The Personalization of Content

The Personalization of Content How to Use Content To Build Relationships At Scale

Michael Brenner @NewsCred – Head of Strategy @BrennerMichael

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I started preparing for this presentation the way I start most things: with a search

Content marketing trends

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I landed on this page with a weird quote and an ad!

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Oh no! An auto-play video ad!!!

And a survey . . .

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Oh great. I have to hit “Continue” 3 times

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I have no patience for useless things.

7

It’s not all bad, right?

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This picture was so widely shared because it was fun!

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More brands are trying to act like real humans

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But most people still think marketing is a banner, a billboard, a honk and a siren.

Marketing has a marketing problem!

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73% of people surveyed wouldn’t care if the brands they use disappeared from their life.

*Co.Exist

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“

People don’t buy what you do.

They buy why you do it.”

”

Simon Sinek

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What separates the best performing companies from the rest?

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Jim saw a clear answer . . .

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That’s pretty clear: focus on messages based on your brand purpose not what you sell!

3X

Companies who focus on connecting with their consumers have a growth rate triple that of their competitors.

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60-70% of marketing content goes completely unused.

*Sirius Decisions

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Most of our content is just floating in the wind.

But it’s not totally our fault, right?

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“

Behind every piece of bad content is an executive who asked for it.

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80% of CEOs are unhappy with CMOs.

*Fournaise Group

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

200 MILLION

1.8 BILLION

500 MILLION

700 MILLION

pieces of content are shared every day

photos are uploaded and shared

tweets are posted

snapchats are sent

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We tune out the noise.

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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

This banner had a 44% clickthrough rate!!! #C2C15

Banners Today?

You are more likely to . . .

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Since 99.9% of us ignore banner ads, you could say…

“

Banners have 99 problems and a click ain’t one.

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“

We need to stop interrupting what people are interested in and be what people are interested in.

�

Craig Davis

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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

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Behind every tweet, share, visit and purchase is a person, like you and me.

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We need to redefine marketing by putting people at the center.

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Content is core to who we are.

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We need to put people at the center

Brand Purpose

People

What Customers Want

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“ Content Marketing is all the Marketing that’s left.

” Seth Godin #C2C15

“

Content Marketing ROI is 4X our traditional marketing spend.

�

Julie Fleischer, Kraft

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Marketers are taking a new approach.

Old way

New way

Brand-led

Customer-driven

Ad campaigns

Continuous content

Demographics

People

CONVERSIONS

BOUNCE RATE PAGEVIEWS

GOAL CONVERSIONS TIME SPENT

PATHS TO SALE

RETURN VISITS

The metrics we use today barely scratch the surface.

SHARES SUBSCRIBERS

TWEETS PAGES PER VISIT

REPEAT VISITS CLICKS

PURCHASES SESSIONS

UNIQUES

COMMENTS

TOP PAGES

LIKES

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.

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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. #C2C15

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?

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So how do we use content to build relationships at scale?

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How To Use Content To Build Relationships At Scale

1

Know your audience.

2

Know what content works.

3

Make smarter decisions.

Understand who your audience really is and what they want.

Get an in-depth look at the content journeys of your audience and understand what sticks.

Make owned, earned, AND paid media work harder through intelligent feedback loops.

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Stage Social Listening

Awareness

Evaluation

Purchase

Retain

Tactics

•

Hot topics, Influencers, etc.

•

Drive visibility and awareness as prospects enter buyer journey

•

Tools

•

NewsCred Audience Insights

Market to consumers during research phase

•

Marketing Automation

•

What people buy

•

POS

•

Who bought it

•

CRM / Loyalty

Stage Social Listening

Awareness

Evaluation

Purchase

Retain

•

Tactics Most efforts to buildTools relationships start too high or too low in the buyer journey.

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

•

Who bought it

•

CRM / Loyalty

Stage Social Listening

Awareness

Evaluation

Purchase

Retain

•

•

Tools WeTactics need to travel with them on the entire journey. Even the ones we don’t know anything about yet.

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

•

Who bought it

•

CRM / Loyalty

Reach, engage and convert the right people.

What is Content Marketing?

(10-3000 X)

Who is the best Content Marketing provider?

(2-10 X) Middle-stage

Brand Searches

Search / Social Volume

Early-stage Searches

NewsCred Content Marketing software is how awesome?

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1. Who is engaging with your competitor’s content?

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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!

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

SPONSORED AD

1 Utilize Audience Insights to determine

2 Create + understand look-alike audiences

3 Leverage look-alike targeting for social

4 Convert them to sales

•

Who is engaging?

•

Online

•

What topics are performing?

•

Offline

•

What competitor content is your

audience engaging with?

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

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CapGemini’s Content-Loop.com ~1M visitors / year

+ 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI

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Content Marketing Roadmap • •

• • •

Budget Destination Frequency Amplification / Optimization Collaboration (Who does what)

Discovery

Destination

Team

Customer Journey

Topic Models

KPIs / Reporting

Optimization

•

Business Case

•

Branding/Design

•

Who does what?

•

Structure

•

Content by Stage

•

Define report

•

Content

•

Current State

•

Platform

•

Agency

•

Topics

•

Conversions

•

Who / when?

•

Platform

•

Budget

•

Firm Integration

•

NewsCred

•

Types

•

Subscriptions

•

Distribution

•

Distribution

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Marketers are taking a new approach.

Old way

New way

Brand-led

Customer-driven

Ad campaigns

Continuous content

Demographics

People

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

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