Content sequencing is going omnichannel.
OneSpot, whose tech sequences content across paid media, unveiled an expansion of its Content Sequencing platform Wednesday that brings the capabilities to owned media as well.
Launch partner Delta Faucet implemented OneSpot OnSite, designed for brands’ owned sites, last month on its “Inspired Living” section.
Located beneath articles about home remodels or how-tos, a OneSpot recirculation module in the style of Taboola or Outbrain is designed to keep readers engaging with Delta Faucet’s content. The bottom right corner contains a floating box with a product recommendation where a reader can click through and buy.
The early results are promising. Last week, a test showed a 26-29% increase in content engagement against a control group that didn’t receive suggestions from OneSpot.
Delta Faucet will also measure if OneSpot’s module drives sales. It hopes the “Inspired Living” content will prompt readers to update their faucets more than once every seven years, the current product life cycle.
“We think we have the opportunity with all the content we’re creating and, with the [OneSpot] remarketing banners, to shorten that life cycle and feed the idea that they don’t need a $20,000 remodel to upgrade their living space, but that for $50 they can have an upgraded showerhead,” said Jake Frick, website experience marketing manager for Delta Faucet.
Content marketing has become a strategic focus for Delta Faucet in recent years. The brand traditionally displays its product in showrooms and through retailers, and it has slipped behind Kohler and Moen in the mid-tier market.
Using content to build a direct relationship with customers, who were already reaching out to the brand through social media channels, is part of its plan to reclaim market share.
Delta Faucet “is an old tried-and-true brand that lost its connection with the younger generation,” Frick said. “We were much further behind three to five years ago, and we’re seeing a payoff from doing a lot of this work working with consumers directly.”
Delta Faucet is not alone in its desire to directly engage with its potential customers through content: Kraft, Mondelez, Intel and Microsoft are other OneSpot clients.
OneSpot CEO Steve Sachs said the company started developing this product expansion a year ago after realizing that brands wanted to coordinate communication not just across paid media, but also on their own sites and email newsletters.
“As we were talking with clients, we realized that content sequencing through the ad channel was helpful to them, but ultimately they didn’t really care about whether their content was being seen by people in the ad channel, on their own sites, social or email,” Sachs said.
Delta Faucet, which has used the OneSpot Content Sequencing platform for paid media before, plans to use the vendor again to remarket content. It will extend that strategy into email early next year, Frick said.
“We want to continually provide [consumers] with relevant content across the full life cycle.”
