Many agencies who practice “content is king!” have started to run into a problem with their long-term clients: too much content for too many niche prospects. The issue is that you can only add so many categories, tags, and sections to a website before navigation becomes impossible. All that niche content is dynamite if you can serve it to the right prospect, but if you lead with it, you risk pigeon-holing the client. On the other hand, if you go too broad in the appeal you might miss the mark.
Similarly, some companies have too many products, features, case studies, testimonials, blog posts, or service pages and have a tough time getting them in front of the right person. Some larger enterprise DXPs (Digital Experience Platforms) like Sitecore and Acquia include adaptive content hubs, but what about marketing agencies and SMBs that can’t afford to deploy a large enterprise-class solution like that?
ActiveDEMAND’s Storyboards are a great way to put the right content in front of the right person. They’re a board of excerpts that you can hyper-target to your prospects using all the arsenal of user behavior detection available in ActiveDEMAND. Prioritization of which excerpt or “story” shows up at the top depends on how you set up targeting and what the system detects.
Eric Murphy is the Digital Marketing Manager at ActiveDEMAND. He is responsible for driving the marketing strategy for the ActiveDEMAND integrated marketing platform. He has a strong background in online marketing, communications and working closely with sales teams. For many years Eric was an evangelist and marketer for the industrial communications community through guest articles, maintaining industry blogs and speaking at conferences and other events.