You may not be able to read the minds of your website visitors like a Jedi master but if you can present the right content to them you can provide a great online experience. In this session we deep dive into how you can leverage customer intelligence to get a greater insight into what your customers want to see when they visit your site so you can build a data-driven content strategy.

1. 1
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
A Jedi Approach to Content Strategy
Chris Purcell
Product Strategy Manager at Episerver
Hosted by Lewis Dormer, Digital Marketing Executive at Smart Insights

2. 2
#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Before we start…
• You can download the slides right now via the attachments tab. All slides are also
hosted on Smart Insights Slideshare.
• Do ask questions at any point via the chat function - we’ll respond either at the
end of the show or afterwards via email.

3. Episerver 3
A Jedi Approach to
Content Strategy
Chris Purcell
Product Strategist
Episerver

4. Episerver 4
Digital is Your Main Way of Reaching Customers Now

5. Episerver 5
Biggest threats facing B2B leaders
• 58% of B2B leaders said their biggest threats come from:
• Increased digital expectations from customers
• Increased competition as they invest in digital experience
• Digitally native startups eating your lunch, often because of a better experience

6. Episerver 6
You have to meet the customer on their terms

7. Episerver
Visitors:
different needs
changing over time
Items:
hundreds of
messages/products
updated frequently
This is the Content You’re Looking For
1:1
Decisio
n
Success probability
without targeting:
less than 0.3%
Target the right person
with the right item
at the right time

8. Episerver 8
Personalization can help meet those expectations

9. Episerver
Two socio-demographic
twins
Born in 1948
Wealthy & self-employed
Primarily resident in London
Have married & remarried, with children
Like to travel, have dogs, drive sports cars

10. Episerver
Prince Charles Ozzy Osbourne

11. Episerver 11
Welcome to the
Age of Customer
Centricity
1990’s
One size fits all
Mailing lists
2000’s
Segments
Digital Campaigns
2010’s
Account-based
Marketing Automation
Today
1 to 1
Machine Learning
Today’s buyers are connected, empowered and self-educated.
They demand personalized experiences and engagement with brands.

12. Episerver
Everyone is
striving for 1:1 Segmented audience
1:1 Journeys
Content differs by individual
Recommended for you
Managed by AI
One size fits all
Everyone sees the same
Most recent
Managed by developers
Manual
Segmentation
Content differs by group
By industry or page category
Managed by editors

13. Episerver
The manual
rules-based
approach can’t
scale
One size fits all Manual Segmentation 1:1 Journeys
Time&Effort
Decisions required
to stay relevant
Marketing team capacity
The decision
gap

14. Episerver
Problems
Humans aren’t
good at
figuring out
intent
Humans aren’t
good at
maintaining
rules
Rule-Chaining:
One rule leads
to another…

15. Episerver
Key challenge: lack of data-driven answers
15
How much content do I
have for each topic?
What should I write about
next?
What content drives KPIs
and results?

16. Episerver
Creating Better
Content

17. Episerver
How does it work?
Understand your
content using AI
Industry-leading NLP to
understand your
content
US
treasury
bond
s
fixed
income
asset
allocation
dolla
r
GDP
growth
ES
G
retireme
nt
401(k
)
Interest
rates

18. Episerver
Automated content audits
Know what your content is about automatically without manual
tagging

19. Episerver
Understand what topics drive high-value actions
Goals: understand that topics influenced desired actions
on-site

20. Episerver
Topic-level guidance on content strategy
Content strategy dashboard: know your topic gaps vs. saturation
points

21. Episerver
How do we build a
business case?

22. Episerver 22

23. Episerver
Forrester’s TEI methodology
Benefits
Costs
Flexibility
Total
Economi
c Impact
(TEI)
Risks

24. Episerver
Customer interviews serve as the source in
our TEI
STAR
T Due
diligence
Customer
interview(s)
Create
financia
l model
Write
case
study
Review
and
finalize

25. Episerver 25
Breakdown of benefits
Benefits of
Episerver
Intelligence
Cloud

26. Episerver 26
But wait, there’s
more…

27. Episerver
www.episerver.com/ComeBackStro
nger
27
Free trial: Content Diagnostics
We have created a free version of
our Content Intelligence product to
equip resource-stretched content
teams with fast, actionable, and
real-time intelligence on how well
your content is meeting the needs of
your visitors.
You get:
• Real-time Content Audit
• Real-time Engagement Insights
• Prescriptive Content Strategy

28. Episerver
Thank you
Q&A