Check out the blog version here: http://www.b2bmarketinginsider.com/content-marketing/content-marketing-personalization -
I know you’re wondering “what the heck is content marketing personalization?” I promise I will get to that. But first, I want to tell you a brief story I am pretty certain you can relate to.
I went to the doctor a few weeks back. He asked what line of work I was in. I told him I was in marketing. He said, “that’s like sales, right?” I told him “no.” That’s not what I do.
After a pause, he said emphatically, “oh you help make those ads on TV that I hate.” I told him “no” again. I laughed a little. But then I struggled to explain to him exactly what it is that we do in marketing.
I believe that we help businesses build relationships with new customers. We join the conversations around our topic that are already happening. Marketing is about conversations and building relationships.
But I struggled to explain that to my doctor. Ask most people what marketing is, and they will tell you it is an ad. Or a billboard. Or the color of your logo.
Marketing Today Is Broken
Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.
Marketing Starts With Answering Why
Marketing Must Focus On Customer Value
"Customers" Means Real People
The Metrics We Use Today Barely Scratch The Surface
Deliver the right message to the right person at the right time? You would be a content marketing rockstar!!!
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Content Marketing Personalization: Build Relationships At Scale
1. The Personalization of Content
How to Use Content To Build Relationships At Scale
Michael Brenner
@NewsCred – Head of Strategy
@BrennerMichael #C2C15
16. Companies who focus on connecting with
their consumers have a growth rate triple
that of their competitors.3X
#C2C15
That’s pretty clear: focus on
messages based on your brand
purpose not what you sell!
21. There’s been a fundamental shift in the way we
create, consume and share content.
200 MILLION
pieces of content
are shared
every day
1.8 BILLION
photos are uploaded
and shared
700 MILLION
snapchats
are sent
500 MILLION
tweets are
posted
#C2C15
26. Banners have 99 problems
and a click ain’t one.
”
“
#C2C15
Since 99.9% of us ignore
banner ads, you could say…
27. We need to stop interrupting
what people are interested in and be
what people are interested in.
Craig Davis
”
“
#C2C15
28. Our identity is defined
by what we share.
68% of people share to give others a better sense
of who they are and what they care about.
*New York Times, 2014
#C2C15
36. The metrics we use today barely
scratch the surface.
PAGEVIEWS
PURCHASES
PATHS TO SALE
TOP PAGES
GOAL CONVERSIONS
REPEAT VISITS
RETURN VISITS
CLICKS
UNIQUES
SUBSCRIBERS
CONVERSIONS
COMMENTS
LIKES
TWEETSSHARES
BOUNCE RATE
TIME SPENT
PAGES PER VISIT
SESSIONS
38. It’s not about more people.
It’s about the right people.
And using data-driven insights to reach the right
people at the right place and the right time.
#C2C15
44. Do you really know your audience?
• Who they are?
• What they want?
• Where they spend their time?
• How they engage with your competitors?
#C2C15
45. So how do we use content
to build relationships at scale?
#C2C15
46. How To Use Content To Build Relationships At Scale
Know your audience.
Understand who your audience really is and
what they want.
1
Make smarter decisions.
Make owned, earned, AND paid media work
harder through intelligent feedback loops.
3
Know what content works.
Get an in-depth look at the content journeys
of your audience and understand what sticks.
2
#C2C15
47. • Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage Tactics Tools
Awareness
Retain
Evaluation
Purchase
• Who bought it • CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
48. • Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage Tactics Tools
Awareness
Retain
Evaluation
Purchase
• Who bought it • CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
Most efforts to build
relationships start too high or
too low in the buyer journey.
49. • Drive visibility and awareness as
prospects enter buyer journey
• NewsCred Audience Insights
• Market to consumers during
research phase
• Marketing Automation
• What people buy • POS
Stage Tactics Tools
Awareness
Retain
Evaluation
Purchase
• Who bought it • CRM / Loyalty
Social Listening • Hot topics, Influencers, etc.
We need to travel with them on
the entire journey. Even the
ones we don’t know anything
about yet.
50. Reach, engage and convert
the right people.
Early-stage Searches
Middle-stage
Brand Searches
Search/SocialVolume
What is Content Marketing?
(10-3000 X)
Who is the best Content
Marketing provider?
(2-10 X)
NewsCred Content
Marketing software is
how awesome?
#C2C15
51. 1. Who is engaging with your competitor’s content?
#C2C15
57. 1
Utilize Audience
Insights to determine
2
Create + understand
look-alike audiences
• Who is engaging?
• What topics are performing?
• What competitor content is your
audience engaging with?
3
Leverage look-alike
targeting for social
4
Convert them
to sales
• Online
• Offline
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For example, export a list of the Twitter IDs of your most engaged users, influencers
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59. CapGemini utilizes LinkedIn
to hyper-target & connect
• Sponsored updates to the right people
• Targeted Content from authoritative sources
• Drives to branded Content Loop
• Offers to deeper content
• Recommendations to connect with experts
#C2C15
63. The customer has always been in charge. Shift from brand experience
to consumer experience. Personalization is the driver.
Brand Experience Consumer Experience Personalization
Not only are we going to give you tips and tricks but also make it very practical
If you don’t connect, you’re not relevant.
Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes.
Namely… the fundamental shift in the way we create, consume and share content. Every day, over 200 million pieces of content are shared. Over 400 million snapchats are sent.
This sheer speed and scale of content creation and distribution has drastically changed from even a year or two ago.
Ant that can be your brand
We’re bombarded with over 5,000 marketing messages a day and yet…..90% of email is unopened…
Do Not Call: http://en.wikipedia.org/wiki/National_Do_Not_Call_Registry
86% skip TV: http://www.theguardian.com/media/2010/aug/24/tv-advertising
5,000 messages a day: http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all&_r=0
Average email open rate is 9%: http://www.hubspot.com/marketing-statistics
42% direct mail: https://www.usps.com/business/promotions/direct-mail-brochure.pdf
Core components the way we need to think. We need to think different.
Today, our identity is defined by what we share. The way we project ourselves to the world is --- the sum of every tweet, like, share –– that’s who we are or who we want to be.
We need to remember that…..
These changes – across our industry and in the way we live our lives –– demand that we redefine the way we market. We need to go back to our roots, and put people at the center of everything that we do.
And even more importantly, content has become core to who we are as individuals. Think about the way we live our lives – we’re always on, and always connected. We consume content at all hours of the day across every time of channel.
Because we believe that behind all the marketing strategies and tactics that you’re deploying, marketing – at the most fundamental level – is about connecting with people.
Being able to create content with creativity, with speed and at scale.
The #1 questions we seeing from our customers
Our end goal? To help you create the right content, for the exact right person, at the right time and place.
First, we enable you to create content people love – by truly understanding who your audience is and knowing the content they actually want.
Second, we provide you with the technology to engage your audiences with speed and global scale. We provide a single technology platform to manage the entire marketing process – from creation to distribution to analytics.
And third, we help you deliver content marketing ROI – moving beyond pageviews and clicks, and instead, showing how content is impacting the entire consumer journey.
Discover – What is the business case and what is the need for change? We have to point to the things that aren’t working. We need to have the courage to stand up to our executives and show what’s working and what’s not. Current state. Where are you currently? Budget – there’s enough of ineffective spend you can repurpose.
Destination – where and how you’re going to publish. design, platform to support, where, activity on the destination you choose, and how the rest of your organization is going to integrate.
Topic Models – Topics you want to be known for when thinking of you target audience.
Customer Journey– We can’t show someone read a piece of content and bought something.