The same rules that apply to formulating a robust content strategy framework apply to personalization. Strong personalization not only requires a robust content strategy, it is an aspect of content strategy. Kevin Nichols examines some considerations a content strategist must think about for personalized content.
Sirius Decisions presentation ROI Award Winner. Cisco Case StudyJoseph Puthussery
The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss
Veracode's 5 Best Practices for Developing Content that Drives ResultsSteve Voith
1. The document discusses best practices for developing content that drives results based on Veracode's content marketing journey. It outlines their process for planning integrated marketing campaigns, creating different types of content, and measuring results.
2. Key lessons included taking a buyer-focused approach, creating content with a clear purpose, breaking down silos between marketing teams, and being creative with marketing processes.
3. An example campaign highlighted the development of a gated report along with supporting content, sales assets, and promotion strategies that led to increased engagement and sales opportunities.
The document discusses the importance of having a cohesive content strategy for inbound marketing success. It outlines that content is the fuel that powers effective inbound strategies but an ad hoc approach is not sufficient. It then provides examples of how to develop a content strategy through objectives, asset architecture, execution, measurement and integration with other marketing functions. The overall message is that a systematic, buyer-focused content strategy is the foundation for optimizing inbound demand generation performance.
Project Liftoff: Marketing Acceleration for 2021 + Beyond | GlobalSpecChristianJHaight
This document outlines Pete Hoelscher's presentation on marketing in 2021 amid uncertainty. It discusses improving marketing funnels to lower costs through better messaging, search, website conversion, and content. Research showed supply chain issues affected many companies' 2020 marketing, with delays being a key theme. The presentation provides tips for 2021 planning, including evaluating channels, measuring marketing ROI, and leveraging tools like video, AI ads, and automation. Top bets for 2021 include better messaging, CRM, virtual selling, website UX, and interactive content.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.
When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
Based on my research report, co-authored with Jessica Groopman for Altimeter Group.
Table of Contents
Definition of a Culture of Content
Why the Culture of Content Is Emergent Now
The Anatomy of a Culture of Content: Inspiration, People, Processes, and Content
OpsStars Boston Workshop | Operationalize the Customer ExperienceLeanData
This document discusses operationalizing the customer experience. It advocates taking a customer-centric view that moves beyond traditional sales funnels. The document outlines 7 steps to becoming more customer-centric, including evolving marketing communications based on customer journeys rather than products. It also discusses how to incorporate personas across the customer lifecycle and change metrics to reflect the customer journey. The remainder of the document focuses on exercises for groups to map content, personas, campaigns, KPIs, data, and technology to stages in the customer journey to better understand how to serve customers holistically.
This document discusses optimizing an organization's content production process. It proposes a revolutionized framework that involves:
1. Transforming the content process to be more proactive, rational, and focused on fueling inbound and outbound marketing by understanding buyer needs.
2. Implementing specialized roles like content operations to lead this change and optimize the content supply chain across marketing, sales, and other functions.
3. Shifting to produce both product-centric and audience-centric content based on buyer personas to better address buyer needs at different stages of their journey.
Sirius Decisions presentation ROI Award Winner. Cisco Case StudyJoseph Puthussery
The Cisco Case Study in winning the ROI Award at Sirius Decisions Conference, Orlando. Please contact me, if you have any questions or would like to discuss
Veracode's 5 Best Practices for Developing Content that Drives ResultsSteve Voith
1. The document discusses best practices for developing content that drives results based on Veracode's content marketing journey. It outlines their process for planning integrated marketing campaigns, creating different types of content, and measuring results.
2. Key lessons included taking a buyer-focused approach, creating content with a clear purpose, breaking down silos between marketing teams, and being creative with marketing processes.
3. An example campaign highlighted the development of a gated report along with supporting content, sales assets, and promotion strategies that led to increased engagement and sales opportunities.
The document discusses the importance of having a cohesive content strategy for inbound marketing success. It outlines that content is the fuel that powers effective inbound strategies but an ad hoc approach is not sufficient. It then provides examples of how to develop a content strategy through objectives, asset architecture, execution, measurement and integration with other marketing functions. The overall message is that a systematic, buyer-focused content strategy is the foundation for optimizing inbound demand generation performance.
