How to build a successful

Content Marketing Website

in 100 days – and why.

03.07.2014

WHAT IS CURVED?

• Initiative of the E-Plus Group

• Portal about mobile lifestyle

- not only about technologie

• Focused on use cases

- not on specs

• Entertaining and competent

- not „nerdy“

• Magazine

- not user manual

WHY DID WE DO CURVED?

MOTIVATION

GOOGLE

FACEBOOK

DISPLAY/ RTB

AFFILIATES

EXAMPLE: GOOGLE

Source : Google 26.03.2014, 11:00 MEZ

…

MOTIVATION

GOOGLE

FACEBOOK

DISPLAY/ RTB

AFFILIATES

OWN DIGITAL DESTINATION

Brand

Product

Relation-

ship

POSSIBLE DIRECTIONS OF CONTENT MARKETING

Brand

Product

Relation-

ship VS.

FOCUSED VALUABLES

Ad-Revenues

from Marketing

Partnerships

Audiance

Tracking

to increase

Conversions

Marketing

Reach

of Ads, Bundles

and Special

Offers

Market

Information

to judge

Attractiveness

of Products

Commerce

for E-Plus

Shops

HOW DID WE DO CURVED?

WHAT DID WE HAVE ON OCT 28th 2013?

WHAT DID WE HAVE 100 DAYS LATER?

Motivated Team

Stable, innovative IT-Platform

Well equipped Website

WHAT DO WE HAVE TODAY?

100.000

50.000

Feb Mrz Apr Mai

Daily Unique Users

BASIS FOR SUCCESS: CLEAR CONTENT CONCEPT

NOT BUT

BUT STILL LOTS OF THINGS TO DO

IT PLATFORM

STORAGE

MAKE/BUY CLOUD/

PHYSICAL

TOOLS

PROCESSES

ANALYTICS

REPORTING

PRODUCT

NAME

TONALITY

DESIGN

CMS

CONTENT

TOPICS

ARTICLE TYPES QUALITY QUANTITY

FEATURES

TEAM CONTENT

PRODUCTION

TRAFFIC

MGMT

COMMERCE

MGMT

HR

APPROACH

• Overall project plan

(only milestones - no

tasks)

• Weekly iterations

• Small, clear tasks

• All in one room

• Daily Stand-Ups

• Easy to access

information

(about every decision

and every progress)

• Trusted, self-reliant

experts

• Clear responsibilities

Project

Management

Organisational

Surrounding Team

WHAT DO WE FOCUS ON TODAY?

ANALYSE TRENDS TO DECIDE FOR TOPICS

ANALYTICS TO MEASURE SUCCESS

GOAL: INCREASED SHARE OF VOICE AT GOOGLE

Source : Google 26.03.2014, 11:00 MEZ

SUCCESS FACTORS

PROCESSES

• DATA-DRIVEN

• STRONG TECH

SUPPORT

IT PLATFORM

• AGILE

DEVELOPMENT

• WEEKLY

RELEASES

PRODUCT

• RELEVANCE

(TOPIC, TIME)

• EDITORIAL

INDEPENDENCE

ANY QUESTIONS?

Rainer Markussen

Project Coordinator CURVED

linkedin.com/in/rainermarkussen