Optimizing Your Digital Content for Global, Mobile and Social Users
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The document discusses the importance of optimizing digital content for users across global, mobile, and social platforms. It highlights the need for effective digital presence management through user-centric design, personalized content, and strategic workflows to engage users effectively. Key points include the necessity of assessing digital presence maturity, using context-driven strategies, and integrating data across marketing channels to enhance user engagement and conversion rates.
Optimizing Your Digital Content for Global, Mobile and Social Users
- 1. Optimizing Your Digital Content for Global, Mobile and Social Users Greg Ott, CMO, DemandBase Jeff Freund, GM and CTO of SaaS, Limelight Networks
- 2. #digitalpresence LLNW survey: 28% of marketing leaders manage 6 to 10 regional websites, while 32% managed more: http://t.co/SbOy0aoV What is a digital presence? It’s how customers and prospects are engaging with your company. It’s where they are engaging with your company. It’s what content they are engaging with.
- 3. Q: So in a crowded market, how do you make sure A: Digital Presence - Make sure your content is prospects can find and everywhere engage with you?
- 4. #digitalpresence SiriusDecisions: 70% of the Buyer’s journey is complete before it gets to Sales Community Content Content in today’s Solution Overviews Podcasts/Videos buyer’s journey Social Networks Search Engines Press Releases Analyst Repost Product Specs Case Studies Testimonials The right content to the right Webinars people at the right time in the Blogs right format…. Loosening the Status Quo Committing to Change Explore Solutions Commit to a Solution Justify the Decision Make a Selection
- 5. What is your digital presence? ‣ Content: How much? Who creates it? ‣ Management: How is it published and in what format? ‣ Distribution: Where is it? ‣ Engagement: Is it reaching your prospect? ‣ Conversion: How engaging is it and what’s its ROI?
- 6. #digitalpresence IBM CMO Study: the digital revolution is providing unprecedented opportunities to engage with customers. Why Is Achieving a Good Digital Presence So Hard?
- 7. 10 Consistent, User-centric design Repeat business & repeatable content Published by Multi-pronged optimized for sales brand trust through development business user via distribution funnel Social Advocacy standard workflow 9 Focused on user Anonymous visitor Engaged users with personas and ID and progressive relevant content & Digital presence profiles profiling data tracking community Dynamic and static 8 content Complete social Consistent brand Multi-variate - A/B media plan and promotion and testing adopted updates Targeted social control 7 media channels Role-based publication across Flexible/adaptable Consistent content Active social media multiple sites low-cost, high-value 6 creation program engagement interactions Consistent content creation program Active community & Anonymous visitor 5 Social media online customer ID and progressive accounts Taxonomy, workflow support profiling and search Integrated CRM with 4 marketing and PR User data available Multimedia content Some repeatable UX but not effectively for one-time use flow utilized IT-reliance for 3 publication Digital PR and marketing efforts Undefined audience, Print materials limited content Anonymous users delivered digitally engagement 2 Manual Limited presence UX unfunded and Low conversion, Limited content non-strategic static landing pages 1 Content Management Distribution Engagement Conversion
- 8. #digitalpresence 53% of marketers say social content brings highest ROI Internal processes and http://tinyurl.com/8utca6q systems are killing us ‣ Content Development • Un-coordinated business processes for content development (marketing, agencies, IT, business units, product teams) ‣ Content Management • Reliance on IT for web and content updates ‣ Content Distribution • Inability to do targeted social media channel distribution consistently ‣ Engagement • Inability to do anonymous visitor identification and progressive profiling ‣ Conversion • Inability to effectively harness user into actionable programs that better engage users and determine higher engagement content
- 9. “A focus on digital content means rethinking the way business is done.” “ Ernst & Young, “Digital Content Faces Its Challenges” 9
- 10. Move From Generic to Personalized #digitalpresence personalization can reduce bounce rates by 25% 0
- 11. ROI is achieved only when messages connect to real people -- not just impressions or clicks From this To this #digitalpresence Target PEOPLE NOT PAGES
- 12. Better Data Integration = Smarter Messaging Right Person Right Message Right Time Relevance + Consistency 12
- 13. Print TV Display Search Social Print TV Display Search Social $ $ $ $ $ ROI ROI ROI ROI ROI 57% of marketers measure each of their channels, but only 28% measure the influence of one interactive channel on another Moving Beyond Swimming Lanes 13
- 14. Content Development and Management Drive organizational People Process Implementing agreed- change, breakdown Cross-functional workflow Governance guidelines upon content silos, and improving development guidelines, Executive sponsorship Digital strategic support collaboration and practices and standards communication Management structure Measurement across the business Digital Presence Readiness Technology Investing in unified Integrated platforms platforms or integration #digitalpresence Video is easy to do, between platforms ensure hard to do right! Nowhere is this more consistent content delivery obvious than the intersection of video and distribution and content management systems.
- 15. When it all comes together… • Web, Mobile and Social managed • Efficient workflow processes and as one digital presence. empowered marketing team. • Seamless reuse of content. • Cross channel brand, campaign and content strategy.
- 16. The B2B mobile web experience • Repurpose rich content from desktop website. • Automatic formatting of web and video content for mobile devices. • Fast, easy, intuitive navigation to product and solution information. • Social tools to drive influence in buying cycle.
- 17. Summary: Optimizing Your Digital Content for the Connected User 1 Users are multi-screeners. You need to be able to 4 To do digital presence management well, you reach them at anytime, need to first need to do a anywhere and on any baseline assessment of device. your company’s digital presence maturity. 2 Users are driven by context: where they are, 5 You have to move from generic data analysis to what information they need personalized data or want to do, and the analysis in order to amount of time they have. deliver relevant content at right time in buying cycle. 3 Today’s buyers will use a combination of channels 6 Integrate data analysis across all your marketing, to gather information so social medial and CRM it’s crucial for your platforms. organization to evaluate, modify, and manage all digital touch points.
- 18. Questions? Jeff Freund, GM and CTO, Limelight Networks info@llnw.com 602-850-5000 Greg Ott, CMO, DemandBase info@demandbase.com 415.683.2660