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Companies are seeing lower success rates on social media and diminishing conversion rates on the web - a trend that has put us all, especially content marketers, in the position to prove the ROI or face severe fiscal cuts. In this presentation, Sr. Digital Strategist Dawn Borglund will discuss the following challenges that we’re facing as a community and how it relates to content marketing on our websites, social media, and email: -How do I increase conversions? -Why are my traditional tactics (Facebook posts, blogs, link building, SEO etc) no longer working? -How do I reach a larger or more targeted audience? -How do I find a balance between personable content and advertising? -What metrics should I show my boss to prove long term ROI for my Drupal website? -What Drupal tools can I use to help me get there?
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Improve the ROI of Your Drupal Site
with an updated content strategyBy: Dawn Borglund
July 24th, 2014
Dawn BorglundSenior Digital Strategist
@dawnborglund
A little about my history● Senior project manager for Mediacurrent where I led
large scale technical projects
● Brand manager for Drupal advertising agency
● Graduate and undergraduate professor of digital media, marketing, and transmedia storytelling for UCF
● Director and producer for international broadcasts
● Online story consultation testing for Halloween Horror Nights / Universal Studios Orlando, Institute for Simulation and Training, and Media Convergence Lab.
● Presented at several conferences and lead workshops nationwide. Recently presented at Drupalcon.
Design/Theming● Usability Testing
● Responsive Design
● Drupal Theming
● Annotated Wireframes
@Mediacurrent
Development● Drupal Support
● Custom Module Development
● Large Scale Systems Integration
● Security & Performance Expertise
We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need.
Digital Strategy● Content Strategy
● Content Generation
● Result Metrics
● Marketing Automation Integration
Our CustomersHighly impactful Drupal websites that get results for businesses.
● Why is content marketing important?
● How do I increase conversions?
● Why are my traditional tactics no longer working?
● How do I reach a larger audience?
● How do I find a balance between advertising and social content?
● What Drupal tools can I use to help me get there?
● What metrics prove long term ROI for my Drupal website?
@Mediacurrent
Agenda
Why is content marketing important?
@Mediacurrent
DISCOVERY
REALIZATION OF NEED
CONSIDERATION
CONVERT
How do I increase conversions?
Content strategy: Creating and publishing material for the purpose of acquiring new customers and retaining existing customers.
@Mediacurrent
YOU
Meme by Andrew Dennis
● Make sure there’s nothing technically wrong
● Increase traffic
● Get the right traffic
● Improve your pitch
@Mediacurrent
#easywins
Why are my traditional tactics no longer working?
@Mediacurrent
Traditional Advertising/Marketing: Creating audiences via paid media
@Mediacurrent
Content Marketing: Creating audiences via owned media
@Mediacurrent
Content Marketing: Using owned media to get earned media
@Mediacurrent
Today’s digital landscape:Crowded with companies & platforms
@Mediacurrent
Why else isn’t it working?● Consumers choose channels (Google, Facebook, etc) that serve their needs.
● Channels try to serve content that matches those customer’s needs (which likely isn’t going to be bad owned media).
● And each channel wants to be profitable as well.
@Mediacurrent
@Mediacurrent
● 46 colleges and universities just in immediate area.
● Colleges and universities in other states.
● Online degrees. ● ...all wanting their students.
Example: Butler University
Take Aways:● There needs to be a stronger focus on content
distribution as well as content generation.
● You have to deeply consider new platforms and weigh the pros/cons before jumping in.
● If your intention is to provide valuable, interesting information to users, then you can live through the storms.
@Mediacurrent
How do I reach a larger audience?
What is your audience’s perspective?
Going viral to build an audience
● You could leave it up to chance or you could make very deliberate plans: ○ Make your product easy to share ○ Ensure that it’s worth sharing. Must answer “What’s in it for me?”
● Focus on early adopters before the mass market. At least at first. ○ What are their interests and where do they frequent?
@Mediacurrent
Reasons to believe and share
● Customers got really great deals
● Inviting your friends via social media to get your deal meant you could get your deal for free
@Mediacurrent
How do I reach the right audience?
Building your audience● Be where your audience is looking for you.
● Create content that is interesting and worth reading.
● Use advertising to elevate your message.
@Mediacurrent
Getting the plan together● Buyer persona development
● Competitive Analysis
● Content Audit / Gap Analysis
● SEO Keyword Analysis
● Propose Content Style guide
● Sample Editorial Calendar
● Set Results Metrics
@Mediacurrent
A typical month might look like● Set campaign goals
● Write SEO’d articles and pages
● Release email campaigns
● Interact on social media
● Create lead-gen landing pages with downloadable content
● Connect with brand evangelists to help promote content
● Review analytics and ROI@Mediacurrent
How do I find a balance between personable content and advertising?
“I can’t wait to see some advertisements today!” - said only advertisers.
@Mediacurrent
@Mediacurrent
You Audience
SWEET SPOT!
Thanks for the meme, jerlz-is-win
Quote All things being equal, people will do business
with people they know, like and trust.
All things being unequal, people will STILL do business with people they know like and trust.
~Jeffrey Gitomer, author of Little Red Book of Selling
@Mediacurrent
What Drupal tools can I use to help me reach my goals?
@Mediacurrent
Marketers love Drupal because:
@Mediacurrent
● No licensing fees! ● Very, very secure ● You can control the major SEO
elements of each page● Easy to customize the workflow● Integrates with marketing
automation platforms● Create dynamic, personal content ● Track EVERYTHING
Drupal tools that make life easier:
@Mediacurrent
● Global Redirect● Google Analytics● Metatag● Path Redirect● Pathauto● Redirect● Search404● XML Sitemap● Marketing Automation Modules● Acquia Lift
@Mediacurrent
Thought Leaders in Marketing Automation
Drupal.org Module Maintainers
Acquia Lift: Drupal website personalization
@Mediacurrent
● Build targeted content for your audience personas
● Content is served based on user behavior and interest
● A/B testing and learning
● Integrates seamlessly with your content creation workflow
What metrics prove long term ROI for my Drupal website?
@Mediacurrent
ROI = (# of leads x value of each lead) - investment
@Mediacurrent
Keep an eye on:
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● Bounce rates, time on site, exit/landing pages
● Website traffic sources
● Campaign specific data
● Medium specific data- content quality
Report on:
@Mediacurrent
● Conversions:○ Primary○ Downloads ○ Back channel
● Pages >1 hit from search
● Medium specific data- numbers and rankings
● Top performing keywords/referrals
● Reviews
SEO53% increase
in organic searching
Marketing Automation
Thought leaders, eBook, tracking all
activity
Email Marketing
40% increase
Content Creation
129% growth in content
conversions
Mediacurrent’s Inbound Marketing Social
Mediaincrease across all channels
Content Marketing Maturity Model
@Mediacurrent
Thanks for the meme troll.me!
Thank You!Questions?
@Mediacurrent Mediacurrent.com
slideshare.net/mediacurrent
