Getting Started With Adaptive Content

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Delivering Dynamic Content Chunks to the Right Audience, on Any Device - Content Marketing World 2014.

Delivering Dynamic Content Chunks to the Right Audience, on Any Device - Content Marketing World 2014.

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  • Noz, yes, I'd love to see the article and talk about where adaptive is going. My instinct is it's a bit of a moving target right now, but a focus on UX & strategy always helps. I'm @JennyLMagic on Twitter.
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  • I'm considering linking to this as a good reference and providing more on where I suport / differ from your take.
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  • I'm actually working on an adaptive content article right now which (unsurprisingly) covers a lot of these same points and ideas. I could ping you a link when it's ready? Are we on Twitter or G+? If not, we should be. :)
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  • Thanks, Noz! And I completely agree - the idea of a Page Table keeps people focused on web pages, which we need to outgrow. Trouble is, we struggled to find a generic name for the communication tool that describes a specific content instance... Any good suggestions?
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  • An excellent session. Well structured and clear on a complex topic. I would say that you could get something in here about moving away from the page metaphor and how things like a 'page table' is a anachronism that we need to bridge the gap between today and tomorrow. Minor detail on an otherwise excellent deck.
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  • 1. 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
  • 2. 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. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 3. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld THE ROADMAP
  • 4. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld 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
  • 5. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 6. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Real-time Contextual Tailored Relevant Dynamic Personalized Customer-centric Web personalization Content Strategy Marketing Digital Experiences ! ! And the list goes on… ALSO KNOWN AS…
  • 7. TWO KEY DECISIONS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld 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
  • 8. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Vintage Highway Sign, Amazon.com
  • 9. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 10. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Marketing Technology Landscape by Scott Brinker, CC BY-NC 2.0
  • 11. JUST TRYING TO HOLD ON @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "FreeStyle" by Macliocchetti.M., CC BY-NC-SA 2.0
  • 12. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 13. CONTENT + TECHNOLOGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Spaghetti Junction" by Highways Agency, CC BY 2.0
  • 14. MOBILE BROUGHT US HERE Responsive Web Design @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0
  • 15. MULTI-SCREEN REQUIRES ADAPTING @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • To the Screen Size – Content priority, navigation layers, imagery • To the Device Capabilities – Click to call, gestures, GPS, text-to-speech
  • 16. PRODUCT RECOMMENDATIONS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 17. STRATEGY LEADS TECHNOLOGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld 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.
  • 18. 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. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 19. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 20. SURPRISE & DELIGHT @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "What a Moment of Joy!" by Molly Sabourin, CC BY-NC 2.0
  • 21. HOW DOES IT WORK? @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “Sensitive Noise/ Obvious 2” by Milos Milosevic, CC BY 2.0
  • 22. IMPLEMENTATIONS VARY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “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
  • 23. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 24. BASIC ADAPTIVE TECH PROCESS 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules ! Right Content, Right User, Right Time @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 25. SEGMENT WEBSITE VISITORS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • User Agent String – IP address – New vs. Returning – Device • User Login • Purchase History • …And new stuff all the time
  • 26. 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. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 27. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld PERSONALIZE
  • 28. WELCOME SCREEN @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 29. PRIVACY + THE CREEPY FACTOR “Consumers consistently show a desire to provide more data when companies use captured information to provide truly helpful feedback” @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld !!!!!! The Coming Era Of ‘On-demand’ Marketing, McKinsey & Company, April 2013.
  • 30. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld IMAGERY
  • 31. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld RESOURCES
  • 32. PRODUCT SELECTION @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 33. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Wrong Way" by David Goehring, CC BY 2.0
  • 34. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 35. http://customerexperiencematrix.blogspot.com/2013/09/customer-data-platform-guide-reviews.html @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 36. ADAPTIVE CONTENT STRATEGY @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld “Arrow” by Dana Ross Martin, CC BY-NC-ND 2.0
  • 37. START WITH CONTENT STRATEGY WHO WHAT WHEN WHERE @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld User Personas + Journeys Rules Matching Content Mix Interface Assembly
  • 38. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld your site • Casual pictures representing that user group
  • 39. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld USER PERSONAS
  • 40. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 41. NARROW YOUR FOCUS @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld "Lake View" by Chad Cooper, CC BY 2.0
  • 42. RESEARCH REQUIRED @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 43. USER JOURNEYS – CONCEPT Tasks + Content Needs @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 44. USER JOURNEYS – IN PRACTICE @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0
  • 45. 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. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 46. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld JOURNEY MAPS
  • 47. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld 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
  • 48. BUILD THE CONTEXT MIX @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld I made you mix tape by Jo James
  • 49. CONTENT MIX MIGHT INCLUDE: • Personas • Buying Stages • Touch points (from above) • Formats • Content Types • Channels … in every possible combination @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 50. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 51. SIMPLE CONTENT MODEL Action Article Topic Items @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Author
  • 52. CONTENT MODELING Source: http://alistapart.com/article/strategic-content-management @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 53. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Full Size Lego Hot Rod
  • 54. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld PAGE TABLES • Objective • Audience/ CTA • Elements • Adaptive Rules
  • 55. PAGE TABLES MIGHT INCLUDE: @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld • 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.
  • 56. SUMMARY: STEPS FOR SUCCESS 1. What content do users need? (Personas) 2. What format, when? (User Journeys, Content @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Mix) 3. What do we have? (Content Modeling) 4. What’s the workflow? (Page Tables & Rules)
  • 57. NOW WHAT? @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 58. REMEMBER THIS? BASIC ADAPTIVE TECH PROCESS: 1. Segment Website Visitors 2. Layer in Context 3. Personalize Based on Rules @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld ! Right Content, Right User, Right Time
  • 59. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 60. 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 @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 61. @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld BUILDING YOUR CONTENT TOOL STACK Lost? Find a Content Engineer Content Tools Hierarchy Stack
  • 62. ADAPTIVE CONTENT ECOSYSTEM @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 63. CENTRAL PLATFORM SHOULD: • Store structured content with semantic metadata • Segment personas • Track analytics on per-session basis • Implement rules for personalization @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
  • 64. Resource requirements @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Stop, collaborate and listen by Katie Bunker, CC BY-NC-SA 2.0
  • 65. CHANGE MANAGEMENT @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Be the Change by Feggy Art, CC BY-NC-ND 2.0
  • 66. • Personalization is Coming • Content Before Technology • Tools Must Match Strategy • Start Small for Big Wins @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld KEY TAKEAWAYS
  • 67. Slides: slidesha.re/W4PdGG Resources: sitegoals.com/cmw2014 Feedback & Greetings Melissa Breker @MelissaBreker Melissa@ContentStrategyInc.com @JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld Keep in Touch Jenny Magic @JennyLMagic Jenny@SiteGoals.com