Mura Content Experience Blog

Cards Against Humanity & Content Personalization: Telling Your Story
Cards Against Humanity & Content Personalization: Telling Your Story

In an age where relevance is not only desired, but expected, we can’t underestimate the value and opportunity this dance with the customer creates. What’s interesting and unexpected, is how this dance becomes a conversation in which your response begins to tell your own story, even while you learn your customer’s.

By Sean Schroeder
Creating Complex Nurtures in Marketo
Creating Complex Nurtures in Marketo

Not all Nurture Streams in Marketo need to behave the same way. Learn how we used Marketo to create an advanced nurture campaign to convey a rather complex idea to our leads.

By Ronnie Duke
Connecting Content Marketing Experiences [Infographic]
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
Cards Against Humanity & Creating Content Experiences: Know Your Audience
Cards Against Humanity & Creating Content Experiences: Know Your Audience

In CAH, players tend to gravitate toward the most offensive pairings they can find in order to elicit the biggest response. Sure, this usually works great the first few times around, but as the game progresses, we learn more about each player—both by what cards resonate with them and by which cards they play. Once you learn that, you realize that if you want to win, you need a strategy to tailor your pairings for the wry, unassuming type as well as the bold guy with bravado.

By Sean Schroeder
Connecting Content Marketing Experiences
[Webinar] 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
Marketers Avoid Calamity: What Cards Against Humanity Can Teach Us About Content Personalization
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
Ghosts in the Machine
Ghosts in the Machine

Marketing Automation is great for users who enter your database via online methods such as landing pages or email, but what about people you meet in person? 

By Ronnie Duke
Personalize? Or Persona-ize? Yes!
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
Nurturing Beyond the Inbox: Closing the Email Loop
Nurturing Beyond the Inbox: Closing the Email Loop

Email marketing has historically been one of the most effective methods of digital marketing. But what do we do when email fails? How do we ensure our leads are seeing relevant content on our websites even when they aren't opening our emails?

By Ronnie Duke
Tags: Email, Personas
How to Research Blog Topics
How to Research Blog Topics: A 5 Step Process

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
Tags: Research
Measuring Video Engagement with Wistia and Marketo
Measuring Video Engagement with Wistia and Marketo

As video marketing becomes more and more important, marketers need to look beyond the play count and access more detailed analytic data on users' activity to see not only who's watching these videos, but which parts they watched or which they skipped over completely.

By Ronnie Duke
Tags: video, analytics
Fine Tuning Buyer Personas
Fine Tuning Buyer Personas

Justin Gray from LeadMD shares with us why user behavior doesn't necessarily dictate the buying potential of that lead. 

By Ronnie Duke
Tags: video, interview
Long-Term Nurturing, User-Generated Content and Wine
[Video] Long-Term Nurturing, User-Generated Content and Wine

When an industry gets caught in an economic downturn, it can be a challenge to not only generate leads, but to nurture them as well. For marketer Bridget Kulla of James Hardie Industries, it meant pivoting from B2B to B2C and going beyond digital to weather the housing market crash of 2008.

By Sean Schroeder
Tags: video, interview
Video Marketing & the Buyer Journey
Video Marketing & the Buyer Journey

In the first of 3 interviews from Marketo Summit, Michael Litt shares with us some proven metrics on how you can use video to add more value to potential customers throughout their buying journey.

By Ronnie Duke
Tags: video, interview
Sending Custom Querystrings to Marketo
Sending Custom Querystrings to Marketo

Marketo is great for tracking page-based activity on your site, such as the user landing on a particular page, or clicking a link. But what about non page-load actions?

By Ronnie Duke
Tags: Marketo
5 Ways to Better Measure Site Engagement
5 Ways to Better Measure Site Engagement

Page views, and bounce rates tell only half the story. Here are some tips on the additional data you should be capturing to give you more insight into what your users actually do once they're on the page.

By Ronnie Duke
Personalization vs Persona-ization
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
How to Develop Personas to Drive Content Personalization
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
Is "Right Message, Right Person, Right Time" the Wrong Message to Content Marketers?
Is "Right Message, at the Right Time" the Wrong Message?

From Content Shock to CRaP--and an all around lack of quality content--the biggest threat to Content Marketing seems to be Content Marketing itself. By identifying some serious issues with the prevailing wisdom about messaging, we can see what we might be overlooking and how we might do better.

By Sean Schroeder
Technology, Process, Strategy & People
Technology, Process, Strategy & People

From our favorite sessions emerged a theme: No technology can drive results in the absence of thoughtful strategy with clear goals and tactics. 

By Sean Schroeder
Tags: Content Marketing Institute