Hardy Kalisher, VP of Strategic Consulting and Business Development at Parallel Path, delivers "Content with a Purpose: 10 Steps to Digital Success" at TechMedia's Denver Digital Summit.

2. Content with a Purpose:
10 Steps to Digital Success

3. Content with a Purpose

4. Three core digital marketing strategy categories;
(1) Expand brand awareness
(2) Increase lead/customer generation
(3) Grow and retain customers.
Content with a Purpose

5. ● Customers use digital to discover, consider and
make decisions.
● Be at each stage of the customer journey. If
you are not there...your competitors will be
● Data-driven marketing. Stop guessing and know
your marketing ROI
Content with a Purpose

6. Steps to Digital Success

7. Steps to Digital Success

8. DISTRIBUTIONCONTENT ANALYSIS
DATA COLLECTION INFRASTRUCTURE
Steps to Digital Success
Goals • Budget • Product

9. Identify Goals
01

10. Acquire high quality traffic that drives revenue
Traffic Acquisition Revenue
Steps to Digital Success
$

11. Digital Marketing Budget
02

12. Confirmation of budget to best achieve goals:
Content Creation
Developer Resources
Media Spend
Steps to Digital Success

13. Product Priority
03

14. Prioritizing products plays an important role
in a successful digital strategy and execution.
Steps to Digital Success

15. Execution, Effectiveness, Efficiency
04

16. High level of execution, effectiveness & efficiency
LEADERSHIP
Strategic leadership
RESOURCES
Internal and Agency
DIGITAL DISTRIBUTION
Search Engine Optimization, PPC, Display, Social
PROJECT MANAGEMENT
Get it done right the first time and on time!
Your
Success
!
Achieving your
targeted goals
Steps to Digital Success

17. Content Development
05

18. Current Content Asset Inventory
e.g. promotions, infographics, white papers, blogs, videos
ARE THERE ANY GAPS?
Steps to Digital Success

19. Content Mapping
06

20. Map Content To
Customer Segments
Stages in Purchase Funnel
Aligned with Products
Steps to Digital Success

21. Align Content And Distribution Channels
With Purchase Journey Stages.
$Awarenes
s
Research
Purchase
CONTENT MAPPING
Steps to Digital Success

22. Content Distribution
07

23. “The right message for the right person
at the right time”
Steps to Digital Success

24. SEO
Paid Search
Display
Retargeting
Social Media
INTEGRATED DISTRIBUTION
STRATEGY
Content
Steps to Digital Success

25. Data Intelligence & Analysis
08

26. Steps to Digital Success
What are the on page behavior metrics telling us about
the human engagement with our digital channels and
content?
The behavior metrics give us a view into how we can
better optimize for increased quantity and quality of
traffic

27. Steps to Digital Success
Activity
Metrics
Results
Metrics
Bounce Rate
Page Depth Loyalty
Events Per Visit
Impressions
Visits
Conversion Rate
Assisted
Conversions
Cost Per Lead
Website/Landing Page
Behavior Metrics

28. Performance Based Reporting
09

29. Quantity = Number of Conversions from Traffic
Source
Quality = Traffic Source Engagement Metrics
Quality = Lead Type from Traffic Source
Cost = Cost Per Lead from Traffic Source
Steps to Digital Success

30. Optimization of Strategy
10

31. Steps to Digital Success