Predictive content analytics for marketing improves the ROI of your content marketing investments by advising you in real-time which topics are attracting and engaging your ideal buyers. These powerful tools provide topic level analysis on what content your buyer has consumed and what they are likely to consume; what will engage them during their journey to becoming a customer. This session will teach you about the evolution of predictive analytics and how predictive content analytics can be leveraged to solve three major challenges for content marketers: content strategy and topic selection, personalized lead nurturing and sales alignment.

1. Presented By:
Max Traylor
A blended web series solving CMO challenges with research, data and
technology.
Join the live webcast on Tuesday September 15th at 3pm.
www.breakoutrevenue.com/cmo-series
breakoutCMO series

2. How it works
Your (CMO)
challenges
Our research,
interviews and
experience
breakoutCMO series
Solutions for your Challenges

3. Max Traylor | CRO, breakoutrevenue
 Max helps companies develop and execute demand generation
strategies.

4. Predictive content analytics takes the
guesswork out of content marketing.
 Season 1: Episode 3

5. Episode 3: Overview
 Predictive content analytics improves the ROI of your content marketing
investments by advising you in real-time which topics are attracting and
engaging your ideal buyers. These powerful tools provide topic level
analysis on what content your buyer has consumed and what they are
likely to consume; what will engage them during their journey to becoming
a customer.
 This session will teach you about the evolution of predictive analytics and
how predictive content analytics can be leveraged to solve three major
challenges for content marketers: content strategy and topic selection,
personalized lead nurturing and sales alignment.

6. Content / text is now being digitized and analyzed
to extract key information (context)
6

7. What is predictive content analytics?
 Natural Language Processing (NLP) is used to extract 20-30 topics out of each piece of
digital content you host online, creating data about your content.
 Visitors are tagged with cookies , and as they read content, a personal "interest profile" is
created to identify and weight their interests based on the frequency and recency of their
interactions with content topics.
 This "interest data" is then combined with data from a company's marketing automation
platform, CRM and other applications to segment website visitors, leads and customers into
groups to gain insight into how different buyers research and make purchases.
 Individual interest profiles also enable companies to personalize their web, email and mobile
experiences for buyers.
7
*Personalized “interest profiles” are updated based on an individual’s consumption of content topics.

8. Each buyer has unique content DNA
 Every piece of content is made up
of a unique combination of topics
 On average buyers look at 13
pieces of content before making a
purchase
 When we monitor your ideal
buyer's content consumption, it is
like mapping your buyer's DNA:
the unique set of content and
topics they consume before
making a buying decision.
 8http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

9. Increased website traffic
from all channels.
Increased volume of leads
generated through all
channels.
Increased in lead quality
generated through all
channels.
Better sales intelligence to
close more deals.
Retention & upsell is
improved due to increased
customer engagement
9
Image Credit: http://www.leadformix.com/blog/2013/05/demand-generation-vs-lead-generation-
tell-them-apart/

10. Idio Content Intelligence Platform

11. Content intelligence
challenges.

12. Content Intelligence
Use of content consumption
data to understand who buyers
are and what they might buy
Use of data to influence the
customer’s journey
Intelligence
from Content
Buyer behavior and
interest data
Customer
Context for
Sales
Personalize prospect
data
Intelligent
use of
Content
Optimize content
Personalize content

13. Challenge 1: Don't know
where the gaps are in
content coverage.
Use case: Continuous real time content audit of topic
coverage.

14. So much content being produced:
Lots of data.
 14

15. Challenge 2: Don't know
what your competitors are
talking about.
Use case: Continuous real time content audit of
competitor’s topic coverage.

16. Your competition will talk more in
2015… but what will they talk about?
http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

17. Challenge 3: Don't know
what 3rd party influencers
are talking about.
Use case: Continuous real time content audit of
influencer’s topic coverage.

18. 2014 B2B Content Preferences Survey
2014 B2B Content Preferences Survey | Demand Gen Report
http://www.demandgenreport.com/industry-topics/content-strategies/2746-b2b-content-
preferences-survey-buyers-want-short-visual-mobile-optimized-content.html

19. Each buyer has their own unique content DNA
 Slim-Fast used natural
language processing (NLP) to
identify the topics that were of
highest interest to their buyers.
 They hired bloggers who has
influence over those topics to
talk about Slim-Fast.
 Non-branded search traffic
increased from 3% to 57% of
total website traffic.
http://agitpropspace.org/2011/05/16/art-buddhism-and-x-ray-vision/

20. Challenge 4: We don't
understand the personal
interests that drive our target
market segments and buyer
personas to make a purchase
decision
Use case: Use CRM data to create groups of leads and
customers into "segments" or "personas". Monitor the
"interest profiles" of these groups to determine what is driving
them towards key conversion points. Map out the topics of
interest for each group at each stage of the buying process.

