Competitive Content
âąAls PPTX, PDF herunterladenâą
4 gefĂ€llt mirâą2,950 views
How to use competitive intelligence & personalization to elevate your content marketing. A webinar by SimilarWeb, BrightInfo and HubSpot.
Empfohlen
Empfohlen
Weitere Àhnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ăhnlich wie Competitive Content
Ăhnlich wie Competitive Content (20)
KĂŒrzlich hochgeladen
KĂŒrzlich hochgeladen (20)
Competitive Content
- 1. COMPETITIVE CONTENT How to use competitive intelligence & personalization to elevate your content marketing @BrightInfoBuzz www.BrightInfo.com www.SimilarWeb.com @SimilarWeb www.HubSpot.com @HubSpot
- 2. Moderated By 2 Jeff Bullas #1 global "Digital Marketing Influencer" 2016 A social media marketing blogger, keynote speaker, digital strategist, consultant and bestselling author. blogs, Twitter, LinkedIn
- 3. @BrightInfoBuzz www.BrightInfo.com www.SimilarWeb.com @SimilarWeb, Ari's www.HubSpot.com @HubSpot, Julianaâs Presented By Boaz Grinvald, Founder & CEO Ariel Rosenstein, Sr. Director of Corporate Marketing Juliana Nicholson, Marketing Manager
- 4. Agenda Nailing the right audience â Audience - where is your audience? â Intent - what does your audience want? â Content - what does your audience consume? Converting your traffic â The power of content personalization â How to use intelligence gathered to personalize your website experience â How to make the most of the content you create Nurturing your leads â Personalization: how to use it in your lead nurturing activities â What are SmartLists & how they are used for audience segmentation â Dedicated email sends, smart/dynamic content in emails/onsite Q&A session
- 5. How to use competitive intelligence to get to know your audience Part 1 | Audience Where are they?
- 6. 6 Audience - Where are they? Digital Strategy
- 9. 9 Finding an Audience â Audience Interests
- 10. 10 Finding an Audience â Similar Sites
- 11. Part 2 | Intent What do people want?
- 12. 12 NerdWallet.com is catching everyoneâs attention â $100m annual revenue â 200 employees â 59th largest site (according to traffic) in the Finance category and one of the biggest affiliates in the industry
- 13. 13 From 3M visits/month to 5M visits/month in less than a year
- 14. 14 NerdWallet is in the top 20 sites winning at SEO traffic within the Finance Category
- 15. NerdWallet Specializes in High Quality Content
- 16. NerdWallet Specializes in High Quality Content
- 18. What Kind of Content? NerdWallet Answers Questions! Best Credit Share of traffic by search term
- 19. SEO Today is Driven by Content Not Keywords
- 20. Old School vs. New Focus
- 21. Short Click vs. Long Click
- 22. Short Click vs. Long Click
- 24. Query Keyword Is now Query Keyword Post-Click Engagement
- 25. In fact, their blog is their most valuable and popular asset as they build integrity with their consumers 51% of NerdWalletâs traffic goes to their blog
- 26. Part 3 | Content What are they consuming?
- 27. Best Buy
- 28. Best Buy - Desktop
- 29. Best Buy - Mobile Web Comparison Shopping? Comparison Shopping?
- 30. TheGuardian â Desktop Comparison Shopping? Comparison Shopping?
- 31. The Guardian â Mobile Web Comparison Shopping? Comparison Shopping?
- 32. Converting Your Traffic by Personalizing the Visitor Experience
- 33. Does Personalization Actually Work?
- 34. Who to Personalize For? Everyone â Intention â Interests â Persona â Buying stage â Location â ...
- 35. Content + Data = Relevancy Relevant content -> attention -> appreciation -> trust -> consume content -> Iâll stay and introduce myself
- 36. Shortening the Distance to Your Content â Most of your content is âhiddenâ in Resources or Blog â Selected content is promoted statically â How do you use ALL of your content? â How do you match each visitor with the most relevant content for them?
