B2B companies testify that the effectiveness of content marketing is decreasing. With the over-saturation of B2B online content, this is hardly surprising. In this webinar we will show, step by step, how to tighten your content operation and make the most of it. The webinar will be presented by BrightInfo’s Founder & CEO, Boaz Grivland & nDash’s Founder & CEO Michael Brown, both veterans of their fields. You can expect to learn: - How to draw valuable insights from your experience - How to crowdsource content ideation - How to personalize your content - The importance of outlining - 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

1. @BrightInfoBuzz
www.BrightInfo.com
Personalized Content
from Creation to Conversion
www.brightinfo.comwww.ndash.co

2. @BrightInfoBuzz
www.BrightInfo.com www.ndash.co
@nDashCo
Presented By
Boaz Grinvald
Founder & CEO
Michael Brown
Founder & CEO

3. 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

4. How to draw valuable insights
from your experience.

5. Marketers Are Using More Content Sources Than Ever Before
*HubSpot State of Inbound 2016

6. 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

7. How to crowdsource content
ideation.

8. Your
Brand
In-House
Writers
SMEs
Guest
Posters
Leverage Your Content Community
Freelancers
Influencers

9. • Competitor Sites
• Customer Sites
• Publications
• Thoughtleaders
• Value Prop • Analytics • Existing Content
Forgotten Sources of Content Ideas

10. How to personalize your
content.

11. ∙ 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

12. ● 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

13. Content Personalization: Tips for
Success

14. 69% of marketers use a content calendar
to plan out content creation…
But how many share it?
Create (and Share!) a Content Calendar

15. How will your editors and content manager communicate with
your writers and industry experts?
Create a Content Chain of Command

16. ● Content Goals
● Topics/Subjects
● Audience Insights
● Length Specifications
● Tone
● Approved links/sources
● Multimedia Guidelines
Create Content Guidelines (for future reference)

17. How relevancy impacts
the effectiveness of your content?

18. Each visitor is different, so why treat everyone the same?
● Intention
● Interests
● Persona
● Buying stage
● Location
● ...

19. Content + Data = Relevancy
Relevant content -> attention ->
appreciation -> trust ->
consume content ->
I’ll stay and introduce myself

20. 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?

21. How to Create a Content Pool?

22. The Different Personas

23. The Buyer Journey

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

25. Increase your content ROI
by
Extending your Content Shelf Life

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

27. The Importance
of using
Personalized Content Recommendations

28. Higher Content ROI
*According to CMI, 60-70% of content produced by B2B companies is not being used

29. Make it Even Better - Automate
Personalization at scale
takes into account massive data:
● Crowd behavior
● Text analytics
● All content assets
● Ongoing web/content updates

30. How to draw valuable insights from your
Personalized Content Recommendations
Analytics

31. Content Recommendations Analytics

32. 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

34. Thank You.
And you.