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Leverage Content Intelligence to enrich your CRM customer profiles with their interests, providing your sales team with strategic insights that will speed up the Buyer’s Journey.
Mapping potential customer interactions and interpreting them, creates an advantage for both customers and brands.
In their buyer’s journey, users tell a lot about themselves: their passions, interests, desires, and their expectations from the brand they are dealing with.
Content Intelligence can analyze and comprehend the actions that people make online: which video they watched, the news they read on the mobile App or the articles they choose from the newsletter, the products they have looked for in the e-commerce.
These data, collected from different channels, can now help the sales team anticipate each customer’s interests and their needs, offering personalized Calls to actions according to their different interests.
On the other hand, users are more likely to click on a Call to Action if it is personalized and it responds to their actual interests.
[dropdown:1. Create users]
To set up your environment, you must have at least one Content Intelligence Manager user in the Platform who will consistently tag content and analyze the data collected by Content Intelligence to measure the performance of your editorial strategy and set up targeted marketing campaigns, and at least one Sales Account who will access your users’ Single Customer View to see their interests.
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.
Create at least one Content Intelligence Manager and at least one Sales Account.
[dropdown:2. Prepare the workflow]
To collect relevant data on users' interests, it is important to ensure that all the content used across touchpoints can feed THRON's Content Intelligence, so that you can get to know your audience even before their actual conversion.
For this reason, the first step is to set up a "To be tagged" folder in which you will activate an instance of Magic Site Integration for each of the websites you use to communicate (e. g. corporate website, blog, e-commerce, etc.), and an "Approved" folder to which your Content Intelligence Manager will move the URL content once tagged.
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 the name “To be tagged” and leave “No folder” as main folder, since we are now creating a new root.
Then click on “Edit access list” and add your Content Intelligence managers, giving them full rights over the content and the right to remove content from the folder (Can edit folder and publish/remove content).
Save and close the modal.
Then click again on the “+” button to create a new folder, enter the name “Approved” and make sure to select “No folder” as the main folder; then edit the list by including Content Intelligence Managers and give them the right to publish content in the folder (Can edit folder and publish/remove content).
[dropdown:3. Prepare the taxonomy]
For Content Intelligence to be able to collect relevant data about your audience's interests, content-associated tags must be consistently defined and organized.
In particular, the tags for all stages of the content marketing funnel need to be prepared within the TOPIC classification.
This is the only way for you to always be able to know at which level of your buyer's journey each user is located.
The recommended approach is 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.
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 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.
[dropdown:4. Centralize your content]
Once you have prepared your workflow folders and defined the tag dictionary, be sure to activate a Magic Site Integration application for each website in the "To be tagged" folder. This will provide two immediate benefits:
- Content Intelligence will start immediately tracking your contacts' visits to web pages
- All pages will automatically be important in THRON in the form of URL content, minimizing integration time.
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 "To be tagged" as the folder in which you want to publish your content.
Repeat this operation for any channel you wish to integrate with Content Intelligence.
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 THRON Player to deliver it across your digital channels via an embed code, collecting relevant data on your audience's interests.
[dropdown:5. Tag your content]
As the URL content is published by Magic Site Integration into the "To be Tagged" folder, the Content Intelligence Manager will be automatically notified and will then be able to review the tagging that the semantic engine has set up for each piece of content, integrating it with tags from the dictionary you have previously created.
If you are not using Magic Site Integration, make sure to upload all assets to this very same folder and proceed with the same workflow.
Once tagged, the content should be moved to the "Approved" folder to keep your workflow tidy.
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.
[dropdown:6. Enable tracking of contacts]
The next step is to make sure that THRON can collect profiling information about your contacts.
To do so, you will have to add the Tracking Library to your landing pages, or to pages where profiling actions are performed out.
This will allow THRON to associate the provided identities to a previously anonymous contact, allowing you to link all the data collected by Content Intelligence to a specific person.
This integration will give you the opportunity to get more information about your contacts than CRM tools already used to provide allowing you to analyze their interests, even while they stayed anonymous.
Remember that if a THRON Player delivering content is already present on the page, you do not need to include the library again. If not using the player, the Tracking Library must be included in the <head>
In either cases, make sure to invoke the loginAs method as soon as a profiling action is carried out (e.g. form that collects identities)
var tracker= _ta.initTracer(‘<clientId>’); tracker.loginAs(‘loginType’,’loginValue’);
This implementation is sufficient to allow THRON to have contact identity information that is also found in the CRM, so that the corresponding Single Customer View can be accessed for any profiled contact, simply by searching for the contact with any of the provided identities.
For an advanced level of integration, and to maintain synchronization between contact information in the CRM and the data available in THRON, please read this article.
KPI Check: Access Single Customer View to know the interests of your contacts
With THRON's Single Customer View, you can access a contact's detail at any time and always get up-to-date information, including all the content that your contact has viewed, even before profiling, and the tag cloud related to their interests.
And if you have activated a recommendation, THRON will automatically suggest the most relevant content for that contact at that moment.
To search for a contact in the Single Customer View, you can use any identity they have provided (e.g. email address), or simply their ID in the CRM if you have started the whole synch mechanism.