Transcript Content - Nancy Pekala

MarketingPower Website Plan
Revised: March 29, 2010
Company
LOGO
1
MarketingPower: Content
1. Goals
2. Audience
3. Content Development
4. User Experience Building Blocks
5. Revenue Opportunities
6. Human Resource Plan
7. Plan Implementation Summary
2
Executive Summary: Key Takeaways
1.
Content is the single most important driver of all online member and customer
engagement
•
Content DRIVES engagement DRIVES revenue
2.
A website audit, including an ongoing content gap analysis assessment, is
essential to ensuring that the AMA is meeting the informational needs of all
member and customer segments
3.
An effective gating strategy allowing for sufficient content offerings for members
and non-members is critical to enhancing the value proposition of AMA members
and increasing non-member conversion
4.
Content available /delivered in a User-centric fashion (personalized, unhinged,
multiple formats etc.) is the surest way to obtain and retain website visitor
engagement
5.
An organization-wide adherence to a MarketingPower editorial calendar and
content strategy is key to offering website content that will meet the needs of all
visitor segments. Interdepartmental cooperation/teamwork and adherence to
strategies/guidelines is essential for website success in an environment of decentralized content management
3
Executive Summary: Key Takeaways
6.
In order to best meet the informational needs of MarketingPower visitors while also fulfilling the
business goals of the AMA, both sponsored and non-sponsored content must be offered in all content
formats
•
Traffic generation is critical for multiple constituencies including advertisers, sponsors, content
partners and the AMA, overall. Increasing traffic to MarketingPower involves a variety of ongoing,
proactive steps involving both technology and content authoring
•
An AMA blog featuring multiple voices, frequent and relevant posts and a variety of social media tools
is critical to generating traffic and demonstrating thought leadership.
•
It is not sufficient to simply provide quality content on MarketingPower. The AMA must proactively
(year-round) promote the availability of its content through a variety of distribution channels including
RSS feeds, social media sites, search engines and content directories
•
Revenue opportunities will be significantly enhanced when supported by e-commerce technology
(online shopping cart), a successful MarketingPower content strategy allows for a variety of methods
for visitors to purchase online content and products
11.
The Web Content department requires sufficient human resources to ensure all defined website
objectives are achieved. A website which is frequently refreshed and which offers visitors
relevant, valuable content and features is dependent on the availability of human resources
supporting it
4
1. Goals
Content Engagement Cycle
Content Goals
Website Goals
Business Goals
5
Content Engagement Cycle
Business growth will be fueled by the quality of the CONTENT. Content quality drives
audience engagement. Engagement drives/delivers revenue ... and revenue generation
is business growth
1.
CONTENT
Business Growth
Drives
2.
ENGAGEMENT
3.
REVENUE
6
Content Goals
Content
Goals
Provide solutions
to marketers’
challenges
Position AMA
as thought leader
Meet informational
needs of each
specific segment
(role and specialty)
Provide content
in ways users
prefer to consume
and search for
content
7
Website Goals
The role of the website is to serve as:
• a content delivery mechanism
• an audience engagement tool
Website
Goals
Website goals and metrics would include:
Generate
Traffic
Deliver
Content
•Unique Visitors
•Return Visitors
•Time spent on site
•Page Views
•Popular Site
Sections
•Downloads
Provide
E-Commerce
•Event
registrations
•Member
registrations
•Member
renewals
•Publication
subscriptions
Offer
Customer
Support
Track:
•# of calls
• Categories/trends
Encourage
Connectivity
Advertising:
•Click-through rates
•Impressions
8
Business Goals
Obtain a Customer (Who)
Retain a Customer (How)
New
Sponsors
Best-in-class
Customer
service
New
Advertisers
New Site
Registrants
Networking
Opportunities
OBTAIN Aa
Obtain
CUSTOMER
Customer
ROI
Retain
a
RETAIN A
Customer
CUSTOMER
(advertisers/
sponsors)
New
Publication
New AMA
Memberships
Subscribers
New Event
Registrants
Engaging
Website
Content
Valuable
Events
(in person
/online)
Obtain a Customer + Retain a Customer =
•Increased revenue
•Enhanced industry reputation
•Increased member/customer engagement
9
2. Audience
WHO visits MarketingPower?
WHY do marketers visit MarketingPower?
10
WHO Visits MarketingPower?
The content of MarketingPower must meet the needs of a diverse audience:
Advertisers/
Sponsors
Marketers
AMA
Members
Volunteer
Leaders
Registered
Users
Marketing Role
Marketer
Marketing Specialist
Researcher
Academic
Collegiate
Site
Visitors
Partners
ADVERTISERS:
•Print
•Web
• Resource Directory
SPONSORS:
•Event
•Webcast
•White paper
Media
•Content
•Perk
MarketingPower Audience Overview
Primary Target Audiences
•Marketers
•Members
•Registered Users
•Visitors
Secondary Target Audiences
•Advertisers/sponsors
•Partners
•Media
11
WHY Do Marketers Visit MarketingPower?
Help me find a
new job
Help me with a
marketing
challenge
Help me improve
my skills in
(marketing topic)
?
Help me become
a member of
the AMA
Help me learn
more about a
marketing topic
Help me
connect
with other
marketers
like me
Help me
manage my
local chapter
12
3. Content Development
Creation
Display
Search
Promotion
Distribution
13
Content Development: Overview
• Audit
• Build/Acquire
• Content Format
Style Guide:
+
Color palette
Font style/size
Navigation
Graphics/images
Home page
Landing pages
Social media
MarCom campaign
+
=
+
Content Promotion
Content Search
Content Display
Content Creation
Traffic
Generation:
SEO
Link Building
+
Successful
Website
Content Strategy
Content Distribution
Email
Feeds
Blogs
News aggregators
Social Bookmarking
14
Content Creation: Audit
Key Questions
A content audit is necessary to create a foundation for focusing ongoing content
development. The content analysis should provide guidance for ALL future content
acquisition by addressing the following questions:
WHAT
topics are we going to cover?
formats are we going to use?
WHY
does anyone care?
does this provide business/member value?
HOW
are we going to deliver the message?
should we say it? (tone of voice)
will we get the content?
WHERE can we syndicate the content (feeds, social media)?
WHEN
will it be published?
will it need to be updated?
WHO
is responsible for the content?
will maintain it over time?
15
Content Creation: Audit

Conduct a site content audit
Implement a detailed accounting of all content in each of the five website channels (Resource Library, Events,
Career Management, Community and About AMA). Inventory categorization would include:

content format (categories and types)

content linkage: how/where content on one page directs you to other pages

primary target audience

publishing frequency

Develop a topic-based content map

Identify content categories (such as template type, purpose, contextual or standalone content etc.)

