Empower Your Business with Sales Content Automation in Canada

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foreign [Music] I'll definitely try to make this this uh useful a good use of your time and really uh hopefully at the end of this presentation you have some good strategies as well as some uh learn about some ways of uh scaling scaling uh engagement uh using using automation um a lot of the content in this uh uh this this webinar is really going to be geared towards those that are faced with having to do marketing for multiple locations a lot of the stuff I'll talk about is there's also a good use for it if you're just marketing for your business but uh really the power of what I'm going to be talking about today is if you're in the scenario where you have one business and multiple locations or you have to do marketing for multiple clients uh this type of stuff so really uh the idea of a uh multiple location if you think about the growth of any type of business you know specifically even local businesses we have some some company it starts off somebody throws their shingle out and starts working starts uh getting some success and uh then they make the decision well I'm gonna how I'm gonna grow is I'm gonna start adding more replicating what the magic that I'm doing here at Acme Inc uh in different geo geographic locations so it's a case that uh you know I open one maybe I uh uh my uh one of my brothers or my family members or a good friend or is one of my uh subordinates who's doing really well they move into that location and slowly I start building up my my business across uh uh the city and then into other cities Etc and this pattern that you that I'm describing here is uh one is of course like the I meant mentioned as a business expansion is a good example of that but definitely we see this in other types of businesses like for example Senior Living where I have an operator that has multiple multiple buildings maybe in one city maybe across the country and some of them have you know across multiple countries another place where this pattern is prevalent is in franchises right so it's a case that somebody's found a business process or business model that works extremely well and they decide the way they're going to grow it is by licensing out and helping people take that business model or that design pattern of business and succeeding with that uh with that pattern and another place that we see this is uh vertically focused agencies you know agencies marketing agencies that are uh have a specific Niche or their have a specific Playbook that is they're doing very well with and they're looking to drive that growth across multiple businesses now really if we think about engagement specifically with in the case of uh location specific businesses if there's if these businesses are uh there's a reason to open another location chances are that location the reason they're going there I mean there could be reasons for distribution Etc but the main one is for engagement with the people in that location so there's some connection between the the location of the business and the audience or the potential customer base around that specific location hence really what we need to be thinking about we need to think about this in all of our marketing is there's real people out there right we're engaging we need to be making connections with uh with real people in any of our marketing engagements we have to think about uh the people that were we're connecting with and really if it's a case that uh we're trying to leverage the uh Locale it's the case that uh definitely each of the locations uh typically will have some unique Flair about that specific location uh it's a case that uh you know there's maybe location specific branding but definitely uh we would want to have location specific social channels the Facebook page for uh uh Acme Inc on Memorial Drive or uh uh or basically they want to build a a community if you will a community a community audience that connects with that business operating in that specific location so really we need locally focused Outreach and definitely in the topic of this conversation is really about local content engagement and driving content uh at the local level now really the the message here is is that uh it is always in my opinion it we have to think about uh the business itself operating in that location um if I think about for example uh for the case of you uh use case of senior living for example um you know here I'm in Canada and one of the brands that is uh is big in Canada is a is a brand uh Chartwell and they have uh I don't know 300 300 communities across Canada and but if I'm thinking about a place for uh my mom uh to to move into a seniors facility the reality is I you know uh I'm not thinking about Chartwell I'm thinking about for example the colonel Belcher on Memorial right they've it's on my way to work the facilities are nice and new and modern and uh the people there are really good so it's the point that my story is it's really about the location it's not about the brand it is about the specific location of the business and so a little bit here of course this is uh um the content of this this is centered around driving uh automation with some of our Innovations here at active demand and really what active demand is for those that are uh new to this this webinar and you to us is that we provide a uh a unique platform that is a multi-tenant all-in-one marketing stack so really it's it's if you can imagine a marketing stack for operating for one business the magic of active demand is it enables you to scale across multiple businesses with a full stack uh full stack platform so really the the model that uh people are using with active demand in the scenario of multi-location marketing is that there's some uh central location the corporate office and there are multiple individual locations and a unique architecture of our platform is that it enables you to literally create a island of success if you will for every single location that is uh under the business and of course for marketing agencies that are uh vertically focused driving this across multiple uh you can just imagine this in