Melissa Breker_Jenny Magic_CMWorld 2014_adaptive content strategy_PDF

GETTING STARTED WITH
ADAPTIVE CONTENT
Delivering Dynamic Content Chunks to the Right Audience, on Any Device
Jenny Magic & Melissa Breker
@JennyLMagic • @MelissaBreker
@CMIContent • #CMWorld
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld

Hi! I’m Jenny.
I’m a tech
geek who
loves words. Hi! I’m Melissa.
I’ll answer in
reverse
order…
I’m a word
nerd who loves
tech.

THE ROADMAP

YOU
MAY BE
WONDERING:
Will this work
with my
technology?
What exactly is
Adaptive
Content?
Will there be
candy?
This work, “This work, “Wondering” is a derivative of “I'll Think About It / Lichtenstein” by Tony Aceves, used under CC BY-NC 2.0

ADAPTIVE CONTENT DEFINED
Adaptive Content:
!
Content that is designed to adapt to
the needs of the customer, not just
cosmetically, but also in substance and
in capability.
!
- Charles Cooper, The Language of Content Strategy

Real-time
Contextual
Tailored
Relevant
Dynamic
Personalized
Customer-centric
Web personalization
Content Strategy
Marketing
Digital Experiences
!
!
And the list goes on…
ALSO KNOWN AS…

TWO KEY DECISIONS
WHAT TO ADAPT?
• Content Mix
• Content Priority
• Navigation
• Site Architecture
• Imagery & Design
!
BASED ON WHAT?
• Environment: Location/
Weather/ Date/ Time/ Events
• User Traits: Device/
Language/ Speed
• History: Purchases, customer
service
• Intention: Traffic source,
browsing history

Vintage Highway Sign, Amazon.com

NONE OF YOU ARE HERE BY CHOICE
1. Skyrocketing customer expectations
2. Data explosion
3. Technology complexity
60% of marketers note they struggle to personalize content in real
time, yet 77 percent believe real-time personalization is crucial. !
http://offers.adobe.com/en/na/marketing/landings/_46316_real_time_marketing_insights_study.html

Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0

JUST
TRYING TO
HOLD ON
"FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0

ON-RAMP AT LOW SPEED
• Quick Wins
• Proof of concept
• No tool recommendations
• Prep for integrated solutions
“Sign of the Times” by Finger Food, CC BY-NC 2.0

CONTENT
+
TECHNOLOGY
"Spaghetti Junction" by Highways Agency, CC BY 2.0

MOBILE BROUGHT US HERE
Responsive Web Design
"Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0

MULTI-SCREEN REQUIRES ADAPTING
• To the Screen Size
– Content priority, navigation layers, imagery
• To the Device Capabilities
– Click to call, gestures, GPS, text-to-speech

PRODUCT RECOMMENDATIONS

STRATEGY LEADS TECHNOLOGY
Truth #1:
Adaptive Content is possible
… if you know what to ask for.
Truth #2:
If you don’t ask,
the answer will always be no.

LUCKILY IT’S PROFITABLE
• 3 to 10 times click through and
conversion rates
• $300 Million in margins by matching
messaging to buyer journey.
“Digitizing the Consumer Decision Journey” McKinsey & Company, June 2014.

ENGAGEMENT & REVENUE
• 23% conversion rate form submission
• 41% increase in time on site
• 22% increase in pages per visit
• 28% bounce rate decrease
• 300% increase in traffic to product page

SURPRISE & DELIGHT
"What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0

HOW DOES
IT WORK?
“Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0

IMPLEMENTATIONS VARY
“Training Wheels”
• $
• Keep your CMS
• Limited
• Generalized analytics
!
!
!
Integrated Approach
• $$$
• New Technology Stack
• Omni-channel
• Session-based analytics
THERE IS NO ONE-SIZE-FITS-ALL SOLUTION

UNDER THE HOOD
• Progressive Enhancement + Personalization
• Various data sources – internal and external
– Analytics: geography, referring site, keywords, device, time
on site, pages visited
– Internal data: CRM, e-mail campaigns, lead nurturing
– External data: Omnichannel browsing, aggregated
recommendation engines, social media

BASIC ADAPTIVE TECH PROCESS
1. Segment Website Visitors
2. Layer in Context
3. Personalize Based on Rules
!
Right Content, Right User, Right Time

SEGMENT WEBSITE VISITORS
• User Agent String
– IP address
– New vs. Returning
– Device
• User Login
• Purchase History
• …And new stuff all the time

LAYER IN CONTEXT
• Environment/ general context
• Traffic source: SEM/ PPC/ Email campaign
• Site search
• Browsing Patterns
!
Identifiers can be stored client-side as cookies, in URL, in Local
Storage, etc.

Some “training wheels” examples:
1. Welcome screen for logged in users
2. Imagery based on browsing patterns
3. Location-centered resources
4. Customized product selection
Match Customers to Content
PERSONALIZE

WELCOME SCREEN

PRIVACY + THE CREEPY FACTOR
“Consumers consistently show a desire to
provide more data
when companies use captured information to
provide truly helpful feedback”
!!!!!!
The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.

