Why Your Content Marketing Is Failingcdn.verticalmeasures.com/wp-content/uploads/2016/... · The Content For Conversion Audit • Define mission critical roles and tasks (visitor

#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash

Why Your Content Marketing Is FailingAnd How To Save It

Tim Ash, CEO - SiteTuners

WebinarMarch 17, 2016

#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.


About SiteTuners


About SiteTuners – Strategic Optimization

• San Diego & Tampa based strategic conversion rate optimization agency

• Large & mid-sized company clients worldwide in all industries

Ongoing conversion improvement via:

• Company-wide conversion maturity assessments

• Online business strategy and organizational alignment

• In-house staff training, mentoring and knowledge transfer

• Tactical website and landing page reviews

• Landing page testing

• Conversion-focused website blueprints (full redesigns & quick facelifts)

• Technological stack recommendations & piloting of new tools


M O R E T H A N

s i n c e 2 0 0 2

1200CLIENTS


The “Vision” Thing


Standing At The Crossroads


NoisemakingNoisemaking


Typical “broadcast” content marketing

• Pumping out content – infographics, webinars, whitepapers, blog posts, videos

• Focus is on editorial calendars, cadence, syndication & recycling

• Trying to engineer virality & popularity

• Using intermediate success metrics

• Hard time justifying ROI or payback on specific activities


Being Of Service


Real conversion-focused content marketing

• Created from the needs of the visitors – not the business

• Does not ignore early-stage prospects

• Must be of excellent quality

• Durable and laser-focused

• Integrated with marketing technology

• Measured to the ultimate downstream conversion


Quick Observations


Self-service leaves us in control


Sometime content is not the answer


Where content works best

• High-ticket items

• Rare purchasing frequency

• Multiple and complex trade-offs

• High level of domain-knowledge required for decision

• Business-to-business purchase with multiple decision-makers


Strategies For Doing It Right


Help your visitors acomplish their goals


The Content For Conversion Audit

• Define mission critical roles and tasks (visitor scenarios and intent)

• Identify gaps in the web experience, and supporting content

• Create prioritized list of what needs to be created or edited

• Pay attention to the connective tissue (flow, CTAs, gating)


Site Architecture is content

• You may have to redesign whole site from a user-centered basis

• Site architecture can serve as additional market research – navigation based on tasks and roles

– tagging for later lead scoring and personalization

– Downloads identify needs (e.g. "single parents guide to going back to school", or "7 biggest mistakes when applying for a jumbo mortgage“)


Get the right tools to go faster


The Technology Stack

• CMS

• Content creation & workflow

• Web analytics

• Testing tools

• Marketing automation

• Predictive modeling

• Lead scoring

• Real-time behavioral targeting & personalization


Track the right metrics & react quickly


The Right Approach To Tracking

• Construct visitor profile over time via progressive disclosure

• Create content dynamically to avoid losing information later

• Measure not only outcomes, but also time delays and latencies

• Start with basic content changing rules, then move to predictive models and value

• Create interactive marketing applications (typically with email gathering at the end) and measure everything


www.ConversionConference.com

The Original & Largest Industry-wide CRO Conference – 26 shows worldwide since 2010.

A global gathering of the best conversion optimizers and vendors

Lock in your discounted pass – just $997!

18-19


Contact [email protected]

(619) 990-9062 mobile

(800) 521-5066 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/timashCRO/

skype tim_ash1

Documents

Why Your Content Marketing Is Failingcdn.verticalmeasures.com/wp-content/uploads/2016/... · The Content For Conversion Audit • Define mission critical roles and tasks (visitor