Marketing Operations lionbridge.com globalmarketingops.com www.contenthere.net twitter.com/sggottlieb The execution that brings results
Marketing Operations
Nov 30, 2014
Presented at the Gilbane conference in Boston November 2012. Talks about all the operational aspects of running a marketing program.
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Marketing Operations
lionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottlieb
The execution that brings results
@sggottlieb
My Name is Seth GottliebHello!
1995 Present2000 2005
CMS Consumer
CMS Integrator
CM Pros
CMS Analyst
Global Marketing Operations@ Lionbridge
@sggottlieb
There was cyclingBefore Content
@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.”
@sggottlieb
•We Want ENGAGEMENT!•We Want SOCIAL!•We Want BetterSearch Engine Rankings!•We WantTO GO VIRAL!
The Marketing Team
A typical scenario
The Web Master• I Want to
FIX THAT• I Want to
TAKE THAT DOWN• I Want toImprove the mobile experience
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•We Want ENGAGEMENT!•We Want SOCIAL!•We Want BetterSearch Engine Rankings!•We WantTO GO VIRAL!
The Marketing Team
A typical scenario
The Web Master• I Want to
FIX THAT• I Want to
TAKE THAT DOWN• I Want toImprove the mobile experience
But I don’t have the time
@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
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Marketing Operations
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Marketing Operations
@sggottlieb
•Who do you want to reach?
•How are you going to reach them?
•What are you going to say?
Strategy
The Guard Rails
Governance• Budget
• Regulatory Compliance
• Style Guidelines
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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 = Prioritization
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Create
• Driven by STRATEGY• Guided by GOVERNANCE• Works with TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION
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Publish and Promote
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Make it FINDABLEMake it USABLEMake it ACTIONABLE
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Make it FINDABLE
• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the site
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Make it USABLE
• 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
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AnalyzeGetting the Story out of the Data
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… And then back to Planning
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Hey! That wasn’t in the demo!
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It’s the LEGS
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Questions
• Email: [email protected]• Twitter: @sggottlieb• Company Site: http://
www.globalmarketingops.com• Blog: http://www.contenthere.net
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