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Personalized content - from Creation to Conversion

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B2B companies testify that the effectiveness of content marketing is decreasing. With the over-saturation of B2B online content, this is hardly surprising.

In this webinar we will show, step by step, how to tighten your content operation and make the most of it.

The webinar will be presented by BrightInfo’s Founder & CEO, Boaz Grivland & nDash’s Founder & CEO Michael Brown, both veterans of their fields.

You can expect to learn:
- How to draw valuable insights from your experience
- How to crowdsource content ideation
- How to personalize your content
- The importance of outlining
- How relevancy impacts the effectiveness of your content
- How to create a content pool
- How to extend your content shelf life
- The importance of using personalized content recommendations

Published in: Marketing
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Personalized content - from Creation to Conversion

  1. 1. @BrightInfoBuzz www.BrightInfo.com Personalized Content from Creation to Conversion www.brightinfo.comwww.ndash.co
  2. 2. @BrightInfoBuzz www.BrightInfo.com www.ndash.co @nDashCo Presented By Boaz Grinvald Founder & CEO Michael Brown Founder & CEO
  3. 3. Agenda ● How to draw valuable insights from your experience ● How to crowdsource content ideation ● How to personalize your content ● How relevancy impacts the effectiveness of your content ● How to create a content pool ● How to extend your content shelf life ● The importance of using personalized content recommendations ● How to draw valuable insights from content recommendations ● Q&A
  4. 4. How to draw valuable insights from your experience.
  5. 5. Marketers Are Using More Content Sources Than Ever Before *HubSpot State of Inbound 2016
  6. 6. Meet the New Content Marketing Team • Internal Experts (even if they aren’t writers) • Freelance Writers • Guest Bloggers • Agency Partners Multiple authors provide diverse viewpoints; help build credibility
  7. 7. How to crowdsource content ideation.
  8. 8. Your Brand In-House Writers SMEs Guest Posters Leverage Your Content Community Freelancers Influencers
  9. 9. • Competitor Sites • Customer Sites • Publications • Thoughtleaders • Value Prop • Analytics • Existing Content Forgotten Sources of Content Ideas
  10. 10. How to personalize your content.
  11. 11. ∙ Buyer’s Journey: Nearly half (48%) of marketers support 3 to 5 buying stages with dedicated content. ∙ Buyer Personas: 41% of content creators say gaining a better understanding of their audience is a top priority in 2016. ∙ 52% of marketers support 2 to 4 roles and buyer personas with dedicated content. Personalizing Starts with Understanding Your Audience
  12. 12. ● Content Analytics: A top priority for 65% of content creators is to gain a better understanding of what content is effective and what isn’t. ...and Understanding Your Content Needs
  13. 13. Content Personalization: Tips for Success
  14. 14. 69% of marketers use a content calendar to plan out content creation… But how many share it? Create (and Share!) a Content Calendar
  15. 15. How will your editors and content manager communicate with your writers and industry experts? Create a Content Chain of Command
  16. 16. ● Content Goals ● Topics/Subjects ● Audience Insights ● Length Specifications ● Tone ● Approved links/sources ● Multimedia Guidelines Create Content Guidelines (for future reference)
  17. 17. How relevancy impacts the effectiveness of your content?
  18. 18. Each visitor is different, so why treat everyone the same? ● Intention ● Interests ● Persona ● Buying stage ● Location ● ...
  19. 19. Content + Data = Relevancy Relevant content -> attention -> appreciation -> trust -> consume content -> I’ll stay and introduce myself
  20. 20. Shortening the Distance to Your Content ● Most of your content is “hidden” in Resources or Blog ● Only selected content is promoted So, ● How do you use ALL of your content? ● How do you match each visitor with the most relevant content for them?
  21. 21. How to Create a Content Pool?
  22. 22. The Different Personas
  23. 23. The Buyer Journey
  24. 24. Do an audit of your content - can you match each stage?
  25. 25. Increase your content ROI by Extending your Content Shelf Life
  26. 26. Smart Content! Personalized smart content helps you nurture leads like Amazon does
  27. 27. The Importance of using Personalized Content Recommendations
  28. 28. Higher Content ROI *According to CMI, 60-70% of content produced by B2B companies is not being used
  29. 29. Make it Even Better - Automate Personalization at scale takes into account massive data: ● Crowd behavior ● Text analytics ● All content assets ● Ongoing web/content updates
  30. 30. How to draw valuable insights from your Personalized Content Recommendations Analytics
  31. 31. Content Recommendations Analytics
  32. 32. 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
  33. 33. Thank You. And you.

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