Point in the purchase journey.
The data available to you can be overwhelming, so choose only the attributes that help you achieve meaningful personalization. Nevertheless, youâre building a snowflake: When you combine different attributes you suddenly have an individual person to engage. For example, you can serve content specifically for an IT senior director from Company X who searched on âhybrid cloud solutionsâ to find you and is repeatedly visiting your website to compare your solution with other vendors.
But donât worry. You wonât have to manually create 100 permutations of a webpage to speak to these individual audiences. A well-designed taxonomy, structured content, and personalization rules will perform the heavy lift.
PHOTO:
Markus Spiske | unsplash
In a world where potential B2B customers are spending over 10 hours a day staring at their screens, itâs only natural that B2B marketers would want to show up on those screens, too. Unfortunately, between work and play, not to mention endless notifications and countless distractions, people have never had more demands on their attention. If you want people to pay attention to your content, it better stand out.
We asked our extended community of marketing leaders what their most valuable marketing tactics were during the pandemic. Hereâs how B2B marketers leveraged content to start new conversations with prospects, drive market engagement and build a strong pipeline.
PHOTO:
Jelleke Vanooteghem
Want to deliver a better omnichannel experience for your customers? Then change the way you create and deliver content.
Content plays a primary role in omnichannel strategy: Your customers expect clear, contextual information at every step of their digital journey, available on all their preferred channels. You probably already knew that.
But many content strategists and marketers donât yet realize how technology innovations like headless content management systems (CMS) have put us at the threshold of an omnichannel revolution â creating a far more efficient way to deliver consistent content across channels and devices. To take advantage, however, you must adopt a new approach.