integration
Customer
Service
61. HOW TO GET THERE
Unified
Data
I nte nt
Actionable
view of your
customer
62. WAYS TO TARGET CONTENT
Anonymous Visitors
• Geo-location
• Search term
• Industry
• Company
• Device type
Known Visitors
• Geolocation
• Search terms
• Industry
• Company
• Title
• Role
• Customer status
• Social graph
• Behavioral attributes
Personas
63. Must Have Attributes
• Is a customer
• With X products
• In Canada
Nice to have
• Responded to upgrade
campaign
Must Have Attributes
• Is a prospect
• In the Healthcare
industry
Target content
“Great web experiences
in your patient portal”
webinar
Target content
“Getting the most out of your
CMS” eBook
PERSONA MANAGEMENT
77. 79
Agenda
• About NorthPoint Digital
• Shaw Media Properties
• Brand Awareness: Shawconnect.ca
• Brand Awareness: Showcase.ca
• Social Media Channel Engagement
• Customer Subscription Model
• Responsive and Mobile Design
• Results & Conclusion
78. 80
About NorthPoint Digital
• Founded 2003
• 140 Employees (all based in US)
• Headquartered in New York City offices in Boston and Philadelphia
• Technology Agnostic, Solutions Centric, Approach to Projects
• Implementation Partnership with Ektron
.NET OPEN SOURCE
JAVA
80. 82
The Shaw Media television network, Global Television, reaches almost 100
percent of Canadians and is complemented by 19 specialty networks
including HGTV Canada, Food Network, History Television and Showcase.
Two online members of the Shaw Media family are ShawConnect.ca and
Showcase.ca.
.
DELIVERY MODELShaw Media
81. 83
Brand Awareness: ShawConnect.ca
Offers the latest news
and entertainment,
content from Shaw
Media brands including
Global News, Food
Network, HGTV, Slice,
and ETCanada
Portal strategy: Takeover
of Shaw.ca landing page
for Cable customers
Content Curation model:
Leverages third-party
data services and
surfaces blog content
from existing channel
properties
82. 84
Brand Awareness: Showcase.ca
Gives a behind-the-
scenes look at viewers’
favorite television series
and movies
Provides up-to-date
schedules for on-air
programming
Offers streaming full
length episodes and
entertainment blog as
well as other features
related to on-air
programming
83. 85
Social Media Channel Engagement
Leverage existing third-party tools with widely integrated APIs
wherever possible, for maximum reach and SEO advantage
Facebook: Post sharing via Open Graph API integration
Twitter: Integration of celebrity tweets, content editors tweet
updates from special events, red carpet, awards shows
Disqus: Commenting implemented on all blog posts, leveraged
as channel content throughout each site
Daylife SmartGalleries: Easily and quickly build Image galleries
from pre-curated Getty Image libraries
Analytics, Pageview tracking & SEO: slideshows with unique
URLs and Ad Unit refresh per slide
84. 86
Customer Subscription Model
Janrain Social Login: Authenticated user model ties in to all
common major social communities:
Facebook, Twitter, Google, LinkedIn, Windows Live, & Yahoo!
Bunchball Gamification: Content Funnel “Challenges” placed
throughout site unlock points and privileged content areas for
those who complete the challenge
Customer Incentives:
Reward engagement with
redemption. Gamification points
can be redeemed for DVDs and
other merchandise bound to
content-specific or show-based
promotions
85. 87
Responsive and Mobile Design
NorthPoint Digital’s approach to responsive, adaptive,
contextual, and native app models for mobile users
User personas prescribe delivery of
ideal user experience
Shawconnect:
- mobile homepage only prior to
company-wide strategy of
going fully responsive
Showcase:
- Responsive with Breakpoints
for Desktop / Tablet /
Handheld Mobile Device
86. 88
Results
ShawConnect.ca
– Year 1: 18 million page views and
about 1.5 million visitors per
month
– Year 2: 25 mm+ page views, 2MM
per month and counting
– Average visit averages five
minutes and browses over ten
pages
Showcase.ca
– Increase in mobile visitors since
transition to responsive design
– Improved traction on show-specific
microsites
89. CRM
MARKETING
AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I TI N G A N D
WO R K F L O W
E S Y N C
C L O U D
M A N A G E R
M O B I L E
V I S U A L
P A G E
L A Y O U T
S I TE C R E A TI O N
A N D M G M T
S I TE S E A R C H
C O N T E N T
T A R G E T I N G
S E O M V T E S T I N G
E
C
O
M
M
E
R
C
E
B L O G S &
C O M M U N I T I E S
S O C I A L
P U B L I S H I N G
P E R S O N A
M G M T
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE
MANAGEMENT
PLATFORM
90. HOW TO GET STARTED
1. Start with your strategy and prioritize
2. Know your visitors (personas)
3. Build out visitor journeys
4. Identify success factors and
what/how to measure
5. Start small – NO OCEAN BOIL!
6. Analyze, iterate, optimize
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices
With increasing online competition and growing complexity from a myriad of devices, web professionals need to find ways to continually increase the effectiveness of their sites. By taking advantage of personas and content targeting you can deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
And let’s start by discussing how we help buyers make better purchasing decisions. Because before we can truly understand what we do for vendors like you, it’s critical to understand what we do for the buyer community.
With increasing online competition and growing complexity from a myriad of devices, you need to find ways to continually increase the effectiveness of your website. By taking advantage of content targeting, personas and other approaches you can create and manage a highly personalized web experience, helping you deliver the right content to the right person at the right time, and keep visitors coming back for more. Join Ektron and Method Factory to learn:9 ways you can target anonymous and known visitorsHow personas help you create better content, and target more effectivelyWhy connecting your CRM and Marketing Automation systems to your website helps you target contentHow you can use personas to gain insights from web analyticsHow to optimize digital experiences across desktops and mobile devices
Wrap it all up & transition in to Ektron 9.0
90% of all web-data in the world was created in the last 2 years1 in 5 minutes spent online is on social networking sitesFacebook adds 600,000 mobile users per day
As you can see, different stages in the buyer journey, it becomes apparent that having one system isn't always optimal because of the reason that more and more systems are being specifically developed to see very specific things around each stage.For us, we focus on gaining traction through organic search. So we see where the ebb and flow of the search terms are. The best results we have been seeing, however, is to focus on content first. Doing that really increases your overall organic search. Especially from content targeting as well. We use numerous systems due to the fact that we believe each has been developed for the sole reason in gathering data during that stage.
300% more marketing conversions take place on outbound vs. inbound33% of Ektron’s Marketing Qualified Leads are via inbound13% of overall leads
Part 1: Social & SEOPart 2: Content Targeting, Lead Nurturing, and how to make a good impressionPart 3: Key Analytics and Conversion Rates
200% more interaction with the site amb visitors taking multiple actions
Show targeting with personas
Animoca – game dev, testing 400 android devicesTrends to build sites that use a Responsive Framework like Twitter Bootstrap, Skeleton orFoundation
All of our levels of our design have worked really well, we’ve had a really great increase in the quality of our site traffic, the bounce rate has dropped by about a third and the visit duration is increased by over 20%, which means that people are coming to the site and they are not instantly leaving and they are staying and looking around, which to us means that there is a greater chance that they are going to take some actions that we’ve set our as conversation goals or they are just really interested in learning more about the college. Our biggest increase is we’ve noticed has been in mobile traffic which has increased by about 150% since our redesign. That is an intense huge amount of increase. We can’t even really qualify it all as part of our redesign, although we think it is a lot. Some of it could simply be the turnover increase of global devices in recent years, well in not recent years but since we’ve posted in our redesign which is in January last year. Some of the anecdotal evidence that we’ve got though is really telling us that it was successful and that people are telling us they can find things more easily, this is our incoming students, our current students, our faculty staff, just people telling us hey, I needed something and it was exactly where I thought it would be or I searched for it and it was easy to find. One of the unexpected outcomes that’s actually been very interesting for us is we’re also part of our IT department and that is that our support calls for pages on mobile devices have increased specifically on things that are complex, that are a little bit more out of our control which are integrations with our SIS portal system, because our students are using it more and they are taking for granted the fact that it's going to work on any device they hit, no matter what. And at first that was really a reward for focusing on the mobile was that it's being used, it's being used a lot.
We dial up and down phase as needed. We build process around client goals
Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments