Content with a Purpose - 10 Steps to Digital Success

Content with a Purpose: 10 Steps to Digital Success

Content with a Purpose

Three core digital marketing strategy categories; (1) Expand brand awareness

(2) Increase lead/customer generation(3) Grow and retain customers.

Content with a Purpose

● Customers use digital to discover, consider and make decisions.

● Be at each stage of the customer journey. If you are not there...your competitors will be

● Data-driven marketing. Stop guessing and know your marketing ROI

Content with a Purpose

Steps to Digital Success

Steps to Digital Success

DISTRIBUTIONCONTENT

ANALYSIS

DATA COLLECTION INFRASTRUCTURE

Steps to Digital Success

Goals • Budget • Product

Identify Goals

01

Acquire high quality traffic that drives revenue

Traffic Acquisition Revenue

Steps to Digital Success

$

Digital Marketing Budget

02

$

Confirmation of budget to best achieve goals:

Content Creation

Developer Resources

Media Spend

Steps to Digital Success

Product Priority

03

Prioritizing products plays an important rolein a successful digital strategy and

execution.

Steps to Digital Success

Execution, Effectiveness, Efficiency

04

High level of execution, effectiveness & efficiency

LEADERSHIPStrategic leadership

RESOURCESInternal and Agency

DIGITAL DISTRIBUTIONSearch Engine Optimization, PPC, Display, Social

PROJECT MANAGEMENTGet it done right the first time and on time!

YourSucces

s!Achieving

your targeted goals

Steps to Digital Success

Content Development

05

Current Content Asset Inventorye.g. promotions, infographics, white papers, blogs, videos

ARE THERE ANY GAPS?

Steps to Digital Success

Content Mapping

06

Map Content To Customer Segments

Stages in Purchase FunnelAligned with Products

Steps to Digital Success

Align Content And Distribution Channels With Purchase Journey Stages.

$Awareness

Research

Purchase

CONTENT MAPPING

Steps to Digital Success

Content Distribution

07

“The right message for the right person at the right time”

Steps to Digital Success

SEO

Paid Search

Display

Retargeting

Social Media

INTEGRATED DISTRIBUTION STRATEGY

Content

Steps to Digital Success

Data Intelligence & Analysis

08

Steps to Digital Success

What are the on page behavior metrics telling us about the human engagement with our

digital channels and content?

The behavior metrics give us a view into how we can better optimize for increased quantity

and quality of traffic

Steps to Digital Success

ActivityMetrics

ResultsMetrics

Bounce RatePage Depth Loyalty

Events Per Visit Impressions

Visits

Conversion RateAssisted

ConversionsCost Per Lead

Website/Landing PageBehavior Metrics

Performance Based Reporting

09

Quantity = Number of Conversions from Traffic Source

Quality = Traffic Source Engagement Metrics

Quality = Lead Type from Traffic SourceCost = Cost Per Lead from Traffic Source

Steps to Digital Success

Optimization of Strategy

10

Steps to Digital Success