Improve content strategy

Introduction

Use Content Intelligence to measure the performance of your content and how it affects the buying decision process; adjust your content strategy by knowing which topics and content types lead to a higher conversion rate and focus on the production of specific content :

 

  • You will know which content (image, video, etc) brings more people to your online store.
  • You will measure content performance and understand which type of format and topics have most influenced conversion, also considering the interests collected for each user and on which channels your content was viewed. You will be able to personalize your content offer for each visitor.
  • You will have continuous insights about trending topics, which will not only help you manage your content, but also redefine your go-to-market strategies.

 

Marketers will be savvier about what truly persuades customers to buy.

 

 

 

 

Steps:

[dropdown:1. Create users]

The first thing to do is organize and prepare the environment by leveraging THRON's abilities, such as platform role management and workflow organization. You will need:

  • At least one “Content Editor”, who will upload your assets to THRON.
  • At least one “Content Intelligence Manager”, who will tag your content.
  • At least one “Developer”, who will handle integrations between THRON and your calls-to-action.

                      

To create a new user, click on the menu button in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking on the button in the first row of the second column.

Give each user with the proper role, making sure you create at least one Content Editor, at least one Content Intelligence Manager and at least one Developer.

 

In-depth information:

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[dropdown:2. Prepare your tag dictionary]

To ensure that the data collected by Content Intelligence can provide concrete information on how to refine your content strategy, the entire taxonomy needs to be appropriately constructed.

In particular, not only does your TOPIC classification need to be constructed in such a way as to cover all the topics in your content, but you also need an EDITORIAL classification, which allows you to identify both the types of content and the different stages of the buyer's journey.

 

This is the only way for you to be able to assess which content has the highest impact on your customers' decision-making process, considering both the topics covered and the editorial type; you will also be able to determine whether the strategy of producing content based on its position in the funnel is actually in line with the real use that your customers make of it (e.g. whether the content produced for the pre-sale stage is actually viewed by customers before buying the product).

 

The recommended approach to build your TOPIC classification dictionary in such a way as to have the following branches:

  • AUDIENCE INTERESTS: The general topics that represent the interests of your company's prototype buyer personas. These concepts will be used to tag the content in the upper part of the funnel, i.e. awareness content.
  • COMPANY TOPICS: All the concepts that have to do with the market in which the company operates and the types of problems that its products/services intend to solve. Typically, these concepts are used to tag the consideration content in the intermediate stage of the funnel.
  • PRODUCT CATEGORIES: Product categories or groups based on similar characteristics. Subcategories may also exist if necessary. These concepts are to be used on product-related content.

 

As for the EDITORIAL classification, make sure the following branches are present:

  • CONTENT TYPE: The taxonomy that identifies the type of content that your company produces. Do not confuse the type of content identified by THRON (audio, video, image, etc.) with the editorial type of content. Use this taxonomy to identify the type according to its intended use: for example, image for product catalogue, demonstration video, instructions, etc. This will allow you to measure the impact of your content production strategy more efficiently on the entire purchasing process.
  • CONTENT FUNNEL: all the stages of your customers' decision-making process. During the analysis process, this taxonomy will allow you to understand if, during pre and post execution stages, all the content viewed are in line with the funnel stage for which it had been produced. Example:
    • Awareness
    • Consideration
    • Decision
    • Execution
    • Post-sales (or Retention)

To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then click on "Tags".

Once in, select the TOPIC classification and enter the Tag dictionary. To create a new tag, click the "+ Create new tag" button at the bottom of the left column.

Create the three root tags to begin with; then enter the tag name (e. g."Audience Interests") and make sure that the "No parent tag" entry is selected in the dropdown.

Once the three root tags have been created, you can go ahead and create your own dictionary by introducing all the other concepts, taking care to select the corresponding parent tag from time to time.

If the THRON Semantic Engine has already generated some tags, you will find them inside the "Misc" container. Drag and drop them to place them in the organized tree.

 

In-depth information:

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[dropdown:3. Choose the content you want to measure the performance of]

At this point, you need to set up a folder in which editors can publish the content that you want to measure in terms of performance. Content can be imported in two ways, depending on what you want to measure:

  • If you want to measure the performance of digital assets, just have them imported to THRON via drag and drop, and use the embed code to deliver them across your channels.
  • If you want to measure the performance of your web pages, activate Magic Site Integration on your websites, so that URL content related to website pages is automatically imported. You don't need any embedding; THRON will immediately start collecting relevant data on content performance.

 

To create a new folder, click on the “+” button which is located at the bottom of the folders’ column.