Project Liftoff: Marketing Acceleration for 2021 + Beyond | GlobalSpecChristianJHaight
This document outlines Pete Hoelscher's presentation on marketing in 2021 amid uncertainty. It discusses improving marketing funnels to lower costs through better messaging, search, website conversion, and content. Research showed supply chain issues affected many companies' 2020 marketing, with delays being a key theme. The presentation provides tips for 2021 planning, including evaluating channels, measuring marketing ROI, and leveraging tools like video, AI ads, and automation. Top bets for 2021 include better messaging, CRM, virtual selling, website UX, and interactive content.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring.
When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
Based on my research report, co-authored with Jessica Groopman for Altimeter Group.
Table of Contents
Definition of a Culture of Content
Why the Culture of Content Is Emergent Now
The Anatomy of a Culture of Content: Inspiration, People, Processes, and Content
OpsStars Boston Workshop | Operationalize the Customer ExperienceLeanData
This document discusses operationalizing the customer experience. It advocates taking a customer-centric view that moves beyond traditional sales funnels. The document outlines 7 steps to becoming more customer-centric, including evolving marketing communications based on customer journeys rather than products. It also discusses how to incorporate personas across the customer lifecycle and change metrics to reflect the customer journey. The remainder of the document focuses on exercises for groups to map content, personas, campaigns, KPIs, data, and technology to stages in the customer journey to better understand how to serve customers holistically.
This document discusses optimizing an organization's content production process. It proposes a revolutionized framework that involves:
1. Transforming the content process to be more proactive, rational, and focused on fueling inbound and outbound marketing by understanding buyer needs.
2. Implementing specialized roles like content operations to lead this change and optimize the content supply chain across marketing, sales, and other functions.
3. Shifting to produce both product-centric and audience-centric content based on buyer personas to better address buyer needs at different stages of their journey.
This document discusses optimizing an organization's content production process. It proposes a revolutionized framework that involves:
1. Transforming the content process to be more proactive, rational, and focused on connecting with target audiences.
2. Producing both product-centric and audience-centric content based on buyer personas and needs.
3. Ensuring different organizational roles, like portfolio marketing and global campaigns, work together to ideate, produce, and activate optimized content.
Developing A Content Architecture: Aligning Content With Buyer Stages And NeedsG3 Communications
1) The document discusses developing effective content-fueled conversations by taking a buyer-focused, process-driven approach.
2) It recommends determining the target audience, when to engage them, discovering their needs, aligning conversations to needs, scaling the content process, and tracking effectiveness.
3) The key is determining who you are speaking with, not just to, and aligning content with buyer requirements at each stage of their journey.
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
The document discusses three main issues facing global content marketing: content and channels, teams, and tools. It notes the challenges of inconsistent branding, poor customer experience, and wasted efforts without proper coordination across these areas. For teams, it emphasizes the need for strong leadership, clear roles, cultural understanding, and communication. For tools, it highlights limitations in supporting multiple languages/alphabets and ensuring content is appropriate for different countries. For content and channels, it examines tailoring what is created and distributed based on regional differences.
Building a Global Brand in the Digital AgeiCrossing
Building a connected brand at a global level means a lot more than planting your corporate flag all over the globe. On May 15, iCrossing’s Vice President of Search Strategy, Doug Platts, and Lionbridge’s Global Marketing Strategist, Emma Durant, presented on the key components of building a global brand. For instance, your local SEO strategy is based on understanding the nuances of how people search and customizing your content to their behaviors. When expanding this concept globally, you must account for language barriers and cultural differences. Find out more at www.icrossing.com.
Why is an enterprise content strategy necessary? You fail your consumers, customers and users without it. This presentation covers what is is, why it is necessary, and provides the latest research in digital trends. You can't have
Integrated Campaign and Branding Strategy: marketing lessons from one of the ...Giuseppe Caltabiano
This document discusses Schneider Electric's acquisition of Invensys and the integrated marketing campaign launched to communicate the benefits of the acquisition to customers and employees. Key points include:
- Schneider Electric acquired Invensys, an automation company, for $5.6 billion to expand its industrial automation capabilities.
- An integrated marketing campaign called "Better Together" was launched using various channels and assets to reassure customers and showcase the combined capabilities of the two companies.
- The campaign focused on internal and external communication using websites, videos, articles and social media to generate awareness and engagement among employees.
