Content Marketing Personalization: Build Relationships At Scale

The Personalization of ContentHow 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 . .

.

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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 buywhat you do.They buy whyyou 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 withtheir consumers have a growth rate triple that of their competitors.3X

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That’s pretty clear: focus on

messages based on your brand

purpose not what you sell!

60-70% of marketing contentgoes completely unused.

#C2C15*Sirius Decisions

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Most of our content is just

floating in the wind.

But it’s not totally our fault,

right?

Behind every piece of badcontent is an executive

who asked for it.

”

“

#C2C15

http://ctt.ec/dfg87

80% of CEOsare unhappy with CMOs.

#C2C15*Fournaise Group

There’s been a fundamental shift in the way wecreate, consume and share content.

200 MILLIONpieces of content

are sharedevery day

1.8 BILLIONphotos are uploaded

and shared

700 MILLIONsnapchatsare sent

500 MILLIONtweets are

posted

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We tuneout 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

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This banner had a 44% click-

through rate!!!

Banners Today?You are morelikely to . . .

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Banners have 99 problemsand a click ain’t one.

”

“

#C2C15

Since 99.9% of us ignore

banner ads, you could say…

http://ctt.ec/6eUey

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 isa person, like you and me.

#C2C15

We need to redefinemarketing by puttingpeople at the center.

#C2C15

Content is core to who we are.

#C2C15

PeopleBrandPurpose

What Customers

Want

#C2C15

We need to put people at the center

Content Marketing is allthe Marketing that’s left.

Seth Godin

”

“

#C2C15

http://ctt.ec/9Eaad

#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 VISITSESSIONS

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

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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.




research phase



Stage Tactics Tools

Awareness

Retain

Evaluation

Purchase



Most efforts to build

relationships start too high or

too low in the buyer journey.




research phase



Stage Tactics Tools

Awareness

Retain

Evaluation

Purchase



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 / So

cial Vo

lum

e

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

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3. Execute targeted and personalized demand gen

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4. Measure the results

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5. Follow their journey into your “funnel”

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Awesome!

1Utilize Audience Insights to determine

2Create + understand look-alike audiences

• Who is engaging?

• What topics are performing?

• What competitor content is your

audience engaging with?

3Leverage look-alike targeting for social

4Convert themto sales

• Online

• Offline

SPONSORED AD

Strategically amplify your paid media campaignsFor 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’sContent-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 ModelsCustomerJourney

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

Your audience wants stories.Created just for them.

Will you give it to them?

@BrennerMichael

#C2C15

Content Marketing Personalization: Build Relationships At Scale

Marketing

Transcript of Content Marketing Personalization: Build Relationships At Scale