B2B Publishing and Real-Time Algorithms for Maximum ...€¦ · Seitenaufrufe Uniques Verweildauer...
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B2B Publishing and Real-Time Algorithms for Maximum Conversions With Dominik Grau Twitter: @dominikgrau Presented by FI5
Transcript of B2B Publishing and Real-Time Algorithms for Maximum ...€¦ · Seitenaufrufe Uniques Verweildauer...
B2B Publishing and Real-Time Algorithms for Maximum Conversions
With Dominik GrauTwitter: @dominikgrau
Presented byFI5
Content is about the audience...
...and not our products
Step 1Developing a Content Strategy
Personas
Source: Ebner Media Group
Minimum Information Units
MIU Example 1
MIU Example 2MIU Example 2
2 Examples, 13 MIUs
Example 1• 1 Full Story, 2 Abstracts• 1 Quote• 3 Infographics
Example 2• 1 Full Story, 3 Abstracts• 1 Photo• 1 Long Paragraph
Channel Matrix
Print WebsiteNews-letter
eDossierEduca-tionals
AwardsPresen-tation
Facebook Twitter Xing LinkedIn Pinterest Instagram YouTubeSound-cloud
Slide-share
Wikipedia Amazon3rd Party
BlogsCompany-Websites
PR-Portals
3rd Party Events
MIU Article/Post x x x x x x x x x x x xTweet/Quote x x x x x x x x x x x x x xListing x x x x x x x x x x x x x x xTable x x x x x x x x x x x x x x xVideo x x x x x x x x x x x x x x x x xAudio/Podcast x x x x x x x x x x x x x x x xPhoto/Gallery x x x x x x x x x x x x x x x x x x xInfographic x x x x x x x x x x x x x x x x x x
Detailed
Plain Text Full ArticleText-SnippetInfoboxHow To
Rich Text TableListicleChecklistSurveyQuiz
Pictures Photo(Info-)GraphicIllustration
Multimedia Video360° ShotAudioAnimated GIFs
Die NewEbner Channel MatrixCP ID Inhalte mehrfach nutzen - Produce and Market It statt Print and Forget
Owned Channels Social Channels Third Party Channels
Source: Ebner Media Group
Channel Matrix for MIUs
Evergreen Content
100+ 100-51 50-10 9-5 4-0#Seiten 843 514 2,667 2,058 8,876entspricht Anteil Seitenaufr. # 84.60% 4.52% 7.15% 1.72% 2.01%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000page-online.de
#Seiten entspricht Anteil Seitenaufr. #
Source: Ebner Media Group
84.60% of total page impressionsdriven by first 6% of pages
2.01% from 60% of pages
Seitenaufrufe Uniques Verweildauer Bouncerate Ausstiege/stories/auflagen-fuer-instrumente-mit-palisander-dringende-registrierung-empfohlen/
32.361(1,84 %) 29.591(1,94 %) 00:05:48 90,27 % 85,70 %
/equipment/gitarre-einstellen/ 10.251(0,58 %) 9.646(0,63 %) 00:06:10 85,41 % 83,78 %
/stories/die-misserfolge-in-der-gitarren-geschichte/ 9.941(0,57 %) 9.114(0,60 %) 00:05:39 80,02 % 68,89 %
/stories/10-rock-klassiker-die-man-gehoert-haben-muss/ 9.811(0,56 %) 9.111(0,60 %) 00:05:03 92,35 % 91,45 %
/workshops/tonabnehmer-richtig-einstellen/ 8.648(0,49 %) 7.825(0,51 %) 00:06:19 85,87 % 84,34 %
/workshops/gitarre-lackieren-welche-lacke-und-woher-nehmen/ 8.360(0,48 %) 7.296(0,48 %) 00:08:08 75,69 % 74,63 %
/workshops/gitarre-verschicken/ 7.725(0,44 %) 7.241(0,47 %) 00:03:10 76,51 % 76,30 %
/equipment/19-paf-pickups-im-ultimativen-vergleichstest/ 7.505(0,43 %) 3.820(0,25 %) 00:02:37 51,34 % 30,11 %
/equipment/gibson-les-paul-oder-fender-stratocaster/ 7.418(0,42 %) 6.694(0,44 %) 00:06:22 81,80 % 69,10 %
/workshops/gitarre-stimmen/ 6.619(0,38 %) 6.011(0,39 %) 00:05:23 87,22 % 84,94 %
/equipment/squier-vs-fender/ 6.513(0,37 %) 5.909(0,39 %) 00:03:40 76,13 % 73,38 %
/stories/david-gilmour-gitarren-psychedelic-fx-pink-floyd/ 5.752(0,33 %) 5.164(0,34 %) 00:07:09 81,98 % 79,94 %
/workshops/das-richtige-einstellen-des-gitarrenhalses/ 5.698(0,32 %) 5.316(0,35 %) 00:06:46 87,59 % 86,89 %
/equipment/namm-2017-mv50-die-neuen-miniamps-von-vox/ 5.314(0,30 %) 4.892(0,32 %) 00:03:56 74,82 % 72,39 %
/equipment/effekte-fuer-gitarre-bass/ 5.264(0,30 %) 4.881(0,32 %) 00:05:21 86,36 % 85,22 %
/workshops/bass-klettband-jenseits-des-sattels-fuer-den-sound/ 4.794(0,27 %) 4.552(0,30 %) 00:03:35 83,15 % 79,50 %
/workshops/gitarrenpflege/ 4.619(0,26 %) 4.182(0,27 %) 00:05:56 85,58 % 83,91 %
/equipment/gibson-sg-standard/ 4.548(0,26 %) 3.665(0,24 %) 00:05:34 79,37 % 73,04 %
/equipment/gibson-les-paul-studio-2014-im-test/ 4.410(0,25 %) 3.862(0,25 %) 00:05:27 77,99 % 73,15 %