SiriusDecisions provides research and advisory services focused on operational intelligence for sales and marketing executives. It was founded in 2001 to address a lack of fact-based research on sales and marketing effectiveness in business-to-business organizations. SiriusDecisions conducts primary research and analysis and provides benchmarking and advisory services through research portals and analyst inquiries to help clients make better business decisions.
The document discusses creating and managing digital assets at scale. It notes that Jeff Hunt is the CEO of Snap36 and talks about creating high quality imagery in large volumes. It also discusses maximizing efficiency through processes like touching assets once and having flexible logistics. The document outlines opportunities for digital assets like augmented reality, 3D models, and leveraging investments through an asset database.
This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
Customer-Centric, Content First Design at NYC Content Design MeetupAvenueCX
Why is a content-first approach your best ally in meeting the demands of evolving customer expectations? How can it help you turn digital and business disruption into digital transformation and exceptional customer experiences? Kevin will explore why a content-first approach is more necessary than ever to help businesses deliver on the promise of exceptional customer experience.
Mind the Gap 2: Marketing Operations in Age of DisruptionAprimo
While marketing operations capabilities are a requirement for today’s b-to-b marketing organizations, they can choose from a variety of approaches to execute those capabilities. The key to success is matching an organization’s situation and requirements to the right execution model.
In this webinar Jeff Clark (Research Director at SiriusDecisions) and Ed Breault (VP Marketing at Aprimo) will define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice, addressing the topics such as organizational model and responsibilities and technology platform.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
This document discusses how a product-led growth strategy can be more effective than traditional sales-led approaches. It advocates building products that drive customer acquisition, retention, and expansion through early access and personalized onboarding. Key aspects include focusing on product usage metrics to identify high-value customers, continuously optimizing the first user experience, and ensuring alignment between product, sales, and success teams around a north star metric. Adopting this approach can result in benefits like better correlating user behavior with buying intent and building products customers love.
On Tuesday 20th March, 2018, TradeGecko, Shopify and Wave Commerce co-hosted the Shopify Meetup in Hong Kong. Industry experts and Shopify merchants discussed how to optimise your online store and grow the business in 2018.
NewsCred Webinar: How to Capitalize on the Top Content Marketing Trends of 2018Heather Eng
This document summarizes a webinar about capitalizing on the top content marketing trends of 2018. The webinar covered 5 trends: 1) big rock content, which are large flagship pieces of content; 2) video content, which is increasingly important; 3) values-driven content, where brands take a stand on social issues; 4) personalization of content for individual users; and 5) using content marketing in other business functions like sales and HR. Examples were provided for each trend, such as Nike's "Breaking2" documentary and USAA's personalized content hub. Attendees learned how to create content for each trend and maximize its impact.
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Kevin Nichols
Content Strategy for the Customer Journey: Personalization Done Right
"Personalized Content." "Right Content, Right User, Right Time." "Contextual and Intelligent Content."
These concepts are only realized fully through a customer journey—and the formulation of a content journey around that experience. But how do you actually structure a customer's content experience in a way that captures all necessary channels and interactions? Attend this session to hear how SapientNitro has answered these questions to achieve successful personalization:
What are the various touch points in a typical customer journey for web, mobile, in-store, and post-purchase channels?
What is a fully personalized experience, and why is it only effective if it includes what happens in one-on-one (offline) human interaction?
What approaches are necessary for each: smartphone, tablet, in-store, website?
How can you best position content across multiple channels to meet the requirements and needs of the entire customer journey?
How do you future-proof, and which metrics are best to do so?
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
Duncan Chapple and Shawn Newman delivered a great webinar today introducing their new SageWorkshop on leveraging analyst content to generate leads and personalize cold emails.
This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on creating buyer-focused content, leveraging influencers, measuring ROI, using nurture campaigns, and multi-touch campaigns across channels. Each summary highlights the content goals, metrics of effectiveness, and lessons learned from the campaign. Examples of successful campaigns included those from Microsoft, Lattice Engines, Glassdoor, and Trapit.
This document discusses optimizing an organization's content production process. It proposes a revolutionized framework that involves:
1. Transforming the content process to be more proactive, rational, and focused on connecting with target audiences.
2. Producing both product-centric and audience-centric content based on buyer personas and needs.
3. Ensuring different organizational roles, like portfolio marketing and global campaigns, work together to ideate, produce, and activate optimized content.