IMAGERY

RESOURCES

PRODUCT SELECTION

"Wrong Way" by David Goehring, CC BY 2.0

DON’T START WITH THE TECHNOLOGY
“Forrester clients often ask about personalization technology solutions
before having done any customer research or creating a
personalization strategy.
These organizations often end up with
misaligned technology decisions or with
technology that sits on the shelf.”
!!
“Advance To Next-Generation Personalization” Forrester. January 2014

http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html

ADAPTIVE CONTENT STRATEGY
“Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0

START WITH CONTENT STRATEGY
WHO WHAT WHEN WHERE
User
Personas
+
Journeys
Rules
Matching
Content
Mix
Interface
Assembly

PERSONAS MIGHT INCLUDE:
• Persona Group (i.e. web manager)
• Fictional name
• Job titles and major responsibilities
• Demographics such as age, education, ethnicity, and family status
• The goals and tasks they are trying to complete using the site
• Their physical, social, and technological environment
• A quote that sums up what matters most to the persona as it relates to
your site
• Casual pictures representing that user group

USER PERSONAS

USER PERSONAS MATTER
!
124 %
Companies that incorporated buyer personas
into their content marketing strategies increased
their B2B leads up to124 percent.
!
Marketing Sherpa Skytap Case Study

NARROW YOUR FOCUS
"Lake View" by Chad Cooper, CC BY 2.0

RESEARCH REQUIRED

USER JOURNEYS – CONCEPT
Tasks +
Content Needs

USER JOURNEYS – IN PRACTICE
Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0

JOURNEY MAPS MIGHT INCLUDE:
• Buyer Stage
– Awareness/ Interest/ Evaluation/ Commitment/ Referral
• Tasks
• Thoughts/ Feelings/ Satisfaction level
• Touch point / Channel
– Website/ social/ landing page/ Kiosk/ TV/ Radio/ Etc.

JOURNEY MAPS

USER
TOUCHPOINT
• What is she doing?
• What is she thinking?
• What is distracting her?
• How could we personalize her
experience?
Adaptive Path's Guide to Experience Mapping by Adaptive Path, CC BY-NC 3.0

BUILD THE CONTEXT MIX
I made you mix tape by Jo James

CONTENT MIX MIGHT INCLUDE:
• Personas
• Buying Stages
• Touch points (from above)
• Formats
• Content Types
• Channels
… in every possible combination

CONTENT MIX MATRIX
Persona Buying Stage Format Channel
Kate Awareness Video Social
Andrew Interest Text Websites
Sheila Evaluation Podcast Email
Commitment Infographic Print
Referral Images In-person
Presentation In-store kiosk
Tools & Calculator Mobile app

SIMPLE CONTENT MODEL
Action Article Topic
Items
Author

CONTENT MODELING
Source: http://alistapart.com/article/strategic-content-management

Full Size Lego Hot Rod

PAGE TABLES
• Objective
• Audience/ CTA
• Elements
• Adaptive Rules

PAGE TABLES MIGHT INCLUDE:
• Assets/ Source
Content Locations
• Related or Sidebar
Content Directory
• Author Guidelines
• Metadata
• Governance
• Technical considerations:
(e.g., new locations will
require map update,
etc.)
• …etc.

SUMMARY: STEPS FOR SUCCESS
1. What content do users need? (Personas)
2. What format, when? (User Journeys, Content
Mix)
3. What do we have? (Content Modeling)
4. What’s the workflow? (Page Tables & Rules)

NOW WHAT?

REMEMBER THIS?
BASIC ADAPTIVE TECH PROCESS:
1. Segment Website Visitors
2. Layer in Context
3. Personalize Based on Rules
!
Right Content, Right User, Right Time

SO WHERE ARE YOU?
Training wheels or a more
integrated approach?
!
• Infrastructure
• Goals
• Budget
• Tolerance for change
“I Can Ride a Bike” by Tonya Staab, CC BY-NC-ND 2.0

QUESTIONS TO CONSIDER
• What info are we already gathering?
• What can our tools do now?
• Omni-channel vs. Narrow focus?
• Manual Rules vs. Automated Learning?
• Data & Analytics Limitations

BUILDING
YOUR
CONTENT
TOOL
STACK
Lost? Find a
Content Engineer
Content Tools Hierarchy Stack

ADAPTIVE CONTENT ECOSYSTEM

CENTRAL PLATFORM SHOULD:
• Store structured content with semantic
metadata
• Segment personas
• Track analytics on per-session basis
• Implement rules for personalization

Resource requirements
Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0

CHANGE MANAGEMENT
Be the Change by Feggy Art, CC BY-NC-ND 2.0

• Personalization is Coming
• Content Before Technology
• Tools Must Match Strategy
• Start Small for Big Wins
KEY TAKEAWAYS

Slides: slidesha.re/W4PdGG
Resources: sitegoals.com/cmw2014
Feedback & Greetings
Melissa Breker
@MelissaBreker
Melissa@ContentStrategyInc.com
Keep in Touch
Jenny Magic
@JennyLMagic
Jenny@SiteGoals.com

Melissa Breker_Jenny Magic_CMWorld 2014_adaptive content strategy_PDF

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Melissa Breker_Jenny Magic_CMWorld 2014_adaptive content strategy_PDF