Building Better Experiences With Content Personalization
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The days of painting your content with broad brush strokes over over. With a fractured market and even more people and brands rushing in to become publishers every day, personalizing your content will give you an edge over your competition. Developing a 1:1 communication strategy with your customers, users, audience, etc... will not only improve their experience and build loyalty, but it will differentiate your content among the sea of mediocrity.
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- 71. 1. How Personalization Works by Hubspot – Link 2. The History of "Personalization" and Teaching Machines by Audrey Watters – Link 3. Advance To Next-Generation Personalization by Anjali Yakkundi & Ron Rogowski – Link 4. Approaching Content Strategy for Personalized Websites by Colin Eagan – Link 5. What Is Intelligent Content? by Ann Rockley – Link 6. Online Personalization Can Create Compelling Customer Experiences by KISS Metrics – Link 7. How Personalizing Websites With Dynamic Content Increases Engagement by Judge Graham – Link 8. Use Personalized Content & Behavioral Targeting For Improved Conversions by Ott Niggulis – Link 9. The Marketer's Guide to Getting Started With Content Personalization by Chad Pollitt – Link 10. The Content Personalization Myth by Jake Dimare – Link 11. 23 Shocking Content Personalization Stats by Jeff Zelaya – Link 12. Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation by Robert Rose – Link 13. Six Definitions of Smart Content by Seth Grimes – Link 14. SEO in the Personalization Age by Gianluca Fiorelli – Link 15. 5 Ws of Adaptive Content by Noz Urbina – Link 16. Personalization and the New Product Canvas by Intercom – Link
- 72. Steve Floyd Founder & CEO of AXZM twitter: @nawlready phone: (214) 272-9109 www.axzm.com For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed.
Editor's Notes
- Building Better Experiences With Content Personalization by Steve Floyd – CEO of AXZM – www.axzm.com/about/steve-floyd
- So a lot like the marketing industry distorted the definition of “Content Strategy” - I think the definition of “Personalization” has been a bastardized quite a bit over the last 3-4 years. Depending on who you ask, you might hear 5-6 different terms used to describe content personalization.
- The two main types of personalization available today are 'Prescriptive Personalization' and 'Adaptive Personalization'. Each have their pros and cons.
- Prescriptive personalization can be broken down into two main types; EXPLICIT and IMPLICIT personalization. EXPLICIT: Explicit personalization is where a visitor’s profile determines what content they will see. If you have members, users, subscribers, etc… who have an account on your website, you may use explicit personalization. IMPLICIT: Implicit personalization is where the behavior of the user is tracked and content is presented to them based on their actions. The actual identity of the user may not be known. If you have segmented your visitors into various buyer or user personas that correspond with your typical customer data you are already halfway there. You may then identify various actions and behaviors along their customer or user journey and use those actions, (along with other signals like location, time of day, context, etc…), to trigger various marketing events tailored for that particular type of user. Although my focus is on content in this presentation, you can use this across all channels and mediums to deliver relevant content.
- Prescriptive personalization is… 1. Rule Based
- Prescriptive personalization is… Rule based Triggered by interactions
- Prescriptive personalization is… Rule based Triggered by interactions Based on business logic
- Adaptive content is: Adaptive personalization predicts the content and experience a customer is looking for before and during an interaction. Rather than defining segments and then applying a set of business rules, adaptive personalization continually applies an evolving self- managed set of business rules. You see this technology every day in Google’s suggested search – they use Big Data, Behavioral Targeting, Computer Learning and Predictive Modeling algorithms. Prescriptive is now. Adaptive is the not so distant future.
- Call it whatever you want, but I think if we just revisit the official, accepted definition of personalization across the web it could be summed up pretty easily. “Personalization consists of tailoring services or products to accommodate specific individuals, as apposed to general groups…” That is key – specific individuals versus general groups. Moving from just data verified personas and segments to 1 to 1 communication.
- A lot of people in the Enterprise refer to it as “Smart Content”. You hear the C-Suite and biz dev people always say it. “Man, we got to get us some smart content…” I always want to be like, “does that mean the content we have now is dumb?”