Complete a gap analysis

Perform a gap analysis to identify the topics, content formats and audience segments that are not currently
addressed

Prioritize gaps in relation to content partnership plan and marketer segment needs

Create an Editorial Calendar

Incorporate edit calendar throughout all areas of site and all content categories (AMA publications,
webcasts, podcasts, web content articles etc.)

Institutionalize a Rolling Audit

Implement content monitoring systems/checkpoints to maintain quality control

Ensure needs of all target segments are being equally addressed

Create a Metrics Plan

Develop a metrics dashboard to track visitor engagement
 Track by target segment, content format etc.

Analyze patterns and use to continuously evolve content sourcing plans
16
Content Creation: Build/Acquire
There are 3 methods of adding content to MarketingPower:
Content Acquisition
Build
•Marketing News
●Magazines
●Journals
e - Newsletters
●Podcasts
●Dictionary
●Chapter
documents
●Blog posts
●Tweet
●Event
Presentations
Partner
Purchase
•Content Partners
---articles
---best practices
---white papers
---podcasts
•Licensed Content
Annual content
subscription
●
Pay per content
category/unit
●
Co-branded
research partners
●
•Pay per
application
(tools, calculators)
17
Content Creation:
Build
Original Content Creation
AMA
Publications
Staff
Members
(Community)
Marketing
(podcasts)
PD
(Event
presentations)
Chapter
Dept.
(chapter
resources)
AMA
Original
Content
Web
Content
Staff
The creation of
ORIGINAL content is
sourced throughout the
AMA organization
inclusive of: paid staff,
volunteer leaders,
speakers, columnists etc.
Councils
Columnists/
Guest
Contributors
18
Content Creation:
Acquire/Partner
Content Acquisition
Created content should be harmonious
with and supplemented by content sourced
via numerous third-party providers via
partner and/or purchase agreements
Content
Partners
(organization)
Content
Partners
(individuals)
Sponsors
Limited
Partners
Third
Party
Content
Research
Partners
Licensors
(purchased
content)
Aggregated
(news feed))
19
Content Creation: Acquire/Partner
Topic Focus
Career Development
Vault
Ladders
Wet Feet
Quarter Life
College Central
Quint Careers
SHRM
Healthcare
Ziment
Society for Healthcare Strategy & Mkt
Development
Healthcare Strategy Institute
HealthLeaders Media
Mobile Marketing
Mobile Mktg Assn
SEO/Analytics
Web Analytics Assn
Search Mktg Tools
Coremetrics
Omniture
Web Analytics Demystified
SEOmoz
SearchCRM
Advertising
Advertising Specialty Institute
Adv. Research Foundation
IAB (Interactive Advertising Bureau)
Social Media
Social Networking and Media
Association
Leadership/Strategy
Strategies + Business
Oliver Wyman
Sloan Management (revenue share only)
Research
ESOMAR
Burke
Frost & Sullivan
Ipsos (survey-based research)
MarketTools
Management Ventures Inc. (retail
research)
WebSM (online research, web surveys)
Global Marketing
INSEAD
GlobalEDGE
Yankee Group
Multicultural Marketing Resources
E-Marketing
Emarketing Assn
Email Labs (tools)
Lyris.
Branding
Lippincott
Claritas-Nielsen
Academia
(sources based on ARC redesign plan)
20
Content Creation:
Partner Service Program
Routine servicing of content partnerships include the following tasks:

Regularly communicating with partners

Prompt partners to submit content

Respond to specific partner requests for information

Revise and develop content partner presentation and content license agreements to respond to needs of
potential partners and addendums to existing partner agreements

Negotiate revenue share agreements and associated accounting matters

Develop and communicate metrics reports on specific partner content

Educating new partner staff on content partner program, policies and procedures

Prepare MPower website updates

Update partner profile pages

Conduct regular audits of partner sites to develop lists of desired content

Convert partner site content to appropriate SharePoint formats (Word or PDF)

Create summary pages, documents and images in SharePoint for each partner content submission

Select and feature partner content in key areas of website and e-newsletters

Develop content partner materials for distribution at major conferences

Send quarterly partner communication newsletter

List of featured partner content

News on partner promotions

Prepare and update annual partner recognition ad

Discuss and resolve specific partner concerns and requests

Enhance promotion/value proposition (e-newsletter promotion, banner ad etc.)

Revenue share agreements; develop e-commerce methods

Opportunities for increased AMA engagement (podcast guest speaker, in-person presenter etc.)

New partner initiatives
21
Content Creation:
Partner Service Challenges
A number of challenges exist (some which occurred as a result of the recent economic environment) in
managing the content partner program:

Partner Liaison Changes. As a result of organizational and staffing changes within partner
organizations, communication with appropriate representatives is difficult. Often, the partner liaison has
left the company with no clear indication of a replacement content. In addition, these changes often
require “re-educating” the new partner contact on the AMA content partner program, policies and
procedures, often resulting in a delay in receiving content

Partner Organization Priorities. Changes in partner organization staffing as well as other priorities for
the organization has delayed receipt of content

AMA Staffing Limitations. Web content department staffing limitations (one 16 hour per week Intern
responsible for Content Partners) provides challenges in juggling the need to service multiple
partnerships, obtain and publish content on MarketingPower and responding to partner’s various
concerns and informational needs

Revenue Share Agreements. The inability to manage online payments on MarketingPower is limiting
revenue share opportunities with partners who have expressed interest in such agreements

