breaking up is hard to do - 10 signs it's time to break up with your current cms
Post on 19-Oct-2014
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In this webinar replay, Aaron Dun, VP of Marketing at Percussion, will uncover the 11 signs it’s time to break up with your current CMS. And conclude with three things to do after the webinar to find out what isn't working for you. Learn more: https://www.percussion.com/resources/videos-and-webinars/2013/breaking-up-is-hard-to-do/indexTRANSCRIPT
#CMSBreakup © 2013 PERCUSSION SOFTWARE, INC 1
10 Signs It’s Time to
Break Up with Your CMS
#CMSBreakup
About Us
© 2013 PERCUSSION SOFTWARE, INC 2
Percussion Software Inc. “The Only Web Content Management
Software Designed for Content Marketers”
Aaron Dun VP Marketing and Strategy
@ajdun
#CMSBreakup
It’s Valentines Day
© 2012 PERCUSSION SOFTWARE, INC 3
#CMSBreakup
Are You Still Happy Together?
© 2013 PERCUSSION SOFTWARE, INC 4
Hate
90%
Still In Love
10%
% Dissatisfied with Current CMS (Over the Past 12 Months)
Source: 2013 Marketing Journal of Inflated Statistics
#CMSBreakup
Your Date Itinerary
© 2013 PERCUSSION SOFTWARE, INC 5
1 Why Content Throughput Matters
2 Role of a Content Management Engine
3 Relationship Arcs
4 Top 11 Signs You Need to Break Up with Your CMS
5 Action Plan
6 Fun
#CMSBreakup
Why Content Throughput Matters
© 2013 PERCUSSION SOFTWARE, INC 6
#CMSBreakup
Today, Your Reach Is Limited
© 2013 PERCUSSION SOFTWARE, INC 7
YOUR MESSAGE
TODAY
W E B M AR K E T I N G U N I V E R S E
CUSTOMER BASE
PEOPLE YOU MARKET TO
#CMSBreakup
•Engage Social
• Scale Content
• Automate SEO
• Expand Web Footprint
• Launch Campaigns
• Outbound Email
• Manage Leads
• Run Core Web Apps
ENGAGEMENT
CONVERSION
MANAGEMENT
Percussion
MA
CRM
Enabling Content Marketing
© 2013 PERCUSSION SOFTWARE, INC 8
YOUR MESSAGE
TOMORROW
MODERN W E B M AR K E T I N G U N I V E R S E
CUSTOMER BASE
PEOPLE YOU MARKET TO
EVERYONE ELSE
#CMSBreakup
Content Trends
© 2013 PERCUSSION SOFTWARE, INC 9
Increase
Remain
the Same
34%
Significantly
Increase
9%
Unsure
10% Decrease
2%
Significantly
Decrease
0%
Content Marketing Spending (Over the Next 12 Months)
2013 B2B Content Marketing Benchmarks, North America: CM1/Marketing Profs
#CMSBreakup
0 10 20 30 40 50 60 70 80 90 100
Sales
Lead Management/Nurturing
Website Traffic
Engagement
Thought Leadership
Customer Retention/Loyalty
Lead Generation
Customer Acquisition
Brand Awareness
Goals
79%
74%
71%
64%
60%
45%
43%
64%
63%
2013 B2B Content Marketing Benchmarks, North America: CMI/Marketing Profs
Organizational Goals for B2B Content Marketing
10 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
Content Marketing Goals
1%
3%
3%
3%
3%
5%
5%
6%
8%
26%
36%
Enlisting trusted contributors to publish guest content
Developing a formal editorial calendar for content marketing
Allocating resources to content
Publishing diverse types of content rather than a single effort
Demonstrating a point of view
Enforcing high quality editorial standards
Sharing content through social channels
Developing a community of users around a topic rather thana brand
Including original content developed by your organization
Producing content to be seen as a "thought leader"
Produce content genuinely of value to your audience
Source: © 2012 BtoB’s Content Marketing: Ready for Prime Time. Fielded April/May 2012, N=440
What One Best Practice Is Most Important to You?
11 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
We Need More Content!
0 10 20 30 40 50 60 70 80 90 100
Finding Content Marketing Professionals
Lack of Buy-in/Vision
Lack of Integration Across Marketing
Lack of Knowledge, Training, andResources
Inability to Measure ContentEffectiveness
Lack of Budget
Producing a Variety of Content
Producing the Kind of Content thatEngages
Producing Enough Content
2013 B2B Content Marketing Benchmarks, North America: CMI/Marketing Profs
Percentage of B2B Content Marketers
Who Face the Following Challenges
64%
52%
45%
39%
25%
22%
14%
33%
26%
12 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
Connection Between Content & Conversion
3.9%
2.2%
0.0%
1.0%
2.0%
3.0%
4.0%
Companies that track utilization / performance of web content
All others
Average Website Conversion Rate
n=130
Cu
rre
nt P
erc
en
tag
e
Source: Aberdeen Group, March 2012
Web Content Performance Improves Conversion Rates
13 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
Content Disperses at a Rapid Rate
© 2013 PERCUSSION SOFTWARE, INC 14
#CMSBreakup
Role of a Content Management Engine
© 2013 PERCUSSION SOFTWARE, INC 15
#CMSBreakup
The State of Your WCM Environment
16 © 2013 PERCUSSION SOFTWARE, INC
Bottleneck
Implementation
Manage Content
Deliver to Web
#CMSBreakup
What’s Wrong with Your CMS?
