Improve the ROI of Your Drupal Site

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

@Mediacurrent

@Mediacurrent

@Mediacurrent

@Mediacurrent

@Mediacurrent

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!

@Mediacurrent

@Mediacurrent

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:

@Mediacurrent

● 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

Now what?

@Mediacurrent

Content Marketing Maturity Model

@Mediacurrent

Thanks for the meme troll.me!

Thank You!Questions?

@Mediacurrent Mediacurrent.com

slideshare.net/mediacurrent