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- Jon Miller, founder, Marketo

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Tag: content marketing

Content marketing trends #3 Personalised content

There are several reasons why targeting people more individually can pay off. A one-size-fits-all approach is obviously quicker and cheaper, but personalising marketing material can ramp up the audience experience. It can make a brand stand out. It can develop trust with individuals.

A simple example of this is for a visitor to a landing page who enters their name and email to download an infographic or e-book. Next time they visit the same site, they could be greeted by their name and provided with links to content that relates to what they’ve previously shown an interest in.

There is momentum for greater personalisation: One piece of research found that 94 per cent of digital professionals believe personalisation is “critical to current and future success”, while personalised lead nurturing leads to a 20 per cent increase in sales opportunities from leads.

Examples of the results greater personalisation can bring include Co-Operative Travel, which increased visitors to its website by 95 per cent after implementing personalisation, and saw a 217 per cent revenue increase. Carmaker BMW said that a campaign of personalised picture messages sent to 1,200 customer phones improved conversions by 30 per cent.

Other examples include:

  • Coca Cola: The company’s Share a Coke campaign saw 150 of the most popular names in a region printed on Coke bottle labels to encourage people to buy drinks for friends or family. The campaign resulted in 12 million media impressions in Australia before the campaign went global. It also contributed to a seven per cent increase on Coke consumption by young adults.
  • Nuffield Health: The private health provider developed a series of segmented landing pages and personalised email messages for different constituent groups. The conversion rate for these types of campaigns went from less than one per cent to more than eight percent as a result.
  • The Guardian: The newspaper’s website made use of a cookie-based toggle switch to enable visitors to turn off content on stories they weren’t interested in and to avoid such subjects in the future

To help achieve personalisation, marketers need to make use of the data they have on existing users and collect it from people using its marketing channels for the first time.

This can start with small requests (name, email etc.) before more data is obtained once a level of trust has been established.

This data can then be used to personalise calls to action (CTAs) for brand websites and email campaigns, or to use a customer’s name in ways that will appeal to them, such as a personalised greeting on a homepage.

Whatever creative approach you take with personalised content, it’s clearly an approach that will become increasingly powerful.

Check out our earlier posts on gifographics and parallax web design.

 

Follow us on Twitter – @ColContent

 

 

 

Read Further

11 essential content marketing links from Q3 18

  1. 5 lessons we learned from building 250 landing pages

We love this piece, not just as creators of hundreds of landing pages over the years (fist bump to fellow LP folks), but because of the sound advice and the way the piece is constructed.

 

  1. Content Marketing, The Remix: Delivering True Content Experiences At Scale

Big Thinking alert. It’s time to think about the whole content experience, argues Uberflip CMO Randy Frisch.

 

  1. Now You See It, Now You Don’t: What B2B Brands Can Do With Ephemeral Content

Ephemeral content – like Snapchat or Instagram Stories – is usually seen as a B2C thing. Contently open our B2B-centric eyes to some possibilities here.

 

  1. 3 Reasons Why Short-Form Copywriting Is Set to Become Your Next Superpower

Social media is one area where short-form skills rule. And it’s not the only one. (Want to talk landing pages again?) Although we’d also advise a mix, depending on context. Long-form is equally valuable, for lots of reasons.

 

  1. Symantec Wins at Content by Responding to Its Audience

Interesting and deep case study here from the CMI, not about one of our clients but from the type of company we work for a lot. We loved how the focus on the customer acted as a north star for that team’s content choices.

 

  1. 21 SaaS Content Marketing Examples

Sticking with a category we know well, this is quite the list – it’s specific, about 21 SaaS providers – and with lots of actionable info. Just as we’d expect from Feldman Creative.

 

  1. Content Strategy and Content Marketing – Not two peas in a pod

Not unusual to hear these two referred to interchangeably. Nice reminder here about how they’re different – though closely related – disciplines.

 

  1. Does your content generate ROI?

Content marketing and ROI – that old chestnut. But this is a simple option for working out if you’re getting a good return for all that time and money spent on content and its distribution

 

  1. 25 Content Marketing Platforms You Need to Know in 2018

Know your content marketing? Know these platforms. Bit of a refresher, this one.

 

  1. Everything You Need To Know About Ghostwriting

As frequent ghostwriters, we’d argued this isn’t everything, but in the spirit of this quarter’s round-up, there is a lot of good advice here. Or just contact us.

 

  1. Your Editorial Calendar is Not Your Content Marketing Strategy

And finally, we’ve said the same thing (pretty much) ourselves, but Michele Linn does a good job here of emphasising that your calendar is one of many tactics to get all this right. While your strategy is, well, strategic.

 

And why 11 links? It’s our favourite prime number.

 

Follow us on Twitter – @ColContent

 

 

Read Further

Contact us

Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

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