Developing A Content Architecture: Aligning Content With Buyer Stages And NeedsG3 Communications
1) The document discusses developing effective content-fueled conversations by taking a buyer-focused, process-driven approach.
2) It recommends determining the target audience, when to engage them, discovering their needs, aligning conversations to needs, scaling the content process, and tracking effectiveness.
3) The key is determining who you are speaking with, not just to, and aligning content with buyer requirements at each stage of their journey.
SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at ...MassTLC
Heather Loisel, VP of Consulting and CMO Practice Lead from SiriusDecisions presented on the transformation of B2B sales, marketing and product at MassTLC's annual sales and marketing summit on April 4.
The document discusses three main issues facing global content marketing: content and channels, teams, and tools. It notes the challenges of inconsistent branding, poor customer experience, and wasted efforts without proper coordination across these areas. For teams, it emphasizes the need for strong leadership, clear roles, cultural understanding, and communication. For tools, it highlights limitations in supporting multiple languages/alphabets and ensuring content is appropriate for different countries. For content and channels, it examines tailoring what is created and distributed based on regional differences.
Building a Global Brand in the Digital AgeiCrossing
Building a connected brand at a global level means a lot more than planting your corporate flag all over the globe. On May 15, iCrossing’s Vice President of Search Strategy, Doug Platts, and Lionbridge’s Global Marketing Strategist, Emma Durant, presented on the key components of building a global brand. For instance, your local SEO strategy is based on understanding the nuances of how people search and customizing your content to their behaviors. When expanding this concept globally, you must account for language barriers and cultural differences. Find out more at www.icrossing.com.
Why is an enterprise content strategy necessary? You fail your consumers, customers and users without it. This presentation covers what is is, why it is necessary, and provides the latest research in digital trends. You can't have
Integrated Campaign and Branding Strategy: marketing lessons from one of the ...Giuseppe Caltabiano
This document discusses Schneider Electric's acquisition of Invensys and the integrated marketing campaign launched to communicate the benefits of the acquisition to customers and employees. Key points include:
- Schneider Electric acquired Invensys, an automation company, for $5.6 billion to expand its industrial automation capabilities.
- An integrated marketing campaign called "Better Together" was launched using various channels and assets to reassure customers and showcase the combined capabilities of the two companies.
- The campaign focused on internal and external communication using websites, videos, articles and social media to generate awareness and engagement among employees.
SiriusDecisions provides research and advisory services focused on operational intelligence for sales and marketing executives. It was founded in 2001 to address a lack of fact-based research on sales and marketing effectiveness in business-to-business organizations. SiriusDecisions conducts primary research and analysis and provides benchmarking and advisory services through research portals and analyst inquiries to help clients make better business decisions.
The document discusses creating and managing digital assets at scale. It notes that Jeff Hunt is the CEO of Snap36 and talks about creating high quality imagery in large volumes. It also discusses maximizing efficiency through processes like touching assets once and having flexible logistics. The document outlines opportunities for digital assets like augmented reality, 3D models, and leveraging investments through an asset database.
This presentation on High Performance Content Marketing is from Raconteur's event for senior marketers in London, September 2015. Experts from Quartz, The Marketing Practice, and the Chartered Institute of Marketing shared their insights.
Customer-Centric, Content First Design at NYC Content Design MeetupAvenueCX
Why is a content-first approach your best ally in meeting the demands of evolving customer expectations? How can it help you turn digital and business disruption into digital transformation and exceptional customer experiences? Kevin will explore why a content-first approach is more necessary than ever to help businesses deliver on the promise of exceptional customer experience.
Mind the Gap 2: Marketing Operations in Age of DisruptionAprimo
While marketing operations capabilities are a requirement for today’s b-to-b marketing organizations, they can choose from a variety of approaches to execute those capabilities. The key to success is matching an organization’s situation and requirements to the right execution model.
In this webinar Jeff Clark (Research Director at SiriusDecisions) and Ed Breault (VP Marketing at Aprimo) will define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice, addressing the topics such as organizational model and responsibilities and technology platform.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
This document discusses how a product-led growth strategy can be more effective than traditional sales-led approaches. It advocates building products that drive customer acquisition, retention, and expansion through early access and personalized onboarding. Key aspects include focusing on product usage metrics to identify high-value customers, continuously optimizing the first user experience, and ensuring alignment between product, sales, and success teams around a north star metric. Adopting this approach can result in benefits like better correlating user behavior with buying intent and building products customers love.
