Recently Marketing.AI released a new object that you can use in planning your content marketing strategy, the Event Object. You can use the Event Object to plan content for Adaptive Content Marketing and/or Event-Driven Content Marketing. This post goes into more detail on how you can use this feature.
Most Marketing Automation systems have some form of event-trigger-based serving of content, but they assume you have the content to serve. Similarly, most Content Personalization systems have some form of event-trigger-based serving of content, based on user behavior and/or demographics, but they assume you have the content to serve.
As we know though, content doesn’t appear from nowhere. It must be planned correctly, assigned and executed on, then made easily accessible for use when it’s needed. Associating content with Event Objects that map to events in the automation and personalization systems accomplishes the requirement of planning and creating the necessary content.
Adaptive Content Marketing describes the practice of planning multiple branches of content that can adapt to serve the personalization needs of an adaptive customer journey. Adaptive Content Marketing is a subset of the overall strategic picture of content marketing, where content marketers plan the content with different variations in mind, so that those variations can then be put into an automation workflow that will serve them based on different behavioral or demographic circumstances or events.
Event-Driven Content Marketing describes the practice of planning specific content to be served when specific events occur throughout the buyer cycle.
Content Marketing starts with having a vision for how different content links together to support a buyer cycle that includes both customer and company actors. We’ve talked before about how the foundations of this vision are objects such as Themes, Personas, and Stages of a Buyer Cycle or Customer Journey. With the Event Object you can add another level of granularity, planning content for specific events that might happen within a stage.
By associating planned content with a specific event object, you can then quickly filter and get reports on what content you have available that align to those events. Then when a member of your team who is in charge of setting up automation workflows needs to place content in the automation of choice they can quickly access it in Marketing.AI and deploy it.
It’s easy to get started planning content for your marketing automation or content personalization workflows. Sign-up for a trial today and access your Event Objects, along with other strategic content marketing tools, from the Strategy tab in your dashboard.