Supercharge Your Content Marketing with Personalization

[CO-BRANDED]

● Personalization Trends in 2017

● Content Marketing Framework

● Best Practices & Winning Examples

● Create Personalized Content at Scale

● Q & A

Today’s Agenda

94% OF MARKETING EXECUTIVES SAY

PERSONALIZATIONIS CRITICAL TO REACH THEIR CONSUMERS

DID YOU KNOW?

Consumers expect a 1:1 personally relevant experience everywhere they go in the digital world today

The Personalization Imperative is No Different for Branded Content

74% DID YOU KNOW?

OF CONSUMERS FEEL

FRUSTRATEDWHEN CONTENT DOESN’T RELATE TO THEIR INTERESTS

78% OF CONSUMERS SAY PERSONALLY RELEVANT CONTENT

INCREASES THEIR

DID YOU KNOW?

PURCHASE INTENT

BUILDING A CONTENT MARKETING FRAMEWORK

4 Step Content Marketing Framework

● Your Audience

● Identify Your Goals

● Customer Journey

● Mapping Channels & Content

Step 1: Know Your Target Audience

● Who are they?

● What are their problems?

● Where can you bring value?

● Personas 101

Step 2: Define (and Remember) Your Goal

● Conversion?

○ That would be great, but is an after-effect

● Goal is to

○ Add value & build a relationship

○ Meet their emotional needs

● Your KPIs should reflect these goals

● Conversion in content marketing is a cumulative effort

Step 3: Map the Buyer Journey

Step 4: Aligning Channels, Content with the Journey

● Take your theme / narrative and map it to ideal channel and stage

● Not every box needs to be filled in - should be unique to your story

Awareness Consideration Conversion Loyalty Advocacy

LinkedIn

Facebook

Twitter

Gated Content

Partners

PR/Media

CREATING CONTENT AT SCALE

Scaling Content

● Goals

● Processes

● Technology

● People & Resources

Internal VS External People & Resources

● Doing it all in-house is almost impossible

● Only the largest companies can build in-house studios

Model Pros Cons

Agencies Strategy, High-Touch, 1-Stop Shop

Expensive, Slow

Freelancers Low cost, on-demand Management overhead, variable quality

Hybrids (ie: Visually, Scripted)

Lower cost than agencies, higher touch / less overhead than freelancers

Less touch than agencies, more expensive than freelancers

Content Personalization Methodology

Aggregate and analyze massive sets of data on:

What each person has DONE

What each person is INTERESTED in

What people like them are DOING

Predict what individuals are most likely to be interested in...in real time and across channels

1

2

Key Concept: Content Sequencing

Through Inspired Living, establish Delta Faucet as the go-to resource for design inspiration and tips

personalizes content with predictive modeling

investing intelligently in new content creation

personalizes content delivered via email

drives new and return users to relevant content

OnSite InBox InAd & ReAct Insights

OneSpot Content Personalization for Delta

Use OneSpot OnSite to personalize articles in mobile & desktop

RESULTS

STRATEGY

4X More likely to read 3+ articles/session

4X More likely to click high-value actions

OnSite in Action

Use OneSpot InAd to initiate engagement with new readers

RESULTS

STRATEGY

45% Forty-second pageview rate

67% Article scroll rate

InAd in Action

37% Multi-pageview rate on articles

Use OneSpot ReAct to retarget readers with personalized content

RESULTS

STRATEGY

9X More content viewed than average visitors

4X More content viewed than repeat visitors

ReAct in Action

ABOUT VISUALLY + CONTENT EXAMPLES

Thank You! Q&A

Visually: sales@visual.lyOneSpot: info@onespot.com