- IA and Technical Communications people often refer to it as “Intelligent Content”…
- IA and Technical Communications people often refer to it as “Intelligent Content” or just “Customization”, but that term really describes the technology and features of systems that are largely used at fortune 50 companies to enable personalization at scale. (DITA, XML Query technology, etc…)
- The Paid Search and Conversion pros out there usually call it “Dynamic Content”…
- … or “Dynamic Messaging” (to describe changing content on a website or landing page for a specific segment of visitors) - but to the initiated dynamic content is really a personalization tactic.
- Adaptive content is yet another term used by a lot of content strategy people.
- 52%, over half our industry at this point agrees, agree it’s a critical piece of a modern digital strategy.
- And we should, just look at the money being made. Marketers see an average increase of 20% in sales using personalized web experiences.
- 35% of Amazon’s sales are generated by their recommendation engine. Their ability to give people exactly what they want, when they want it is a huge part of their success. Our ability as marketers in the coming years to tailor individual experiences for our customers, users, visitors, prospects, etc… are going to become increasingly important. The days of one size fits all are over, and this is especially true for our content.
- It’s funny though how for all the buzz and hype around this topic over the last 5 years, how little marketers have really adopted the technology.
- It’s funny though how for all the buzz and hype around this topic over the last 5 years, how little marketers have really adopted the technology.
- One report said of all the people they surveyed, only 6% of marketers have a single view of their customer.
- One of the more prominent studies last conducted by Monetate on this topic reveals why that is. 72% of marketers don’t even know where to start with personalization. 1. Ask the crowd “How many people can write HTML? Let’s get a show of hands” 2. Then ask “How many can write Javascript?” 3. Then ask “Now how many can write PHP or Ruby?”
- This is important stuff. We can’t be asleep at the wheel.
- If you aren’t keeping up with this stuff and you don’t want to learn anything technical, I don’t think you are going to like the next business cycle.
- But I feel your pain. I get it. The responsibilities and expectations put on us as digital marketers these days are insane. Client and employer expectations are a lot like this picture.
- …and client / employer digital marketing budgets are like this.
- …plus, the barrier to entry has been pretty steep. The skillset and resources needed to really wield this type of technology in the past was seldom seen in the average person in the job market. But that is changing.
- The thing we as search marketers need to understand is that Marketing Automation, Personalization and Behavioral Targeting technology will set us free. We all complain so much about how the job of a search marketer is overwhelming and there is too much to do. Leverage this technology to help you scale your testing and lead nurturing efforts. Use it to test landing pages programmatically.
- There is a huge opportunity right now for two key reasons…
- There is a huge opportunity right now for two key reasons… Because so few marketers are really doing it
- There is a huge opportunity right now for two key reasons… Because so few marketers are really doing it The barrier to entry has been lowered
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- If you are already segmenting your visitors, you are halfway there.
- As I said earlier, this technology is no longer just for the big guys. Small businesses can leverage it to compete. As much as digital marketers have complained about being spread to thin, Personalization is the equalizer. Here are a few tools and resources to help you get started.
- If you are using Wordpress, you should check out InSite. They really make the process of personalization simple for noobs. It’s not as powerful as larger platforms, but it takes a lot of the guesswork out if you are just getting started.
- If you have some technical chops or resources to throw at it, or you happen to use Drupal - the great Dave Ingram developed a Drupal module that provides a suite of extendable plug-ins and APIs for personalizing your CMS content for visitors. He created the module with two guiding principles: it should be just as easy to personalize content for anonymous users as it is for authenticated users. A bit more involved, but just a notch up from InSite.
- If you are on .net, Kentico also recently added a content personalization feature to their CMS. From what I’ve demo’d, it is somewhat limited and you have to do a lot of manual steps to get things going, but it look like one of the better options if you can’t afford some of the better enterprise options out there.
- Personyze is one of the more advanced options for smaller businesses. You can get really granular and map the right message to the right persona at the right time for a decent price.
- Srvd is another solution that makes it really easy to get content personalization going on a budget. It was specifically developed for non-coders but also provides tools for developers. Setting up a new placement is a simple 4 step process, couldn’t be easier.
- The guys over at getbunting.com are all about keeping it super simple. If all these other tools fail you, you might start with Getbunting to help get you started with content personalization.
- VisitorJS also makes it really simple to get set up and going at an affordable price. It’s not very sophisticated, but it may fit your needs if you want support and don’t plan on doing anything that advanced.
