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How to Personalize Content Experiences at Scale
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Your customers live in a world where personalized content is a given and therefore critical. But scaling this expectation to thousands of prospects is easier said than done—or is it? Presented at the Chicago CMO Executive Summit, Randy Frisch shares an actionable framework for persuading prospects through the power of personalized content experiences through your top marketing strategies—inbound marketing, account-based marketing, and sales enablement.
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How to Personalize Content Experiences at Scale
- HOW TO PERSONALIZE CONTENT EXPERIENCES AT SCALE @randyfrisch Randy Frisch CMO & Co-Founder at Uberflip
- @uberflip | #conex Circa 1990
- @uberflip | #conex
- I love Chicago @uberflip | #conex
- The way we experience content matters! @uberflip | #conex
- Sonos vs Google Video Freeze Frame
- Sonos vs Google Video
- The Content Experience Matters @uberflip | #conex
- What is Content Experience? @uberflip | #conex
- A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex@uberflip | #conex
- Awareness Engagement Consideration Decision Advocacy Content experiences occur at every stage of your funnel. @uberflip | #conex
- What is Content Experience? @uberflip | #conex
- People increasingly expect a personalized experience. The Effect @uberflip | #conex
- What can we learn from consumer experiences? @uberflip | #conex
- Curated lists @uberflip | #conex
- Content by Topics @uberflip | #conex
- Tailored to Expectations @uberflip | #conex
- AI-Powered Streams @uberflip | #conex
- Made For You @uberflip | #conex
- The best DJs are able to read their audience. They have to be able to know what track to play to engage them… and then how to lead them on a journey to where you want them to be. Essentially DJ’s have to be experts at empathy. — DJ Mikey Da Roza MARKETERS ARE DJs @uberflip | #conex
- Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins @uberflip | #conex
- “Why does this matter?” @uberflip | #conex
- The average number of assets downloaded before making a purchasing decision 7.0 — IDG 2017 Customer Engagement Research @uberflip | #conex
- Email Nurture Whiteboard @uberflip | #conex
- Marketing’s ability to remix the right content makes or breaks the CONTENT EXPERIENCE @uberflip | #conex
- What is Content Experience? ENGAGEMENTENVIRONMENT STRUCTURE @uberflip | #conex
- Environment Placement Design Display Visual aesthetics @uberflip | #conex
- Navigation Tagging Curation Structure Organization @uberflip | #conex
- Engagement Personalization Relevance Consistency Contextual CTAs @uberflip | #conex
- @uberflip | #conex But my C#O doesn’t give a sh#t about content experience
- Inbound Demand Generation ABM Sales Enablement But this matters... @uberflip | #conex
- Content brings these marketing tactics to life. Demand Generation ABM Sales Enablement Inbound Driven By Content @uberflip | #conex
- of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute @uberflip | #conex@uberflip | #conex
- of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions @uberflip | #conex
- So I wrote a blog post
- Content Experience Framework @uberflip | #conex
- Content Experience Framework @uberflip | #conex
- Content Experience Framework You don’t get this. Without doing this. @uberflip | #conex
- Content Experience Framework Inbound @uberflip | #conex
- Content Experience Framework Demand Generation @uberflip | #conex
- Content Experience Framework ABM @uberflip | #conex
- Content Experience Framework Sales Enablement @uberflip | #conex
- Content Experience Framework @uberflip | #conex
- 100% Increase in monthly leads generated. Content Experience Framework @uberflip | #conex
- Content Experience Framework @uberflip | #conex
- But does it make a difference? @uberflip | #conex
- Conversions on Gated Content Evidence ‘this’ matters +7x +8x Increase in Engagement +60% Your Content Reach @uberflip | #conex
- @uberflip | #conex I used to shop here @uberflip | #conex
- @uberflip | #conex@uberflip | #conex
- @uberflip | #conex Adapt or Die. These brands personalize my experience.
- Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/ce Content Experience Framework Download Now @uberflip | #conex Get my book in Feb ‘19
Notas do Editor
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- Conex opening video
- Conex opening video
- Conex opening video
- Doesn’t need to change.
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- I think this slide looks fine, but open to any design changes you think are necessary.
- Doesn’t need to change.
- The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
- CONTENT EXPERIENCE WINS
- Right Content, Right Time
- Speak to Mary Meeker concept here:
- Emphasize the % increase in artists listened to!
- Quentin — stock image of a non-believer? Someone who isn’t convinced that B2C approach belongs in B2B.
- Quentin — Image of suits — CEOs, CMOs. etc… — as a background to the flow chart above...
- DESIGN - Find a way to integrate the use case into this slide
- DESIGN - show examples of animations and gifs from video for each part of the definition.
- Doesn’t need to change.
- Doesn’t need to change.
- Doesn’t need to change.
- Quentin — stock image of a non-believer? Someone who isn’t convinced that B2C approach belongs in B2B.
- -but when i go to events i know you are talking about these hot topics -that’s ok as a CMO I obsess over them to
- -but let me tell you a little secret
- -this explains why all of us are creating more content than ever!!!! To feed these go to market strategies
- Stop investing in writing more content, and start investing in the experience in which your content is leveraged DESIGN - F#*K from the previous slide should turn into FOCUS on this slide.
