Content discovery is queen in the attention economy
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Content is king, but discovery is queen - Thursday 21 March 2019 Mads Holmen Bibblio
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Content discovery is queen in the attention economy
- 1. Content is king, but discovery is queen Mads Holmen Bibblio Thursday 21 March 2019 #CXCharityComms
- 2. ● Part of video startup, acquired by Aol for 96.7m ● Generated 1.5bn video views for brands and charities in my previous life. ● Head of content planning for AOL for 3 years ● Now CEO and Founder of Bibblio, an AI technology for content recommendation and discovery! Let’s get to know each other
- 5. A wealth of information creates a poverty of attention Herbert Simon, 1971
- 6. You interact with recommenders every day! +15,000,000,000 hours a week
- 7. Content marketing… or everyone is a publisher now
- 8. Consider the digital stack – make hard choices! Presentation Layer Data layer CMS
- 9. Why worry about the tech layer?
- 10. 80% of all traffic to websites now come from search and social media
- 11. 70% Of those people bounce on the first page they land on! “If you can hold a visitor’s attention for 3 minutes, they are twice as likely to return than if you only hold them for one”
- 12. Revisiting the content funnel Page views, bounce rate, dwell time, pages per session Returning visitors % / Frequency Conversion assets Data capture Donation/Purchase
- 13. At heart it is about moving from static to dynamic Manual metadata (tags) Natural language processing No dynamic re-indexing Continuous AI/ML will optimize Identical results for all Personalization of each page Static Dynamic Content Results Users Hardcoded Easily customizable journeysUX
- 14. What are the ingredients of a good recommendation? Metadata creation Semantic insights Topic modeling Session patterns Successful paths Content popularity Goals Context Segments Interests Content Behaviour User
- 15. Investing in the product layer works
- 16. What can a recommender system do for you? Let users discover other content across multiple platforms or sites Increasing dwell time and engagement Promotion widgets highlight potential conversion assets Highlight relevant products or options for direct revenue
- 17. Challenge: Lots of public information content across 23 different web domains Solution: Use Bibblio to make all content discoverable across the domains
- 18. Challenge: Increase engagement of Google Traffic Convert users to registration/real courses Solutions: Internal content recommendation Drive visitors to courses and promote conversion
- 19. Best practice? Where to start?
- 20. Increasing visibility and ubiquity Content feeds New mobile experiences In-text links We recommend this next
- 21. Expand touch points in a a relevant way Email new content to a highly relevant section of your users Personalize newsletters + notifications to individual users
- 22. The next generation user data / recommenders Purpose User Context Temporality Source Device Time Entry page OS Day SeasonLocationPreferences
- 23. Ignore SEO at your peril
- 24. Social definitely drives revenue, but thread carefully
- 25. It is also a huge potential trap!
- 26. Direct conversations will be key for last mile
- 27. Content Insight + Strategy + Execution Data Users + Content + Actionability Distribution Reach + Cost + Impact