- 37. Using the Intelligence Gathered to Personalize the Visitor Experience
- 38. Geography â Language â Currency â Culture â Competition â Local events â ... USA Israel
- 39. Search Query
- 40. 40 Account Based Marketing â IP address â Different positions
- 41. Using Onsite Intelligence to Personalize the Visitor Experience
- 42. 42 New vs. Returning Returning visitor: â More interested â Recommend ânext stageâ content
- 43. 43 % Scroll
- 44. 44 Time on Topic
- 45. 45 Content Consumed & Pages Visited
- 46. Machine Learning to Personalize the Visitor Experience
- 47. Enhance the Intelligence Gathered with Machine Learning Personalization at scale takes into account massive data: â Crowd behavior â Text analytics â All content assets â Ongoing web/content updates
- 48. Higher Content ROI *According to CMI, 60-70% of content produced by B2B companies is not being used
- 49. Putting it all to work - Summary Information the user arrives with: Geography, Search Query, Referring Source, IP (ABM) Onsite behavior: Engagement Level, New vs. Returning Content Consumed, Pages Visited, Time on Topic, Scrolling & Movements Using ALL your content Machine Learning
- 52. Lead nurturing: the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Marketers see an average 20% increase in sales opportunities from nurtured vs non-nurtured leads Companies that excel at lead nurturing generate 50% more sales at a 33% lower cost
- 54. First: Getting the right information First conversion: â Draw the right people to you â Learn information about prospect â Deliver them something of value to build trust Future conversion(s): â Progressively offer content that moves along the buyerâs journey â Ask for some new information each time to learn more â Open the door for them to reach out to you
- 55. What makes someone a bad fit?
- 56. How can you move people along their buyer journey?
- 57. Smart Content Make one online experience feel like many.
- 58. Smart Content! Personalized smart content helps you nurture leads like Amazon
- 59. Where to use smart content for nurturing? â Website â Landing Pages â Thank You pages â Blog/Article CTAs â Email content
- 60. Start with lists Build the right lists: â Lifecycle Stage *** â Referral Source *** â CRM data â Demographic information â Interests â Site behavior â Page view â Other Lists â Email behavior
- 61. Do an audit of your content - can you match each stage? â Analyst Reports â Research Reports â Ebooks â Editorial Content â Whitepapers â Educational Content â Expert guides â Live interactions â Webcast â Podcast â Video â Comparison â Whitepapers â Vendor comparison â Product comparison â Case studies â Trial download â Product literature â Live demo
- 62. Do an audit of your content - can you match each stage? Awareness Consideration Decision Customer
- 63. Go a step further > Automate (and understand) Automate: Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier. Understand: With each action someone takes, marketing automation can help you also learn more to use later in the sales process, for customer delight, to upsell, etcâŠ
- 64. What should trigger a workflow? 1. List membership 1. Date-based 1. On-site behavior 1. Email actions Converts on a specific offer Trial ends in 1 week Visiting a pricing page Opens/clicks specific email, or a list of people who consistently engage
- 65. How to set up an automation workflow? 1. Plan your steps and map it out 1. Choose starting list and goal list 1. Write series of emails for automation 1. Limitations: Consider a suppression list and sending criteria 1. Measure and adjust - constantly Remember: Be helpful, not pushy!
- 66. ?
- 68. Lead Nurturing Take-Aways 1. Understand the Buyerâs Journey 2. Learn As much as possible about your prospects 3. Understand good fit v. bad fit 4. Build the right list 5. Identify places for smart content 6. Use automation for a more active and touchless process 7. Measure and adjust!
- 69. So, what did we have? Bringing the right audience - SimilarWeb Converting your traffic - BrightInfo Nurturing your leads - HubSpot
Hinweis der Redaktion
- Boaz will introduce Jeff - Jeff is a digital entrepreneur, marketing blogger, keynote speaker, digital strategist, consultant and best selling author. He works with companies and executives to grow their online personal and businesses through social, digital and marketing automation. His blog receives over 5 million vistors a year and is found at jeffbullas.com and has spent most of his business career involved with information technologies, telecommunications and the web. Bragging rights include: #1 Global "Digital Marketing Influencer" - 2016 #1 âȘâContent Marketing⏠Influencer from 6M+ daily web updates in 2015 by Appinions Listed as the #1 Content Marketing Influencer by Onalytica - 2015 and 2016 Ranked #8 on Forbes" The World's Top 40 Social Marketing Talent" - 2014 World's #1 Business Blogger - 2015 Ranked #8 on Forbesâ The Worldâs Top 40 Social Marketing Talentâ â 2014 Ranked #1 Content Marketing Influencer Globally in 2014 Listed by Forbes as one of the "Top 50 Social Media Power Influencers" in 2013 - ranked #11 Huffington Post's "Top 100 Business, Leadership and Technology Twitter Accounts You Must Follow" Published in the New York Times 480,000+ Twitter followers Winner of the Social Media Examiner - "Top 10 Social Media Blogs - 2013"
- Jeff will introduce the speakers and will allow each to present himself and shortly tell about their expertise (Speakers: plz donât focus on your CV, but rather on your field of expertise)
- Jeff - here you can give an overview of the entire scope of the webinar as listed in the 3 bullets above. Please share your insights, knowledge, expertise, examples you have. Invite the audience to tweet their questions during the presentation with @brightinfobuzz Jeff to direct questions to the speakers and ask for examples (each can write Jeff what heâd like to be asked). Jeff- The 3 first bullets will be discussed by Ariel from SimilarWeb with actual examples. The 3 following will be discussed by Boaz from BrightInfo The last 3 will be discussed by Juliana from HubSpot. We will leave time for Q&A session at the end of the webinar
- Question for Jeff - How do you gather information about the pains and needs of your target audience?
