from content to conversions: get the most out of your content marketing
DESCRIPTION
One of the biggest content marketing challenges is engagement, or in other words: how to produce the kind of content that engages and motivates our visitors. With content personalization and predictive A/B testing solutions, we can make it happen in a more efficient way.TRANSCRIPT
From Content to ConversionsGet the most out of your content marketing
Yaniv Navot
Overview
• Content marketing challenges
• Predictive A/B testing
• Content personalization
• Dynamic Yield in a nutshell
Proud father & husband
Fair cook
SEO Expert
Real-time targeting and personalization platform
Advanced A/B testing engine
Built-in tools to interact and engage with prospects
Let’s start with some interesting facts…
93%
of B2B marketers use content marketing
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Yet…
What is one the biggest content marketing challenges?
Engagement.Producing the kind of content that engages
38%
of B2B marketers feel inability to measure content effectiveness
Analyze your2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
38%
of B2B marketers feel inability to measure content effectiveness
47%
of B2B marketers don't know how to produce the kind of content that engages
2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How to deepen engagement and interest with our content?
How to get more readers to comment and interact with us?
How to turn content into conversions?
The answer is quite simple, yet challenging:Create inspiring, compelling content,
that will blow people’s minds!
But… Technology is here to help us!
A/B Testing and Content Personalization
enter
How does classic A/B testing work?
50% of visitors get the red version
the result: 20 signups
winner!
Winning variation distributed to 100% of visitors
50% of visitors get the blue
version
the result: 52 signups
Original (control)Challenger (variation)
How do we look at A/B testing ?
Blue version performs better for most users
Red version performs better for some users
We personalize the choice of variation to each visitor
Original (control)Challenger (variation)
Why do you need content personalization?
• Your visitors are diverse
• There are different stages in the customer life cycle
• The same content cannot fit all
• It’s an opportunity to make the most out of every
visitor
Awareness Consideration Purchase Retention
Benefits of Delivering Personalized Content
Increase conversions
with multiple variations of any content item
Improve engagement
with personalized offers and promotions
Increase user satisfaction
by helping users find what they’re looking for
Get faster results
with real-time optimization of your business goals
How does real-time personalization work?
Identifying the visitor’s attributes
Customizing the user experience
• Geo-location• Buying history• Goals• Time spent• Loyalty• Traffic sources• Gender• Organization
• Content• User experience• Calls-to-action• Images• Videos• Product offers• Advertisements (off site/on
site)• Mobile content
They key is making it happen in real-time!
It all sounds oh so complicated…
with
It can work on any content management system.
No need for IT involvement.
Built-in library of ready to use actions and engagement tools.
Fully automated system that is doing the thinking for you. In real-
time.
It’s easier than you think…
Free introductory tools
Google Content Experiments
If you’re looking for a simple A/B testing platform, start with Google Content Experiments
Light-coding-required
Vanity A/B Testing
Vanity is an open source experiment driven framework
Heavy-coding-required
http://vanity.labnotes.org/
Hello Bar
Create Hello Bars that show targeted messages to your website visitors.
https://www.hellobar.com/
WP Greet Box ( )
Create customized greeting messages to engage targeted visitors
https://wordpress.org/plugins/wp-greet-box/
AddThis Recommended Tools
Show content recommendations next to your articles, with specific articles that are most relevant and likely
to drive engagement
http://www.addthis.com/
Some use cases
Objective: Content Downloads A/B test different call-to-actionswith different text and images
Credit: kissmetrics.com
Introduce yourself to new visitors:
Objective: User Generated Content (UGC) Encourage interactions and engagement by testing
different call-to-actions at the end of your posts
Version B
Version C
Version D
Objective: Increase conversionsChange the newsletter signup box for signed visitors
But I’m already signed up!Offer me something else…
In the example: DY automatically selects the 3 best yielding articles out of various possibilities, based on to the visitor’s past interests.
Objective: Route traffic to inner sections Optimize article selection in real-time
In the example: DY automatically selects the 3 best yielding articles out of various possibilities, based on to the visitor’s past interests.
Objective: Increase engagementPersonalize the order of front page sections
• Extended sports section for sports enthusiasts• Additional video articles for video watchers• Change the order of content units according to interests of
audiences• Change different call-to-actions based on audience segments
Homepage Optimized for Sports Enthusiasts
Objective: Increase salesDeliver a personalized experience per user
Objective: Increase salesDeliver a personalized experience per user
Objective: Increase salesDeliver a personalized experience per user
Thank You!Yaniv Navot
Performance Marketing Manager
+972-54-336-8965