This post is part of a series covering how we helped our client, Teknion, transform its web presence into customer-centric digital experience.
*In an earlier article in this series*, we discussed how we planned the Teknion site build, starting with broad requirements gathering and finishing with a firm list of objectives and deliverables *(you can read more about it here)*.
The final step in completing the Teknion transformation was to actually execute the transformation.
The annual report is both a tradition and, for many public companies and institutions, a legal requirement. But with the shift to online annual reports, they’ve also become incredible sources of creativity.
When we worked with the Teknion team on their organization’s digital transformation, we spent time understanding their challenges, breaking those broad challenges into specific problems, and then planning how to solve them.
Here’s what that process looked like from the beginning.
Since we’re such advocates, we thought that it’d be good to show how a content management system can help a business rather than just explain the idea.
Enter Teknion and Sitefinity. Teknion is a furniture company that makes high end office solutions for clients all over the world. Sitefinity is the CMS that we used when developing their new website.
Here’s how Sitefinity helped Teknion with their business strategy, and how we deployed Sitefinity to help them expand their customer base.
Allowed the communication of ‘single voice of truth’
Before Sitefinity, Teknion struggled to bring the full calibre of its brand online.
The Teknion site was largely built for developers to manage, and while it was functional, it struggled to deliver a positive experience.
In short, nothing like the refined expertise that the Teknion brand stood for.
What’s more, because there were dozens of smaller websites, each run by a regional marketing team, it was exceedingly difficult to convey a single, cohesive brand message to all of their customers, or even have a cohesive sales experience.
In fact, even uniting all the various pieces of content across the board was a challenge, including products and services on offer, since there was simply so much content.
We worked with the creative agency, Pound & Grain, as well as with Teknion, to develop an architecture for their site that was going to effectively tell their brand story in the same way that they’d been telling it with brochures, catalogues, and other traditional marketing collateral for years.
The Sitefinity platform united Teknion’s disparate websites with a single management interface for multiple websites. By using one interface to control many regional and niche websites, Sitefinity allowed the development and deployment of a single voice of truth.
Now all of Teknion’s communication with its customers had the same tone of voice, focused on the same benefits, and carried the same branded look and feel as every other piece of collateral.
Accounting for regional differences
Of course, this sort of centralized control does have its downsides. Namely, regional teams tend to know what their customers want and what they need better than a head office somewhere.
We understood that requirement, which is why we opted to use Sitefinity. From a single interface, it allows easy page personalization for regional marketing teams, keeping the single voice of truth that is so critical to Teknion’s success, while still giving regional teams the control that they need.
Teknion Products Page
The final step where Sitefinity really shines is in its ability to organize and manage content and the asset life-cycle.
First, Sitefinity integrates with Teknion’s digital asset management (DAM) system of choice, Bynder. Bynder is a modular DAM system that makes content searchable, tag-able, sharable, and mass editable.
For an organization like Teknion that has more than 30,000 pieces of content, keeping it all in order and retiring pieces when relevant is an absolute top priority.
As a result, it was imperative that whatever CMS was deployed needed to integrate with Bynder, so that content could be leveraged effectively by central and regional marketing teams, giving them maximum access to the tools they need to close sales.
Using Sitefinity to transform Teknion
All of these factors — developing a single voice of truth, allowing regional customization, and enabling better content deployment and management — worked to help Teknion transform its business services to solve complex challenges with technology.
Specifically, Sitefinity helps the Teknion team:
Make their marketing more trackable
Improve their website to be more user-focused
Connect with customers and staff in exactly the way that they like
By re-positioning the Teknion website to the core of their operations and marketing efforts, we used Sitefinity to change how Teknion does what they do, both at a superficial level as well as in how they approach and solve completely new problems.
Anyone who’s ever managed even a small website knows the pain of trawling through folder after folder looking for the right version of the image or document you’re trying to use.
In fact, on average marketers spend about 62 hours annually looking for company assets – assets that have already been produced, verified, checked, edited, double-checked, and had maybe 400 revisions completed on it.
In short, digital asset management (DAM) has a higher cost than may be immediately obvious. Yet, even in the world we live in of constant optimization, DAM all too often sits on the side lines.
But no more.
In this article, we cover the various ways updating your website assets provides a return on investment and can help you optimize your site for a better, more cohesive user experience.
1. Up to date web assets are more relevant
The first piece of ROI is part of conversion optimization. It’s simple:
The more up to date your content is, the more relevant it is to your customer.
This simple fact will help start a positive feedback loop that goes something like this:
First, more relevant content will keep people browsing on your site longer (reduced bounce rate).
This, in turn, will help your SEO, which takes bounce rate into consideration….
Which leads to more traffic.
Since SEO also considers authority, the higher value (e.g. low bounce rate) traffic you have, the better your search engine results page (SERP) position will be, further improving your ranking position and thus how many leads are coming through the door.
More leads coming your way, as you increase the top of the funnel with improved SEO
Higher conversion rate since you’re publishing content that’s relevant to customers
And while many companies have enough digital assets to tailor and tweak content and digital experiences to the people who are browsing, many don’t have the ability to properly deliver this result.
Because serving different content to different audiences, while still being on brand and on message, is a complicated challenge.
That’s where a DAM can help. With a single cloud interface with fully-searchable content and auto-tagging, it’s much easier to apply overall branded assets and standards, as well as approve content or run it past stakeholders if needed. It means that you can trust local teams to produce the digital content they need to in order to convert sales, without sacrificing overall brand value.
3. It’s all about data
Digital marketing is all about data, and understanding:
What content performs well
What audiences it resonates with
What stage of the sales funnel it’s best suited for
And with thousands of pieces of content, from a simple tweet or CTA button to a blog post or a whitepaper or video, keeping it all straight can be a daunting challenge without a DAM.