/stories/oktavreinheit-richtig-einstellen/ 4.358(0,25 %) 4.046(0,26 %) 00:06:29 86,20 % 85,36 %
/equipment/die-highlights-der-fuzz-guitar-show-in-goeteborg/ 4.194(0,24 %) 3.691(0,24 %) 00:04:24 79,39 % 74,49 %
/stories/joe-bonamassa-und-sein-equipment/ 4.194(0,24 %) 3.819(0,25 %) 00:07:02 82,66 % 76,20 %
/equipment/geschichte-der-e-gitarre/ 4.131(0,24 %) 3.563(0,23 %) 00:05:09 80,90 % 70,08 %
/workshops/gitarren-amp-sound-wird-ab-volume-5-6-undeutlich/ 4.078(0,23 %) 3.803(0,25 %) 00:03:06 70,59 % 68,05 %
/equipment/namm-2017-framus-ueberrascht-mit-the-plank/ 3.949(0,22 %) 3.656(0,24 %) 00:02:54 74,08 % 68,12 %
/workshops/pimp-your-cheapo-richwood-re-135/ 3.923(0,22 %) 3.596(0,24 %) 00:06:27 78,74 % 76,29 %
00:05:1700:02:31
Source: Ebner Media Group
The 7-Step Evergreen Strategy
Step 1: AUDIENCE – create personas
Step 2: KEYWORDS – identify & test topics
Step 3: SCHEDULE – daily, monthly, yearly
Step 4: UPDATE – every 90 days
Step 5: AMPLIFY – social media evergreens
Step 6: REPURPOSE – MIUs & channel matrix
Step 7: CONVERT – to e-mail & paid
Source: Ebner Media Group
Step 2Working with Algorithms
Metadata
Source: https://de.slideshare.net/Dataversity/metadata-strategies-61973907
Think Like a Data Strategist
Annex Business Media à Annex Data & Media
Source: Annex
Fruit, Vegetable, Producer, Agriculture, Equipment, Storage, HarvestingAgriculture Policy, Planning, Grants, Global Agriculture
Source: Annex
Source: Searchmetrics.com
Analyzing Search Volume & Pattern
From Metadata to Algorithms
Bayes’ Theorem: “the likelihood of an event A given that B is true”
Understanding Algorithms
Source: Wikipedia
Understanding Algorithms
Source: https://blog.statsbot.co/recommendation-system-algorithms-ba67f39ac9a3
Video Recommendation System Algorithm
“specific video watch (wt) at a given time t among millions of video classes (i) from a corpus (V) based on user (U) and context (C);”
Evolutionary Algorithms
• Based on Bayesian statistics• Continuously auto-improve elements, designs• Create self-learning A/B test schemes• Example: https://www.evolv.ai/ascend/
Connecting the (Easy) Dots
Products: Integromat (top); IfThisThanThat IFTTT, Microsoft Flow, Zapier
Step 3:Maximum Automation
Event & Webinar Sales Automation
E-Store Sales
Registr.
MarketingAutom.
Conversion
CRMMails,
Receipts
Pre-Event
EVENT
On Demand Webinar
as full Download
MIUs of Webinarfor Widgets, CIUs,
Dossiers
ContinuousTrigger Marketing
to all Users
Post-Event
Source: Ebner Media Group
Source: https://www.bcbusiness.ca/Exit-plan-how-to-sell-or-transfer-your-business-successfully
• Private+family businesses = 66% of CAN GDP!• 75% of owners are getting ready to retire• 47% of family biz have no succession plan• 70% of f. b. transfers fail between generations
BC Business Event/Webinar Series
E-Store Sales
Registr.
MarketingAutom.
ConversionEVENT
CRMMails,
Receipts
Pre-Event
On Demand Webinar
as full Download
MIUs of Webinarfor Widgets, CIUs,
Dossiers
ContinuousTrigger Marketing
to all Users
Post-Event
Step 4: How Metadata + Algorithms
Improve Conversions
Widget Conversion Rate:17%
Source: Ebner Media Group
Conversion & Commerce Optimization
1. Review Value + Conversion2. Commerce Amplification3. Update Content/Product Strategy
Source: Ebner Media Group
Step 5: Digital Algorithmsfor Print Marketing
Print Issue: 21xDigital Issue: 18xSubscriptions: 20x
Source: Ebner Media Group
ENTRY Kanal?
Post-Mail 1
E-Mail 1
Post-Mail + GS
EXIT
Kauf seit Mail 1?
E-Mail 2 + GS
Kauf seit Mail 1?
EXIT
Kauf seit Mail 1?
Open?
EXIT
Werbe-
sperre?
EXIT
OptIn?
Werbe-
sperre?
EXIT EXIT
EXIT
Post
Nein Nein
Ja Ja
Ja Nein
NeinJa
Nein
Nein
Nein
Ja Ja
Ja
+1 W +1 W
+2 W
E-Mail andPrint Trigger
Print Conversion Rate:12%
Digital Conversion Rate:10%
Source: Ebner Media Group
Automated Event Pre/Post Marketing
WidgetConversion
Digital Trigger: Specific Event Slots
Print Trigger: Slot-to-Subscriptions
B2B Publishing and Real-Time Algorithms
for Maximum Conversions
1. Personas, MIUs, Matrix, Evergreens2. Metadata à Algorithms3. Maximum Automation4. Conversion Elements5. Digital Trigger + Print Trigger
The Al-Co Strategy
www.fippcongress.com
