Marketing Operations

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

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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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•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

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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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@sggottlieb


@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