Consider your marketing plans
Marketing scenarios are often left out of the content modeling phase. However, it's best to think about the marketing features you intend to use during the content modeling phase.
Your content model needs to reflect your marketing plans because some marketing scenarios require custom elements, for others you need to design how you will reuse content. That's all much easier and more efficient to set up at the beginning than doing it in a fully running project.
In this article, we present you with how we at Kontent.ai approach marketing scenarios.
Table of contents
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:
- Content personalization
- A/B testing
- Marketing automation (such as newsletters)
- Ads and social media integration
- Content analysis
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.
Integrating a marketing automation system with the Kontent.ai platform 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.
Ads and social media
With Kontent.ai as the centralized tool to manage your content, you can leverage integrations like Zapier to manage your social media content and ads. You can connect Kontent.ai to Twitter, LinkedIn, or other social sites and, with the help of scheduled publishing and the editorial calendar, manage your social presence from Kontent.ai.
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.
The next step is to organize your content using metadata. If you plan to personalize your content, metadata is certainly something you're going to need.