#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.
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
About SiteTuners
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
M O R E T H A N
s i n c e 2 0 0 2
1200CLIENTS
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
The “Vision” Thing
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Standing At The Crossroads
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NoisemakingNoisemaking
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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
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
Being Of Service
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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
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Quick Observations
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Self-service leaves us in control
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
Sometime content is not the answer
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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
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Strategies For Doing It Right
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Help your visitors acomplish their goals
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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)
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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“)
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Get the right tools to go faster
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The Technology Stack
• CMS
• Content creation & workflow
• Web analytics
• Testing tools
• Marketing automation
• Predictive modeling
• Lead scoring
• Real-time behavioral targeting & personalization
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
Track the right metrics & react quickly
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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
#VMWebinar #CRO @tim_ashCopyright © 2016, SiteTuners - All Rights Reserved.
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