One (Fictional) Marketer’s Journey: Stay Up Late to Get it Done
Jenny knows you’re right. This whole personalized feed via Braze Content Cards was her idea, after all. So she created dozens of campaigns aimed at ensuring every user has an actual inbox full of Content Cards, instead of just one or two seemingly random alerts when they update the app. After a bit of hair-pulling, here’s how she went about getting her personalized feed of relevant content set up:
- She sorted through her list of Braze segments and selected 10 of the largest “category” audiences that she’d market against to get things started. These included things like “Politics,” “Science,” and “Long-Form.”
- She then went through a few of their most recent newsletters and social media posts to identify articles that fit those categories, but were not the biggest stories of the day. She wanted these selections to feel like a special find, not an obvious one.
- She tweaked the copy and headline to fit the Content Card medium, and skipped the picture aspect for now. She needed to get these out the door. In the future, she could work with Product to automate things with the Braze platform’s Connected Content dynamic personalization feature, or even give her social team Braze access to populate these as part of their process.
- Next, she created three cards that everybody with the latest app version would receive: One touting the new “Very Important Politer” loyalty program, one showcasing the point of the new feed itself (which she pinned), and one highlighting their latest newsletter.
- She did a final check for all 13 of her new campaigns and hit Send on each so their Cards would be there as soon as the app was installed.
Finally, she shut her laptop just before midnight. As she dropped into bed, she vowed to have a shower beer in the morning since she skipped Politer Weekly’s Virtual Flag Day happy hour to reach the finish line.
Ashley Christiano is a Principal Customer Marketing Manager, Global SMB based out of Los Angeles. When she’s not helping customers get more out of Braze, she’s probably sorting her books by color, writing horoscopes, or hanging out with her cat Gracie and dog Louise.