Keep Your Content from Disappearing into the Blogroll

Your content marketing is too valuable to waste

How findable is the content on your site? If the answer is that you aren’t sure — you may have a problem. And you aren’t alone. Many marketers spend great lengths of time on content marketing. But a lot of that content goes unread. The main problem is that the people you want to read it can’t find it.

B2B content is just as vital

When we talk to B2B content creators they often lament the fact that their content — especially blog posts on corporate websites — seems to be a lone voice in the wilderness. Their point of view is expressed and then lost for all of time. The metrics make depressingly clear the irrelevance of the effort.

In B2B where a purchase is a group decision, this is an even greater concern. There are multiple decision makers that need to weigh in. It’s all the more important to have a wide variety of relevant content available that is accessible to the right people, at the right time in their journey.

Buyers crave personalization

The more you can direct individuals to content that addresses their business or functional concerns the more likely they are to buy. Infosys research suggests 31% of customers say they wish their shopping experience was far more personalized than it currently is, and 74% of customers feel frustrated when website content is not personalized.

Personalization becomes key.

A recent report from Seismic shows that personalized content helps achieve B2B objectives. 80% of respondents claimed all of their top objectives were better met when content is personalized. But many marketers avoid engaging in it because it is such a manual process.

The step ahead: automation

Automation is one way to abandon the tedious and sometimes futile work of hand-crafting content experiences and customer journeys. Behavior-based content recommendation suggests the next content piece to a viewer based on where they are at in their journey. Content can not only be found and used to answer questions, but is also offered at the moment it’s most needed.

Content marketing isn’t enough. You need content findability. You need a well cultivated content experience. Is your content well segmented for each user’s needs? Does your blog have sections so the content can be navigated? And with many different products, decision-makers and questions, you may need to bring automation to content. Otherwise, you risk your valuable content vanishing into the blogroll.

Madeline Moran

About Madeline Moran

Madeline is the Marketing Assistant for SoloSegment, an AI fueled software company that makes website conversions easier through personalized content recommendation.

5 Keys to Data-Driven Content Marketing

Content marketing is informative, entertaining, and helpful. But great ideas for content aren’t enough. Who decides they are “great”? The customer decides. How do we know the decision of the customer? Data–the more the better.

Content Marketing Starts with Creating Great Content

Your content must consist of compelling, audience-centric, findable, shareable stories. If you build it, they might not come. Content must be built with audience interests in mind so that they will find it and come share it with their peers. Once built, it must be published and promoted. Content does not market itself.

You measure the effectiveness of content marketing according to how often it is used and shared.

Content is Useful Only in Context

You can’t just create content in a vacuum. In digital media, content is only as valuable as the number and quality of references to it (links, social shares, etc.). It is more useful if it builds on existing work than if it duplicates it. It is more useful still if it is built as a part of a system of other content that answers specific questions in a several-step information journey. This is especially difficult for traditional marketers, who want to tell self-contained stories.

You measure how well connected content is, within its context, by performing link analysis.

Content Needs Information Paths

Chances are that your audience will choose a different path through your content than the path that you designed. That’s to be expected. Digital media and books are not the same. In books, it is the author’s story. The reader implicitly concedes this point and passively consumes the story according to the author’s agenda. Digital media need not be consumed in such a linear fashion. The digital reader or viewer is in control. It’s their story, and they’re piecing it together from multiple sources on the fly. This fact vexes some traditional marketers because, like book authors, they are accustomed to crafting media to be consumed serially.

You measure and track users through your content to create experiences that align with their journeys.

Great Content Speaks Your Customer’s Language

Because the audience builds their stories using multiple sources, you must use language that the audience understands. Though you want to tell your story, your story will not make sense ijn the context of the audience’s story if you don’t use common language. Coining your own terms can lead to jargon that’s confusing to your audience. It’s natural for marketers to desire unique trademarked names for their products, but when you need to explain too many words, your message loses its punch.

You learn the common language by conducting keyword research and by listening to social channels.

Content Marketing Requries a Publisher’s Reputation

As in all other forms of publishing, credibility is the currency in the digital world. A sure way to gain credibility is through transparency. Not only must you publish the truth as openly as possible, you need to avoid hyperbole and other forms of exaggeration. This can be especially hard for some public relations professionals who are used to telling only the “good stories.”

You can measure the credibility of your content by performing sentiment analysis and other forms of social listening.

Content marketing is emerging as the primary way many brands engage with audiences, to the degree that resisting content marketing has become a  career-limiting decision. For example, only 12% of UK companies do not focus on content marketing.

Perhaps data-driven content marketing’s most striking aspect is its use of data to understand the audience. Data allows marketers to provide the content they need to solve the audience’s problems and to answer their questions. Are you making the most of it?

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About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

What’s Wrong with Advertising: The Case for Data-Driven Content Marketing

As content marketing has been practiced today, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing those stories through various channels and amplifying them through social media. Content marketing has come to be more akin to advertising.

