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Tag: trends

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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Content marketing trends #2 Parallax web design

What are the newest trends and tactics used in content marketing? What’s catching on as a way to provide additional value to clients?

Following on from the first post on ‘gifographics’, we look at another content format gaining momentum: parallax web design.

As this article explains, making online content more interactive and visual in this way helps brands make a bold statement that target audiences will respond to and increase their engagement.

Research by the Content Marketing Institute revealed that 46 per cent of surveyed marketers use interactive content, with the main reason being to engage and educate their audience. In addition, 79 per cent of those that use it say they plan to increase their use of interactive content in the next 12 months.

In its report, The Symphony of Connected Interactive Content Marketing, the CMI said: “The key power of interactive content is that it provides valuable experiences where our audience wants to willingly provide us with insightful information.”

Something that is particularly powerful is parallax web design, which allows background and foreground images and text to move at different speeds (and directions) when scrolling through content. It often also includes animation.

This approach has been employed extensively in journalism. BBC News has used the technique to powerful effect in stories that examine news in depth, such as this story that explains how events unfolded in the tragic Grenfell Tower fire in London and this one about the rise to power of Angela Merkel in Germany.

The Huffington Post has also been making use of the technique in Highline, its long-form journalism strand, which promises “stories that stay with you”. A good example is this 8,000 word article looking at the economic future faced by Millennials. This story also has graphics for stats and images that move in and out of the main article, suggesting a descent into economic depths.

In the content marketing realm, parallax design can be used in a range of ways, whether for a one-off article, a microsite or even a full website.

Car maker Peugeot makes great use of the technique in the microsite for its HYbrid4 technology which provides different travel modes on its road cars. It’s presented as a graphic novel complete with a dramatic soundtrack, in which the protagonist embarks on a dangerous mission. Through the unfolding narrative, we learn about the different HYbrid4 modes of SPORT, 4WD, AUTO and ZEV (Zero-Emission-Vehicle). It’s well worth a look.

Another great example is the website for Seattle’s Space Needle, which invites the reader to scroll down to see facts about the tower and find out what attractions are on offer at each level, from the base to the observation deck, and beyond into space.

The ‘Make Your Money Matter’ website promoting credit unions, meanwhile, tackles a drier subject with a range of cartoon-like backgrounds and images that move in different directions to explain the benefits of credit unions and provide useful stats as the user scrolls through the site.

Parallax design is a great storytelling tool and like other approaches that started off in journalism is a means for brands to tell their story in a more engaging and interesting way. The approach gives the sensation of a story that is moving, giving extra impact and driving the narrative forwards to maintain the interest of the reader.

No wonder it’s an approach that is becoming more and more popular in the content marketing world.

 

 

 

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11 essential content marketing links from Q4 17



  1. Copywriter vs. Content Writer: Skills, writing fees and expectations

This isn’t the exact same take we’ve provided but Barry is always good and this piece has a lot to ponder on when to be overtly commercial in your writing.

  1. Four simple tips to make boring copy more exciting

Of course, you might hear people say there is no such thing as ‘boring content’ but this piece from eConsultancy is packed full of useful tips.

  1. How to develop a content marketing code Of ethics

This is one of those subjects we hope we’ll hear a lot more about in 2018. Well, we can always hope.

  1. How could the Internet of Things change the game for content marketers?

We hear a lot about how IoT, or the blockchain or a handful of other technologies will change our worlds. But this piece made us think about some opportunities.

  1. How to use storytelling in your start-up

What better place for storytelling than start-ups? You’d think all founders should know this but it often gets short shrift – or ignored altogether.

  1. What is a content audit and why do you need one?

We’re always working on a content audit for one brand or another. We know our way around the discipline but here’s a nice concise pointer from the guys at Contently.

  1. Four audiences for your content audit

And to follow up that last link, here Tony explains who will consume the output of any content audit. Always have this in mind if you’re tasked with an audit.

  1. How to curate content: The secret sauce to getting noticed, becoming an influencer, and having fun online

Curation is important for most brands marketing with content today. But we can’t say how often we have to explain its advantages.

  1. Branded-content deals account for 60 percent of CNN International’s revenue

Closely linked to how brands are doing content marketing is how they’re engaging established media owners for native advertising. Here’s a show and tell showing how important native has become to CNN.

  1. Who are the main publishers’ content studios?

And beyond CNN, who’s doing native and brand content more generally at the major media companies? We did a bit of a ring around, a while back.

  1. Content metrics for content marketing and journalism

Much like ethics, which differ for brand content and journalism, people don’t discuss metrics nearly enough. Here’s a starter for 10. (Sorry, 11.)

And why 11 links? Just like the amp in This Is Spinal Tap, this one goes to 11, 11, 11… well, it’s one louder.

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Contact us to find out how we can help you:

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