How to Personalize Content Experiences at Scale

Doesn’t need to change.

Conex opening video

Doesn’t need to change.

you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing
almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??

I think this slide looks fine, but open to any design changes you think are necessary.

Doesn’t need to change.

The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.

CONTENT
EXPERIENCE
WINS

Right Content, Right Time

Speak to Mary Meeker concept here:

Emphasize the % increase in artists listened to!

Quentin — stock image of a non-believer? Someone who isn’t convinced that B2C approach belongs in B2B.

Quentin — Image of suits — CEOs, CMOs. etc… — as a background to the flow chart above...

DESIGN - Find a way to integrate the use case into this slide

DESIGN - show examples of animations and gifs from video for each part of the definition.

Doesn’t need to change.

Quentin — stock image of a non-believer? Someone who isn’t convinced that B2C approach belongs in B2B.

-but when i go to events i know you are talking about these hot topics
-that’s ok as a CMO I obsess over them to

-but let me tell you a little secret

-this explains why all of us are creating more content than ever!!!! To feed these go to market strategies

Stop investing in writing more content, and start investing in the experience in which your content is leveraged

DESIGN - F#*K from the previous slide should turn into FOCUS on this slide.

DESIGN - Have two versions of each, the first being the step and 3 points, and the second if the product example from Jason.

Randy:
People think they don’t have content but that’s because they only look at what they’ve created recently, not their entire library
70% of content in an organization sits unused
Content sits on all different channels
Centralizing allows us to bring all that content together into a controlled owned, experience
Why do we create all this awesome content but put it on channels that we don’t own; audiences we don’t own or may not be quite right for us
Emulate that infinite scroll that you find on social channels into your own website/hub

Ann:

As marketers, we know our customers are engaging on a variety of channels and we need to make sure we engage with them where they already are. The problem with that is, the content we work so hard to create is living all over the web on earned channels, rather than on our own owned channel.
As marketers, we can’t control the experience. When someone is engaging with our brand we want to control the experience and how people engage with the content.

Randy:

To do this, you need control over the environment and structure to get the right level of engagement.

DESIGN - show a great hub (you don’t get this) and then show the tagging process (without doing this)

Randy:

How are your customers finding their information/content/answers
Now that you have your content in one place, next step is to think through your strategy for the buyer journey
What do you want the end-to-end experience for each persona to look like
Once you have outlined that, then you must build out a tagging tagging structure to match

Anna:

I’d like to say I remember a time when we made everything you’re talking about a reality using hacky ways like with an excel spreadsheet, but this is still happening today.
This part is foundational. The non-sexy, behind the scenes work that’s required to create the amazing personalized content experiences in minutes.
Using technology like a content experience platform helps you scale the organization of your content with functions like auditing, tagging, and smart filters.

DESIGN - Work with Jason to create a slide for each use case.

Randy:
People crave personalization. In fact, they have come to expect it.
Levels of personalization: one-to-one, one-to-few, one-to-many
When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions?.

Yoav:

Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs.
There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement.
Inbound Marketing
Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions.
Account-Based Marketing
Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales.
Demand Generation
Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns.
Sales Enablement
Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.

DESIGN - Use Pardot as an example here distribution channels sending to a personalized experience. OR ask Jason for customer.

Randy:

We can do everything right up to this point, but if we fail to infuse this into our integrated marketing campaigns then what’s the point?
Content is what’s driving your demand gen and you need to think about what experience you’re sending people to.

Nate:

Demand generation needs to get involved here and realize the importance of content experience.
When you send out a tweet, launch ads, or you send an email—as a marketer—are you thinking about the experience you’re sending them to?
We used all of these distribution methods to send them to personalized content experience (if Pardot example)

DESIGN - Stats on screen potentially?

Randy:

This isn’t just about having a great brand, it’s about driving business results
Not just about looking pretty
You can get results today if you put in the time and action the steps outlined in this framework
Focusing on content experience allows you to maximize your marketing results because engagement is contained within a contained, personalized experience

Jay:

I can definitely attest to content experience’s impact on overall business results.
Need points from Jay…..

Randy:

We’re passing around mini versions of our content experience report that show you first-hand what focusing on content experience can do for your business.
7x conversions on gated content, compared to the traditional landing page experience
8x your content reach
3x your account engagement

The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page.
Putting your content in more than one place can increase views by 8x on average!
AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.

Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.

Quentin — Create a call at the end of the slide-show that reads:: “HEY C#O! F#*K Content Marketing. Focus on the Content Experience.”

Final slide

How to Personalize Content Experiences at Scale

Uberflip

How to Personalize Content Experiences at Scale