The Power of Personalized

Content Marketing:

Changing BehaviorCase Study of Jose Miguel Sokoloff

Taya Cheong

Behavioral ChangeTendency content marketing a tool to lure in customers and gain profit.

The end goal of all content marketing

behavioral changeSuccessful marketing

- intrinsic motivation

- leads to behavior and action

Jose Miguel Solokoff

“I think about change, about how to change a behavior, how to change a perception. That’s the business we’re in. We’re in the business of changing minds.”

Why should we only use marketing to sell products and gain profit?

Why can’t we use marketing to spread ideas, to stop violence and war, and to

create peace?

Personalized Content Master Jose Miguel

Solokoff

Operation River Light

Mothers’ Voices

Operation Christmas

Case STudy: Operation Christmas and Mothers’

Voices

PERSONALIZED CONTENT

MARKETING

The first rule of thumb for creating personalized content is Empathy. The more you understand and know the needs of an individual, the better chance you have in changing the behavior of that

individual.

who?

when?

What?

Where?

you don't need to something huge and grandeur to move someone's behavior and later change it. Only

when you pay a little more attention to personalizing content, change can be sustainable, and possible.

Question 1

Content Personalization: How much is too much?

Question 2

What are your thoughts in creating social change through marketing?