multi uh multiple uh uh multiple business units but the end of the day is that from the central location is that we drive the marketing initiatives down to the individual locations so it's campaigns uh maybe it's assets this type of stuff and with the platform it makes it very easy to create these uh blueprints of success if you will and deploy them across multiple locations and so it's a case that not only for campaigns but also for entire account templates where you can create what this business looks like as a blueprint and then as you add locations literally it's just a few minutes to onboard a entire new location with uh with the platform but uh really it's the concept here is that it's uh centrally managed but definitely those folks that have multiplications some of the locations there's people that are you know not only good at operating the business they're also very good at driving the local story so it's a case that with this platform it allows you to unlock some of the tools set for specific locations that have the capabilities to actually drive their own initiatives but it also allows you to drive the initiative centrally and of course because it is a multi-tenant system where all of the pieces are connected the reporting also is is pulled in centrally so really the the topic of this conversation in this webinar is about uh specifically that the use of content for uh content for driving uh driving marketing and with this concept of content automation to enable you to scale uh scale marketing at a local level across multiple facilities or buildings and so really the this back to this picture here the idea is is that centrally it's a case that the central whether it's a marketing agency or your marketing team uh they drive content they create content and the content is disseminated to each of the individual locations and the idea here is is that the content that is being driven to the individual locations this can drive uh social engagement it can drive uh email engagement and whether it's a case you're doing driving all of the initiatives centrally or enabling the local Folks at the individual Community or building or location they as well you can enable them to actually drive some of the initiatives if they have the time uh time and expertise to be able to do it so really the concept here is being able to focus your effort at in and at a corporate level and deliver shareable content basically is creating content that each of the locations can use and share on social media or embed in emails or embed in in uh in marketing automation initiatives so and it's not just from the perspective of uh creating shareable content but actually as you'll see today being able to literally automate and create newsletter campaigns that are driven by the creation of content and automate uh social posting across uh hundreds of uh local Facebook or other social channels uh uh at the specific location centered around the individual location and like I mentioned as well as being able to and this has always been a challenge is how do you get contextual content that is fresh when you're using uh marketing Automation and sequences and I'll I'll talk about that as being possible today with uh with with the content automation system that I'll be discussing so in this example I'm going to be using a fictitious company which is a special care senior living and if you can imagine this company it has multiple communities uh across uh geographically but uh for the purpose of this discussion there's going to be two individual communities one is the Oaks and the other one is Aspen Springs and I'll talk about how we can drive a Content strategy and do content automation using uh using this this example so this is active demand and this is the view I'm logged in currently at the top level location and if you see here there's multiple Community accounts under this top level account that I have access to as the administrator of uh Special Care Senior Living corporate and in my uh on my dashboard I can see uh roll-up reports to see how campaigns or how individual communities are doing I as well have funnel visualization to be able to visualize uh the the path of people engaging with the campaigns I can look at contacts based on care type stage and of course uh attribution across across the accounts but really the topic here is about how me as the administrator or head of the marketer marketing department for Special Care Senior Living how do I drive local engagement across my Fleet of communities so really the basis of this uh this concept is first I want to introduce this concept of a Content card and what a Content card is is a piece of uh it's basically an object that represents some piece of content so the content in this case as you see with our blog we have uh each of these content cards represents a blog post right or if you're on our website you can go over and look at webcasts for example and you would see another something that looks like this which is a a collection of cards and uh the card has some type of a summary of a piece of content so there's an image there's a title there's some type of an excerpt and then there is a call to action to go engage with this content so our team when we're doing things like this with the webinar or we're creating blog posts we're driving this content onto our website and then us as marketers we want people to of course engage with the content so the content on the website it drives one piece as it drives uh SEO but two is that through our other uh channels like whether it's uh paid advertising to try drive drive interest in the in the content or we're doing social media engagement uh with this content or even emails so there's lots of ways that we're trying to leverage uh leverage this content so it's there's a we've been doing this for a long time so it's a case we have probably about 2 000 blog posts on our website and uh but at the end of the day it's not about taking that blog post and feeding it to somebody it's trying to uh entice somebody to engage with that content so the first thing you're seeing here here is what's called a Content hub so this is a an uh an asset and most uh WordPress sites have a