Mura Content Experience Blog

How to Develop Personas to Drive Content Personalization

There’s a lot of talk out there about personalizing content and having “one-to-one” conversations with buyers. And while personalization can yield some great benefits, it’s difficult to scale, with marketers citing the ability “to personalize every single customer interaction with relevant data and offers” as their biggest challenge according to Forrester. There's an easier way.

By Dina Rodriguez
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3 Essential Resources for B2B Content Personalization

With content marketing in the B2B segment, the increased competition for engagement has made traditional methods of distributing content obsolete. What you need is a more targeted content marketing approach, made possible by these 3 essential resources.

By Sean Schroeder
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Wrapped Around the Axle of Personalization? Extract yourself.

Avoid the trap of putting your cart before the horse. Focus instead on creating the relevant, rather than the personalized.

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Needs and Wants, Shoulds and Coulds

“When you think about people’s needs, you need to ask yourself what you already have that can help. The harder thing is aiming to meet the wants of your customer. That’s harder because those wants usually require something that you haven’t created yet.”

By Robert Rose
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Personalization vs Persona-ization

Personalization and the use of personas have both been hot topics for awhile now. Some argue that using personas just isn’t personal enough, while others argue that personalization doesn’t scale. But which is it?

By Sean Schroeder
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Marketers Avoid Calamity: What Cards Against Humanity Can Teach Us About Content Personalization

In the spirit of Cards Against Humanity, we’ve created our own expansion pack, “Marketers Avoid Calamity.” A mashup of digital marketing references and jargon, the pack is designed to mix in with the original game to create some, ahem, interesting content experiences.

By Sean Schroeder
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Personalize? Or Persona-ize? Yes!

At its most sophisticated, intelligent content adapts according to what it “knows” (hence the termintelligent) about the person on the receiving end. Or should we say the persona? The Content Marketing Institute's Marcia Riefer-Johnston examines the apparent contradiction between "personalization" and "persona-ization."

By Marcia Riefer-Johnston
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Connecting Content Marketing Experiences

“It’s getting tough out there.” So begins “Connecting Content Marketing Experiences: Three Keys to more connected and aligned technology and marketing agendas.” Author Robert Rose (Digital Clarity Group, Content Marketing Institute) is commenting on a particularly sticky challenge marketers face.

By Sean Schroeder
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How to Reach Your Audience with Strategic Planning and Content Personalization

If you want to craft content that generates results, embrace these tips to ensure that it’s well-planned and truly speaks to your target audience.

By Sean Schroeder
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How to Research Blog Topics

We all know what it’s like to get that spark of an idea. We feel inspired and ready to take on the world with our blog post. The bones of the idea are there, but to make sure we’re credible, we need to see if the facts and figures back up our claims. With research, we can feel solid about the questions we’re asking and what we have to say in response.

By Dina Rodriguez
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Lead Nurturing - Outside the Inbox

By now, most marketers have been schooled on the importance of lead nurturing. We know that, according to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead. And we know that in order to keep our sales teams happy, we should educate and engage prospects before we pass them off to sales. But how do we nurture leads beyond the inbox?

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Using Time Tested Tactics in Today's Marketing

Can you really talk about something as “way back when” when the “back when” is really just 20 years ago?  Well, you can when something as significant as the rise of the internet sits in the divide.  So here we are, talking about “way back when” in the late 90’s…

By Jeff Freund
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The Buyer's Journey Is Your Company's Story to Tell

Nurturing a lead shouldn’t be a disjointed series of assets delivered sequentially. It should reflect a progression of narrative, focused on the customer and across channels to create a connected experience. 

By Sean Schroeder
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3 Ways to Tap Creative Brands for Massive Inspiration

Our audiences don’t just want experiences from us as brands. They want creative experiences. They want us to surprise and delight them. But instead of doing just that, we marketers fall back and resort to the same old everything that we’ve always done, succumbing to all the reasons we hear about the ridiculousness of creativity.

By Carla Johnson
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Your 'Message' Might Be the Crux of Your Content Issues

Marketers have lost control of their brand conversations. Back when only a handful of channels existed, marketing and sales controlled the flow of information — particularly in the medium and high-consideration buying decisions.

By Sean Schroeder, relevance.com
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Why Brainstorming Fails – and What To Do About It

Content idea generation is both an art and a science, as you need to balance creativity with firm ROI. Like a gymnast, achieving this balance is no easy feat.

By Sean Schroeder
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MuraCon Keynote Speaker Announced!

Described as a “rock star” of the marketing world, Robert Rose, the Chief Strategy Advisor for the Content Marketing Institute and host of the This Old Marketing podcast, knows how organizations of all stripes can create experiences that go beyond what we typically define as success.

By Sean Schroeder
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Announcing MuraCon DX!

A day-long educational event focused on creating compelling, content-driven experiences by some of the best in Marketing.

By Sean Schroeder
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Why a Content Audit Will Improve the Success of Your Content

When you hear “audit,” what do you think of? Taxes? Banking? The IRS? Either way, audit is too often akin to a four-letter word. In the world of content, however, audits are wonderful things. If your content strategy isn’t up to par, then an audit can be the jolt it needs to work effectively.

By Sean Schroeder
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Connecting Content Marketing Experiences [Infographic]

Marketers have their fair share of challenges these days, but delivering relevant content experiences doesn't have to be one of them. Learn what it means to Connect Content Marketing Experiences and how it enables building rich customer profiles and the opportunity to deliver increasingly relevant content experiences. 

By Sean Schroeder
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