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Marketers as Publishers: Your Questions Answered
In our recent webinar, Marketers as Publishers, there were a number of questions we didn’t have time to answer in the Q&A session. The specifics of the questions differed, but three prevailing themes emerged. Attendees wanted more information on how to create targeted content for different audiences, how to deliver that content by using website personalization, and how to distribute it across multiple platforms easily. In response, here are a few concrete tips to consider. For more information, check out our white paper, How to Master the Art of Content Marketing, and learn online about the Limelight Dynamic Site Platform.
How to Create Targeted Content
Content targeting is both an art and a science, but the better you know your audience, the better chance you have of providing 
contextually relevant material. On the art side, spend time in external dialog with the types of people you want to reach. See what they’re reading and saying online, and engage in active conversation to understand what they want that you can offer. On the science side of the equation, divide your audience into different target groups based on the information you can collect about them. Use IP addresses to help pinpoint geographic location, SEO to learn what keywords resonate best, anonymous tracking to categorize common behavioral patterns, and site registrations to understand personal preferences. Then develop content based on that data.
How to Deliver Targeted Content Using Site Personalization
The Limelight Networks Dynamic Site Platform includes website marketing acceleration tools. Once you’ve created targeted content, our technology helps you deliver it to the right people, as they browse your website, using several different techniques. These include anonymous visitor identification, progressive profiling based on information captured over multiple visits, lead scoring with the use of behavioral data, automated pushing of content based on any data collected, ongoing reporting of content marketing results, and integration with major marketing automation software products including Salesforce, Eloqua and Marketo.
How to Distribute Content across Multiple Platforms Easily
Content distribution has gotten a lot trickier with the proliferation of smartphones and tablets, but luckily there are tools to simplify the process. The easiest way to manage delivery to multiple platforms is work from a single content repository and then feed that content to different templates based on the platforms you need to reach. Once again, the Limelight Dynamic Site Platform can enable this workflow for you. Our template-based web content management system is easy to use and comes with multi-lingual and multi-site management, advanced publisher tools, social media integration and more.
