Experimenting with mid-CMS migration Schema — Joe Bare // The Parking Spot

Joe Bare, SEO Manager at The Parking Spot, talks about emerging trends in content management through strategy. Since being founded in 1998, The Parking Spot has grown to be the US’ leading near-airport parking company. However, they’ve also outgrown their IT-owned website and are now in need of a more scalable and marketing-focused solution to meet their evolving business needs. Today, Joe discusses migrating an enterprise company from a homegrown, IT-owned website to a commercial and marketing-owned website.
About the speaker

Joe Bare

Twibi

- Twibi

Joe is SEO Manager at The Parking Spot

Show Notes

  • 03:12
    Marketing challenges with IT owned websites
    The Parking Spots website was built by its IT team and its revenue control system facilitates dynamic, demand-based price adjustments. The challenge for marketing lies in the lack of access to certain parts of the website.
  • 04:24
    Making the business case for content marketing
    The IT team focused primarily on bottom-of-funnel marketing to existing customers, optimizing for price searches and reservations. Joe proposed that investing in content marketing would increase website traffic and shift the focus higher up the sales funnel to attract new customers.
  • 05:55
    The Parking Spots expanding content strategy
    The current blog focuses on bottom-of-funnel keywords and is limited to 10 articles per page, potentially burying valuable content. Transitioning to a hub and spoke model will allow users to easily navigate different content categories and provide better organization for search engines.
  • 10:05
    How The Parking Spot is leveraging structured data
    Structured data is incorporated as a JSON script directly into the HTML. They pay close attention to the headline and description fields as they play a significant role when sharing content on social media platforms.
  • 11:42
    Navigating pushback and demonstrating the value of content marketing
    Despite receiving buy-in from the C-level, Joe has faced pushback from the IT department and marketing and revenue regarding contents ROI. However, GA4 will make it easier to capture the necessary data to track contents impact on engagement, traffic, loyalty, and revenue.
  • 14:20
    Tips for transitioning to a CMS
    Transitioning to a CMS involves making changes to the website without direct input from the IT team. Its important to use data to demonstrate the value a CMS can provide in terms of marketing and get buy-in from the enterprise for CMS adoption.

Quotes

  • "One of the ways that our company has overcome the competition is with the revenue control system that allows us to dynamically change prices based on demand." -Joe Bare, SEO Manager, The Parking Spot

  • "When people search for airport parking and a geo, we do very well. We appear on the map, we appear right after the airport typically." -Joe Bare, SEO Manager, The Parking Spot

  • "The problem with a blog is that there are only 10 items per page unless you're doing a continual scroll, like Twitter or Facebook." -Joe Bare, SEO Manager, The Parking Spot

  • "An article thats only two or three clicks away from the homepage is a signal that this is an important article." -Joe Bare, SEO Manager, The Parking Spot

  • "If your enterprise team is willing to look at going to a CMS, that's a marketing asset. It's just a matter of knocking down the hurdles, one by one." -Joe Bare, SEO Manager, The Parking Spot

About the speaker

Joe Bare

Twibi

- Twibi

Joe is SEO Manager at The Parking Spot

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