Marketing scenarios are often left out of the content modeling phase. Big mistake! Consider the marketing capabilities you plan to use when modeling your content.Your content model must reflect your marketing plans. For example, you might need custom elements or design how to reuse content. It's easier and more efficient to set it all up at the beginning than with a fully running project.
In this article, we present you with how we at Kontent.ai approach marketing scenarios.
What is a marketing scenario?
First, let's make it clear what we're talking about. Marketing scenarios can be anything of (but not limited to) the following:
Personalization helps you avoid irrelevant communication and unifies the customer journey. It's a complex task for which we use a marketing automation tool Pardot to collect and aggregate customer data. We then use the data to decide where to show what piece of content based on the customer persona, location on the website, or our intentions with the customer. We have many versions of our content and use Pardot to serve the right version to the right person at the right time.It's always important to measure the success of your personalization. It's necessary to pay attention to each segment of your customers and evaluate each customer journey on its own.
A/B testing is an excellent method to evaluate personalization, for instance. Or just to test the best approach to target your audience and drive the best conversions.Kontent.ai is a headless CMS, so it doesn't come with its own A/B testing functionality. But thanks to the microservice architecture, you can connect it with the best-of-breed A/B testing tools and get way more accurate results than with traditional CMSs that offer this functionality out of the box.A/B testing is one of the topics tied to content modeling less closely, but it still requires adjustments in your app. To get started with A/B testing, you always need to know what you're going to test – be it different versions of a submission form or different kinds of voice and tone, for instance. As for the tools, we at Kontent.ai mainly use Google Optimize. It serves to analyze which version of your content performs better. And, based on the results, you can then optimize your app.Learn in more detail how to handle A/B testing in Kontent.ai
Marketing automation
Integrating a marketing automation system with Kontent.ai enables you to qualify your visitors and make your communication truly relevant. We at Kontent.ai use workflows, localization, and versioning to efficiently produce marketing content. We then employ Pardot to manage the marketing communication. To make it all happen, we've added the Pardot endpoint to Kontent.ai. Thanks to the modularity you can use to build landing pages in Kontent.ai, we can create a complete landing page with integrated marketing automation without complicated developer involvement.Dive deeper into our marketing automation practices
With all the personalizations, marketing, and everything, it's very important to measure the success of your content.To analyze your content, take the structured data from Kontent.ai and send it to an analytics tool, such as Google Analytics. For this, you need to integrate Google Analytics into your Kontent.ai project and model your content so that you can generate structured data for analysis.It’s essential to remember that each analysis needs to be based on a question formed in advance. Ideally, content modeling is the phase when you should define what you want to analyze.
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to collect and aggregate customer data.
We then use the data to decide where to show what piece of content based on the customer persona, location on the website, or our intentions with the customer. We have many versions of our content and use Pardot to serve the right version to the right person at the right time.
It's always important to measure the success of your personalization. It's necessary to pay attention to each segment of your customers and evaluate each customer journey on its own.
