Overcoming The Content Marketing Glut: Progress ANZ MD. Home : Marketing : Overcoming The Content Marketing Glut: Progress ANZ MD In this guest post, Craig Law, managing director and regional vice president, Progress ANZ (pictured above), addresses the content marketing glut through analytics-driven decision making. The Australian economy is stagnating. Growth will be determined by a marketer’s ability to take market share from competitors. According to a MyBuys e-tailing group report, 46 per cent of customers would purchase more from retailers who deliver personalised experiences across multiple channels. Yet, the importance of implementing a content management system (CMS) is often underestimated; to engage, convert and retain customers across the entire customer lifecycle. Building personalised pages A CMS with personalisation capabilities will allow businesses to deliver different versions of content, page assets and website landing pages to different user segments. A system such as this allows you to reflect the needs of the specific target segment. Analytics to uncover your website’s weaknesses It’s critical to choose a CMS system with a back-end analytics platform, giving insights into what content particular segments view, where they enter from and most importantly when they leave. Research conducted by Econsultancy revealed that 78 per cent of companies say personalisation has a high impact on marketing ROI, but only 38 per cent of companies use that data.
In this guest post, Craig Law, managing director and regional vice president, Progress ANZ (pictured above), addresses the content marketing glut through analytics-driven decision making.
The Australian economy is stagnating. Growth will be determined by a marketer’s ability to take market share from competitors. In order to do that, they need to be offering the very best in personalised customer experiences.
We are witnessing a content glut, with marketing departments pushing out endless streams of content in a bid to win the customer’s heart.
It’s no wonder that, according to marketing analytics provider TrackMaven, content per-brand has increased 78 per cent, but engagement decreased 60 per cent in the same timeframe. So what’s going awry?
The impact of personalised content on purchasing intent is clear. According to a MyBuys e-tailing group report, 46 per cent of customers would purchase more from retailers who deliver personalised experiences across multiple channels. Yet, the importance of implementing a content management system (CMS) is often underestimated; to engage, convert and retain customers across the entire customer lifecycle.
Building personalised pages
A CMS with personalisation capabilities will allow businesses to deliver different versions of content, page assets and website landing…
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