One of the biggest mistakes marketing professionals make is building their content marketing strategy for a Drupal website after it's deployed. With building pressure to develop outstanding content and find qualified leads for sales teams, your website can be your marketing team's best tool, or worst nightmare.

In this presentation, Marketing & Drupal: How to Build a Conversion-Driven Website, we will discuss how marketers need to be part of the project team from the start. We will outline the role the marketer plays during the discovery process and demonstrate how an effective content strategy can impact the final structure, and success, of a website.

We'll look at:
- Site Analytics: What are they, what do they mean, and which ones matter to you
- Conversion Rates: What are they and why are they essential to your site's success
- The 5 types of conversion-driven websites
- The importance of incorporating site analytics into content audits
- Basics of Calls to Action: How to build them, where to put them, and when to change them
- The fallacy of the shiny A/B testing feature

Session attendees will leave with a firm understanding of conversion rates and how they indicate what content on your site is working, and what content is falling flat.

About Ariel Upton

Ariel Upton is the Marketing Manager at Duo Consulting - overseeing all marketing activities for Duo. She is the leader of the Inbound Marketing team and works with customers helping them to create highly impactful content for their websites and improve their inbound marketing efforts.