Business analysts have been yelling it for years: "Content is king!"
But in the ever-diversifying world of desktops, laptops, smartphones, tablets and peripherals, one piece of content can look very different to each viewer in even the smallest of audiences, and the circumstances under which each potential customer is introduced to a single piece of content can vary wildly. That's where content marketing firms have been honing their services lately, attempting to customize content from both a visual and psychological perspective, striving to make every bit of content make sense to each person to whom it's delivered.
pictured: employees working in OneSpot's Austin headquarters
Austin-based PaaS startup OneSpot hopes to stake its claim in the content delivery market by helping clients target the right audiences and not just deliver the right content, but also at the right time, in the right order, with the right context around it. Focusing on "making content work harder," OneSpot focuses on content sequencing, a term used for figuring out where a customer is in his or her relationship to a brand and then delivering a series of content in an appropriate context with messaging that targets the customer's needs at that time.
Going a step beyond the clicks and pageviews so often touted by digital marketing firms as content marketing's gold standards, the company says it places an emphasis on awareness, consideration and preference — concepts that it says matter far more than mere click-through rates.
Clients benefiting from OneSpot's approach include Whole Foods, Johnson & Johnson and Intel. Of its work with Intel, it says in a case study, "[They're] consistently recognized for their innovative and compelling branded content. They wanted to launch a new section of their resource hub devoted to wearable technology. While they wanted to drive traffic to the hub, ultimately their goal was to create an engaged crowd of everyday tech enthusiasts."
OneSpot's campaign yielded a 23 percent lift in engagement on Intel's site, lowered the bounce rate by seven percent and clocked in at 33 percent above its response rate goal. In the case study, one of Intel's global content strategists, Luke Kintigh, called OneSpot "the difference between basic content distribution and content-driven relationship building."
pictured: OneSpot CMO Adam Weinroth
So far, 2015 looks to be an extension of the same type of effort. "In the year ahead we'll be heavily focused on expanding the capabilities of our platform, making our unique Content Sequencing technology even more powerful and helping the world's best brands drive business results from their content marketing efforts," said Adam Weinroth, OneSpot's chief marketing officer.
Founded in 2013, the company has raised $11.7M through 5 rounds with 12 investors total, with the most recent round taking place in November 2013 and bringing in $5.3M from Mohr Davidow Ventures, Mack Capital, Brett Hurt, Capital Factory and RSL Ventures.
Headquartered in Austin, OneSpot also has offices in Chicago, New York and San Francisco. Weinroth said the brand will likely look to fill engineering, services and marketing positions in Austin, as well as sales positions elsewhere, throughout 2015.