The Personalization of Content How
to Use Content To Build Relationships At Scale Michael Brenner @NewsCred – Head of Strategy @BrennerMichael #C2C15

#C2C15 Content marketing trends I
started preparing for this presentation the way I start most things: with a search

#C2C15 I landed on this
page with a weird quote and an ad!

Oh no! An auto-play video
ad!!!

#C2C15 And a survey .
. .

#C2C15 Oh great. I have
to hit “Continue” 3 times

7 I have no patience
for useless things.

It’s not all bad, right?
#C2C15

#C2C15 This picture was so
widely shared because it was fun!

#C2C15 More brands are trying
to act like real humans

Marketing has a marketing problem!
#C2C15 But most people still think marketing is a banner, a billboard, a honk and a siren.

73% of people surveyed wouldn’t
care if the brands they use disappeared from their life. #C2C15 *Co.Exist

#C2C15 People don’t buy what
you do. They buy why you do it.” Simon Sinek ” “

#C2C15 What separates the best
performing companies from the rest?

#C2C15 Jim saw a clear
answer . . .

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!

60-70% of marketing content goes
completely unused. #C2C15 *Sirius Decisions

#C2C15 Most of our content
is just floating in the wind. But it’s not totally our fault, right?

Behind every piece of bad
content is an executive who asked for it. ” “ #C2C15

80% of CEOs are unhappy
with CMOs. #C2C15 *Fournaise Group

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

We tune out the noise.
#C2C15

90% of email is unopened
86% of TV ads go unwatched .01% of banner ads are ever clicked on #C2C15

The first online banner ad
- 1994 #C2C15 This banner had a 44% click- through rate!!!

Banners Today? You are more
likely to . . . #C2C15

Banners have 99 problems and
a click ain’t one. ” “ #C2C15 Since 99.9% of us ignore banner ads, you could say…

We need to stop interrupting
what people are interested in and be what people are interested in. Craig Davis ” “ #C2C15

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

Behind every tweet, share, visit
and purchase is a person, like you and me. #C2C15

We need to redefine marketing
by putting people at the center. #C2C15

Content is core to who
we are. #C2C15

PeopleBrand Purpose What Customers Want
#C2C15 We need to put people at the center

Content Marketing is all the
Marketing that’s left. Seth Godin ” “ #C2C15

#C2C15 Content Marketing ROI is
4X our traditional marketing spend. ” “ Julie Fleischer, Kraft

Old way Brand-led Ad campaigns
Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.

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

You don’t know anything about
me.

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

#C2C15 This is business-decision maker
Bob

#C2C15
This is technical Tom

#C2C15 Hey, what’s up Millennial
Mike?

#C2C15 Social Sally is always
chatting up her friends.

What is going on?

Do you really know your
audience? • Who they are? • What they want? • Where they spend their time? • How they engage with your competitors? #C2C15

So how do we use
content to build relationships at scale? #C2C15

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

• 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.

• 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.

• 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.

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

1. Who is engaging with
your competitor’s content? #C2C15

2. Understand their content journey
#C2C15

3. Execute targeted and personalized
demand gen #C2C15

4. Measure the results
#C2C15

5. Follow their journey into
your “funnel” #C2C15

Awesome!

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 SPONSORED AD Strategically amplify your paid media campaigns For example, export a list of the Twitter IDs of your most engaged users, influencers and segments and run targeted ads against those IDs

High fiving a million angels

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

CapGemini’s Content-Loop.com ~1M visitors /
year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI #C2C15

Content Marketing Roadmap • Budget
• Destination • Frequency • Amplification / Optimization • Collaboration (Who does what) Discovery Destination Team Topic Models Customer Journey KPIs / Reporting Optimization • Business Case • Current State • Budget • Branding/Design • Platform • Firm Integration • Who does what? • Agency • NewsCred • Distribution • Structure • Topics • Types • Content by Stage • Conversions • Subscriptions • Define report • Who / when? • Content • Platform • Distribution #C2C15

Old way Brand-led Ad campaigns
Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.

The customer has always been
in charge. Shift from brand experience to consumer experience. Personalization is the driver. Brand Experience Consumer Experience Personalization

Youraudiencewantsstories.
Createdjustforthem.
Willyougiveittothem?
@BrennerMichael
#C2C15