Speaker 1: I don't know about you, but I'm tired of hearing that content is king. We get it. Hey guys, welcome back to this week's video. Thank you so much for tuning in. We're still talking about the altimeter groups report, the 2021 state of digital content. Now if you missed last week's video, then I would suggest watching that first because we're going through this report and we're talking about the data points, some of the ones that I found interesting. And then I'm going to provide some context and some best practices on how you might overcome some challenges that the report highlights. So thanks again for tuning in and let's jump into it. And this is the last video of this content series around the 2021 state of digital content by altimeter. And this is probably just as important as like the first video around using audience data. It asks a couple of questions that are very similar to what we discussed in that video. Content creators use both online and offline data to personalize content. So let's talk about these data points. If you see here, what sources of data do you use to create personalized and customized content? And let's talk through these 63% use website analytics and Google does a really great job at providing some interest and affinities of, of users who go to a website based on previous sites that they visited in the past. Social media metrics. So looking at the audiences based on some type of content performance from paid media, looking at primary research, so surveys, customer service, call center records. We've counseled companies before where if you can document the top concerns people are calling into your call center for, and then creating a series of content, that to me is gold because now all of a sudden you are decreasing calls to the call center and using data to do that. So also CRM systems. And then lastly, data purchased from third party databases. Now I don't know if, if you know, platforms like audience or Affinio or others, if they classify that as, as data purchased from third party databases, probably it does. And I'm surprised that it's only 23%, right? To me, that is one of the most important pieces of data because if you think about like customer surveys, right, you're, you're asking very pointed questions to an audience. You know, it's almost like a focus group, right? People know that they're being watched. So they are answering questions in a, in a way that they wouldn't if they were just being observed and didn't know it. So it's important. Don't get me wrong because it tells you a lot of the what, like when you want to drill down and understand why an audience acts a certain way or why they prefer one brand or the over the other, or one media publication or the other, you can ask them why and kind of get more detailed information. But I would say going back to this, this concept of, you know, being at the zoo, right? If I'm at the zoo and I'm watching a lion, they are acting in a very different way than if I were actually on a safari somewhere in Africa, they would be acting much differently, right? So, you know, when you think about audience data and, you know, observing different audiences within the habitat where they feel comfortable, you know, like Reddit forums, like if, you know, if you're a developer, get hub or stack overflow or just your social media conversations on tick tock, Instagram and Twitter, right? Those are, are platforms that people feel comfortable in their, their being themselves. So if you can pull data from that to understand and personalize and customize content to me, that is, you know, it's easier and less expensive than everything else you have here, right? So you know, again, audience, affinio, there are several others that I will link to in the, in a, you know, up here in the description area that you can look at and use to begin to mine those conversations and create content that is a lot more relevant to, to what they care about and also in alignment to your brand. And then the last point I want to talk about is more about kind of the, the quality of content. Now, an agile system means that you have to create content quickly, right? You're listening to an audience or you're using some type of data to inform the content creation. If you want to be relevant to an audience, you have to create content quickly, right? That's the whole concept of what an agile content system is. I've mentioned this before, it's, it's agile storytelling. It's being able to, you know, that, that content supply chain from, you know, that, that idea of creating a piece of content to the point of it's being published sometimes in, you know, large scale organizations. And back in the day it was six, eight, 10 week process. And by the time that content is produced, it's not relevant anymore. And so this, the idea of agile content system is being able to produce content in real time in the right channel to the right audience at the right time, or some variation of that. So sometimes you, I don't want to say you have to sacrifice quality, but you have to remember that brands, well, you have to remember that if you're, especially if you're a B2B in a B2B audience, right? B2B buyers, developers, engineers, IT, CIOs, they don't love branded content, right? The logo at the bottom with the fonts and the colors and the, you know, look, feel that works maybe for lead gen in some cases, but you have to create content that's, I don't want to say it's unbranded. What I want to say is it's less branded, right? That is how you deliver value to your audiences. And so again, you're not necessarily sacrificing quality because you do have your visual guidelines and your visual presentation and things like that. That's always going to be important, but you have to remember that sometimes it's not going to be as polished as it would if you spent six weeks on a video than you did for, you know, two hours. So I just want to highlight that, that, you know, agile storytelling is about producing value and if it doesn't necessarily look exactly like, you know, your website, that's okay. That is 100% completely okay. In fact, it probably performs better. And I say that with, based on experience. And so looking here at, you know, again, just some interesting data points around guidelines, around, you know, consistency of content and high quality content is important. So building, you know, what we call these playbooks around content creation are important. It highlights the voice and the tone and the different content pillars. That's always going to be kind of a fluid, you know, document, one that, you know, decentralized or centralized content and brand teams can use. But again, you have to be able to do it quickly. And that's the, that's what being relevant is all about. It's being agile. It's being, it's telling stories quickly and in a way that drives value. And that my friends concludes our time together. I hope this series around Altimeter Groups report, the 2021 state of digital content. I hope it was helpful. I hope you weren't, you didn't hear things that everybody else says. I try not to recycle other people's thoughts and ideas. I want to provide with you with actionable thoughts and takeaways and ideas that you can begin to implement. So until I see you next time, I hope you're well, I hope you stay safe and I'll talk to you soon. Thank you. Transcribed by https://otter.ai