lavacon 2015 - successfully delivering a personalized content experience: from structured content...

Successfully Delivering a Personalized Content Experience:

From Structured Content Creation to Multichannel Publishing

Jim Edmunds, IngeniuxSuzanne Mescan, Vasont Systems

@VasontSystems | @Ingeniux | #LavaCon

About the Speakers

Ingeniux - Web Experience Management SoftwareProducts

CMS – Web Content Management Software Cartella – Business Collaboration Software

Architecture Structured content repository – using XML and NoSQL Import structured content intelligently from CCMS solutions platforms Structured content and component model unique in CMS solutions

Solutions Intranets | Extranets | Portals | Websites | Communities Tight integration module with the Vasont CCMS


Jim Edmunds

About the Speakers

We Help You…Organize your business assetsManage your productivityDeliver your information

Component content management solutions with enterprise scalability with on-premise or SaaS models

Named four times to the EContent 100 list of the most important companies in the digital content arena

Named to EContent Magazine’s inaugural list of Trendsetting Products 2014 A member of the TransPerfect family of companies


Suzanne Mescan

Agenda

• What is a personalized content experience

• Creating personalized content

• Delivering personalized content


5@VasontSystems | @Ingeniux | #LavaCon |

The Current Personalization Landscape

#1 - YOUR AUDIENCE EXPECTS INFORMATION TO BE PERSONALIZED

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This Changed Everything

@VasontSystems | @Ingeniux | #LavaCon |

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This Changed Everything


The iPhone revolution changed the way we interact with information

It created an expectation that content is aware… of who you are, where you are, and what you’re doing

Your audience expects content to be intelligent and aware



#2 – TECHNICAL CONTENT IS CRITICAL FOR PROVIDING A SUCCESSFUL PERSONALIZATION JOURNEY

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There’s a New Sheriff

in Town



The New Sheriff is Marketing

• Marketing is going to own the customer experience• Technical content has become essential to the

marketing and sales process• The technical content ecosystem extends from lead

generation, to sales, through customer support and retention


Content Marketing Institute in its annual survey reports that 90% of marketers see content as the future of marketing

90%


Forester Research, in its survey of Chief Marketing Offices says 75% of CMO’s think that in the next five years marketing will be responsible for the entire customer experience

75%


The Technical Content Ecosystem• Technical content moving upstream• Sales process has changed. • Prospects research first before engaging a sales

person• Technical content critical to lead generation and

brand identity– Long-tail search

– Opt-in lead registration

– Market validation

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Content Engagement Funnel

• Deep well of technical content critical to ongoing customer engagement

• The lifecycle revenue associated with ongoing engagement usually larger than initial sale

• Current customers key for validating new sales


Search and Discovery

Relevance

Recurrance

Conversion

Deep Content Well



#3 – PERSONALIZATION IS A MULTI-DIMENSIONAL CHALLENGE

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Our Job Is Getting Harder

Personalization is a multi-dimensional challenge. – Explicit

– Implicit

– Temporal

– Geographical

– Device-based

– Account-based

– Context-based


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Content consumption based on device and time of day


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Personalization: Multi-Channel Content Delivery• Media specific• Context specific• Account specific• Site specific

– Sites within the organization re-using content across lines of business

– Syndication of content across multiple external sites

• Device specific


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How Do You Deliver Personalized Content?

• Three keys to the Personalization Landscape– Content is aware

– Integral to the entire customer experience lifecycle

– Multi-dimensional challenge

• Starts in the authoring process – Definition and architecture

– Structured content

– Meta-tagging



Creating Personalized Content

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The key to delivering projects

Ensure that content is

authored once and

reused intelligently across all channels including

print, web, and mobile in a personalized fashion.


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Core content requirements for personalized projects


Granular content

…and many more

Structured content model

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Core tools requirements for personalized projects


XML authoring tool

CCMS

Publishing system

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Core resources requirements for personalized projects

Eager writers/editors


Information architects Technical expertise


Essential elements for success

• Process– Business analysis with regards to

the business goals

– Definition of the content lifecycle

• Must be an initiative with management– Management backing

– Allocated budget

– Goals and outcomes


Essential elements for success

• Buy-In– Must have buy-in and ownership

from all levels of staff

– Metrics, both before and after to measure success

• Consultant– Use an experienced consultant if

there’s no expertise in-house

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Effective content targeting

• Define metadata• Assign metadata • Map metadata to

personalization rules• Review success and adjust

metadata as necessary


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The key to an effective process

Content needs to

retain structure throughout the process

to remain effective



So, how do you do it?

• Authoring– Adopt structure in the authoring

process

– Use a CCMS to manage structured content, reuse, metadata, and processes

– Adopt writing guidelines and governance

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The key to making it happen

XML is the key to extensibility, structure,

and portability



Delivering Personalized Content


Multi-Channel Delivery

• Starts with Structured Content• Mapping Inputs to Outputs• Content Intelligence Layers


Content Mapping

• Import structured content: CCMS• Information Architecture: site hierarchy• Schema: page-level content structure• Taxonomy: metadata associations• Personalization: business rules for applying metadata• Presentation: device and user experience


Content Presentation

• Content that drives the navigation• Narrative content well• Personalization options• Rendering options

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Responsive is NOT the Silver Bullet

• Responsive is a tool, not a strategy• Not all technical content resolves well in responsive• Responsive framework is just one intelligence layer• A good baseline… but does not address the entire

user experience


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Content Intelligence

Focus content intelligence around the user experience


Responsive Mark-Up

Semantic Mark-Up

Hierarchy (Organization / Relationships)

Metadata (Taxonomy / Associations)

Schema (XML / DITA)


Search – the ultimate personalization

• Search is the primary navigation for many users– 30% to 70% of users start with Search

• Users are incredibly bad at search

• Search success proportional to content complexity– Simple e-commerce search – 70% initial success rate– Intranet search – 20% initial success rate

• Guided (Faceted) Search

• Global (Federated) Search


Analytics – Measuring Personalization

• User-experience data• Map data against core

objectives• Improve personalization

process and results based on analytics data

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An example CCMS and publishing overview


Vasont CCMS & XML Editor

•Content authored, reused, versioned, consolidated, shared, and secured•Structured using XML DTDs and standards•Metadata applied•Processes managed through workflow and project management

Ingeniux Import & Sync •XML intelligently mapped into Ingeniux schemas and views

•Content and metadata sync’ed into application

Indexing & Management •Content stored and indexed in Ingeniux NoSQL repository

•Enriched with additional taxonomy, personalization, security, and metadata

Dynamic Publishing •Content sync’ed to web servers for dynamic delivery

•Content API for agile content services•Mobile device targeting