© 2013 PERCUSSION SOFTWARE, INC 17
Can’t add new pages
Our SEO is terrible No social media
Everything needs IT help Visitors don’t return
Can’t share assets Workflow problems
Bottlenecks It takes too long Too hard to use
Traffic is too low
Links keep breaking
Requires technical skills
My life would be so much easier
Not enough leads Our site stinks
Only two people can use it
Too complex
Requires technical skills
I can’t create landing pages
Missing tags
I need a vacation
Content isn’t fresh
#CMSBreakup
Breakthrough!
18 © 2013 PERCUSSION SOFTWARE, INC
Implementation
Manage Content
Deliver to Web
#CMSBreakup
SEO Performance as a Result
19 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
The Arc of a Relationship
Wait, what?
You mean it can’t….
Its really going to work!!
Look how great this is, can’t
YOU see how this will solve
ALL of our problems?!
This is the System
that will solve ALL
of our problems!
20 © 2013 PERCUSSION SOFTWARE, INC
#CMSBreakup
In No Particular Order:
The Top 11 Signs You Need to Break Up with Your CMS
© 2013 PERCUSSION SOFTWARE, INC 21
#CMSBreakup
1. Going out Requires Too Much Prep!
© 2013 PERCUSSION SOFTWARE, INC 22
Publishing Is More than 2 Steps
#CMSBreakup
2. Your Templates Are Seeing Other People
© 2013 PERCUSSION SOFTWARE, INC 23
Business Unit 1: Page A Business Unit 2: Page A
23
#CMSBreakup
3. Your Workflow Still Thinks You Are Dating
Your Last _____Friend
© 2013 PERCUSSION SOFTWARE, INC 24 24
#CMSBreakup
4. You Can’t Have Other “Friends”
© 2013 PERCUSSION SOFTWARE, INC
(Or Only One Person Can Contribute to Your Site)
25 25
#CMSBreakup
5. No One Knows How to Find You Anymore
© 2013 PERCUSSION SOFTWARE, INC 26 26
#CMSBreakup
6. They Need Their Friends to Do ANYTHING
© 2013 PERCUSSION SOFTWARE, INC
Content Updates Require
IT/Developer/Agency Intervention
27 27
#CMSBreakup
7. They Never Make the Changes You
Agreed to Make
That Typo on Your About Page Has Been There for 3 Months!
© 2013 PERCUSSION SOFTWARE, INC 28 28
#CMSBreakup
8. Once You Say It, You Can’t Take It Back
Preview = Publish Live
© 2013 PERCUSSION SOFTWARE, INC 29 29
#CMSBreakup
9. They Insisted on Having Your Facebook
Password Everyone Is an Admin
© 2013 PERCUSSION SOFTWARE, INC 30
Admin Admin
Admin
Admin Admin
Admin Admin
Admin Admin Admin
Admin
Admi
n
Admin
Admin
Admi
n
#CMSBreakup
10. You Know Its Not Working, But You Don’t
Know Why
No Ability to Measure What’s Working
© 2013 PERCUSSION SOFTWARE, INC 31
#CMSBreakup
11. You Have a Full Closet…
But You Have Nothing to Wear
Your Code Is Such a Mess That You Can’t Possibly to “Go
Responsive” or Make Other Simple Changes
© 2013 PERCUSSION SOFTWARE, INC 32
#CMSBreakup
Go Ahead, Shed a Few Tears… “It’s Oh-vAH”
© 2013 PERCUSSION SOFTWARE, INC 33 33
#CMSBreakup
There Really Is Somebody
out There for You…!
© 2013 PERCUSSION SOFTWARE, INC 34
We increased our website conversions by 80% with Percussion’s CM1.
We consider our CMS to be a competitive advantage. - CMO
“ ” Results
Traffic Growth
• 76% Growth in Visits
• 98% Growth in Unique Visitors
• Bounce Rate Down by 3%
All Website Traffic
• 50.97% Growth in Visits
• 54.37% Growth in Page views
Source Growth
• 72% Growth in Visits from Search
• 41% Growth in Referral Visits
• 30% Growth in Direct Traffic
#CMSBreakup
Drown your sorrows?
Listen to our iTunes break up play-list?
Take our compatibility test?
Or do just one thing differently tomorrow…
1
2
3
4
So, What Should You Do?
© 2013 PERCUSSION SOFTWARE, INC 35
#CMSBreakup
On Friday…
• Create a content calendar
• Connect Web goals to your business’ goals
• Start measuring content throughput
• Identify critical roadblocks to performance
(And of course, schedule a Percussion demo)
© 2012 PERCUSSION SOFTWARE, INC 36
#CMSBreakup
Break Up Songs to Ease Your Pain
© 2013 PERCUSSION SOFTWARE, INC 37
• Sheryl Crow - First Cut is the Deepest
• Bret Michaels - Every Rose Has It's Thorn
• Adele - Someone Like You
• Boyz II Men - End of the Road
• Righteous Brothers - You've Lost That Loving Feeling
• Eagles – Get Over It
• Tina Turner - What's Love Got to Do with It
• Phil Collins – Against All Odds
• Bonnie Raitt - I Can't Make You Love Me
• Buck Owens – I Don’t Care
• Carly Simon - You're So Vain
• Christina Perry - Jar of Hearts
• Taylor Swift - We Are Never Ever Getting Back Together
• Destiny's Child - Survivor
• Gloria Gaynor - I Will Survive Grab your copy here:
http://bit.ly/BrkPlayList
#CMSBreakup
Connect With Us!
© 2013 PERCUSSION SOFTWARE, INC 38
http://twitter.com/percussion
http://www.facebook.com/percussionsoftware
http://www.linkedin.com/percussion-software
http://www.gplus.to/percussion
http://www.linkedin.com/percussion-software
www.percussion.com/community/blogs/web-content-management/index