On Tuesday 20th March, 2018, TradeGecko, Shopify and Wave Commerce co-hosted the Shopify Meetup in Hong Kong. Industry experts and Shopify merchants discussed how to optimise your online store and grow the business in 2018.
NewsCred Webinar: How to Capitalize on the Top Content Marketing Trends of 2018Heather Eng
This document summarizes a webinar about capitalizing on the top content marketing trends of 2018. The webinar covered 5 trends: 1) big rock content, which are large flagship pieces of content; 2) video content, which is increasingly important; 3) values-driven content, where brands take a stand on social issues; 4) personalization of content for individual users; and 5) using content marketing in other business functions like sales and HR. Examples were provided for each trend, such as Nike's "Breaking2" documentary and USAA's personalized content hub. Attendees learned how to create content for each trend and maximize its impact.
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Kevin Nichols
Content Strategy for the Customer Journey: Personalization Done Right
"Personalized Content." "Right Content, Right User, Right Time." "Contextual and Intelligent Content."
These concepts are only realized fully through a customer journey—and the formulation of a content journey around that experience. But how do you actually structure a customer's content experience in a way that captures all necessary channels and interactions? Attend this session to hear how SapientNitro has answered these questions to achieve successful personalization:
What are the various touch points in a typical customer journey for web, mobile, in-store, and post-purchase channels?
What is a fully personalized experience, and why is it only effective if it includes what happens in one-on-one (offline) human interaction?
What approaches are necessary for each: smartphone, tablet, in-store, website?
How can you best position content across multiple channels to meet the requirements and needs of the entire customer journey?
How do you future-proof, and which metrics are best to do so?
Generating Leads with Analyst Content Webinar Slides_SJN Final.pdfShawnNewman13
Duncan Chapple and Shawn Newman delivered a great webinar today introducing their new SageWorkshop on leveraging analyst content to generate leads and personalize cold emails.
This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on creating buyer-focused content, leveraging influencers, measuring ROI, using nurture campaigns, and multi-touch campaigns across channels. Each summary highlights the content goals, metrics of effectiveness, and lessons learned from the campaign. Examples of successful campaigns included those from Microsoft, Lattice Engines, Glassdoor, and Trapit.
Demand Gen Report's Killer Content Awards 2016Sigma_Group
This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on buyer-focused content that is personalized and accessible across multiple platforms. Influencer campaigns that leveraged social media to reach prospects were also common. B2B marketers are increasingly focusing on measuring return on investment from campaigns. Nurture campaigns that influence buyers at all stages of the buying journey were also highlighted. Successful campaigns spanned multiple channels to reach different audiences like Millennials. The document profiles each of the 20 campaigns, providing details on their goals, metrics of effectiveness, and lessons learned.
DAN Brand Accelerator: Client Pitch KeynoteJason Newport
Here is the Brand Accelerator pitch deck I began using to pitch current clients more than two years ago. I refined as we advanced through each phase once clients had signed on and we adjusted as necessary. I pitched this to more than twenty clients, all household brand names -- an converted each of them. Not a single brand declined to move forward.
How to Win B2B Business in the Age of the Empowered BuyerLorin McCann
Discover frequently overlooked strategies that will tip the scales in your favor as a growth-focused business leader. In this presentation, you'll learn about the era of the empowered buyer, and how our services empower B2B organizations to thrive.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
The document summarizes a webinar on content strategy for brands. It discusses the vision gap between brands' content strategies and reality, and how leadership, operations, and content systems can hinder scaling content. It also covers trends in content strategy like expanding content toolkits, analyzing content processes, measuring attention rather than just outputs, and how the rise of content could lead to "content shock" if brands don't adapt. The document advocates developing a taxonomy as a strategic asset to enable digital initiatives and help overcome challenges of personalization and publishing with the rise of the Internet of Things.
Content marketing is a huge buzzword. But what doesn't it really mean for your business. And how do you find the resources and the budget to execute a content marketing strategy today?