some rendition of this content Hub where it's a collection of these content cards that is presented to visitors who are looking to consume the content and uh uh and then there's different categories Etc but in our terminology this uh content Hub what's unique about what I'm going to be showing you today is that with active demands content hubs literally each card knows who is uh uh who this car who is interested in the in the content so me as a visitor when I come to this website really what it should I should be seeing is content that is uh interested that I'm interested in so how do we know that well as if those that have been using active demand for a long time we track everything prospects are doing and throughout their entire Journey uh it's a unique uh it builds a unique persona for each website visitor and through the development of this website this Persona uh with the content targeting uh literally we can have the the right content presented to somebody when they're viewing for example content through our Dynamic content Hub so that's one use case of uh of uh presenting the content but once you see what we're doing in the back end with uh with content uh the content cards you'll see there's a lot of magic here so in an account there is this uh this uh content card library and this is really what drives a lot of the things I'm going to be showing you today specifically along the lines of content automation so again a Content card it's just a uh it's an image it's uh there's some type of a URL that is uh where the real content uh content lies and there's some type of taxonomy so the taxonomy similar to with the blog posts the blog posts will have tags and categories in here we call them topics and categories and then there's an excerpt right the excerpt is some summary of the content that uh uh that's going to be again we're going to try to entice people to go and engage and consume with their content to them when they're on the website we'll have all kinds of strategies to get them to move along the buyer Journey uh it isn't just a blog post like for us we're using Dynamic content to try to get people once they're engaging with the content to move to the next step but really the the concept here I want to introduce is this content card and so the content card is something that is uh that will be leveraged and has utility uh in in in in in automation so it's a case that uh so there's this content card Library that's and I'm in the top level account here this is a bunch of content that I've as a uh as a the corporate marketing department I've created blog posts and there's a representation of these blog posts as cards so one way of creating cards is I can just go create a card here or if it's a case that I want uh and I'll just show you this this is the first introduction to uh content automation capabilities is we can actually connect with RSS feeds to websites because for the example of our blog basically with WordPress it serves all of our blog posts up as RSS as in an RSS feed so literally all I do is connect my account to my uh blog using RSS and now if I create any blog posts literally uh the RSS feed will serve them and our RSV reader will start populating uh populating the content card Library so it's a case that uh really Mo the majority of the time I'm actually creating content on the website and then letting the content card Library itself uh basically populate based on based on uh it being served up from the website via RSS now another aspect of these carts that is uh different than for example looking at the cards on the uh on on WordPress is there's a concept of targeting so in our platform you can basically be uh create behavioral targeting on each card so the card intrinsically knows who it should be displaying itself to right so I'll be talking a bit about this uh later on in the presentation but really the I'll just start off from a high level there is a Content card the content card represents a piece of content on the website or some type of a piece of content that uh I want people to engage with now how I'm going to be using this content in most cases is I will go into for example a campaign so this is our campaign window in uh one of our campaign interfaces in active demand this specifically is a calendar campaign now one of the things I typically will be doing to getting to get my content uh out to folks is I will share it on social media now for anybody uh on on the call that has to do uh social posts quite often you'll uh go to the website start looking for Content that you're interested in Sharing uh socially and then uh creating uh creating social posts in your in in a in some type of a piece of software so with uh Arc Content Library basically we expose the con entire Content Library on the calendar so literally I can just choose content I can pick through the taxonomy uh choose the specific piece of content and then choose the social Channel it will use the content to generate uh generate my social post so that's one use case of uh of using the uh using uh content for manual social posts literally just going in choosing content in the library and then uh then scheduling using using the content card to fill the social post so another use case of this is in emails so I talked about uh location specific marketing and I'll I'll follow back up on that in just a few minutes but usually when we're doing some type of a email campaign uh again we're typically not uh I don't try to educate people in my newsletters or emails really my the intent of an email for me is to get somebody to our website right so I like to keep a short concise I need to get people to engage with the piece of content and then ideally get them to the website as a result of uh reading the email so usually it's a case that I have when I'm doing something it's uh there's a title there's a bit of a content and then there's a button and I'll usually use an image as well which sounds familiar it sounds just like a Content card so again here I am with my Content Library and uh I take my cards that I'm you know if I'm getting people to go to the website then that there should be a Content card for it so literally all I do is drag my piece of