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Personalized Contentfrom Creation to Conversion

www.brightinfo.comwww.ndash.co

@BrightInfoBuzz

www.BrightInfo.com www.ndash.co

@nDashCo

Presented By

Boaz Grinvald Founder & CEO

Michael BrownFounder & CEO

Agenda

● How to draw valuable insights from your experience

● How to crowdsource content ideation

● How to personalize your content

● How relevancy impacts the effectiveness of your content

● How to create a content pool

● How to extend your content shelf life

● The importance of using personalized content recommendations

● How to draw valuable insights from content recommendations● Q&A

How to draw valuable insights from your experience.

Marketers Are Using More Content Sources Than Ever Before

*HubSpot State of Inbound 2016

Meet the New Content Marketing Team

• Internal Experts (even if they

aren’t writers)

• Freelance Writers

• Guest Bloggers

• Agency Partners

Multiple authors provide diverse

viewpoints; help build credibility

How to crowdsource content ideation.

Your Brand

In-House Writers

SMEs

GuestPosters

Leverage Your Content Community

Freelancers

Influencers

• Competitor Sites

• Customer Sites

• Publications

• Thoughtleaders

• Value Prop • Analytics • Existing Content

Forgotten Sources of Content Ideas

How to personalize your content.

∙ Buyer’s Journey: Nearly half (48%) of marketers support 3 to 5 buying stages with dedicated content.

∙ Buyer Personas: 41% of content creators say gaining a better understanding of their audience is a top priority in 2016.

∙ 52% of marketers support 2 to 4 roles and buyer personas with dedicated content.

Personalizing Starts with Understanding Your Audience

● Content Analytics: A top priority for 65% of content creators is to gain a better understanding of what content is effective and what isn’t.

...and Understanding Your Content Needs

Content Personalization: Tips for Success

69% of marketers use a content calendar to plan out content creation…

But how many share it?

Create (and Share!) a Content Calendar

How will your editors and content manager communicate with your writers and industry experts?

Create a Content Chain of Command

● Content Goals● Topics/Subjects● Audience Insights● Length Specifications● Tone● Approved links/sources● Multimedia Guidelines

Create Content Guidelines (for future reference)

How relevancy impacts the effectiveness of your content?

Each visitor is different, so why treat everyone the same?

● Intention

● Interests

● Persona

● Buying stage

● Location

● ...

Content + Data = Relevancy

Relevant content -> attention ->

appreciation -> trust ->

consume content ->

I’ll stay and introduce myself

Shortening the Distance to Your Content

● Most of your content is “hidden” in

Resources or Blog

● Only selected content is promoted

So,

● How do you use ALL of your content?

● How do you match each visitor with the

most relevant content for them?

How to Create a Content Pool?

The Different Personas

The Buyer Journey

Do an audit of your content - can you match each stage?

Increase your content ROIbyExtending your Content Shelf Life

Smart Content! Personalized smart content helps you nurture leads like Amazon does

The Importance of using Personalized Content Recommendations

Higher Content ROI

*According to CMI, 60-70% of content produced by B2B companies is not being used

Make it Even Better - Automate

Personalization at scaletakes into account massive data:

● Crowd behavior● Text analytics● All content assets● Ongoing web/content updates

How to draw valuable insights from your Personalized Content RecommendationsAnalytics

Content Recommendations Analytics

Putting It All to Work - Summary

Information the user arrives with:

Geography, Search Query, Referring

Source, IP (ABM)

Onsite behavior:

Engagement Level, New vs. Returning

Content Consumed, Pages Visited,

Time on Topic, Scrolling & Movements

Using ALL your content

Machine Learning

http://www.brightinfo.com/get/demo

Thank You.And you.