When creating relevant, content-driven experiences one of the important steps is mapping—and creating—content for these experiences.
Play Cards Against Humanity a few times, and you quickly find out that there are a few cards you can count on to get a reaction every time—and a few duds. Surprisingly, it shares an M.O. with what some are calling an integral part of Content Marketing’s future: Intelligent Content.
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.
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.
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.
“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.
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.
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."
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?
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.
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.
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.
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.