The Future Of Content Management

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Content Management will go in 5th gear soon and this means a new fluid internet experience.

Content Management will go in 5th gear soon and this means a new fluid internet experience.

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  • 1. The future of Content Management
    Extremely Dynamic Website
  • 2. Old-fashioned Content Management
    Content Management System regulates the website
    Content editor can publish pages or content (also documents)
    Pages: static website. Rendering of webpage on editorial server.
    Content: dynamic website. Rendering of webpage on live server.
    Inside-out conceptOrganization determines the visitors experience
  • 3. Visitor
    Website
    Content
    Pages
    CMS
    Content
    Pages
    Content Management System
  • 4. Visitor wants more personalized content!
  • 5. Content Management adds new features
    PersonalizationVisitor needs to be logged-in. Pushed content relates to information of visitor, like age, gender, etc.
    Segmentation/profilingCMS can deliver content depending of pages visited. Every page has metadata attached to it. Profile is created during visit on website. Content is pushed with this profile in mind.
    Still inside-out concept. Metadata of pages are attached by content editors.
  • 6. Visitor
    Website
    Content
    Pages
    CMS
    Personalization/segmentation
    Content
    Pages
    Content Management System
  • 7. Visitor still wants more personalized content!
  • 8. PROBLEM:CMS is an inside-out system. We need something else!
  • 9. Behavioral Targeting
    Visitor behavior is collected
    Content is pushed dependant of the group(s) behavior, e.g.
    First visit. Extra information about site
    Different content when visitor comes from website XYZ
    Etc.
    Rules are created in the organization
    Is built on top of website, not in CMS
    Still inside-out concept
  • 10. Visitor
    Website
    Behavioral Targeting
    Content
    Pages
    CMS
    Personalization/segmentation
    Content
    Pages
    Content Management System
  • 11. On-site Behavioral Targeting
    Visitor data is collected during visit(s). What is the visitor looking for?
    New visitor is related to early group statistics
    Content is pushed dependant of the group(s) behavior related to the visitors behavior
    First used for banners and advertisements
    Also capable of pushing related content or other information blocks
    The system uses the groups experience to serve the right content
    Self adjustable. Groups statistics changes 24/7.
    First step in the Outside-in concept
    The groups of visitors determine what the website looks like
    Down side: Groups are still determined by organization
  • 12. Visitor
    On-site
    Behavioral Targeting
    Website
    Behavioral Targeting
    Content
    Pages
    CMS
    Personalization/segmentation
    Content
    Pages
    Content Management System
  • 13. CHALLENGE:We need to give every visitor a personalized website
  • 14. Problems
    Visitor
    The same visitor can have another goal the next time he/she visits your website. E.g. the visitor can be in a different buying phase.
    Visitors in the same phase could be looking for different information in a different format
    Visitor uses different meta-programs (NLP) to be persuaded
    On Site behavioral targeting
    On-site behavioral targeting uses a common denominator to push content. This conflicts with the visitor goals.
  • 15. What’s next? (1)
    Information must be adjusted to:
    Phases
    Formats
    Meta-programs (NLP)
    Determine the amount of phases, possible formats and number of Meta-programs and create a piece of content for every instance
    E.g. phases=5, possible formats=4, Meta-programs=5.This means 5 x 4 x 5 = 100 different instances of one piece of content
  • 16. What’s next? (2)
    User needs to give insights in his Meta-program. Insight cookie can be used for multiple websites
    Phase is determined by behavior
    Type of format is profiled
    Website will be very fluid.
    Content editors will have more (and more) work
    Conversion rate will go sky high
  • 17. Visitor
    Website
    Personalized Targeting
    Content
    CMS
    Content
    Content Management System
  • 18. Thanks
    Erwin Sigterman
    © 2010
    http://www.siggyvolgt.nl (in Dutch)