In this guest post, Craig Law, managing director and regional vice president, Progress ANZ (pictured above), addresses the content marketing glut through analytics-driven decision making.
The Australian economy is stagnating. Growth will be determined by a marketer’s ability to take market share from competitors. In order to do that, they need to be offering the very best in personalised customer experiences.
We are witnessing a content glut, with marketing departments pushing out endless streams of content in a bid to win the customer’s heart.
It’s no wonder that, according to marketing analytics provider TrackMaven, content per-brand has increased 78 per cent, but engagement decreased 60 per cent in the same timeframe. So what’s going awry?
The impact of personalised content on purchasing intent is clear. According to a MyBuys e-tailing group report, 46 per cent of customers would purchase more from retailers who deliver personalised experiences across multiple channels. Yet, the importance of implementing a content management system (CMS) is often underestimated; to engage, convert and retain customers across the entire customer lifecycle.
Building personalised pages
A CMS with personalisation capabilities will allow businesses to deliver different versions of content, page assets and website landing pages to different user segments.
For example, a visitor from Melbourne versus another part of Australia may see a personalised page having a content block with information about local events and contacts of showrooms in Melbourne.
A personalised engagement widget displays a call to action to download a whitepaper about the best laptops for note taking. A system such as this allows you to reflect the needs of the specific target segment.
Analytics to uncover your website’s weaknesses
It’s critical to choose a CMS system with a back-end analytics platform, giving insights into what content particular segments view, where they enter from and most importantly when they leave.
The reports will let you cut data by top performing title, top performing entry pages and top exit pages – the later can be particularly effective in finding the weak areas of a business’s webpage, and where you are failing to convert.
Retarget those most likely to buy
Pulling the data captured by the analytics platform, a marketer is are now able to retarget customers most likely to buy. The result is reduced wastage at the pointy end of the sales funnel, sending specific and relevant content to prospects on the verge of making a decision.
Touching these customers across multiple channels is the key to success, via analytics you will be able to see if segments are accessing content from mobile or desktop and then tailor retargeting through the corresponding channel.
Research conducted by Econsultancy revealed that 78 per cent of companies say personalisation has a high impact on marketing ROI, but only 38 per cent of companies use that data. The opportunity is there for businesses to capitalise of the sea of data being generated by their content. It is just a matter of implementing the right technology.
Craig Law is managing director of Progress ANZ. Progress is a global leader in application development, empowering the digital transformation organizations need to create and sustain engaging user experiences in today’s evolving marketplace.