In this presentation, delivered at MarketingProfs B2B Forum, I provide the 7 key factors to content marketing success. I outline a roadmap that any business can follow to achieve content marketing success. I demonstrate how you can deliver the content your buyers need at each stage of their journey, and I explain how focusing on subscribers can be the key to success.
Download the presentation and reach out to me for more details or to get your own customized content marketing strategy.
Similar to Personalization: Content Strategy at its Finest - Content Strategy New England Meetup October 2018 (20)
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
24. THANK YOU!
Kevin P Nichols
Email
LinkedIn
Twitter
YouTube
knichols@avenuecx.com
linkedin.com/in/kevinpnichols
@KPNichols
https://www.youtube.com/user/kevinpnichols
25. • “Consumers Value Personalization Up Your Game to not Miss the Opportunity.” Periscope by
McKinsey. (2018).
• “Making it Personal: Why brands must move from communication to conversation for greater
personalization.” by Accenture Strategy, Pulse Check (2018).
• “Trends in Personalization Report.” Evergage (2018).
• “2nd Annual Personalization Development Study.” monetate (2017).
• For an excellent presentation and webinar on personalization content strategy and
operational readiness to support it, see the Big Content Alliance (BigContentAlliance.com):
“Press Pause: Getting content ready for personalization.”
https://bigcontentalliance.com/event-upcoming-2/past-events/
• Also see AvenueCX’s work with ComBlu at the Big Content Alliance:
https://bigcontentalliance.com
Additional Resources
I recommend the following resources and reports
Editor's Notes
This presentation was given in conjunction with Vijay Hanumolu, who presented a case-study that demonstrated the value of personalization and the strategic framework required to support it at the Content Strategy New England Meetup in September, 2018. Because Vijay set up the framework required for personalization, this presentation does not speak so much to the strategic framework (goals of personalization, objectives for personalization, types of KPIs to measure, audiences, etc.). What this presentation does do is offer best practices for personalization efforts from the perspective of a content strategist and content designer. For additional insights into the strategic framework, I would also suggest you listen to the Webinar from Big Content Alliance (link appears in the appendix) the goes into much more detail on personalization and operational readiness to support it. You can also read Kathy Baughman’s and my blog posts on Gather Content’s blog, listed in the appendix as well.
You can find us at AvenueCX.com.
For more information on our work with ComBlu, see the Big Content Alliance, at: https://bigcontentalliance.com/
You will find much of my thinking on my personal website at kevinpnichols.com and you will find very detailed information on how to create an enterprise content strategy in my book, Enterprise Content Strategy: A Project Guide.
AvenueCX developed this content strategy framework to illustrate the various inputs for, and aspects of, a robust content strategy. Why? Because successful personalization requires a strong content strategy framework to define it, maintain and evolve it.
Personalization is all about delivering contextual and relevant content to a person. As such, an understanding of who the person is, what they are trying to do—a customer segment, persona, journey, insights, etc.—should inform the entire strategy and approach for personalization. Specifically: you will want to attempt to answer the following questions about your audience(s): Who they are, what they are doing, how they do it, what the need, where they are and when (time and/or important events related to them). Once you know this information, you will delver deeper into an understanding of what motivates and triggers your audience to deliver them even MORE relevant content—Ask: What really drives my customer or audience to action? All of this requires a thorough understanding of their motivations and behaviors. Often, this is where businesses fail—such as with creepy antics or personalization that mimics a ‘stalking’ approach. This happens because businesses get too eager or sloppy with personalization efforts. And they fail to understand their customers and they put the needs of the business and short-term conversion goals--sell a product using any means possible regardless of the consequences—above the needs, wants and desires of the customer.
Sources:
Source for the tweet: https://www.brandwatch.com/blog/react-creepy-marketing-personalisation-goes-far/ by Gemma Joyce. (2017).
Accenture report: “Making it Personal: Why brands must move from communication to conversation for greater personalization.” by Accenture Strategy, Pulse Check (2018).
A customer journey is a very effective tool you can use to define your customer’s lifecycle with your brand and identify the specific tasks she needs to achieve certain goals (Buy a product, download a paper, etc.). Here we see an example of a high-level customer journey, where content is mapped to each step required for that journey.