Partner Content Promotion Limitations. Limited opportunities for partner content to be featured on
MarketingPower and promoted to partners’ target audiences. Underdeveloped opportunities to become
more engaged with AMA’s membership possibly through: promotion of partner’s webinars. conference
speaking opportunities, podcast opportunities

Website Partner Traffic. Desire to receive regular metrics reports on traffic to partner content
22
Content Creation: Recommendations

Develop an editorial calendar

Develop an overall editorial calendar (by channel: Resource Library etc.) and define the
guidelines governing content including formats, values, tone, legal concerns, user-generated
content and content cycles etc..
 Editorial plan includes the creation of original content, the acquisition of content via
third-party partnerships and the purchase of content via license agreements

Develop and implement department-wide partner content processes

Develop website features to promote partner content

Create templates displaying featured partner content

Provide a widget featuring partners on rotating basis; emphasize those w/ revenue share
opportunities

Prominently feature partner content via re-designed home page flash

Add content topics tied to the specialties of content partners to the What’s New page

Improve frequency and consistency of content promotion

Feature content in e-newsletters; promote via banner ads in the weekly MarketingPower
Today e-newsletter

Tweet/promote via Facebook/LinkedIn updates

Provide additional opportunities to engage with AMA (podcast guest speaker, in-person
presenter, booth space, co-branded webinar/research)

Develop untapped sources of content

Identify individual content contributor partnerships

Pursue co-branded research partnerships (tie to revenue share for non-members)

Identify tools/applications for partnership opportunities (license vs. non-license)
23
Content delivery via a rich mix of content categories/types will be an essential component of enhancing the
User experience. Samples of content categories/types are listed below.
• Five content types (chosen for their traffic generating linkage) will be more deeply reviewed (in red):
CONTENT CREATION: FORMATS OVERVIEW
Social Media
Tools
Webcast/
Podcast
Blogs
RSS
Video
Forums
Dictionary
Research/
White
Papers
Audio
Widgets
Directories
Feature
Articles
Images
Wikis
Presentations
Mobile
Apps
Polls
Categories:
Text
E-Books
Multi-Media
TYPES
E-Newsletters
24
RSS Feed Syndication:
Goals
RSS feeds extend the reach of MarketingPower
content via the following methods:
RSS feed expansion goals:
Search
Engines
(Google)
RSS Feed
Directories
Search
Engine
Spiders
RSS
FEED
Feedster
Bloglines
Syndica8
Links to
Posts
More Sites
Republish
Feed
Target
Market
• Automatically deliver new content to
subscribers
• Provide multiple ways for Subscribers to
discover AMA and its products
• Extend the reach of the content to NonMembers; use strength of content as an
acquisition tool
• Provide a true publish-subscribe model
for customers; offer expanded personalization
• Bypass email and spam filters
Links to
Feed Page
RSS
25
RSS Feed Syndication:
Recommended NEW Feeds
An expansion of RSS feeds will provide the benefit of improved personalization
of the content customers are seeking
Category
CURRENT RSS Feeds
B2B Marketing
Healthcare Marketing
Internet Marketing
Marketing Strategy
Services Marketing
Recommended NEW
SIGS
Brand Strategy
ELMAR
Higher Ed Mktg
Marketing Research
NonProfit Marketing
Community (replaces SIGs)
- All Public Groups
Blogs
Journal of Marketing Blog
Marketing News Blog
Twitter Feed
Community Blogs
AMA Blog
Facebook
Industry
Articles
Articles
Best Practices
White Papers
Articles (by topic category)
AMA
Publications
Journal of International Marketing
Journal of Marketing
Journal of Marketing Research
Journal of Public Policy and Marketing
Multimedia
Webcasts
Podcasts
Webcasts (by topic category)
Events
Events
Events (by topic category)
Jobs
Jobs
RSS
26
Blogs: Goals
Developing a deepened blog strategy will benefit the website in the following ways:

Improve Search Engine Optimization

Optimize each post via 3-4 keyword phrase

Utilize keyword clouds

Expand in to the RSS feed format

Link from other blogs

Enhance recency/frequency of fresh content

Build Traffic

Attract inbound targeted traffic via:
 value-added quality content
 multiple voices (blog contributors)

Expand Content

Reinforce thought leadership via multiple voices offering

Extend knowledge distribution via RSS feed

Provide differentiation over competition
27
Blogs: Three-Channel Approach
Member-Driven AMA
Blogs (Community)
AMA Blog
AMA members, including
targeted social media
“evangelists” would publish blog
posts regularly on a variety of
marketing-related topics within
Community Groups
Key internal social media
team members
(publications, marketing,
web content) would publish
blog posts with the objective
of enhancing the AMA brand
via content tied to its
products and services
Benefits:
Benefits:
●Increased member engagement
●Personal branding opportunities for
members
●Consumer generated content on
MarketingPower
●Increased traffic and brand
awareness
●Enhanced SEO
●Enhanced AMA brand loyalty
●Reinforced messaging for AMA’s
key products/services
●Emphasis on AMA as experts
and thought leaders
●Multiple editorial voices
• Enhanced SEO
Blog Roll
(Influential Bloggers)
A robust blog roll would
include blogs of influential
marketing bloggers,
categorized by topic and
marketing segment
Benefits:
●Engagement with key social
media influencers
●Ability to serve as filter and
aggregator of top marketing blogs
●Increased traffic to
MarketingPower
●Additional content category
●Enhanced SEO
28
Blogs: Recommendations

Redesign MarketingPower Blog Platform

Design blog platform using SharePoint functionality
 Introduce basic elements currently missing (topic categories; blog roll; featured posts; recent posts,
RSS, site search; About page; keywords; tags)

Include social media tools (video embedding; social bookmarking; tag cloud; share functions; links to
Twitter/Facebook/LinkedIn; avatar)

Develop Fan Badge and/or Blog Widget for placement on social media sites

Consider revamping existing blogs (MarketingNews and Journal of Marketing) to form one robust AMA Blog

