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
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
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
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"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
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"Responsive Web Design" by Muhammad Rafizeldi, CC BY-SA 3.0
15. MULTI-SCREEN REQUIRES ADAPTING
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• To the Screen Size
– Content priority, navigation layers, imagery
• To the Device Capabilities
– Click to call, gestures, GPS, text-to-speech
17. STRATEGY LEADS TECHNOLOGY
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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
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“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
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.
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
36. ADAPTIVE CONTENT STRATEGY
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“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
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
44. USER JOURNEYS – IN PRACTICE
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Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0
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
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)
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
66. • Personalization is Coming
• Content Before Technology
• Tools Must Match Strategy
• Start Small for Big Wins
@JennyLMagic • @MelissaBreker • @CMIContent • #CMWorld
KEY TAKEAWAYS