21. Understanding your audience’s
interests drives lead quality.
2015 Demand Gen Report Benchmark Study: What is working in demand gen
http://www.demandgenreport.com/resources/research/2015-benchmark-study-what-s-working-in-
demand-generation

22. Challenge 5: Don't know
what content topics are
engaging the target
audience and which ones
create noise.
Use case: Support content topic decisions by analyzing
the relationship between topic production and
engagement.

23. Content Marketing Institute 2015 research:
23
http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

24. Content Waste
Predictive content analytics vendor survey of customers

25. Topic performance & visualization to
support content and messaging
decisions.

26. Inbound Marketing
Related Challenges

27. Challenge 6:
Buyers/customers expect
a personalized
experience.
Use case: Personalize their experience using interest
data. Give them the content they actually want.

28. Forrester says:
“In a global survey across all industries, seven out of 10 business leaders
said that customer experience is a critical or high priority. Even so,
less than one-third of customer experience
professionals indicate that their firms
consistently take the impact on customer
experience into consideration when making
business decisions.”
-Forrester: The CMO’s Blueprint For Strategy In The Age Of The Customer
Complimentary copy:
http://solutions.forrester.com/Global/FileLib/Reports/The_CMO%27s_Blueprint_For_Strategy_In_The_Age_O
f_The_Customer.pdf

29. Challenge 7: Difficulty
increasing web traffic
from search engines
(SEO).
Use case: When you create content that matches the
interest of your audience, Google takes notice.

30. Challenge 8: Visit to lead
conversion rates are low.
Use case: By leveraging personalized content
recommendations on their website, Econsultancy was
able to increase their site's conversion to customers by
251%

31. Predictive content analytics vendor
case study.
Using the intelligence gained from analyzing,
Econsultancy’s content, and the interest profiles
compiled on everyone who engaged with it, we
matched the two to provide the best report
recommendation.

32. Predictive Intelligence Benchmark Report
Salesforce marketing cloud: https://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-
predictiveintelligencebenchmarkreport.pdf

33. Challenge 9: Most lead
nurturing emails aren't
being opened, read or
clicked on.
Use case: By integrating personalized content
recommendations into their email newsletters, C-Spire
Wireless saw a 537% increase in email open rates and a
92% increase in click through rates.

34. Predictive content analytics vendor
case study.
AUTOMATED NEWS STORY SELECTION
With approx. 30 selected news providers, Idio automatically selected content
from the latest stories each morning. On the idio dashboard the editor then
chose the top story for the Newslink email, as well as selecting stories for
each section that the personalization function sourced content from.

35. The sales handoff

36. Challenge 10: The sales
team is not leveraging
content assets.
Use case: give the sales team access to personalized
content recommendations from their CRM dashboard.

37. How long does it take to find ROI-
related sales content?

38. Challenge 11: Sales has
trouble connecting with
buyers.
Use case: enable the sales team with prospecting email
templates and call guides leveraging buyer interest data.

39. Real-time buyer intelligence
These are the best
assets for me to send to
prospect.
My prospect is
interested in these
topics.

40. Wrapping up:
Predictive Content Analytics Use Cases:
 Real-time audit of digital content (coverage by topic)
 Competitive/Influencer content audit
 Identify the interests of your target market segments
 Identify new target market segments that have interests aligned
with your positioning
 Map the buyer’s journey for individual personas
 Content strategy optimization (identify topics saturation + gaps)
 Customer data projects (using exported interest data)
 Website personalization (increase SEO + traffic volume/quality)
 Email personalization (increase open and click rates)
 Mobile app personalization (increase engagement +
conversions)
 Improve visitor to lead conversion rates
 Content asset utilization by sales
 Personalized prospecting emails and cold-calls by sales.

41. Further demand
generation resources

42. Get your challenges
addressed
Tell us what is holding you back from accelerating
revenue at your organization and we will give you 60
minutes of personalized recommendations.

43. breakoutCMO season 1 schedule
 Episode 1: Components of a comprehensive demand generation strategy.
 Episode 2: How to use individual buyer behavior to segment your
audience and build personas
 Episode 3: Predictive content analytics takes the guesswork out of content
marketing.
Episode 4: Content strategy: the fundamental
element of demand generation.

44. www.breakoutrevenue.com/CMO-series
THANK YOU!!!
Stay ahead of the competition, don’t fall behind
Max Traylor | CRO
max@breakoutrevenue.com
Linkedin.com/in/maxtraylor