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.
With 15+ years experience in digital marketing, Adriel is particularly adept at the numbers: SEO, PPC, web analytics and digital marketing strategies. He is passionate about connecting marketing with sales and making marketing better. In his off time, Adriel loves producing YouTube videos, writing blogs and recording podcasts.