2017 was a banner year for content marketing, content strategy and personalization. As we approach closing out the year and looking ahead to 2018, we decided to take a look back at some of our favorite posts over the last 12 months.
Why are these posts our favorites? This list includes 10 posts that we think do the best job offering data-driven insights and actionable best practices on content marketing and personalization. These are also some of the key topics we’re constantly discussing with customers and industry experts, which is why we’re delighted to share this round-up post with our loyal audience.
Whether you’ve been with us all year or just discovered us last week, we hope you enjoy this look back and thanks for reading along with us!
Non-branded content hubs are delightful because they deliver useful and engaging content, and they also imply the brand’s strong commitment to building a relationship with an audience without pushing their products front and center. If you’re building out your strategy for a content marketing hub and think a non-branded hub is the right direction for your business, you could be right. In this post we share five examples of awesome content hubs you didn’t know were run by your favorite brands. Read More
Earlier this year we profiled several brands with amazing content destinations that truly showcase the essence of brand-owned content. These brands have clearly invested in developing high-quality content destinations to supercharge their content marketing strategies, encouraging meaningful conversations and experiences for audiences. They are killing it as brand publishers, driving conversions and awareness as a result. Read More
Millennials have dominated marketers’ focus on content marketing and personalization for years. Now it’s time to look ahead to another generation that is emerging as the next big thing for marketers, forecasters and analysts—Generation Z. By 2020, they will account for one-third of the population, and they currently contribute $44 billion to the American economy. In this post we dissect the Gen Z mindset and share strategies for reaching this connected, attention-poor generation. Read More
Consumers overwhelmingly prefer personalized experiences, and they’re even willing to pay more for it—68% of consumers will pay more if they believe they’ll have a superior customer experience. The single most powerful way to stand above all the rest when interacting with your customers is to make your content personal. This post digs into three ways to personalize content along the customer journey. Read More
Vanity metrics like pageviews and time on site can give you some surface-level insights about your content. But when it comes to data-driven decision-making, these metrics rely on marketers to make lots of assumptions about which types of content are actually engaging your audience and then driving them to take action. Luckily, with the right tools, organizations today can derive laser-focused content marketing insights. In this post we cover eight types of insights you can gather with effective content intelligence. Read More
In addition to having the right content intelligence, we’ve identified four key engagement metrics that go above and beyond basic web analytics when it comes to demonstrating the ROI of your content marketing programs to the C-suite. In this post we explain how typical metrics (like views and visitors) tend to fall short and how true engagement metrics can help you measure return on personalization. Read More
In early 2017 we released new research on how personalized content impacts consumer behavior. The results revealed that not having a personalization strategy for your branded content presents more risks for your brand than you might think. For example, the study found that 39% of consumers won’t spend time with publisher or media content if it’s not personally relevant to their interests. And the risks are even greater for brand publishers—45% of consumers indicate they won’t spend their time with branded content if it’s not personally relevant. Read the full post for all the insights. Read More
2017 research found that 73% of B2C marketing leaders are focused on creating more engaging content, and 29% have prioritized content personalization as well. These findings indicate that content marketing leaders value the impact content can have on business objectives, but they don’t fully understand how content personalization contributes to audience engagement. In this post, OneSpot CEO Steve Sachs shares three data-driven insights for Chief Marketing Officers looking to make a strategic investment in content personalization. Read More
While brands are bought into and understand the value of content personalization, many still struggle with strategy and execution. Whether your business is already killing it with content personalization or you’re just getting started, you’ll want to make sure your content marketing personalization program is on point at all times. In this post we share three key questions you should ask about your personalization strategy, from high-level objectives to measurement practices to your technology stack. Read More
True real-time personalization is delivering content based on the unique characteristics and behaviors of each individual, and in turn, delivering individualized content for each person based on their content consumption history across channels—and in real time. But as personalization has grown in popularity, many people are still confusing it with segmentation. In this post OneSpot Chief Strategy Officer David Brown discusses the limitations with segmentation and why individualization is true personalization. Read More
Thanks for reading along this year. We look forward to another year of sharing new insights on content marketing and the evolution of content personalization.
Get a demo of OneSpot’s personalization platform to explore how you can personalize content-driven experiences across digital channels. Or contact us about our strategic services to discover how we can help you further your content programs.
Marissa leads marketing at OneSpot.