Let’s go back to the basics for just a minute. Here’s the definition we should all be starting with for content marketing, from the Content Marketing Institute.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience–and, ultimately, to drive profitable customer interaction.

So, as to our question — what’s wrong with advertising? Nothing, really. But I focus on the following part of the definition: “to attract and acquire a clearly defined audience–and, ultimately, to drive profitable customer action.”

The kind of content marketing that can punch up through the noise has two distinguishing features. It is data driven and inbound. At SoloSegment, our focus is on mining audience data–big data, if you must–and identifying what content will be useful in a buyer’s journey. We then utilize that data to provide the right content to the right customer at the right time.

You need to build content that will be clearly purposeful and useful in a buyer’s journey. If you do it well, you turn prospects into clients and clients into brand advocates. This method focuses on messages that are valuable to your clients, not about you.

Marketing from the outside-in attracts prospects to your digital experiences and helps them answer their questions about your products or services. If you do this in a way that respects people’s time and gives them value in exchange for their attention, you can guide them through the customer journey toward purchase, adoption and advocacy.

Advertising stops finding customers the moment you close your wallet, but great content can bring in new customers years after your paid for it. Is your content marketing still about get-attention advertising, or are you truly providing value?

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About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

SearchChat Podcast: Personalization–Meeting Customers in the Moment

Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.

In this podcast we start with eMarketer trends — ad agencies are building their own analytics platforms. Steve and I aren’t so sure if that makes sense. If you aren’t prepared to do something with those analytics they don’t matter.

MarTech recently found that marketers find content creation really difficult. How do you utilize automaton to help your content and data actually improve the business? That data should be able to make the content experience more effective in the moment.

You may have also heard that Walmart has basically introduced an “Amazon Go” store. It’s called “IRL” fuelled by AI. It’s about making customer experience more effective. Meanwhile Google introduced Stadia, a gaming platform that will allow them to pull data in and increase personalized experiences.

One of the reasons that personalization has been oversold is that it depends on you, the user, to create content and develop rules for all the various segments of customers you need to talk to. And, as the saying goes, “Ain’t nobody got time for that.” We need to be thinking about automation of that instead to cut down on your work and make it do-able.

0:00 Intro

1:50 Ad agencies are building analytics platforms

9:30 Why do marketers find content creation difficult?

14:35 Walmart is doing AI

23:20 Google is getting into gaming

31:25 Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.



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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Meet Behavior-Based Content Recommendation

The new personalized approach to B2B content recommendation

Understanding customer behavior is one of the most powerful marketing tools available to professionals. The right data that provides you with a glimpse into their intent will allow you to effectively connect potential customers to the content that is going to help them achieve their goal. So where do you find intent data? It exists in the systems you use today. Behavior-based personalization is a strategy to offer intent-based content recommendation. If you know where to look and you have the ability to mobilize that data you can use it to progress journeys, convert more business and win more often.

Intent: Let your customers tell you

We often talk about website search as being the most common personalized experience. Website visitors identify their need, and if the search engine works well it delivers the content that answers their question. It’s the simplest, most direct method of personalizing the customer experience. Personalization isn’t the only thing that search does. It is also the first inklings of the data you need to drive effective content recommendation.

The search box on any website fulfills not only the search term input function, but also gathers meaningful data about customer intent. This is the real source of search’s power. There are lots of topics that a searcher can query. Many of those also give you insight into why they’re asking those questions. Successfully deciphering intent can not only lead to better search results, but more importantly can lead to more conversions.

Simple Intent: The Keywords

Let’s consider two searches.

“Product X Value”

“Product Pricing”

It’s obvious that these searches will yield different results. If you deliver a results page with relevant content it will help the searcher move forward in their journey. But what’s more important than the topic they’re interested in is what the topic tells you about their intent.

That first term probably indicates someone who is in the interest phase of the process. They’ve gotten beyond the top of funnel messages and are going deeper. Not only are they going to need the right content to answer the question, they may be ready for messages that move them into consideration.

Nosing around pricing content is a clear indicator of someone who is considering a purchase. This is where journey progression becomes even more important. Answer the question effectively and they’re doing business with you.

Both these search terms give actional information about the intent of the visitor. They provide signals about what you should be serving them at this stage of the buying process.

Complex Intent: All that other data

Intentions that are apparent in search term data can also be found elsewhere. One of the most effective places to look for how intent manifests itself in your data is in your web analytics system.

The patterns in visitor journey data can illustrate intent very clearly. If someone is spending a lot of time with content that is in the consideration stage of your journey, that’s an obvious signal. But what if the signal is not readily apparent in the data?

This is where advanced data science tools can be brought to the challenge of understanding what the visitor is trying to achieve. For one of our clients, we’re beginning to use unsupervised machine learning techniques to interrogate tens of thousands of visitor journeys each month.