Of course, you can get the broad strokes in place. For example, you might notice in your Google Analytics dashboard that a particular blog post has a 40% better conversion rate than other blog posts with the same traffic.
But in order to leverage or expand those learnings, you’ll likely need more information.
With digital asset management, you can track and analyse what content performs well, and where, as well as create test scenarios to further optimize your funnels. Over time, you build up learnings and can use those to inform what goes where, as well as future content production.
Over time, you get progressively better ROI as you optimize your entire digital marketing process.
4. Simplified management means less time spent on management
So far, we’ve really talked about improving ROI directly by improving conversions. But there are other costs associated with content — namely, time.
The more time you spend on producing, administering, and pushing content live, the more expensive it is.
Consider the 62 hour stat we referenced in the introduction. When you think about those 62 hours of marketing coordinator time, the cost of resources (and lost opportunities) becomes obvious.
For a small organization, that might be the same time required for an entire digital ad campaign, a new piece of video creative, a whitepaper, or just more keyword bidding.
By optimizing your digital assets with a DAM system, you not only drive more sales, but do it in less time. It’s really the definition of doing more with less.
DAM systems and how they contribute to ROI is one of those nitty gritty details of digital content marketing that most people would probably rather not think about.
But just through some basic organization, tagging, and streamlined sharing, probably facilitated by a DAM system like Bynder, you can maximize your marketing efficiency for a better ROI.
There are a plenty of advantages to using a CMS to run your website. A better experience, easier process to upload content, you may get access to a wide range of plugins and features – these are the things people usually mention.
But there’s a broader benefit of using a CMS for your website – it will help your business become much more effective.
In this article, we’re going to look at five tools that will help you publish better content faster than ever.
While we all know content like quizzes, videos, and photos all do REALLY well for audience engagement, the backbone of all content is going to be words. And with Grammarly, it’s easier than ever to find the right ones.
It’s a tool that runs either as a plugin through your browser or as a standalone web or desktop app, and checks your spelling and grammar for anything you’re writing.
Whether you’re posting a Facebook post through Hootsuite or uploading a blog entry through WordPress, Grammarly will interact with it and catch all your ugly typos and misspellings.
And that’s just the free version.
For the paid version ($11.66 per month, if you pay annually), you’ll get access to some nice features that look at your sentence structure, writing style, and vocabulary, making helpful suggestions as you type.
Even for the Hemingways out there, Grammarly is a key tool to keep in your arsenal. Partially, it means that you won’t embarrass yourself by using the wrong ‘your’. But more importantly, it means you can write much quicker, with less need for that second set of eyes before you hit ‘publish’. And when you’re staring down the barrel of a packed content calendar, you need every bit of speed you can grab.
And speaking of scheduling…
CoSchedule is a piece of software that makes scheduling and managing a content calendar easy.
Like Grammarly, CoSchedule works hard to integrate with as much of your existing software as possible, and especially WordPress.
So, what is it?
It’s basically a calendar app. But a really, really good one.
It can help you manage your content with a drag and drop calendar view (a bit like Trello cards)
It integrates with social media as well, so you can run your blog and social media calendars all in one place
You can assign tasks, set deadlines, create workflows, and build checklists for each piece of content
It lets you schedule and re-schedule content automatically (so you can promote something you wrote last week again)
Small teams might benefit less with the current entry price point and feature list, but where CoSchedule can add tremendous value is for teams working with several content managers, especially when contractors or freelancers are involved. The ability to share a view of what’s coming up and track multiple pieces at the same time saves oodles of project manager time and keeps your writers on track.
3. Yoast SEO
Yoast SEO is the number one SEO plugin for WordPress. Put simply, is excellent at what it does.
Yoast SEO is a plugin that overlays your standard publishing view in WordPress and automatically ‘grades’ you on your SEO for each and every thing you publish.
If you set a focus keyword, it will check if you’re using it often enough and if you’re going to rank. It also helps you create an SEO-friendly title and meta-description, and includes a snippet box so you can actually see what your post will look like in a Google SERP.
But where Yoast really shines is its readability checks. It will provide a red, amber, green indicator to let you know the status for each piece of copy, letting you know how easy it is to read. Now it’s not perfect and shouldn’t be relied on completely, but it will give you a general indication of whether what you wrote is any good, or if it’s completely terrible.
Finally, Yoast SEO will help with other more mundane (but important!) on-page SEO factors like breadcrumbs, canonical tags, whether you want to set a no-follow tag, and XML sitemaps. Plus, all this is free!
You can buy the Premium version for $69 per site, which will get you more keyword help, help with internal linking, and better support, but frankly, the free version gets you a lot of the way there.
If you’ve ever tried to explain how to use a computer over the phone, you know how valuable a screengrab can be.
Gyazo is a piece of software that makes taking and keeping screengrabs quick and easy.
All you do is install the software (totally free) and you’re all set to go. Just click and capture, then you’re provided with a link that you can drop in and share wherever you want. You can even do video grabs and save them as gifs, so you can show how a button works, what a screen transition is like, or what an expanding menu will look like when it expands.
Plus, they have a Chrome extension, so you can quickly snap screenshots online as you go. There’s also an image categorization system, so you can quickly find the screenshot that you’re looking for when you want it.
Finally, we have Unsplash. Unlike these other tools, Unsplash isn’t a piece of software. It’s just a simple database of beautiful, totally searchable, free stock imagery.
You can use it all without violating copyright rules (although you may have to provide credit on some images) and the pictures they curate are 100% amazing. They tend to focus on big sky drone images at the moment, but their selection will change over time with changing photography trends.
For easy access to amazing stock images, bookmark this site!
Think we missed a great tool for content managers? Let us know in the comments below!