- Personyze is one of the more advanced options for smaller businesses. You can get really granular and map the right message to the right persona at the right time for a decent price.
- Content Personalization for mobile and native apps.
- If you are looking for an affordable mobile option for personalization, Liquid offers a great feature set at flexible price. In addition to personalization, they also offer deep analytics, multivariate testing and pretty advanced segmentation, which is cool so you don’t have to use a bunch of other apps to make improvements.
- If you are looking for an affordable mobile option for personalization, Liquid offers a great feature set at flexible price. In addition to personalization, they also offer deep analytics, multivariate testing and pretty advanced segmentation, which is cool so you don’t have to use a bunch of other apps to make improvements.
- Rumble.me is another good end to end personalization solution for your mobile app. Their software is cool because it connects DevOps, Product Managers, Data, Sales and Editorial teams to help you break down those silos everyone keeps talking about.
- If you are a larger scale eCommerce business or Enterprise, you may need services that are more sophisticated to help you support and scale content personalization efforts. Here are some of the better tools you can use right now (IMO).
- If you are using Magento, you should check out Nosto. Nosto analyzes your customers’ behavior, learning their likes and dislikes and enables you to automatically personalize your product recommendations, triggered emails, pop-ups and facebook ads in real-time, for each individual shopper.
- If you want personalization baked into your CMS and you require dedicated support, Sitefinity has recently released a suite of personalization tools that will help you get started.
- Gravity is going to hurt some feelings in this space. The Gravity API can personalize anything on the internet - an entire home page, a video channel, mobile/tablet apps or even connected TV's. It’s one of the more sophisticated (and pricier options) available on the market right now – but you can reach well beyond personalizing just web content, you can create a personalized multi-channel experience.
- Smart Content is a new player in the space that is a content personalization platform that was built for marketers. Using behavioral, firmographics and demographics data, their app serves up relevant content based on the visitor’s stage in the buying journey.
- Smart Content is a new player in the space that is a content personalization platform that was built for marketers. Using behavioral, firmographics and demographics data, their app serves up relevant content based on the visitor’s stage in the buying journey.
- BaynoteONE is another solution geared towards ecommerce and works with your existing systems and resources to drive a seamless, personal experience for your customers.
- Barriliance also focuses on every step of the purchase journey, with real time website personalization, cart abandonment emails and personalized product recommendations.
- Evergage is an end-to-end, real-time content personalization platform that provides Segmentation, Targeting, Recommendations, Testing, Analytics & Attribution. Large companies with a lot of moving parts that exist on the web could benefit from their software.
- Barriliance also focuses on every step of the purchase journey, with real time website personalization, cart abandonment emails and personalized product recommendations.
- If you are looking for something to customize your content across channels, Liftigniter is another option that provides multi-channel content personalization for - Articles, Videos, Pictures, Products – for each user at each point in time. It’s a little pricey, but competitive with other top personalization platforms.
- Do what Mike said in this presentation, you will become a better marketer.
- So to wrap it up… In the coming years, if you want to stay ahead of the Content Marketing firehouse that is about to be unleashed by brands trying to publish and marketers trying to be writers, move away from one dimensional content.
- So to wrap it up… In the coming years, if you want to stay ahead of the Content Marketing firehouse that is about to be unleashed by brands trying to publish and marketers trying to be writers, move away from one dimensional content.
- Thank you so much for having guys!
- How Personalization Works by Hubspot – Link The History of "Personalization" and Teaching Machines by Audrey Watters – Link Advance To Next-Generation Personalization by Anjali Yakkundi & Ron Rogowski – Link Approaching Content Strategy for Personalized Websites by Colin Eagan – Link What Is Intelligent Content? by Ann Rockley – Link Online Personalization Can Create Compelling Customer Experiences by KISS Metrics – Link How Personalizing Websites With Dynamic Content Increases Engagement by Judge Graham – Link Use Personalized Content & Behavioral Targeting For Improved Conversions by Ott Niggulis – Link The Marketer's Guide to Getting Started With Content Personalization by Chad Pollitt – Link The Content Personalization Myth by Jake Dimare – Link 23 Shocking Content Personalization Stats by Jeff Zelaya – Link Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation by Robert Rose – Link Six Definitions of Smart Content by Seth Grimes – Link SEO in the Personalization Age by Gianluca Fiorelli – Link
- About Me For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed.