26% More Profitable
Group 3 Copy Created with Sketch.

Brands that use personalization are 26% more profitable than those that don’t

Centralize Content CTA
Organize Content CTA
Personalize Experiences CTA
Distribute Content CTA
Generate Results CTA
The 5 Steps

Centralize content

The first step in building content experiences is to take stock of all the content you have. As marketers, we generate a lot of content—videos, blogs, ebooks, podcasts, webinars, social posts—and deliver it across multiple channels. Because of this, our content is scattered all over the web. Centralizing all of your content into one place will help you manage it and ensure everyone is using only marketing-approved materials.
Centralize Content Animation

Organize content

Now that you have all of your content in one place, the next step is to organize it. You’ll want to start by reviewing and auditing your content and then tagging or labeling it by topic, persona, and stage of the funnel so that it can be easily found, used, and shared. Once labeled, your content can be categorized for easy discoverability on the front end and the back end. This will allow you to quickly and easily build personalized experiences at any time. Finally, be sure to define what content should be recommended. This can be done using the categories and tags you just created, or for the more advanced, artificial intelligence and intent data can be leveraged to determine what to recommend to whom and when.
Organize Content Animation

Personalize experiences

Most marketers jump right to distributing their content, which is a shame. If you take the time to personalize the experience for your target audience you’ll see more engagement and conversions. Think of an experience as a collection of content in all sorts of formats that’s branded, binge-worthy, and best of all, personalized for a prospect or customer’s interests or stage of the buying journey. Some examples of content experiences include a destination for an ABM or demand campaign, an inbound resource or customer education center, and a sales destination. Tailoring messaging, selecting and recommending the right content, and including contextual CTAs are all ways to personalize these experiences.
Personalize Experiences Animation

Distribute content

Now that you’ve created your content experiences, it’s time to put them into action by marketing them across your distribution channels. Every experience you create will have a unique URL and your distribution tactics—email, paid ads, direct mail, organic and social—will lead your audience to that experience.
Keep in mind that your experiences should be mapped to each stage of the journey and distributed across the channels that best complement them!
Distribute Content Animation

Generate results

Just like you’d expect from any other form of marketing, content experience makes a direct impact on the business. By leveraging marketing automation and analytics, you can capture and score leads based on engagement, and accelerate the buyer journey. You’ll also be able to maximize the results you see because engagement is contained to this one experience.
Generate Results Animation