Formalize Blog Policies

Blog contributors (Multiple AMA staff and guest bloggers)

Blog posting frequency

Responding to comments

Commenting on blog posts

Develop Blog and Reporting Mechanisms

Allow User comments to be updated in real-time with no filtering

Submit the blogs to directory feeds (i.e. Technorati, Google Alerts)

Utilize blog traffic reporting (Omniture)

Define and Implement Blog Traffic Generation Mechanisms

Identify and reach out to influential bloggers

Submit AMA blogs to search engines (Google, MSN, Yahoo!) and blog catalogs (Technorati, Allton)

Participate in topic-relevant blog carnivals

Reference blog URLs in marcom, member and publication communications

Re-post best blog content (ezinearticles, azcentral)
29
Web/Podcast: Goals Overview
Content Goals
Marketer Perspective:
•Provide content to meet all
marketer informational needs
--marketer segments
--marketing specialties
• Provide credible content
--objective, credible source
•Provide latest thought
leadership from industry experts
MarketingPower
Multi-media Content
Must Meet Both Content
and Sponsorship Goals
Sponsorship Goals
Partner Perspective:
•Provide sponsors with targeted
leads
•Provide sponsors with maximum
exposure to target markets
•Upsell multimedia content
sponsors to broader media buys
Business Perspective:
•Increase revenue
•Increase traffic to site
•Increase time spent on site
•Convert site visitors to AMA members
Goal: Grow website inventory of multimedia content to meet informational needs
of all marketer segments and marketing specialties while growing revenue stream
30
Web/Podcast: Content Categories
Recommended
CURRENT
RECOMMENDED Web/Podcast Categories
Podcast Categories





Webcast Categories



Meeting of the Minds (cancelled)
Members Only (tied to membership
campaigns)
All Other
Web AND Podcast Topics





Topics
Author Series
Executive Conference Calls
Chapter Training
Event-Related Promotion
Miscellaneous Marketing Topics
Branding
CRM/Customer Experience/
Consumer Insights
Interactive Marketing
Marketing Strategy
ROI
Execute via one plan
designed to meet ALL
audience (topics) and
business (AMA, sponsor)
needs
•Academia/Teaching
•Advertising
•B2B Marketing
•Branding
•Career Development
•Collegiate Chapter Training
•CRM/Voice of Consumer
•Direct Marketing
•Email Marketing
•Global Marketing
•Higher Ed Marketing
•Interactive Marketing
●Loyalty
Marketing
●Marketing Research
●Marketing Strategy
●Nonprofit Marketing
●Prof. Chap. Training
●Public Relations
●Retail Marketing
●ROI
●Sales
●SEO/Analytics
●Sponsorship
WEBCAST ONLY Topics







B2B Marketing
Email Marketing
Marketing Research
Measurement/Analytics
Nonprofit Marketing
Sales
Sponsorship
PODCAST ONLY Topics



Career/Professional Development
Higher Ed Marketing
Organizational Change
Management
Access
Within each subject category, webcasts should be gated
for members only, registered users or visitors. Gating terms
would be closely tied to sponsorship agreements.
Revenue
Within each subject category, webcasts will be either sponsored
or non-sponsored. Revenue can be obtained either through
direct sponsorship arrangements (flat sponsorship fee) or via
revenue share agreements with content partners.
31
Web/Podcasts:
Recommendations

Create web/podcast program based on collaboration between web content and sponsorship
departments


Formalize value proposition/deliverables for sponsored and revenue share web/podcasts







Tie to subject matter categories rather than source of content, speakers or sponsors
Develop web/podcasts with MarketingPower gating strategy in mind


Allows AMA to continue to generate incremental revenue from sponsored content
Provides the ability to fill content gaps for all marketing roles and specialties
Provides the ability to create original thought leadership content not tied to sponsorship
Provides the ability to enhance content partner value proposition
Allows the AMA to increase its overall inventory of multimedia content on MarketingPower
Unhinge web/podcasts from their source


Identify deliverables to support value proposition (branding, promotion, etc.)
Devise marcom program for promoting both Sponsored and Revenue Share Webcasts
Create inventory encompassing both sponsored and non-sponsored content


Coordinate content acquisition efforts with sponsorship acquisition efforts
The inventory should include content for all major gating audiences (members only, registered users, visitors)
Develop content based on overall MarketingPower editorial calendar



Inventory should provide content for all major marketer segments and specialties
Featured speakers should represent multiple sources (book authors, content partners, individual industry thought
leaders, in-person event speakers, sponsors, etc.)
Create internal processes for developing content and for communicating plans for new categories
32
Web/Podcasts: Recommendations
continued

Implement web/podcast traffic generation mechanisms






Develop RSS feeds for all web/podcast subject matter categories


Individual subject matter RSS feeds for podcasts should be made available to MarketingPower
visitors in addition to one general podcast feed
Identify and implement production best practices





Submit MarketingPower podcasts to podcast directories
Create subject matter tags in podcast directories
Create blog post based on each podcast
Include keyword phrases in metadata descriptions for podcast landing pages and individual podcast
summary pages
In all marcom, link to MarketingPower podcasts pages rather than third-party registration pages
Make podcasts “scannable” (break podcasts into chunks of content)
Develop uniform directions and tips for speakers/contributors (no direct promotion)
When available (tied to sponsorship/partnership arrangements) provide slides or transcripts (post in
summary pages and display within landing pages)
Within summary pages, included related in-person event content links
Revise landing pages to better feature content





Provide the ability to capture registrations for teleconference podcasts
Feature MarketingPower’s entire portfolio of webcasts/podcasts (sponsored and unsponsored)
Redesigned to better highlight content and engage visitors
Allow visitors to easily search by subject matter
Social media tools and sharing mechanisms should be added SharePoint templates
33
E-Newsletters: Goals

To meet informational needs of all member segments and key niche
marketing specialties

Reinforce AMA brand and reputation as thought leader

Generate and grow advertising revenue

Encourage increased marketer engagement with the AMA

Drive member acquisition

Improve SEO

Grow website traffic and increase time spent on site

Drive in-person event registrations
34
E-Newsletters: Recommendations

Include multiple MarketingPower touchpoints in each newsletter issue


Implement internal processes to ensure distinct editorial strategies for each
newsletter