- DESIGN - Have two versions of each, the first being the step and 3 points, and the second if the product example from Jason. Randy: People think they don’t have content but that’s because they only look at what they’ve created recently, not their entire library 70% of content in an organization sits unused Content sits on all different channels Centralizing allows us to bring all that content together into a controlled owned, experience Why do we create all this awesome content but put it on channels that we don’t own; audiences we don’t own or may not be quite right for us Emulate that infinite scroll that you find on social channels into your own website/hub Ann: As marketers, we know our customers are engaging on a variety of channels and we need to make sure we engage with them where they already are. The problem with that is, the content we work so hard to create is living all over the web on earned channels, rather than on our own owned channel. As marketers, we can’t control the experience. When someone is engaging with our brand we want to control the experience and how people engage with the content. Randy: To do this, you need control over the environment and structure to get the right level of engagement.
- DESIGN - show a great hub (you don’t get this) and then show the tagging process (without doing this) Randy: How are your customers finding their information/content/answers Now that you have your content in one place, next step is to think through your strategy for the buyer journey What do you want the end-to-end experience for each persona to look like Once you have outlined that, then you must build out a tagging tagging structure to match Anna: I’d like to say I remember a time when we made everything you’re talking about a reality using hacky ways like with an excel spreadsheet, but this is still happening today. This part is foundational. The non-sexy, behind the scenes work that’s required to create the amazing personalized content experiences in minutes. Using technology like a content experience platform helps you scale the organization of your content with functions like auditing, tagging, and smart filters.
- DESIGN - Work with Jason to create a slide for each use case. Randy: People crave personalization. In fact, they have come to expect it. Levels of personalization: one-to-one, one-to-few, one-to-many When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions?. Yoav: Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs. There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement. Inbound Marketing Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions. Account-Based Marketing Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales. Demand Generation Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns. Sales Enablement Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- DESIGN - Work with Jason to create a slide for each use case. Randy: People crave personalization. In fact, they have come to expect it. Levels of personalization: one-to-one, one-to-few, one-to-many When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions?. Yoav: Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs. There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement. Inbound Marketing Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions. Account-Based Marketing Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales. Demand Generation Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns. Sales Enablement Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- DESIGN - Work with Jason to create a slide for each use case. Randy: People crave personalization. In fact, they have come to expect it. Levels of personalization: one-to-one, one-to-few, one-to-many When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions?. Yoav: Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs. There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement. Inbound Marketing Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions. Account-Based Marketing Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales. Demand Generation Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns. Sales Enablement Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- DESIGN - Work with Jason to create a slide for each use case. Randy: People crave personalization. In fact, they have come to expect it. Levels of personalization: one-to-one, one-to-few, one-to-many When you think about personalizing experiences you need to consider the branding, is it contextual, does it compel your audience to take actions?. Yoav: Now here’s the fun part. Creating personalized experiences that show your prospects and customers that you’re a business that understands their interests and needs. There is no one size fits all approach. When you’re thinking about building out your content experiences, we find it is best to approach it by the different marketing tactics your team is focused on - Inbound, Demand Gen, ABM, Sales Enablement. Inbound Marketing Take your content personalization to the next level by building experiences around your content that are optimized for engagement and conversions. Account-Based Marketing Power your ABM strategy and engage your target accounts with personalized content experiences that accelerate pipeline and drive sales. Demand Generation Make the click matter by creating content experiences that are personalized, engaging, and drive conversions from your email, advertising, social, and direct mail campaigns. Sales Enablement Every minute a sales rep spends creating content is a minute they are not selling. Empower your sales team with content to engage prospects to sell efficiently at a higher velocity.
- DESIGN - Use Pardot as an example here distribution channels sending to a personalized experience. OR ask Jason for customer. Randy: We can do everything right up to this point, but if we fail to infuse this into our integrated marketing campaigns then what’s the point? Content is what’s driving your demand gen and you need to think about what experience you’re sending people to. Nate: Demand generation needs to get involved here and realize the importance of content experience. When you send out a tweet, launch ads, or you send an email—as a marketer—are you thinking about the experience you’re sending them to? We used all of these distribution methods to send them to personalized content experience (if Pardot example)
- DESIGN - Stats on screen potentially? Randy: This isn’t just about having a great brand, it’s about driving business results Not just about looking pretty You can get results today if you put in the time and action the steps outlined in this framework Focusing on content experience allows you to maximize your marketing results because engagement is contained within a contained, personalized experience Jay: I can definitely attest to content experience’s impact on overall business results. Need points from Jay….. Randy: We’re passing around mini versions of our content experience report that show you first-hand what focusing on content experience can do for your business. 7x conversions on gated content, compared to the traditional landing page experience 8x your content reach 3x your account engagement
- The way you gate content matters. Putting a CTA overtop of your content has a 17 percent conversion rate! That’s 7x the conversion rate of a traditional landing page. Putting your content in more than one place can increase views by 8x on average! AI works! Personalized recommendations increases the chances of a visitor consuming more content than generic recommendations by 60%.
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
- Quentin — Create a call at the end of the slide-show that reads:: “HEY C#O! F#*K Content Marketing. Focus on the Content Experience.”
- Final slide
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