Ppc project scope

AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution

Pay Per Call Content Marketing ProposalMay 2012


Goals

2

• Create additional content for New Advertisers– Case studies, testimonials, FAQs (how to get and read your

reports)(for existing and new customers) – content to be created– Benefits for each of the 3 PPC Products

• Create collaborative experience for advertisers and non-advertisers

– Add compelling content for prospects at top of the funnel to increase lead gen (phase 3)


Log In Screen: PPC Advertisers

3

1. UNCLEAR LINKS PPC = PRINT + ONLINE Advertising

• Add Links for Advertiser Support: FAQs (how it works, what PPC does, value of reporting, how to get your reports, how to interpret them)

• Add Update: What’s new in PPC

• Content to support:• Why PPC works• Infographic format ,

case study/whitepaper• 3 articles• Differentiate between all

PPC products and provide a cheat sheet on features/value


What we need

4

• Additional content for Existing Customers 1. Upsell other Ad Solutions Products on Account

Management Page (via images or links)2. FAQs (for new customers)3. Case studies, testimonials, product demos, Clicks vs.

Calls whitepaper or infographic, info on each PPC product and its features – content to be created

4. PHASE 3: Compelling content for prospects at top of the funnel via hyperlinks to content hub – resources/whitepapers/pay-per-call


What we need

5

NEW PPC AUTHENTICATED CONTENTPage Topics Messaging Format Source (Assets, bullet points)

Online Account Services/Ad Performance Tab

What did I buy?Top features, value prop and benefits Text

How am I charged? TextHow we filter calls TextWhy performance matters Text

Section Advertiser support/FAQ

How it works FAQ linksWhat you get FAQHow to make changes FAQ

What's new? Updates to reports, products in the past 12 months

textIs it working? (reporting)

Do other people like it?

How to read your reports

Graphic step by step, screen grabs and text

Customer satisfaction

Proof, feel good about purchase

Case studies, testimonials

Calls vs. Clicks stats

3rd party articles, infographic


3 - phase approachPhase 1: Add new content to

Account Services pagePhase 2: Add prominent link or

dynamic content box to Homepage to highlight Pay Per Call product

Create Welcome email for new customers

Phase 3: Rework current Pay Per Call landing page

– Revise messaging – Optimize message hierarchy, copy & verbiage– Add calls to action and links to additional content– Add a log in button for existing customers to access

their account– Add graphics which tell our story such as our Ad

Network, screen shots of sample listings (print + online) and infographics with stats to entice prospects and capture leads

6


Current Non-Advertiser Journey (Phase 3)

7

1. No link from Homepage2. Hard to find PPC3. No link to log into

account for existing customers

4. One action available: call an advisor

5. Footer links = dead end

AT&T Proprietary (Restricted) Only for use by authorized individuals within the AT&T companies and not for general distribution8

DISCOVER + DEFINE CONTENT May June July

Content readability and suggestions x Define content and images for current PPC landing page × Define + Create CTA button for account log in Inventory and audit all content × Content owners –processes Core messaging architecture (in progress) ×

x

Workflow design, resource planning, training, hiring × x

Page templates and page anatomy for all landing pages x

DEVELOP + DEPLOY CONTENT

CMS Templates

Copywriting

Video/audio creation, PDFs, infographics x x x

Create working content matrix, filled in with copy, metadata, roles, legal approval processEstablish messaging hierarchy, features x

Content hub items for resources – new customers x

New content creation for existing customers

Roadmap

Ppc project scope

Technology