content from the Content Library into the email and it takes the title the image the excerpt the uh the call to action button the image has its link uh as linked as its title Etc so literally it saved me a whole bunch of time just getting the content into the email and then all I have to do is really focus on the styling of the of the content itself what's the button look like uh what's the title look like Etc right but usually this is how handled by the brand object for those that are familiar with active demand so literally I'm just dragging the content uh content into uh into the um uh uh into the email now it's a case that uh I talk about location in my my scenario of uh of uh this fictitious Senior Living company there is multiple locations the same email I can clone it across multiple locations and of course back to the focus of the uh individual uh facility uh The Branding the the social channels the uh the colors the images all of this stuff is really uh abstracted to the individual account so you see here I have Aspen Springs I'm looking at the same email in my account at Aspen Springs I'm looking at the same email in in the Oaks right so it's really whenever we're driving any of the content whether I'm in uh the top level account or the Aspen Springs account each of these accounts has their own social channels has their own uh uh audiences right so whether we're doing if I'm going to do a social post here it's on the Aspen Springs Facebook account or Instagram account or what have you right so the any of the content that I'm doing at any individual location uh one is it's really about building the uh the community if you will or the audience uh related to uh related to my specific location so right now all I'm all I've shown you so far is that there's this these content cards each of the locations can have content cards and it it makes the manual process of uh uh engagement whether it's an email or social that uh it reduces a bunch of the steps because literally automating the the uh grabbing of this card from the website and making it available to use inside inside our marketing campaigns so now I'm going to take things a little bit further with these content cards and I'm going to talk about content automation so content Automation in our platform is driven uh from uh one piece I showed you was this RSS feed right so con one the automation is is creating the content cards automatically when we create blog posts on the website so most things if you're familiar with active demand from an automation perspective are driven by uh when prospects do something right they go to the website they click links they scroll they open emails they engage with chat all of these things that people do historically have been used for driving the concepts of marketing automation but what I'm going to be talking about today is a Content driven automation so as things are added to our Content Library here basically what the the pattern we're using to drive automation is it's the creation of the content card that we use to trigger automations so one type of automation for example is I mentioned that each card can intrinsically know uh who its audience is right so it's it would be definitely a a lot of effort required to set up targeting on each card so what we've introduced is the concept of content automation is really what we do is all of our automations start in the same place where there is a rule and it is looking at uh the card that was just created evaluates it against this criteria so for example the taxonomy who wrote it where the source was what was the excerpt whatever so there is some type of a an inspection that happens when a card enters the library and if it matches this this uh criteria then it takes some type of automated action and in this case the automated action that I'm showing you is automating content card targeting so if it's for example this is about uh Assisted Living for example so if we see a card and it is under the category of Assisted Living then what I'll do is I'll say this card should be uh uh targeting anybody that uh uh uh is has been flagged as interested in assisted living and this can be done with automation with a workflow or uh we could even use a segment that sets this or it's set in the CRM or what have you so literally when I save this uh save this rule any new cards that are created if they match the Criterion my rule it will take the action of setting up uh the targeting on the cards so there's one example of uh of autumni content automation another type of content automation is if we think about it typically what we're doing is with that content the two channels that typically we're using in the platform or any type of platform is one social engagement right let's get this content out to social media so another type of content automation is the automate social posting so again same story here is that there's some type of a rule set that inspects a card when it's created and then once it's created what we will do is go into this campaign which is let's say it's content or June content or content what have you and then I will in this case this account only has Facebook and Instagram maybe I'm just going to go post on uh Facebook I should say on Instagram and I'll use this post slot schedule and really it's a little bit abstract here but I'll just explain it so let's say I enable this Rule and then I create a blog post or somebody does on Saturday what this will do if it matches this criteria the rule it's going to do if it matches it it's going to go into this campaign and it will do a schedule in Instagram post in the next available slot which is Monday now if I am really prolific and I write another blog post on on I should this is I should say Saturday it's a case that instead of going and loading up Monday with a whole bunch of Instagram posts it's going to go in and post one on Wednesday so literally the this rule remembers the last scheduled post so it disconnects the creation of content from the dissemination of content in social media so I can create as much content as I want and uh literally I can rest assured that it's going to just schedule out the the social posts off into the future now