These methods help us construct models that show patterns of visitor behavior that are associated with intent. Once you can identify the snippets of behavior that are more closely associated with goals, you can understand what behavior signals intent for those goals. Knowing this you can recommend content at just the right moment to help drive visitors to those patterns.

The value of behavior-based content recommendation

The value of behavior-based content recommendation can be directly measured. Reduced exits and bounces that increase top of funnel progression are the first signals you’re onto something. You also likely have some conversions associated with specific tasks, such as downloads and contact forms, that can be directly measured.

Of course, what you really want to measure are the purchase conversions. In a B2B world making those connections can be difficult, especially if channel or field sales are a big part of your sales engine. However, you’ve been dealing with this challenge for long time. Instrument the tasks and activities that lead to contacts and monitor the activity. All things being equal, if you can reduce the top of funnel abandons (i.e. exits and bounces) you’re going to see more come out at the other end of the funnel.

Want to get started? We might be able to help. Connect with an expert right now.

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

2019 Themes in Digital Marketing

This year has started off strong on my end, but we’re also looking ahead towards what’s next. I’ve spent a fair amount of time talking to digital marketing professionals about what’s important to them, sharing some of our product roadmap, and seeing where there’s alignment and where there may be market opportunity.

While I try to structure these conversations to touch on a few specific topics, things usually don’t go as planned. The diversity of industries, experience and job roles of the people means that each conversation takes a unique journey through the landscape.

During the discussions, three themes have emerged. I’m sure you’ll see some of your challenges and focus areas in these. We’ll be paying attention to these as we build solutions and go to market.

AI/Machine Learning gets tactical in 2019. Businesses will stop waiting for some magic bullet and start taking very specific shots at specific pain points, starting small, going fast and iterating to find value.

Getting started with ML can be difficult. But it’s necessary for marketers to keep your seat at the table. One executive I spoke to last week said that their way forward started with a domain where they had some expertise. They were in familiar territory. Familiar data, familiar business processes, and familiar business stakeholders made it easier to solve problems where they understand the value. The key learning point here is not to succumb to sales pitches for products that work on problems that you don’t fully understand. Find the familiar and start there.

For many of our customers  that means their starting with visitor journeys. They have lots of data that can be explored and mobilized in interesting ways that reduce exits and improve the overall customer experience.

Mid-Funnel content gets the attention it deserves. When I speak to content authors one of the laments that I hear frequently is the fact that landing pages and top of funnel content get most of the attention from digital marketing. At the other end of the journey, conversions are instrumented and waiting to be counted. But the paths between the two anchor points aren’t well understood and thus don’t always get focus on their importance in the conversion process. Content owners also are discouraged that they’ve produced something that basically gets ignored both internally and by customers and prospects.

From a product perspective, this is a place where we’re looking at the data we have around what happens after those initial success, whether it’s campaign driven or search driven, and figuring out how to use mid-funnel journey data to get the right content in front of prospects to extend journeys. Early signal from the data should allow us to start some beta work with customers in 2Q/3Q to figure out if this mid-funnel problem is fixable.

Data-driven automation improves productivity. A lot of on-website marketing activity continues to be hand crafted. The placement of content on pages, whether that content is static or rules-driven, continues to be a big part of the workload of B2B marketing teams. A marketing executive at a large tech company spoke of the challenge of dealing with website pages that aren’t part of their current marketing cadence. Getting the right calls to action, content recommendations, etc. doesn’t scale beyond the team.

Content recommendation engines can help here. Enabled by algorithms that look at a lot of the data your already have about visitors, journeys and content allow them to suggest content allowing marketing professionals to continue to focus on top priorities while putting data to work to help improve visitors who are elsewhere on the site.

I’m sure I’ll find other common topics as I speak with digital marketing professionals but this seems like a good list to focus on during 1Q. What are you top predictions for 2019? What are you focused on improving? Where are you learning? If you think we can help, connect with us.

Originally posted on Biznology

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Budget Season Survival Guide

Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?

Steve and I are excited to introduce a new podcast, exploring the topics we are fascinated by: AI, search, and content. Site search is part of a customer journey. When you optimize your site search with automation, visitors can find your content and continue on their journey.

Today we cover the Budget Season problems: proving why site search matters, what makes for good analytics, and how much budget you need to make your search better. And check out our technology solutions if you want to really generate revenue from your site search.

00m 00s – Intro and overview

01m 17s – Start of discussion with Steve

07m 04s – Do clicks mean success?

11m 44s – What do we mean by upstream/downstream traffic to/from search?

13m 12s – Why it matters that Google exited the site search market

14m 58s – How much budget is enough to make your site search better?

17m 27s – How can you get started on improving site search?

SearchChat is now on

    • Spotify

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company.

Check us out on Facebook, Twitter, or email info@solosegment.com.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results.

SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.