From Content to Conversions: Get the most out of your content marketing

  • 864 views
Uploaded on

One of the biggest content marketing challenges is engagement, or in other words: how to produce the kind of content that engages and motivates our visitors. With content personalization and …

One of the biggest content marketing challenges is engagement, or in other words: how to produce the kind of content that engages and motivates our visitors. With content personalization and predictive A/B testing solutions, we can make it happen in a more efficient way.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
864
On Slideshare
0
From Embeds
0
Number of Embeds
13

Actions

Shares
Downloads
3
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. From Content to Conversions Get the most out of your content marketing Yaniv Navot
  • 2. Overview • Content marketing challenges • Predictive A/B testing • Content personalization • Dynamic Yield in a nutshell
  • 3. Proud father & husband Fair cook SEO Expert  Real-time targeting and personalization platform  Advanced A/B testing engine  Built-in tools to interact and engage with prospects
  • 4. Let’s start with some interesting facts…
  • 5. of B2B marketers use content marketing 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 6. Yet…
  • 7. What is one the biggest content marketing challenges?
  • 8. Engagement. Producing the kind of content that engages
  • 9. 38% of B2B marketers feel inability to measure content effectiveness Analyze your2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 10. 38% of B2B marketers feel inability to measure content effectiveness 47% of B2B marketers don't know how to produce the kind of content that engages 2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  • 11. How to deepen engagement and interest with our content?
  • 12. How to get more readers to comment and interact with us?
  • 13. How to turn content into conversions?
  • 14. The answer is quite simple, yet challenging: Create inspiring, compelling content, that will blow people’s minds! But… Technology is here to help us!
  • 15. A/B Testing and Content Personalization enter
  • 16. How does classic A/B testing work? 50% of visitors get the red version the result: 20 signups winner! Winning variation distributed to 100% of visitors 50% of visitors get the blue version the result: 52 signups Original (control)Challenger (variation)
  • 17. How do we look at A/B testing ? Blue version performs better for most users Red version performs better for some users We personalize the choice of variation to each visitor Original (control)Challenger (variation)
  • 18. Why do you need content personalization? • Your visitors are diverse • There are different stages in the customer life cycle • The same content cannot fit all • It’s an opportunity to make the most out of every visitor Awareness Consideration Purchase Retention
  • 19. Benefits of Delivering Personalized Content Increase conversions with multiple variations of any content item Improve engagement with personalized offers and promotions Increase user satisfaction by helping users find what they’re looking for Get faster results with real-time optimization of your business goals
  • 20. How does real-time personalization work? Identifying the visitor’s attributes Customizing the user experience • Geo-location • Buying history • Goals • Time spent • Loyalty • Traffic sources • Gender • Organization • Content • User experience • Calls-to-action • Images • Videos • Product offers • Advertisements (off site/on site) • Mobile content They key is making it happen in real-time!
  • 21. It all sounds oh so complicated…
  • 22. with It can work on any content management system. No need for IT involvement. Built-in library of ready to use actions and engagement tools. Fully automated system that is doing the thinking for you. In real-time. It’s easier than you think…
  • 23. Free introductory tools
  • 24. Google Content Experiments If you’re looking for a simple A/B testing platform, start with Google Content Experiments Light-coding-required
  • 25. Vanity A/B Testing Vanity is an open source experiment driven framework Heavy-coding-required http://vanity.labnotes.org/
  • 26. Hello Bar Create Hello Bars that show targeted messages to your website visitors. https://www.hellobar.com/
  • 27. WP Greet Box ( ) Create customized greeting messages to engage targeted visitors https://wordpress.org/plugins/wp-greet-box/
  • 28. AddThis Recommended Tools Show content recommendations next to your articles, with specific articles that are most relevant and likely to drive engagement http://www.addthis.com/
  • 29. Some use cases
  • 30. Objective: Content Downloads A/B test different call-to-actions with different text and images Credit: kissmetrics.com
  • 31. Introduce yourself to new visitors:
  • 32. Objective: User Generated Content (UGC) Encourage interactions and engagement by testing different call-to-actions at the end of your posts Version B Version C Version D
  • 33. Objective: Increase conversions Change the newsletter signup box for signed visitors But I’m already signed up! Offer me something else…
  • 34. In the example: DY automatically selects the 3 best yielding articles out of various possibilities, based on to the visitor’s past interests. Objective: Route traffic to inner sections Optimize article selection in real-time
  • 35. In the example: DY automatically selects the 3 best yielding articles out of various possibilities, based on to the visitor’s past interests. Objective: Increase engagement Personalize the order of front page sections • Extended sports section for sports enthusiasts • Additional video articles for video watchers • Change the order of content units according to interests of audiences • Change different call-to-actions based on audience segments Homepage Optimized for Sports Enthusiasts
  • 36. Objective: Increase sales Deliver a personalized experience per user
  • 37. Objective: Increase sales Deliver a personalized experience per user
  • 38. Objective: Increase sales Deliver a personalized experience per user
  • 39. Thank You! Yaniv Navot Performance Marketing Manager +972-54-336-8965 Yaniv@DynamicYield.com