- Invision Case study - Powerful tool for designers I want to target designers as well - letâs analyse their audience
- Invisionâs core market is designers outsourcing. What are the top geographics worth targeting Different languages to match the spread of the audience
- Where is the audience online - Analysis of traffic sources How users reach invision.com 50% Direct traffic- strong brand recognition, users are familiar with the brand New traffic - Referrals, Social & Organic search 20% of the traffic is referrals - Which referrals? where can we find designers.
- Good job with finding the web design blogs â sending big amounts of traffic Good job with connecting with other design tools. Other platforms like productivity apps.
- Find the audience through similar sites, where you can find the designers and what they are reading- high correlation with your audience
- Reference: http://www.inc.com/magazine/201602/maria-aspan/nerdwallet-co-founder-tim-chen-on-trials-of-leadership.html
- This is for desktop traffic only! Amazing growth â they managed to figure out what people wants
- SEO traffic - high quality traffic KW are best understanding of intent
- Their KW traffic is high volume & organic
- Expert recommendation- thatâs the content users want
- Recommendations and an answers
- Old - little pieces of content New - high level long content - engagement
- Desktop vs mobile web â different content Optimize your content based on your audience habits on each platform
- Different folders on desktop and mobile
- Discovery through desktop - People might be bookmarking specific sections
- Mobile consumption of information - Trending stories, content buzz via social recommendation (assumption)
- Jeff - Invite Boaz to present his slides
- How do we know that personalization works? We have been A/B testing it constantly We run all our trials in A/B test mode in order to provide the clearest indication of the positive impact Personalized Content Recommendations have on engagement and conversion rates. It works every time - we can report on 200% and more increase in on-site conversions and upward of 300% increase in engagement for the traffic that is exposed to personalized content recommendations.
- Miss Conception Focus on the 95% that donât convert Each visitor is different Why treat everyone the same?
- This is the logic: If you are able to serve me relevant content according to the information you already have, you got my attention Because if you serve me relevant content, it means you invested in getting to know me I appreciate it and it makes me trust you more so I feel more comfortable in introducing myself I may consume the content youâre offering, as it fits me more. This is the core of personalization - getting to know your visitors and youâll be able relevant for them To personalize we need the content + the data. Weâve covered the data (and will continueâŠ) now letâs talk for a second about the content
- You invested a lot in creation, you donât want this investment to go to waste but, you donât realize your content full potential, because: Hidden in resource section Disappears into the blogâs inner pages The same âleadingâ content is being promoted over and over again
- Now letâs see how it all comes together
- Thereâs a lot you can learn from this - cultural background, market conditions, competition⊠You Should: Localize Highlights: language, proper format for date & time, currency, familiar layouts, style of graphics, content, content, content Example: Airbnb site - when entering from the US and from Israel - different weekend vacations are being offered Question for Jeff - Another good personalization examples you have come across with?
- This is gold - by looking at the search query itself you can completely understand what aspect of your service/product the visitor is interested in But, we canât always know the query AdWords - always know the search query Organic - sometimes Google tells, sometimes donât (depends if the user is logged in to Google or not) You Should: Suggest different content based on the search query Create designated pages for the different terms and keywords searched In the image - landing page âDynamic Textâ tool in Unbounce (a tool that matches the text that appears to the search query - in this case the user typed in Google âimprove PPC campaign ROIâ which is exactly what appear on the screen)
- ABM - targeting specific âgroupsâ of IPs that are known to belong to a specific company If you know which company your visitor is from, you can tailor a message especially for each company you are targeting Using dynamic content
- So far weâve covered some of the information gathered when or before your audience got to your site and how you can use it. But, there is a lot to learn from the user behaviour within your site (all can be addressed by BrightInfo solution) Returning visitor is still anonymous, but an interested one Make sure not to treat him/her as a first-timer, and present ânext stageâ content You Should: recommend introductory or in-depth content according to the funnel stage
- How he is engaged
- How long is the user engaged
- The content that visitors consume on your site is the biggest tell It indicates their interests, their needs, and, most importantly: you can understand in what stage of the buyerâs journey they are and recommend the next content to guide them down the funnel Example: suggest blog registration after reading 2 articles and not upon entering the blog on the first time
- There are two implementations for personalized content recommendations: manual and automated. Manual personalization is rule-based. You define visitor lists, select the specific content pieces that will be recommended to each list, and at which points during the browsing flow. Automated personalization is algorithm-based. The algorithm continuously learns your website content assets and maps them. It then tracks visitors in real time, analyzes their behavior and the intelligence they arrive with and matches them with relevant content recommendations. The biggest impact is on conversion. Website visitors, anonymous or not, that are served relevant content are more likely to convert than those who are served generic offers, like registering to a newsletter. More than that, the longer a visitor is spending on the website before converting, the higher quality lead he is.