 

In the modal window, make sure you enter a proper name and leave “No folder” as the main folder, since we are now creating a new root. Then click on “Edit access list” and add your Editors, giving them the right to publish content in the folder (Can edit folder and publish/remove content), and your Content Intelligence Managers, giving them full rights over the content. Save and close the modal.

 

To activate Magic Site Integration click on the "+" button in the header menu and select "Magic Site Integration". In the next modal, enter the domain of the website you wish to integrate, without the protocol (e. g. www.mywebsite.com) and make sure to select the correct folder. Repeat this operation for any website you wish to measure the performance of.

 

As an alternative to using Magic Site Integration, you can centralize all your content in THRON by uploading digital assets via drag and drop. Once the content has been uploaded and properly tagged, you can use the THRON Player to deliver it across your digital channels via an embed code, collecting relevant data on your audience's interests.

 

 

In-depth information:

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[dropdown:4. Tag your content]

Make sure to appropriately tag all content that is published in the folder.

This will allow you to make a more accurate analysis of the performance of your content, measuring which topics most affect your audience's decision-making process and which types of content drive users towards conversion.

 

More specifically, make sure to tag each piece of content using both TOPIC classification tags, which identify the topics covered, and EDITORIAL classification tags, defining the type of content and the stage of the buying process for which a specific piece of content is intended.

 

To tag a piece of content, access its details by clicking on the item in the list.

Add tags to the TOPIC classification using auto completion or a dedicated modal.

To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar.

The tags you have added will be associated with all the content of your selection.

 

In-depth information:

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[dropdown:5. Link your call-to-actions to Content Intelligence]

At this point, your environment is fully equipped to allow you to measure the impact of your content on your customers' decision-making process.

All you have to do is identify the call-to-action you want to track in THRON and measure the performance of your content strategy in order to understand its effectiveness and make any corrections. We will now provide an example to show you the use of calls-to-action in a specific context.

 

Let’s assume we are dealing with a company that sells products online through an e-commerce, and that this company wants to monitor the impact of its content on its customers’ buying process.

In this case, the necessary call-to-action should aim at making the customer finalize a purchase (e.g. the click on the “Buy” button).

 

To connect the call-to-action with THRON, the Developer will have to access the THRON menu by clicking on the dedicated button in the header, and then reach the "Platform Settings" section.

Here, he will find a dedicated CTA management section. To create a new CTA, simply click on the button and give the CTA a name that allows you to uniquely identify it (e.g. “Product purchase”).

 

Then you will only need to copy the provided code, and paste it inside the source code of the reference page, taking care to hook the execution of the event to the actual click on the button that determines the execution of the call-to-action.

 

Following this example, we would have something that looks like this:

 

In the <head> section of the website, include THRON Tracking Library:

<script src="//<clientId>-cdn.thron.com/shared/plugins/tracking/current/tracking-library-min.js"></script>

Then make sure that the provided code of the call-to-action is hooked to the button that finalizes the product’s purchase:


<script>// <![CDATA[
var tracker = _ta.initCtaTracker("<clientId here>", "product-purchase");
var trackCTA = function(){
   tracker.cta();
};
// ]]></script>
<button onclick="<trackCTA();">Purchase product</button>

 

In-depth information:

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KPI Check: View Content Performance Data

 

Access the Content Performance dashboard to analyze how your content has influenced your users' decision-making process, both before and after the execution of each specific call-to-action. Let’s see some examples:

 

  1. Imagine that you have generated a series of images for your product catalogue; you want to see whether the cost of producing these images was justified, so you assess if users have actually viewed these images before finalizing their purchase.

 

You should access the Content Performance dashboard, filter data based on the "Product purchase" call-to-action and limit the time analysis to a period prior to the execution of the call-to-action (e.g. 30 days). Then, among EDITORIAL classification tags, go see the percentage of visits affected by content with the "Catalog image" tag.

 

  1. Then you may want to see if the content produced for the post-sales stage is actually viewed by those users who finalize their purchases, and understand if and how much you should invest in the production of this type of content.

 

In this case, you will filter the time window for the period after the execution of the call-to-action, and among EDITORIAL classification tags, you will identify the percentage of visits made to content with the "Post-sales/Retention" tag, which is related to the content funnel.

 

  1. A third type of extraction you may be interested in is to see which topics are viewed before or after the purchase.

TOPIC classification tags are available in the first graph in the Dashboard; you can see how much each topic affects the total number of visits in the considered time period. Are the topics viewed consistent with the progress of the purchasing process? Are there any topics that you would expect to see before the purchase but are instead viewed after it, or vice versa?

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