Marketing personalization has been a topic for years. But with the evolution of technology in marketing, personalization is no longer just a topic -- it is a marketer’s call to action. Today, content is the foundation of all aspects of marketing. And personalization of content is expected to be part of every aspect of the content experience. In this exciting session you will learn how to integrate personalization into your content strategy. You’ll also discover where personalization is headed so that you can be ready for the world of hyper-personalization.

1. Richard
Harpham
VP Marketing
Cloudwords
@CloudWordsInc
A MARKETER’S CALL TO ACTION:
WE WANT PERSONALIZATION
Hana Abaza
VP Marketing
Uberflip
@HanaAbaza

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CONTENT
IS KING

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PUBLISH.

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ALL OF THE TIME.
PUBLISH.

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WE NEED BETTER
CONTENT,
NOT MORE CONTENT

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Great content is useful,
inspired and pathologically
empathetic to the needs of the
people you’re trying to reach.
Ann Handley, CCO at Marketing Profs
and author of Everybody Writes
“

7. #mpb2b @hanaabaza @cloudwordsinc
HOW DO WE
LEVERAGE CONTENT
TO GET MEASURABLE
RESULTS?

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GREAT CONTENT
ISN’T ENOUGH

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We need to focus on creating a
RELAVENT
CONTENT
EXPERIENCE

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USER EXPERIENCE
(But we all know this… right?)
What does this mean?

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PERSONALIZING AND
TAILORING THE EXPERIENCE
• Topic & tone
What does this mean?
• Calls-to-action • Language

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WHAT IS
CONTENT’S ROLE?

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To build
RELATIONSHIPS

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YOU CAN’T DO THAT BY TREATING
EVERYONE THE SAME
PERSONLIZE CONNECT

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Our reality is changing

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The increasingly global nature of a
company’s revenue generating footprint is
changes expectations for frequent
locally personalized content.

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With Volume
COMES CHANGE

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CONTENT DELIVERY SPEED
LOCALIZATION
FOR A TYPICAL
NEWSLETTER
TRANSLATED INTO
12 LANGUAGES
OVER
20DAYSTO TURNAROUND

21. #mpb2b @hanaabaza @cloudwordsinc
EVERY DAY
AN ASSET IS
NOT IN THE
MARKET
CONTENT DELIVERY SPEED
A DAY
LESS OF
SALES TIME
=

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CHALLENGES

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• Prioritization• Content Shock
CHALLENGES

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Segmentation
VS
Personalization
VS
Hyper-local personalization
THE LINGO

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What does hyper-localization mean?
Transcreation or Glocalization of content is
about fidelity of the message maintaining the
context of the brand and customer offer

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WHAT CAN WE DO?

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OPTIMIZE THE
EXPERIENCE
WHAT CAN WE DO?
CREATE AN
EMOTIONAL LINK
BUILD YOUR
INFRASTRUCTURE
COORDINATE
1 2 3 4

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TAILOR THE
EXPERIENCE
OPTIMIZE THE EXPERIENCE
1
UNDERSTAND
THE CONTEXT
COMPELL
ENGAGEMENT

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TAILOR THE
CONTENT
EXPERIENCE

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Your
Content
Top of the
Funnel
Middle of
the Funnel
Bottom of
the Funnel
By Topic By Type By Vertical
By
Persona
By
Segment
By Account
Content must be
organized so that people
can find what they need.

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Personalized message
Relavent
content &
CTAs

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• Learn from Ikea!
• Where should people go next?
• Recommend Content
• Leverage call-to-actions
CREATE AN
ENGAGEMENT PATH

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CONTE
XT

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…is
everything.

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Generic


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Tailored


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

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

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SPEAK THE SAME LANGUAGE
CREATE AN EMOTIONAL LINK
2

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If you talk to a man in a
language he understands,
that goes to his head. If you
talk to him in his language,
that goes to his heart.
“
Nelson Mandela

42. #mpb2b @hanaabaza @cloudwordsinc
spend most or all of their
time on websites in their
own language.
SPEAK THE SAME LANGUAGE
CREATE AN EMOTIONAL LINK
2
72.1%OF CONSUMERS

43. #mpb2b @hanaabaza @cloudwordsinc
said they would be more likely to
buy a product with information
in their own language.
SPEAK THE SAME LANGUAGE
CREATE AN EMOTIONAL LINK
72.4%OF CONSUMERS
2

44. #mpb2b @hanaabaza @cloudwordsinc
CREATE AN EMOTIONAL LINK
2
SPEAK THE SAME LANGUAGE
said that the ability to obtain
information in their own
language is more important
than price
56.2%
OF CONSUMERS

45. #mpb2b @hanaabaza @cloudwordsinc
Regional/Field
Team
Content
Reviewers
Translation
Vendor Portal
Email
FTP
.XLS
Website
Training/Learning
Management
Systems
Collateral
for Internal
& External
Use
Vendor
Portal
Marketing
Communicatio
ns
Demand
Generation
Web and
Digital
EMEA
Translator(s)
APAC
Translator(s)
Americas,
Other
Translator(s)
HIGH
COSTS
UNTAPPED
DEMAND
NOT ENOUGH
CONTENT FOR ALL
MARKETS
POOR USE OF
EMPLOYEES’
TIME
TEDIOUS
CUTTING &
PASTING
INCONSISTENT
MESSAGE ACROSS
MARKETS
SLOW
GLOBAL
ROLL-OUTS
Stuck in Old
Localization
Processes

46. #mpb2b @hanaabaza @cloudwordsinc
ACCELERATE, SIMPLIFY, AND REDUCE THE COSTS
OF GETTING YOUR CAMPAIGNS, CONTENT, AND CONVERSATIONS INTO THE
LANGUAGES OF YOUR TARGET AUDIENCES
Centralized
multilingual glossary
and Style guides
Central control, local
empowerment
ACHIEVE GLOBAL
BRAND
CONSISTENCY
Pre-built integrations
to easily connect to
your tools
Open API
Automated content
LEVERAGE
TECHNOLOGY
INVESTMENTS
Translation vendor
Marketplace
Centrally hosted
Translation Memory
OneTM™
MANAGE COSTS TO
GET TO MORE
MARKETS
Automated workflow
No copy & paste
In-context review
Collaboration and
communication
ACCELERATE THE
TIME TO GET
ASSETS TO MARKET
Reporting and
analytics
Localization spend
Time-to-market
efficiencies
CREATE
VALUABLE
VISIBILITY

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MARKETING
BUILDING YOUR INFRASTRUCTURE
3
 Marketing Automation
 Content Management
 Personalization ToolsSTACK

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MARKETING
AUTOMTION
CONTENT
MANAGEMENT
PERSONALIZATION
SOFTWARE

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CONCLUSION
A GLIMPSE
INTO THE
FUTURE…
THE RIGHT
CONTENT AT
THE RIGHT TIME
(in the right
language)
NO SIFTING
REQUIRED

50. THANK YOU!