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Marketers and communicators are being faced with the engagement challenge, it is no longer just about having a shiny new website but it needs to earn it's keep as an essential, measurable part of a communication, marketing, citizen communication, customer relations or sales strategy. All of this in an environment of more channels, with heightened visitor expectations and a demand to be relevant, responsive and agile. In this thought provoking presentation Ian explains where content and web content management sit in an integrated communications and marketing strategy.
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Digital Engagement
Content is still KingData is Queen
Arnez NisperosPrincipal Solutions Consultant – Web Content Management
Let’s ask ourselves...
How does
Content and
Web Content Management
fit in your Integrated Communications and Marketing Strategy?
• What is the role and importance of Content?
• What is the role of a Web CMS system?
• How do they fit in the bigger picture?
Why do you need Content - The Opportunity
• Your Website: Communicate and Market
• It’s your chance to engage, to persuade or to educate
• How can you make the most out of this opportunity?
• Content: Right Place at the Right Time
Has anything changed?
• The “one size fits all” era is over
• What do you serve?– video, podcasts, surveys, pictures, etc.
• It's all about being personal and social
• The new buzzword: engagement
Trends
Alterian Annual Survey:
57% of respondents reported their plan to invest in engagingindividuals on their website -second highest behind social media
Content +Targeting
Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure
Engagement - The basic principle is simple
• Understand
• Good Content
• Mechanism to Match
• Opportunity to Deliver
• A Way to Measure
Engagement Cycle
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
INSIGHTS
TARGETING
CAMPAIGN DESIGN
RELATIVE DIALOG
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
INSIGHTS
TARGETING
CAMPAIGN DESIGN
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results are user generated
• Insight into keywords
• Understand market/competition
• Insight into key influencers
LISTEN – Social Media Monitoring
• Everyone is talking
• 25% of search results are user generated
• Insight into keywords
• Understand market/competition
• Insight into key influencers
See http://www.youtube.com/watch?v=QV1t-MvnCrA (posted March 17)
• Listen, Learn, Devise A Content Strategy & Engage!
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
CAMPAIGN DESIGN
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
You’ll need a marketing
database to do this properly
and then
• Profiling, Modeling, Segmentation
Customer Engagement Framework
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
RELATIVE DIALOG
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
Youl’ll need a marketing database
to do this properly
and then
• Profiling, Modeling, Segmentation
Plan and build phase:
• Create relevant Content
• Plan and Build Campaigns
• Contact Optimisation
Customer Intelligence
Cross-Company & External
Engagement and Content
Strategy
Multi-Channel Delivery
StrategyData Capture from Customers
across all Channels
Listen through e.g.
• Social media monitoring
• Web (asset) analytics
• Email statistics / click throughs
Combine with other sources, e.g.
• CRM data & Transactional data
Youl’ll need a marketing database
to do this properly
and then
• Profiling, Modeling, Segmentation
Plan and build phase:
• Create relevant Content
• Plan and Build Campaigns
• Contact Optimisation
Personalized digital content:
• Website, landing page, microsite
• Email delivery
• Social media postings
• Mobile delivery (SMS, etc)
Customer Engagement Framework
• Where do Content and Web Content Management sit in an integrated Communications and Marketing Strategy
Back to the original question…
• CONTENT needs to marry DATA to become relevant
• Not Just Content But Context
• Content needs to be tagged or classified to become DATA driven
Web Engagement Management
Takeaways - Content is still King
CONTENT Requirements
• Fresh & Relevant
• Persuasive
Encourage the visitor to act and come back
• Understand I know my audience, do I know my content?
• Consistent
Across multiple channels
Takeaways - Data is Queen
Data Requirements
• Leverage what you have
• Consolidate
• Don’t report on data, Understand
• Be Creative
• Select Proper Tools
Engagement and Alterian – Putting It All Together
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Target
Understand
DeliverListen
Measure
Digital Engagement
Content is KingData is Queen
Achieve your goals as a marketer or communicator –
Engage!
