The importance of good content management and governance as a platform for engaging your website visitors

1. Digital Engagement
Content is still King
The importance of good content management and governance as a
platform for engaging your website visitors
Ian Truscott
VP, Content Management Product Strategy
Ian.truscott@alterian.com
Twitter: @iantruscott

2. The Opportunity
• When you have someone on your website, they have given
their full consent for you to communicate with them or to
market to them
• It’s your chance to engage, to persuade or to educate
• That chance might be brief - as the cursor hovers over the
back button
• How can you make the most out of this
opportunity?

3. Trends
Alterian Annual Survey:
57% of respondents reported
their plan to invest in engaging
individuals on their website
-second highest behind social media

4. But, don’t take our word for it...
The Persuasive Content
Architecture
Craig Le Clair and
Stephen Powers

5. A man walks into a
shop to buy a suit...

6. • Understand engagement objective
• Understand the visitor
• Deliver content
• Capture feedback
• Gain actionable insights
• Start again...

7. Closing the loop

8. Closing the loop
• Multiple audience touch points
• Multiple content vehicles

10. Relevant – Personalised - Consistent
• Deliver relevant / personalised campaign
• Provide consistency of intimacy and
message

11. Relevant?
• Use the Web Data with
customer records,
marketing database to
gain better insight into
your audience

12. Listen – Social Media Monitoring
• Everyone is talking
• 25% of search results
are user generated
• Insight into keywords
• Understand
market/competition

13. Deeper engagement = deeper understanding
• Be nice to me and
I’ll fill in your
survey

14. Keep measuring..
The only man who
behaves sensibly is
my tailor he takes
my measure anew
every time he sees
me, whilst all the
rest go on with their
old measurements,
and expect them to
fit me.
George Bernhard Shaw

15. Content
• Understand where we are
going to deliver to
• Understand our audience
• We know what we need
• We have a content strategy

16. Who does your audience want?
• Fresh relevant content
• Connect knowledge with
audience

17. • What is relevant?
• What is relevant for me?
• How does your website know?

18. Content is Understood
Size
Grey
Single Vent Jacket

19. Our Observations
• Marketing or our communicators own the
website not IT
• The subject matter experts are not always
in marketing/communications or IT.
• Our websites are no longer the sole domain
of the techie, but driven by business
people
• It’s not just the website – it’s social media
too – our message is being fragmented..

20. Empowering the business user
• To do that we need to provide
business users with authoring tools
• We need to leverage tools already in
use
• We need adoption by subject matter
experts, not just IT and marketing
• Need to enable the business user to
publish across multiple channels
• Author adoption is a measure of
success – can kill a digital project

21. Governance
• Building an environment to empower users
• Build trust, devolved ownership - no need to return
to bottleneck
• Ensure accessibility - Not just for legal compliance,
but access from browsers, mobile device and SEO
(Google is blind)
• Industry specific / legal requirements for consistency
and accountability
• Ensure standards for publishing across multiple
channels
• But it has to be easy!

22. Content is King
• Persuasive – encourage the visitor to
think or act and come back
• Fresh and relevant to your visitor
• Accessible - resusable
• Understood – I know my audience –
do I know my content?
• Consistent across multiple channels

23. Engagement Cycle
• Once we know them as
a visitor, we can
continue to target their
experience, their
session.
• Next time will be
better.

24. Conclusion
• To Engage with Your Audience – You Need:
– To understand them
– Having actionable insight
– Consistent conversation across multiple channels
– Good quality, accessible, well understood content
• This requires bringing together subject matter experts and
marketers, then enable them with joined up business tools
• This also requires engagement with IT to deliver joined up
data systems
• Requires governance – as an enabling platform
• Achieve your goals as a marketer or communicator –
Content is King!

25. Digital Engagement
Content is still King
The importance of good content management and governance as a
platform for engaging your website visitors
Ian Truscott
VP, Content Management Product Strategy
Ian.truscott@alterian.com
Twitter: @iantruscott