Track total number of subscribers and those who unsubscribe; ratings and comments on
newsletter articles; advertising click-throughs
Develop and enhance marketing program promoting newsletter portfolio


Ensure advertising creative is submitted in a timely basis
Define criteria for acceptable advertising within newsletters
Track and monitor subscriber engagement with newsletter content (metrics)


Consistent collaboration between the Web Content, Publications and Marketing departments is
essential to ensuring editorial quality and strategy for each newsletter is maintained
Define and implement policies to ensure effective advertising management


Provide multiple MarketingPower links including those pertaining to in-person events, site
content, membership center and other key AMA areas
Create marcom deliverables to promote newsletter subscriptions and advertising
Where appropriate, utilize newsletters to highlight upcoming in-person and virtual
events and other AMA programs

Develop original content that ties to major conferences
35
E-books: Recommendations
E-books have been gaining in popularity. They can be quickly produced and are an
effective format for communicating niche, topical subject matter. They also can serve as an
excellent vehicle to drive traffic to the site by distributing virally or as an incentive

E-books could be created:

By AMA staff (web content and publications depts.)

With a third-party partner or guest contributor (co-branded)

In a PPT or similar format

Subject matter should:

Be specific, niche and newsworthy

Include specific details including research data, graphics/images, how-to steps or
other engaging conventions

Be planned to meet the subject matter needs as dictated by the MarketingPower
gap analysis

E-books can be distributed virally to generate interest (i.e. membership campaign, new
program or to target unique audience)

Phase I of an e-book program could include one new e-book per quarter
36
Content Display
The physical display of content on MarketingPower web pages plays an important role in engaging site
visitors. Key elements of this area of content strategy is centered around a single Style Guide to
create uniformity and continuity throughout the site

Update MarketingPower Style Guide

Freshen guidelines established in May 2008 (with re-launch of site)

Provide staff training to ensure adherence to all style guidelines and maintain conformity
throughout the site

Color Palette

Utilize a single color palette throughout the site
Font Style/Size

Utilize a pre-determined family of fonts
Navigation

The following navigation elements should reflect the overall MarketingPower style guidelines
 Buttons
 Navigation dashboards
 Breadcrumbs
 Anchor text
Graphics/Images

All site images including photographs, illustrations, icons, logos and advertising should reflect
the overall professional character of the site

All site images and graphics should reflect the content it is representing



37
Content Search/Traffic
Generation: Benefits
Why is building traffic to MarketingPower important?
Identify the type and structure of metadata to help organize, use, reuse the
content in ways that are meaningful to the audience. Includes editing and
organizing content on a page or across the site to increase its potential
relevance to specific search engine keywords
The Obvious
 Increase in traffic = increase in conversion rate for new AMA members and
event registrations
 More traffic = more awareness of AMA and its national and local benefits
 Advertisers increasingly base online spend decision on both site-wide and
channel-based traffic numbers
Not So Obvious
 Current content partners base content exchange decisions based on site-wide
traffic and visitor segmentation numbers
 Potential content partners base partnership decision, in part, on site traffic
numbers
 Ability to obtain backlinks from external organizations is based, in part, on
traffic rank
38
Content Search/Traffic Generation:
Search Engine Optimization Steps
Improving MarketingPower’s search engine page ranking is critical to traffic generation. Search
engine ranking is based on a website’s trust ranking, page ranking and reputation. Methods for
improving search engine optimization includes the following:

Locate search visibility and usability problems within MarketingPower

Studies show that the average website loses 60% of visitors off the home page due to usability issues and a lack of
relevant content. 50% of visitors spend less than 8 seconds on a site—expansion marketing

Review content for persuasive function and conversion

Include calls to action with content pages when possible (especially landing pages)

Compare site to competition and other sites with page one ranking on primary keywords

Develop robust link building program

The site must be optimized with volumes of links (backlinks) from external sources

Identify viable keywords that the target audience is using to find MarketingPower

Incorporate the keywords into overall site, landing page metadata descriptions and content pages

Conduct keyword research

Look at the titles of Web pages for keywords

Identify keywords in meta tags

Look up words that relate to the site and see which ones have highest search numbers

Identify long tail words that have smaller search numbers but a more detailed description of AMA
and MarketingPower-related products and services
39
Content Search/Traffic Generation:
Link Building
What do backlinks have to do with MarketingPower content?



Drive more traffic to MarketingPower
Make MarketingPower more trustworthy
Help build a powerful MarketingPower community
Types of Link Building


Organic

Links are built naturally based on value of MarketingPower

Tactics: Quality site content, blog content, social bookmarking, posting in social networking
sites
Artificial

Links can be manipulated

Tactics: Link requests, directory submissions, paid links
Elements of Quality Links





Good anchor text
Variety of anchor text
Authority of linking text
Relevancy of linking text
Destination of link
40
Content Search/Traffic Generation:
Recommendations

SEO






Linkbuilding








Identify primary keywords associated with MarketingPower and prioritize them based on
viability
Take advantage of words that have high searches but low competition
Re-write home page and channel landing page content to incorporate keywords
List phrases that should be used in news releases, blog posts, and articles
Conduct a Google search on each keyword or phrase selected
Submit MarketingPower to web directories and social bookmarking sites (Reddit, Digg)
Incorporate MarketingPower content links in Twitter/Facebook feeds
Comment on Do Follow blogs/forums
Submit MarketingPower (article links) to article directories (Ezine, Go Articles)
Create multimedia press releases and include multiple MarketingPower content links
Formalize reciprocal link strategy
Investigate potential purchase of targeted links
Tracking

Institutionalize a metrics dashboard and analytics to use as “streaming/live” feedback on
progress on traffic and content development
41
Content Promotion: Overview
Developing a strategy and process for highlighting and featuring content on
MarketingPower (including the AMA Community) is essential in order to drive visitor
interest and meeting the needs of content partners and sponsors. A strategy for
effectively promoting site content is focused on the following site areas:

Home Page

Slideshow

Content area (located just below slideshow)

Landing Pages

Channel landing pages (About AMA, Resource Library, Events, Career and
Community)

Topical landing pages

What’s New landing page

Personalized home page views (when developed)

Social Media



AMA Community (appropriate groups)
AMA Facebook page
Blogs (both AMA blogs and via blog directories)
42
Content Promotion: Marketing Campaign
In order to generate both website traffic and engagement with
MarketingPower content, a formal marketing campaign also needs to
be in place. A marcom strategy might consist of email, direct mail and
paid search components.
(Marketing department to supply specific details)
43
Content Distribution
In an effort to generate both traffic and interest, MarketingPower needs to be
distributed to potential audiences in as many channels as possible. Appropriate channels to
distribute site content include:

Email



Feeds





Third-party blogs (via comments and guest posts)
Blog directories and blog carnivals
News Aggregators


RSS feeds (MarketingPower)
Group content feeds (AMA Community)
Social media: Twitter and Facebook feeds
Blogs


AMA e-newsletters
Marketing email campaigns (event and membership promotions)
News directories
Social Bookmarking

ShareThis and other bookmarking tools
 E-newsletters
 AMA Community
 MarketingPower
44
4. User Experience Building
Blocks
Personalization
Unhinged Content
Engagement Tools
Content Gating
45
Personalization: Benefits
Increasingly, personalization of the user experience on websites will be critical to
maintaining and growing traffic. Personalization is needed to: add value to the
user experience, drive traffic and encourage log-in practices
Increased
ME
Relevancy
=
Incentive
for logging
in
Increased
Value
Leads to
Motivation to
explore other
site content
areas
Provides an
Personalized User
Experience on
MarketingPower
Results in
Increased time
spent on site
46
CURRENT Home Page View:
Not Logged In
47
CURRENT Home Page View:
Logged In (Marketer)
Very
little
noticeably
changes
Article and Event links displayed based on user preferences
48
Personalization Example: Marketing Researcher
Personalized Home Page View
Welcome Nancy! Feb. 21, 2010
Multi Media Corner: More
Marketing Research: Insights & Insiders
Why Researchers Aren’t
Getting a Seat at the Table
Kate Egan
Researchers are still relegated to being order
takers rather than strategic partners.
•Transforming Today’s Insights Organizations
•Crafting Compelling Stories for the Boardroom
•Smart Xchange 2010
Research Resources
Publications:
•Marketing Research Magazine
•Journal of Mktg Research
•Marketing Researchers
newsletter
Community Groups
•Marketing Research
•Qualitative Research
•Segmentation
How to Reach the New Customer
Why the New Customer sentiment
is sticking around and why marketers
should stress price and value.
More
Latest Stories
•What Really Affects Behavior?
•Online Customer Feedback
•Emotions vs Emotional Benefits
•Qualitative with Different Qualities
•Spending on the Fly
•Keeping Score
•Welcome to the Bazaar
•Adding Value with Neuromarketing
Why She Buys
CPG companies consistently
market to an audience they don’t
understand—women!
<embed>
Research Conferences
More
49
Personalization: Recommendations
Develop the following personalization features:
Upon INITIAL REGISTRATION users (members or registrants) would be presented:
 Personalized welcome message
A welcome message would provide suggestions to specific content based on the new
member/registrant’s topical preference including:

Professional development: face to face events, webcasts

A sampling of recent content (based on topical preference)
 Articles
 Podcasts
 Tools/Directories

E-Newsletters
Upon LOG-IN users (members or registrants) would be presented a personalized view of:
 Home page
Feature content, events, webcasts, Community groups and ads targeted to the member’s
personal topic preference based on marketing role

Resource Library Landing Page
Displays links to content based on their marketing topic preferences

Career Landing Page
View featured job listings based on marketing role and geographic area
50
Unhinged Content: Overview
Content should be developed, published and presented in ways that are
consistent with how visitors search for content:
 By subject matter


Niche specialty
General specialty
 By content format

Video, audio, text, image
 By editorial construct







Feature article
Best practice
Case study
PowerPoint presentation
Podcast/webcast
Research paper/white paper
By Marketer Role

Practitioner, researcher, academic, collegiate student
51
Unhinged Content:
Recommendations




Redesign the Academic Resource Center (home/landing pages)
Revise topic-based landing pages to incorporate academic and other
MarketingPower content
Acquire academic content partners and punish via SharePoint
Add more visual interest via images etc

Create topical templates to better feature new content based on marketing subject
matter

Integrate related content (text, multimedia, events) into every new content page

Categorize multimedia content by subject matter rather than source (i.e, instead of
“author series,” segment by topic such as social media, analytics, research)

Add search filters in the MarketingPower search engine and topics in templates to
allow for more refined searches
52
Customer Engagement
The ultimate success indicator of MarketingPower is the level of customer
engagement between its visitors and the AMA. Empowering and engaging
members, site visitors and customers is accomplished increasingly through
social media as well as through traditional website mechanisms
Current Forms of Website Customer Engagement:







Online SIGs (Shared Interest Groups)
Ratings
Comments
Weekly Poll
Contact Us (Help Center)
Blogs
Social Media: Twitter, Facebook, LinkedIn
53
Customer Engagement:
Recommendations





Community

The AMA’s new online community will serve as primary source of engagement
with members. Content from MarketingPower should be routinely integrated into
the Community. In addition, other social media efforts should be integrated
within MP (i.e., tweets, Facebook update feeds, ShareThis buttons, etc.)
Customer Feedback Channel

Develop user-friendly mechanism to provide the AMA feedback, suggestions and
ideas via MarketingPower. The mechanism would lead to analyzing,
implementing and communicating back to customers about their suggestions.
Blog (see related slides for full strategy)

Launch an active, welcoming blog that includes social media tools allowing
members to comment, create, rate and share content
Listening Strategy

Monitor the AMA Community dialogue, AMA Twitter and Facebook communities
as well as comments made throughout the site in a formalized way to aid in the
engagement process. Create a formal reporting mechanism and follow-up plan
Advocacy Program

