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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

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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
  • 2. #C2C15 Content marketing trends I started preparing for this presentation the way I start most things: with a search
  • 3. #C2C15 I landed on this page with a weird quote and an ad!
  • 4. Oh no! An auto-play video ad!!!
  • 6. #C2C15 Oh great. I have to hit “Continue” 3 times
  • 7. 7 I have no patience for useless things.
  • 8. It’s not all bad, right? #C2C15
  • 9. #C2C15 This picture was so widely shared because it was fun!
  • 10. #C2C15 More brands are trying to act like real humans
  • 11. Marketing has a marketing problem! #C2C15 But most people still think marketing is a banner, a billboard, a honk and a siren.
  • 12. 73% of people surveyed wouldn’t care if the brands they use disappeared from their life. #C2C15 *Co.Exist
  • 13. #C2C15 People don’t buy what you do. They buy why you do it.” Simon Sinek ” “
  • 14. #C2C15 What separates the best performing companies from the rest?
  • 15. #C2C15 Jim saw a clear answer . . .
  • 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!
  • 17. 60-70% of marketing content goes completely unused. #C2C15 *Sirius Decisions
  • 18. #C2C15 Most of our content is just floating in the wind. But it’s not totally our fault, right?
  • 19. Behind every piece of bad content is an executive who asked for it. ” “ #C2C15
  • 20. 80% of CEOs are unhappy with CMOs. #C2C15 *Fournaise Group
  • 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
  • 22. We tune out the noise. #C2C15
  • 23. 90% of email is unopened 86% of TV ads go unwatched .01% of banner ads are ever clicked on #C2C15
  • 24. The first online banner ad - 1994 #C2C15 This banner had a 44% click- through rate!!!
  • 25. Banners Today? You are more likely to . . . #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
  • 29. Behind every tweet, share, visit and purchase is a person, like you and me. #C2C15
  • 30. We need to redefine marketing by putting people at the center. #C2C15
  • 31. Content is core to who we are. #C2C15
  • 33. Content Marketing is all the Marketing that’s left. Seth Godin ” “ #C2C15
  • 34. #C2C15 Content Marketing ROI is 4X our traditional marketing spend. ” “ Julie Fleischer, Kraft
  • 35. Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.
  • 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
  • 37. You don’t know anything about me.
  • 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
  • 41. #C2C15 Hey, what’s up Millennial Mike?
  • 42. #C2C15 Social Sally is always chatting up her friends.
  • 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
  • 52. 2. Understand their content journey #C2C15
  • 53. 3. Execute targeted and personalized demand gen #C2C15
  • 54. 4. Measure the results #C2C15
  • 55. 5. Follow their journey into your “funnel” #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 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
  • 58. High fiving a million angels
  • 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
  • 60. CapGemini’s Content-Loop.com ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI #C2C15
  • 61. 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
  • 62. Old way Brand-led Ad campaigns Demographics New way Customer-driven Continuous content People Marketers are taking a new approach.
  • 63. The customer has always been in charge. Shift from brand experience to consumer experience. Personalization is the driver. Brand Experience Consumer Experience Personalization
  • 64.

Editor's Notes

  1. The #1 questions we seeing from our customers
  2. Not only are we going to give you tips and tricks but also make it very practical
  3. 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.
  4. 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.
  5. Ant that can be your brand
  6. 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
  7. Core components the way we need to think. We need to think different.
  8. 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.
  9. We need to remember that…..
  10. 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.
  11. 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.
  12. 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.
  13. Being able to create content with creativity, with speed and at scale.
  14. The #1 questions we seeing from our customers
  15. 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.
  16. 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.