All customer journeys should start with a persona or customer segment and speak to how each persona behaves and the steps she takes to accomplish a task. You can map content to each step. Notice in this example, how we include “user states” in the personalization journey: “anonymous, known, customer,” and the channel engagement (which channel is used for each step). We see here the customer journey represents a variety of inputs that come from data and customer insights and research.
In addition to a customer journey, other important customer considerations include: user research, focus groups, customer insights, empathy maps, customer profiles, data from customer support and CRM, any analytics such as web analytics or other channels, email, social, etc. And so forth.
And of course, testing and validation of all tools, including testing of the customer journey are necessary. Only with a thorough understanding of customers, should we begin to define the objectives for our personalization strategy and we should keep those customer-focused. E.g., “Increase user engagement of decision maker persona with insights on Internet of Things (IOT) by providing her compelling content such as quarterly reports and industry and trends analysis on IOT.
OK: so as we have seen, knowing the customer and understanding them is the key for successful personalization. Lets now turn and talk about the content.
I received this offer from PetSmart, because I am in their loyalty program. Let me just say that everyone loves free things. Free things are great, right? But we really only love free things that we can actually use. (Unless we have an eBay business and we wish to sell the free thing to someone else who can use it, or we have a sister-in-law we wish to re-gift it to.)
Unfortunately, my cat Chloe only likes Pounce Treats: Caribbean Catch, Tuna Flavor. Although a good-faith measure, the Purina treats offered in the “free offer” are worthless to me. And to add insult to injury, I could not offer the coupon to a fellow cat owner because my name was on the offer and it contained explicit instructions that only I could redeem it. (I was going to offer you all a free coupon for cat treats.) Pet smart had a good start, but they could have taken their personalization strategy so much further, had they looked at my previous purchasing behavior and seen what Chloe really likes. I understand this was a cross-sell measure. But PetSmart would be smart if they followed my behavior and saw that I opened the email, clicked on the ad, but that I did not convert. And then, checked my previous purchase behavior. Maybe in the he'll offer Chloe a free container of Caribbean Catch!
Let’s look at the Persicope by McKinsey statistic mentioned above. Now let’s cross-reference that with another one:
“91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations.” [From the Accenture report (referenced above) ”Making it Personal: Why brands must move from communication to conversation for greater personalization.”]
Today, it is not enough to cross-sell or offer personalized content based on the basic elements of who your customer is. To be relevant, you really have to go deeper and provide content that speaks to your customer’s needs. Those who do this well, will set themselves apart from those who just do the basics. This is especially true for after you know who you customer is, or you wish to increase a customer’s loyalty.
Sources:
Periscope quote: “Consumers Value Personalization Up Your Game to not Miss the Opportunity” Periscope by McKinsey (2018).
“Making it Personal: Why brands must move from communication to conversation for greater personalization.” by Accenture Strategy, Pulse Check (2018).
There are data inputs, as in hard data inputs for personalization. These work well when you are just getting to know the user, such as when they are still anonymous or in the early stages of their personalization lifecycle with you. But to really engage the customer, with compelling content, you have to go further. You need to provide messaging to them that really speaks to their drivers and motivations. For personalization in 2018, relevance is everything. This requires an extensible messaging framework that speaks to your different customers considering their unique needs and motivations.
Source:
Ann Handley quote: https://www.sproutcontent.com/blog/12-Inspiring-Content-Marketing-Quotes-From-the-Experts-and-a-Rockstar
Sailthru, an analyst firm, examined over 100 companies and then scored them on a scale of 1 to 100 in their ability to deliver personalization. Over 60% of the companies they examined received a score under 50! (By the way, Sephora, The Body Shoppe and Urban Outfitters received the highest scores.)
So personalization is great, but without the right content to support it, it breaks down and can even fail. People need the right content for their needs. And when they don’t get it—even when they tell you what they need—as in the case with Gap cited here, you have an epic failure. My guess is that here, we have an issue with system integration and more likely than not, gaps in the operations. Operational readiness to support personalization is critical. And a lack of readiness is often a point of failure.
Quote source:
“Retail’s Emails are Misfires for many Holiday Shoppers.” Suzanne Kapner. The Wallstreet Journal, Business Section (Nov 27, 2017).
Sailthru Personalization Index 2018 Report source:
https://www.sailthru.com/personalization-index
Image Source:
https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg
Operational readiness to support personalization continues to be one of the biggest challenges for brands.