- Utilyze All your content Typical content - decreasing marginal utility (for example, blog post, being âpushedâ to the bottom of the list By personalization - You can use the right content at the right time to the right user and use ALL your content assets Increase content ROI - This is a point worth emphasizing. Marketers devote considerable resources to content marketing. But after all the effort put into the creation, content disappears from view pretty quickly into the inner pages of the blog. With personalized content recommendations, you are able to extend your content shelf life and significantly increase your content ROI.
- Jeff - Invite Juliana to present her slides I am a Marketing Manager for HubSpot, the worldâs leading inbound marketing and sales platform, working specifically with our industry teams (education, media, and nonprofit) and HubSpot for Startups program. In my current role, I manage marketing efforts across the top, middle, and bottom of the funnel from ideation through to execution. These tasks include, but are not limited to, overall program planning, blog editorial supervision, content offer creation and execution, SEO, sales enablement, event planning, and reporting.
- Start with a little story - imagine first date. Now imagine you went on 5 dates, and imagine you didnt just go on 5 dates, but also learned more about that partner each time and used that information to make stronger connections.
- Thatâs what lead nurturing is for your business. Itâs starting with a handshake and then first datevs. proposal. or just saying buy-now.
- Before we talk about lead nurturing, I first want to go over the buyer journey. This is the three stages a lead goes through when deciding to buy, sign up, etc⊠Your job w/ lead nurturing is to move people along this journey, and personalization can help you do this more effectively. Awareness - often happens after first intro, blog post, downloads an ebook - not necessarily know they want your product/ service, but have a problem they want to solve. Consideration - they know they need a solution to the problem, and that you might be that solution Decision - vetting you against other options and want hard fact. You job - message that resonates at each step, but also pushes someone toward the next. This is improved dramatically by incorporating the information you know about the customer.
- But first, we need to cover how you get this information. Now, thereâs a lot of information you can get without a user self-volunteering any info: device type: referral source, region, etc⊠Also opt- in to giving it to you for a price - offer education and get information Not only does this first piece of information get you info about the new prospect in your database, it also can disqualify a lead >> lead scoring
- So once you have the information you need from someone, and theyâre in your database - how do you begin to nurture them? Just start firing emails to everyone who downloads? NO!
- You could send a million different emails, and build a three times as many websites⊠or you could use Smart content and automation
- âpassiveâ A great example of smart content...
- Think Amazon.com, for instance. When you visit that website, you see one set of purchase suggestions. Your friend, on the other hand, will see a completely different set of suggestions. It makes a lot of sense, right? You each have different identities, with your own preferences and needs. The website should adapt to match your browsing behavior, not the other way around.
- Use smart content for lead nurturing anywhere that some form of value has been delivered or a user has engaged. Huge ROI - set up once and it works for you
- You need to tell your content when to show smart content and to whom Use this information to build lists - for the purpose of building nurturing lists, lifecycle stage and referral source are best for creating contextual experiences Your database should work for you to build lists of people based on the criteria choose from their actions and volunteered information so that you just have to worry about attracting and converting new people
- Match what you know about them, with their stage in the journey - to create lists of people and content to match. E.g. awareness + technology sector show ebook , Decision + technology, show case study or Referred by ebook about social media + awareness, send social templates, or Decision + social referral, send product overview
- Oh, and having all the information you need to make the lists doesn't matter if you donât have the right content to show them. Smart content is great, but passive ,your can nurture faster with automation. Instead of waiting for people to take an action and then presenting them with smart content - push the content out to them automatically.
- Understand: eg, did they open? what did they click on? what are they downloading? Weâll focus on email workflows for the purpose of personalization and lead nurturing. So automating a series of emails based on an initial trigger. We call this a workflow.
- Plan your steps Map it out (hit the whiteboard!) Build starting list Chose a goal list what do you want to happen? 1 action! Write emails for automation 3-5 - space for one a week Decide on some criteria weekdays only? business hours Consider a suppression list Measure and adjust
- Jeff- Recapping what weâve covered Ari discussed how you can use Intelligence to bring the right audience Boaz explained how you can turn the audience into leads using the intelligence and personalization Juliana discussed how to nurture your leads through personalization