quite often and this is a common strategy as people will reuse content in social media so what we can do here is say we can create a repeat schedule so that uh after the post is published recreate that post every eight months and do this at you know maybe six times so literally for the next six years the the social engagement for this piece of content has been taken care of and all I've done is create a rule so literally I'm not going into the campaign and doing the social posts it is doing the social posts on my Facebook channel for the uh top level account which is uh special care corporate now the uh next type of automation that I'll talk about is uh uh how do we get um content in for example drip campaigns right this has always been a challenge is that we have some type of an autoresponder or a drip campaign or something like that and you know it's always the case that we're faced with not being able to put uh uh fresh content in there because there is the the concept of the the the workflow is that uh you know it's Timeless in other words somebody's gonna enter this workflow today tomorrow next week next month Etc right so how do we automate content injection in the context of a uh traditional uh workflow or marketing automation sequence so how we achieve that is if we look at this email um the one way of getting content into the email like I said is dragging the static content but that's always going to be in the email from now on so this is one of the emails in my sequence so what we have is the concept of a dynamic card and this Dynamic card when I drag it onto my email literally what this is is a placeholder for content so as you see here it's just a it's literally just a template of what content would look like if it was embedded in my email and so I can change the styling of the button there's going to be some type of an excerpt I can change the styling of the header image Etc but really again this is just a placeholder and there's a rule associated with this uh with this content that says when this email goes out the door go into the library and find any content that was published in the last month and Minima and and produce a minimum I mean a maximum of three content cards so with this uh with this uh block again if there's no new content it's a case that this block will uh will produce note content but uh if there is content then it will inject using the styles of that of that block it will use the styles of that block to inject the content so literally this is a way to automate uh injection of fresh content uh into sequences and when you use this it actually honors the uh it honors the um uh uh the targeting that if there's targeting on the cards each recipient whether this is embedded in a newsletter or a drip campaign it doesn't matter it will look at the recipient and it will show them the content that is right for them based on the targeting so if there's a person that is I don't have any fresh content here but if there's a person that is only interested in this Assisted Living For example that's all they're going to see is Assisted Living content so it's uh it's not only automating the injection of content it's injecting the right content for the recipient now that leads me to the next type of uh automation which is um subscriber updates so with a subscriber update automation again it's a rule that is evaluated when a new content card enters your library right so again if this is matches this criteria then what we're going to do with this rule is we'll go into this campaign and we will use this email template which will have this card I just talked about and it will schedule a newsletter to be sent once a month so basically if a Content card is created for example on the second of the month is uh and it matches this criteria of this uh this rule it will go into this campaign and create a newsletter using this template automatically and if I create another blog post on the second again it's not going to create another newsletter because this special card can handle multiple uh pieces of content so literally it disconnects the creation of content throughout the month and the sending of newsletters to people who are interested in the content you're consuming so literally I'm not I once this is set up again all I'm doing is going to my blog creating content and it will automatically do my social posts squeeze all the social juice out of that out of that uh out of that content card from via social media with the repeats and it will automatically create a newsletter and send it to the subscribers who are interested in the specific type of content and if no content is created no social posts are created and this newsletter is not created either so yeah long story short is what I'm showing you is that the ability to create uh content and have it drive social media and as well newsletters with uh without having to actually go into the platform once the rule is set up now uh I'm going to switch Focus to talk about how do we uh Drive content across multiple locations so I've shown you that the ability to automate the creation I should say automate the collection of content uh automate the uh engagement with this content but now I'm going to talk about how we enable multiple locations to take things into their own hands right so we have this concept of a global Content Library so the global Content Library is that card Library I described but it is a combination of locally produced content and content that has been shared or entered into the global Library and the global Content Library is managed at the top level account so the administrator controls each account whether they are participating in the global library and whether or not they can see content that is uh in the global Library now anybody in the individual accounts they may have content that they produce that should go to the global Library so one is they can say you know consider this for sharing in the global library but again it's the administrator of the top level account that decides who uh who actually which content goes into the global life so it's like a moderator for the global Library and as well if the administrator you know what uh the the people in