Breaking Up is Hard To Do - 10 Signs it's Time to Break Up with Your Current CMS

#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

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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

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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

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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

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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

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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

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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

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Content Disperses at a Rapid Rate

© 2013 PERCUSSION SOFTWARE, INC 14

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Role of a Content Management Engine

© 2013 PERCUSSION SOFTWARE, INC 15

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The State of Your WCM Environment

16 © 2013 PERCUSSION SOFTWARE, INC

Bottleneck

Implementation

Manage Content

Deliver to Web

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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

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SEO Performance as a Result

19 © 2013 PERCUSSION SOFTWARE, INC

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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

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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

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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

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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