marketing operations: how to get the most bang from your bytes

Marketing Operations

lionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottlieb

How to get the most bang from your bytes

Tuesday, April 23, 13

@sggottlieb

My Name is Seth GottliebHello! 1995 Present2000 2005

CMS Developer/Consumer

CMS Integrator

CM Pros

CM Analyst

Marketing Operations

Vendor

Tuesday, April 23, 13

@sggottlieb

A brief digression

Tuesday, April 23, 13

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There was cyclingBefore Content

Tuesday, April 23, 13

@sggottlieb

When you say“We are going to implement a new

CMS and redesign our website,”

I hear“I am going to buy a fancy bike and

cover myself in spandex.”

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6

•We Want ENGAGEMENT!•We Want SOCIAL!•We Want BetterSearch Engine Rankings!

The Marketing Team

A typical scenario

The Web Master•When I have time

I WILL FIX THAT…•When I have time

TAKE THAT DOWN•When I have timeImprove the mobile experience

Tuesday, April 23, 13

@sggottlieb

Technology alone doesn’t close the vision/execution gap• Web Content

Management• Content Targeting• Enterprise Search

Platform• Email Marketing

Platform• SEO Platform• CRM Platform

• Social Media Monitoring

• Analytics Platform• Mobile Site

Publishing• Ad Words• Google Webmaster

Tools• eCommerce

Tuesday, April 23, 13

@sggottlieb

Marketing Operations

Tuesday, April 23, 13

@sggottlieb

Marketing Operations

Tuesday, April 23, 13

@sggottlieb

Marketing Operations

BrakesHandlebars

Legs

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10

•Who do you want to reach?

•How are you going to reach them?

•What are you going to say?

Strategy

The steering wheel and the break

Governance•Budget

•Regulatory Compliance

•Style Guidelines

Tuesday, April 23, 13

@sggottlieb

The Content Lifecycle

•Plan• Create•Publish and Promote• Analyze

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Planning: Optimizing the Work Mix

Capacity

Maintenance

Events Periodicals

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Planning: Optimizing the Work Mix

Capacity

Maintenance

Events Periodicals

Languages

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Planning = Prioritization

Backlog Editorial Calendar Analytics Data Audience

Segmentation Hypotheses

Prioritization(strategy + governance)

Iterations

Tuesday, April 23, 13

@sggottlieb

Create

• Driven by STRATEGY• Guided by GOVERNANCE• Works within TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION

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Publish and Promote

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Make it FINDABLE!Make it USABLE!Make it ACTIONABLE!

Tuesday, April 23, 13

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Make it FINDABLE

• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the site

Tuesday, April 23, 13

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Make it USABLE

• Tested and optimized for target platforms

• Low barriers to use • Compatible with personal tools

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Make it ACTIONABLE

• Call to action• Sharable• Action is Measurable

Tuesday, April 23, 13

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Make it FINDABLE!Make it USABLE!Make it ACTIONABLE!

Tuesday, April 23, 13

@sggottlieb

AnalyzeGetting the Story out of the Data

Tuesday, April 23, 13

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Metrics

• Hits• Shares/Likes/Tweets• Search Engine Ranking

Placement

• Conversions: sign-ups, purchases, and CRM

• Engagement: time on site, return visits

Content Metrics Audience Metrics

Tuesday, April 23, 13

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Implications

• ContentDriven by the quality of content and effectiveness of publishing.

• Audience Attracting the right audience and engaging them in the right ways. Reflects accuracy of your strategy.

Tuesday, April 23, 13

@sggottlieb

Success with content metrics leads to success with audience metrics... if you have the right content marketing strategy.

Tuesday, April 23, 13

@sggottlieb

And then back to planning

Backlog Editorial Calendar Analytics Data Audience

Segmentation Hypotheses

Prioritization(strategy + governance)

Iterations

Tuesday, April 23, 13

@sggottlieb

Hey! That wasn’t in the demo.

Tuesday, April 23, 13

@sggottlieb

Roles and Skills

• PublisherResponsible for the digital marketing program: budgets, strategy, prioritization, and overall performance.

• EditorialResponsible for the quality of the content. Includes writers, copy-editors, graphic design, qa, etc.

• Distribution Responsible for publishing and promotion. Requires advanced skills in publishing platforms plus web development, and content instrumentation.

• Business Intelligence Responsible for data gathering, analytics, and interface with CRM.

Tuesday, April 23, 13

@sggottlieb

The marketing operations difference

Time

Success

Success

with effectivemarketing operations

without effectivemarketing operations

Tuesday, April 23, 13

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Technology amplifies effort. It doesn’t replace effort.

Tuesday, April 23, 13

@sggottlieb

Questions

• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http://

www.globalmarketingops.com• Blog: http://www.contenthere.net

Tuesday, April 23, 13