Implement a formal advocacy program in order to convert members into active
AMA brand advocates. The first phase of this plan will be in place with AMA
Community launch. Members will earn points for Community and offline AMA
activities. Points can be added for MarketingPower tasks (adding a comment,
making a suggestion to improve a product or process that was implemented,
rating an article, completing a poll, etc.)
54
Content Gating: Principles
Gating Guiding Principles:
• Develop enough gating levels to meet the needs of differing audience segments:
• Members
• Trial members
•Volunteer leaders
• subscribers
• Registered users
• Visitors
• Further refine the content access strategy for all gated levels
• Enhance SharePoint publishing practices
• must coincide with gating levels (i.e., tagging, TIMSS codes)
• may be controlled via template or permission-level sites
55
Content Gating: Recommendations
Improve the current gating strategy via improved differentiation in content access for
all gated levels

Gating Levels
Strengthen the current gating levels to allow for the following access groups: all
members, AMA leadership, trial members, subscribers, registered users, visitors

Gating Templates
Revise existing content templates to allow for gating of all new levels and to gate
pages in addition to documents


Allow templates to include social media and multi-media tools
Content Categories


Further clarify which types of/amount of content is accessible to each gating level
Add more content categories that are members-only
56
5. Website Revenue Opportunities
E-Commerce Based - Future
Current Revenue Streams
57
Website Revenue Opportunities:
E-Commerce Based
The addition e-commerce would greatly expand the possibilities of generating
new revenue streams as demonstrated via a list of possible future opportunities
Site
Subscription
Content partner
revenue share
Event
Presentations
Pay per
content
Tools/
Templates
Content-Based
Revenue Opportunities
Mobile
app
downloads
Members
only content
(sold to
Non-Mem)
Co-branded
research
sales
58
Website Revenue Opportunities:
Current
Current Revenue
(revenue that streams through or is
generated from MarketingPower)