According to an article entitled: Personalization Marketing, Where We Are at 2018 in CMS Wire by Dom Nicastro:
“Personalization has been the most demo’d but least implemented function of DX (Digital Experience) platforms for over a decade,” said Tom Wentworth, chief marketing officer for RapidMiner and former CMO of Acquia, which provides personalization technology. “Marketers were sold a vision of personalization that required way too much effort from marketing teams to make it work.”
Quote source:
https://www.cmswire.com/digital-experience/personalized-marketing-where-we-are-at-2018/
Image source: https://commons.wikimedia.org/wiki/File:Olideverket.jpg
How do you get your operations right? You start with requirements that are built around your customer’s journey. And create a publishing and content model that supports that. Then you build a tech stack and implement technology solutions to support it.
We work with the Big Content Alliance, which is AvenueCX and ComBlu, a Chicago based firm. On our website, you can see our research and webinars we offer including one on personalization readiness in the appendix here. This graphic comes from our presentation on personalization. A user-centric publishing model allows you to start with the user, his or her needs, and work backwards to develop a publishing model. So, your content delivery can include cross channel experience. It’s silo-agnostic and it’s more responsive to being able to react to changes in user and technology trends. Keeps’ content customer-focused content.
One of the key things Evergage’s report makes clear is that organizations are not operationally ready to track customer profiles across channels. This becomes important in delivering cross-channel personalization. Another point the report makes clear is the overall lack of operational readiness for a variety of factors, which includes the right resources, business process, etc, to stand up personalization successfully. In my opinion, this will be the single-biggest challenge we see for personalization.
Source:
“Trends in Personalization Report,” Evergage (2018).
Image source:
Press Pause: Getting your content ready for personalization. Big Content Alliance (2018). You can view this Webinar here: https://gathercontent.com/resources/make-sure-organisation-ready-content-personalization
So what tools do you need to support personalization? Take the following example. We are now finding that weather presents a unique opportunity to offer personalization; for example, sell raincoats to folks when it is raining out by featuring them on the homepage or instore display. This requires understanding the location and current environment of the customer. It also requires tracking weather patterns per region. We can see that offering raincoats when it rains yields incredible response rates. According to Getelastic, “An estimated $3 trillion worth of private sector business is driven by the weather, and thanks to climate change, the traditional four-season model is not a reliable predictor of sales.”
To personalize for weather, you must have an extensible messaging framework and some sort of componentized content management in place to support that.
your content lifecycles and workflows are necessary and should be informed by the customer journey.
A content calendar is critical, should be updated monthly, and requires the necessary content to support it.
And as we also see above,
Finally, enough content and the right content, to support the experience is critical. More than one personalization project has failed without this.
Quote source:
https://www.getelastic.com/why--driven-personalization-is-hot-hot-hot
Image Source:
“Zip-Topper” by Printzess. Life Magazine, page 24. The Printz-Biederman Company: Printzess Square, Cleveland, Ohio (March 17, 1941).
Genov offers this great insight above. Additionally, he states: “If you see people as just a user or just a buyer then you don’t see the whole person and, as a result, you don’t see the whole opportunity.”
Now all of this requires a plan in place to measure ongoing performance of your solution.
Do you think Louis Armstrong went into a performance unprepared? Perhaps he did have some anxiety before performing but this clearly never stopped him from excelling and offering his audiences riveting performances.
Source:
“Are you doing personalization wrong.” Adrian Swinscoe, Forbes (28 July 2018).
https://www.forbes.com/sites/adrianswinscoe/2018/07/28/are-you-doing-personalization-wrong/#53efd3f436b7
Image source:
https://en.wikipedia.org/wiki/1940s_in_jazz#/media/File:Louis_Armstrong2.jpg
The approach you see in this slide is proven and it works. It’s performance based. Let’s break down each category by walking through the above chart. I developed this approach for a performance-driven model of content strategy and provide much more detail for it in my book, Enterprise Content Strategy: A Project Guide. But it is perfect for personalization. We (AvenueCX) revamped the image and approach with ComBlu for our Big Content Alliance presentation on personalization.
OK: let’s recap and go through each of these bullets.
Image source:
Dancers from American Ballet Theatre Perform at White House. https://www.jfklibrary.org/Asset-Viewer/Archives/JFKWHP-ST-225-27-62.aspx