Content is king, or so marketers have been told. The reality is that unread and unused content litters every corner of today’s digital world. That’s because context is equally important to content—getting the right content in front of the right person becomes difficult, if not outright impossible, without it.
Cambridge Innovation Institute discovered this firsthand. Serving leading commercial, academic, government and research institutions in the life science, energy and technology industries, CII shares cutting-edge research with its audience via in-depth conferences, exhibitions, publications and training courses.
Content plays a critical role in CII’s digital strategy. Not only does content build the organization’s credibility as a thought leader, it also demonstrates the value of attending an event or training course – key website conversions for CII. However, as CII’s content library grew, showcasing targeted content to the right customers became near impossible.
“We were frontloading so much information, our visitors just weren’t willing to comb through it to find the relevant content,” explained Jaime Parlee, Marketing Analytics Director, CII.