Member registrations
In-person event registrations
Banner ads
E-Newsletter ads
Website sponsorships
Podcast sponsorships
AMA publications subscriptions
SIG subscriptions
Job board revenue
 The website currently acts
primarily as a portal for
giving members/nonmembers a means to
participate in AMA
activities
 The opportunity to
generate revenue FROM
the website (i.e. banner
ads etc.) has been
hampered by low traffic
59
6. Human Resource Plan
Web Content Resource Structure
Functional Responsibilities
FY11 Funding
60
Web Content Resource Structure
Director of
Online Content
Interactive Content
Manager
Website Project
Manager
Digital Editor
Web UI Designer
(75% of time devoted to Marketing)
Community Administrator
ARC Editor
(Part-Time)
= existing positions
Associate
Digital Editor
= recommended
priority new positions
= recommended
Intern
(Part-Time sort of)
secondary new positions
61
Resource Plan: Functional
Responsibilities
Interactive Content Manager (New)
•Content Partners
•Create SharePoint summary pages (as needed)
•Serve as daily partner liaison
•Research potential partnerships
•Manage partner syndication agreements
•Manage revenue share agreements
•Assist with custom partner content opportunities
•Track partner content metrics
•Site Content Inventory
•Maintain website audit/gap analysis
•Respond to third-party content inquiries
•Research third-party content opportunities
•E-Newsletters
•Assist with issue editorial calendars
•Create featured content lists for newsletters
•Write and edit assigned newsletter articles
•Manage newsletter production schedule
Digital Editor (New)
•Content Updates
•Assist with Community channel editorial
•Maintain What’s New page
•Maintain topical landing pages
•Update featured content (home page)
•Link Building Program
•Assist with link-building strategy
•Develop content lists for submittal to directories
•Manage reciprocal link program
•SharePoint Publishing
•Develop summary pages for third-party and
partner content
•Conduct site audits and prepare content inventories
•Editorial Development
•Write and edit newsletter and site content
as assigned
•Prepare content lists for use in social media channels
•Update AMA FAQs
62
Resource Plan: Functional
Responsibilities
Website Project Manager (New)
•Analytics
•Create and manage dashboards
•Track and create metric reports
•Analyze and interpret data
•-Implement strategic analytics program
•SEO/Traffic Generation
•Track AMA search engine rankings
•Implement SEO strategy
•Revise and update metadata descriptions
•-Conduct keyword audit and keyword search
reports
•Conduct SEO staff training
•-Identify and resolve URL structure issues
•Submit site to engines/directories
•SharePoint Troubleshooting
•Troubleshoot SharePoint authoring issues
•Monitor site for adherence to guidelines
•Project Management
•Conduct/coordinate user testing
•Assist business team in drafting business
requirements
•Conduct SharePoint training as needed
•Monitor and respond to webmaster
customer inquiries
Web UI Designer (Existing)
75% of time devoted to Marketing
•E-Mail Marketing
•Design HTML/text email
mktg. campaigns
•Create original email
templates
•Conduct staff training
•Implement email best
practices
•Website Design
•Create visual elements
•Design CSS applications
•Design site style guidelines
•Provide design strategy
•Design support for staff
•Design input for new areas
•Manage site map
•Online Advertising
•Manage online advertising
program (MPower and
Community)
•Design house ads/banners
•Prepare advertising reports
•E-Newsletter Production
•Newsletter templates
•Design template and
banners
•Manage production
of MPT newsletter
•Assist with prod.
of all newsletters
•Manage newsletter
advertising program
•Image Management
•Optimize site images
•Manage Image
Galleries
•Manage home page
slideshow
•Social Media
•Manage Twitter
account(s) design
•Manage RSS
program
•Design blog
templates
and manage updates
•Manage chapter site
hosting
63
Resource Plan: Functional
Responsibilities
Community Administrator (New)
(replaces SIG Moderator)
•Community Member Engagement
•Troubleshoot community member issues
•Educate members on community practices
•Provide first-line customer care
•Respond to reports of abuse/guidelines violations
•Monitor groups and community activity
•Content
•Search for and post appropriate content
within groups
•Manage content-managed widgets
•Group Ambassador Management
•Identify, recruit and train group ambassadors
•Feedback Channel
•Implement AMA communication process for
community feedback
•Community Analytics
•Manage community reporting program
Associate Digital Editor (New)
•SharePoint Page Creation
•Create summary pages for partner content
•Convert content into PDF documents
•Newsletter Production
•Prepare HTML templates for 3 newsletters
•Manage newsletter subscriber lists
•Manage SubscriberMail delivery
•Partner Landing Pages
•Maintain Content Partner landing page
•Maintain partner profile pages
•Maintain partner content SharePoint archive
•Partner Promotion
•Ensure delivery of promotion deliverables
•Create monthly partner reports
•Website Updates
•Maintain featured comments widget
•Maintain featured content widget
•Group Management
•Permission level management, new group creation
•Social application tools management
64
Resource Plan: Functional
Responsibilities
ARC Editor (Part-Time) (Existing)
•Content Acquisition
•Develop content roadmap for new content
•Pursue Academic content partners
•Obtain variety of text and multimedia content
•ARC Content Management
•Publish new content within SharePoint
•Regularly update ARC landing/topic pages
•Call for Papers
•Conference info
•Academic award programs
•Integrate ARC content with MP resources
•Events (in-person and online)
•Content (text and multimedia)
•Manage annual conference proceedings archive
•Implement visual design within landing pages
Intern (Part-Time) (Sort of Existing)
•SharePoint Page Creation
•Create summary pages for partner content
•Convert content into PDF documents
•Update Partner profile pages
•Upload documents
•Partner Content Tracking
•Log and track partner content
•Track featured partner content
•Prepare partner reports
•Content Inventory
•Prepare partner site audits
•Develop content lists for approval
•Conduct preliminary research on potential partners
•Academic SIG Engagement
•Secure SIG content for ARC
•Update academic SIG sites (on MP.com)
•Obtain regular SIG news/reports
•Academic Newsletter
•Provide editorial support for Academic newsletter
•Identify resources for newsletter articles
65
Resource Plan: FY11 Funding
Annualized Impact
Position
Base
FY11 Impact
Benefits
Total
Hiring Date
Salary/Benefit Cost
IN FY11 Budget
Community
Administrator
$55,000$65,000
$13,750$16.250
$68,750
$81,250
5.1.10
$75,000
$77,600
Web UI
Designer
Existing
Existing
Existing
Existing
Existing
Existing
Website
Project
Manager
$55,000$65,000
$13,750$16,250
$68,750$81,250
7.1.10
$75,000
$97,000
Interactive
Content
Manager
$45,000$55,000
$11,250$13,750
$56,250$68,750
7.1.10
$62,500*
$0
Digital Editor
$35,000
$45,000
$8,750$11,250
$43,750$56,250
1.1.11
$50,000
$0
Asst. Digital
Editor
$25,000
$35,000
$6,250$8.750
$31,250$43,750
4.1.11
$37,500
$0
SIG Moderator
$20,000
$0
$20,000
9/1/10 eliminate
$3,333
$20,000
ARC Editor
$20,000
$0
$20,000
$20,000
$20,000
$0
$11,520
$11,520
$11,520
$334,800
$226,100
($10hr) 24 hr
(per wk x 48 wks
Intern
TOTAL
NOTE: FY11 Salary/Benefit Costs are based on a mid-point range for salary base
* Can self-fund the Interactive Content Manager if hired on 12/1/10 ($42,000 = 7/12 of $75. Money from Proj Man (22) and SIG Leader (17))
66
7. Plan Implementation Summary
Content Development/User Experience Summary
Technology Initiatives
Human Resource Needs
67
Content Development/User
Experience Summary
Creation
With a fully implemented HR plan, the following actions would be initiated:
PAGE
Initiate the multi-step rolling audit: audit, content map, gap analysis, editorial calendar, metrics plan
15-16
Consistently develop content via build (AMA Created) and acquire (partners/purchase) options
supplemented/strengthened with a partner service program
17-23
Implement the content formats enhancement recommendations: RSS Feed, Blogs, Web/podcasts,
E-Newsletters, E-Books
24-36
Display
Update the style guide and oversee company-wide compliance/quality control
37
Search
Implement search optimization/traffic generation initiatives
38-41
Promotion
Develop a year-round marcom support plan
42-43
Distribution
Pro-actively expand content distribution using a wider variety of channels to broaden reach
44
Personalization
Develop enhanced personalization features
46-50
Unhinge Content
Unhinge the content from the source: ARC redesign, topical templates, related content integration
51-52
Engagement
Enhance/expand the customer engagement touch points: Community, Listening Strategy,
Advocacy Program
53-54
Gating
Improve differentiation in content access for all gated levels; enhance member value proposition
55-56
Creation
68
Technology Initiatives
Approximately one-third of the content development initiatives require (or would be
Supplemented) by technology enhancements
Content Area
CY10 Planned (page # sampling))
CY11 Ideas (page # sampling)
E-Commerce (22, 23)
 Content Partner Widget (23)
 Blog platform (27-29)
Creation
Display
 No technology....human resource needs
 No technology..human resoruce needs
Search
 Omniture Web Metrics/Analytics
(16,29,35,41)
 Omniture Web Metrics/Analytics
(16,29,35,41)
Promotion
 Trial Membership
Home Page Flash (23)
Distribution
 Personalized Home/Landing Pages (46-50)
Personalization
Unhinged Content
 Gating/Template Redesign (32,33,37,50,52)
Engagement
 AMA Connect Community (Telligent) (54)
Gating
 Gating/Template Redesign (32, 33, 37, 50,
52)
 Customer Feedback Channel (54)
69
Human Resources Summary
Director of
Online Content
Interactive Content
Manager
Website Project
Manager
Digital Editor
Web UI Designer
(75% of time devoted to Marketing)
ARC Editor
(Part-Time)
Associate
Digital Editor
Community Administrator
Approximately two-thirds of all
content development recommendation
implementation relies on a commitment
to human resource staffing
Intern
(Part-Time sort of)
70