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Tag: data

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.


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Irrelevant questions marketers ask

Do lead-generation campaigns capture the right data? Some do but some are an example of how the changing nature of business clashes with the way marketing has long viewed the world.

Increasingly less and less work is being done by employees, with a single employer, working in one country, let alone in one location, for one brand, with just a few communication channels. (Remember when we all just had a phone number – maybe followed by an extension! – and a physical address?

Now there are plenty of freelance or agency staff at all kinds of companies. Many people work from home, temporary office facilities (not just cafés), on the road – wherever. Many have several job descriptions and company sizes because they have several ‘jobs’ at several companies.

What does that mean for classic capture forms?

Fields such as ‘Name’ still work. But how about ‘Company size’, ‘Location’, ‘Sector’ and even – ugh – ‘Telephone (landline)’.

‘Email address’, especially something like ‘Primary email address’, still mainly does the job. But what if someone prefers contact in some other way? It’s no accident that the Collective Content newsletter asks for a Twitter handle too. Other people still prefer other ways to be reached – other social media or text messaging, for example.

This is an issue for many marketers. It isn’t insurmountable but those who design forms need to never give a respondent that none-of-those-is-relevant-to-me moment.

What do you think? Is getting a name and email address enough? Let us know if you have an answer to this conundrum.

*Photo credit: shindoverse via photo pin cc

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The business end of B2B media

Businesses buying and selling from and to each other, something that has happened for millennia, can appear overly complicated these days. That’s my take on how it feels in circles where B2B media operate.

Looking at the line-up for the AOP B2B Conference on 14 March I see a lot of good speakers, speakers who will hopefully try to cut through some of the confusion.

Do clients need publishers in an increasingly digital and social future? Do some publishers need clients (advertisers) if paid content increasingly works? And should I mention ‘death of the agency’?

Someone might, come 14 March. True, businesses way back when operated without agencies and media. Only now I’d argue there are some areas where working together is more important than ever.


Digging deeper to understand what people want

In B2B, I’m a big fan of events where buyers and sellers can meet and, well, buy and sell. This isn’t stuff happening way up the funnel, it’s the business end of B2B media. From content to relationships to business being done – that makes sense. But it won’t always scale.

So what I also like – and this is far from unique – is something that everyone is talking about. Whether your main terminology is ‘audience’ or ‘customers’ or the ‘data’ you work with in spreadsheets (or quite possibly all three), digging deep to understand what people want and buy (or can’t buy, because we haven’t yet worked out they want it) is key in all this.

If clients could have done away with the need for agencies and media owners they would have. Big brands and organisations have had their own websites since the 1990s. They have had millions of Likes on their Facebook pages for a while. But that’s not usually where the deepest engagement happens.

Even though it’s naturally narrower than some AOP events, the B2B Conference could have 100 different angles. It has some specifics that it’s really important we, as an industry, get stuck into. But I think the conversations will again and again come back to quality of data and what we do with it.


What’s your number in the digital transition?

It’s not easy. In any transition like this – and you could argue we’re about a decade behind where we should be given how digital media got big some time ago – you could identify four steps:

  1. Realising there’s an opportunity
  2. Committing to doing something
  3. Doing something
  4. Getting the desired results

Most of us who’ll be at the event are certainly beyond (1), probably in stage (2). A fair number will also now be well into (3). If anyone is at (4) they should probably be presenting.


Deriving real meaning from your audience

Not convinced it’s that hard? Think of industries such as retailing or retail banking, which have had millions of data points, all backed by high-end technology, for some time now.

When was the last time you had a personalised message when withdrawing cash at an ATM? Are those special offers you get based on a Clubcard or Nectar card really all that?

Publishers are making moves to derive real meaning from their audiences, meaning that is valuable to clients. They have to. In B2B media, data journalism can even feed into that, done appropriately.

B2B digital agencies can help, understanding their clients and their clients’ customers better, those same customers who make up a title’s audience.

I am very much looking forward to finding out more at the Conference about the progress that has been made.

This post originally appeared on the UK AOP website.

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Contact us to find out how we can help you:

Email:  tony.hallett@collectivecontent.co.uk

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