this community they are producing so much great content I feel safe that that content should just enter automatically again the administrator can choose any content in here can be driven automatically into the global Library so really the idea of the global library is that it's producing content that I should say it's exposing content that is produced uh anywhere within the the uh the fleet of uh businesses whether it's a local business or corporate but it literally is choosing to uh expose this content across a fleet of businesses so how that works out is if I look here I'm in Aspen Springs and if I look at my Content Library It's a combination of content that has been produced at the top level which is Corporate and content that I'm producing myself so when I'm going in and doing social posts I get to choose from content that was produced by headquarters or content that is been produced uh locally when I'm doing my social engagement as well in my email so it's really it's a case that I have uh uh I'm giving access to content to solve the problem of you're too busy in the local location to produce the content we have the time the budget Etc to create content at the top level now if I look at for example here I'm in the uh actually it's the Oaks account and with the Oaks account we've set it up so that it does not have access to the global Library so the only content that they see is the content they produce locally so it's a system where you can automate the uh you can produce content that uh is used by multiple locations to drive their their engagement but in this case with the global Library a couple of rules right so the rules of the global library number one is if content has been shared and I see this content was shared with me I can't edit it in an account that didn't create the content which makes sense right is that uh somebody shared the content with me I should be able to use it but I shouldn't be if I've shared it I don't want people just willy-nilly editing it so that's the first rule is you can't edit content that has been shared with you but I can clone the content in my account and then I can do whatever I want with it because now it's my my content right rule number two content that enters the global Library will not drive content automation in any account that isn't producing the content which makes sense as well to me because I don't want content that was uh in some cases produced uh in some other account to just automatically show up on my Facebook page right so really the concept of the global share is to produce content that enables people in multiple locations to have a Content Library for their own engagement now that leads me to the next piece of the story which is another type of content automation which is content cloning automation so what this is at the top level account if I'm producing content I can literally if I'm producing for example Assisted Living content I know which locations have assisted living right and so what it's the case that with this rule when the content is created and it matches this criteria it clones a copy of the content card into the individual accounts that are set up in this rules in this rule rather and that can drive content automation so it's a case that as an administrator I know for example Aspen Springs they just don't have the bandwidth to do any type of local marketing but there's lots of content that we you know it's useful for we are uh that's topical we can drive it to the uh Aspen brings this Facebook page and we can send out newsletters on Aspen Springs behalf uh with content that again is branded in the emails to Aspen Springs from the sales person or leasing counselor Etc so really what I'm showing you here is the ability to create uh content um at a uh at a uh in a top level account and it drives the content into multiple locations location accounts and you can choose on a per location basis whether or not this location is going to be doing stuff manually or this location I'm we're automatically going to create social posts newsletters Etc across uh uh from from the head office or this one it's a mix mix of the two we're going to do some content Automation and drive newsletters in that location and they as well are going to take on some of the lifting and driving their own own engagement at that location so because of the multi-tenant architecture each location is independent so this car this uh you can treat set up this account completely different than this account and again back to my previous slides is that this the reporting and the control is managed uh at the uh at the top level so yeah hopefully I've shown you some uh good use cases in the last actually I'll show you one more thing before the end of this call it's about the creating of content so with the creating of content it's a case that uh um you know one is that uh you can create newsletters or blog posts Etc as we also have the ability to automate the creation of blog or schedule the blog posts as part of a campaign so in the platform literally you can create the blog post schedule the blog post it will schedule them and execute them in WordPress which again drives the RSS feed but we also have native chat GPT integration so that if you are looking to leverage automation uh or content automation with AI uh literally you can take uh chat gbt to help you with the content edit the content and then schedule the post which goes to the WordPress and then that feeds the uh the social I should say the RSS feed which drives all of the automation uh uh uh Downstream so that's the story is that uh really it's about uh how do we drive uh drive use content automation to drive local success when you're in the scenario app having multiple facilities multiple locations Etc and hopefully you've seen as well even if you just have one business and what you're focusing on driving marketing for your business you know there's 24 hours in the day and we're already working all night why not leverage automation to do some take some of the lifting take some of the load off of us and reduce the amount of effort for uh for getting getting uh engaged engagement with our with our perspective uh Pro our prospects and clients