Consumers don’t want to be interrupted by paid ads anymore. They want to learn and communicate on their own terms. That means that marketers who manage their organization’s unpaid online channels like SEO and content marketing are now much more than just technicians or experts in their niche. They’re business leaders in their organizations.
At Conductor, we want to share how our most successful and innovative customers are managing their web presences. These web presence managers are mapping their content to customer personas and stages in the buyer’s journey. With the help of technology, they’re making sure their content is found and effectively engaging. These marketers empower their entire organization by systematically measuring and sharing ROI.
Did You Know?
68% of marketers recognize the importance of aligning content with the buyer’s journey.
Web Presence Management is inbound marketing 2.0. It’s a system for expanding – not just your market share, but your entire market — by capturing and creating new conversations and customers for your vertical. It’s also a way of managing what you already have more effectively, ensuring that existing content is actually discovered and makes a meaningful contribution to your business.
The Ultimate Guide to WPM
WPM is the identification and mapping of your core customers, and the continual analysis of what content is discoverable and effective. It is the systematic ability to identify and fill gaps and scale your successes. It is capturing consumers’ imagination on the web, and unifying your inbound team’s intelligence and workflow.
We believe that the future marketing team breaks the silo between creativity and analysis, and inbound marketers can work together even if they’re not in the same room: sharing metrics, insight, and ideas in collaborative digital workspaces. Rather than separate the search, social, content and analysis teams, we believe the most successful companies will pull their inbound marketers together into a web presence team.
There are five basic questions that guide the Web Presence Management team’s mindset: