Unearthing Content for the Web

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Unearthing Content for the Web
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• Global Enterprise
• More than 100,000 employees
• Over 300 operations in 40 countries
• Over 500 products sold in 200 countries

• Fortune 100 Company
• Sales and revenues of 45 billion in 2007
• 1 in stockholder returns for the Dow 30
  companies for the last five years

• Worlds Leading Manufacturer of
• Construction and mining equipment
• Natural gas and diesel engines - industrial gas
  turbines

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CAT.com

• 22 country sites in 16 languages
• Over 1M visitors per month
• 40 of traffic originates outside of the US and
  is increasing

• Why they come?
• Research products
• Careers
• Investors

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Create more engaging web content
6 Sigma Project
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1. Pull dont Push

• Use current VOC
• Publish content that adds value and addresses VOC
• Give them what they ask for!
• Adding content for the sake of adding it, is
  wasteful
• Be sure there is clear alignment!

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2. Use search metrics

• What are they searching for within your site?

• On major search engines?

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3. Let users create content for you

• Customer testimonials
• Add validity to your marketing messages
• Brand advocates want to engage with you
• The conversation is happening with or without
  you!

• Leverage social media
• Video, communities, wikis, blogs, forums, etc.

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4. Use Industry/Product Experts

• Look within
• Deep subject matter experts exist within every
  organization
• Industry or product experts are an external as
  well as an internal resource

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5. Look in untraditional areas

• Dont look past the obvious
• History
• Niche markets
• Safety

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5. Look in untraditional areas (cont.)
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5. Look in untraditional areas (cont.)
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Questions?

• Thank You!
• Mark Freeman
• Freeman_Mark_X_at_cat.com