● Personalization Trends in 2017
● Content Marketing Framework
● Best Practices & Winning Examples
● Create Personalized Content at Scale
● Q & A
Today’s Agenda
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 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
Gated Content
Partners
PR/Media
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
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