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Press Pause
Getting Ready for
Content Personalization
The First in a Series from the
Big Content Alliance
2
Today’s Presenters
Kathy Baughman
@comblu
Kevin Nichols
@kpnichols
#contentpersonalization
3
All Talk;
No Action
Just getting started
and need a roadmap
Lots of Bricks;
No Building
Need to be more
cohesive; get to...
4
Session Agenda
1. Three reasons to press pause along the
personalization lifecycle
2. Readiness factors and troubleshoot...
5
Reason One:
All Talk; No Action
6
Questions for those just starting down the
personalization path:
Strategy Definition
• Is personalization right for your...
7
ID high-value customers and prospects
Single view of customer/federated profile
Data point definition and source mapping...
8
Content Requirements: Map Content to User Journey/Segment/Channel, Etc.
User
Journey
1
Pre-requirements/
Education
2
Req...
9
Customer insights drive content roadmap
1. Start with personalization goals and objectives
2. Conduct strategic audit; n...
10
Putting a publishing
competency into place
Source:
Forbes Publish or Perish
Report
Reason One to Press Pause:
All Talk;...
11
Reason Two:
Lots of Bricks;
No Building
12
Reason Two to Press Pause:
Lots of Bricks; No Building
Questions for those with many one-off
personalization campaigns
...
13
Reason Two to Press Pause:
Lots of Bricks; No Building
Reverse Engineer a Strategy
• Validate/define personalization ob...
14
Build a
Personalization
Roadmap
• Identify what else you need
to get to the next level
• Processes
• Content
• Systems
...
15
Reason Two to Press Pause:
Lots of Bricks; No Building
Do a culture gut check
• Determine how ownership issues
are faci...
16
Reason Three:
Put the Cart
Before the Horse
17
Reason Three: Put the Cart Before the Horse
Questions to ask about
personalization performance
Strategy
• Do you have a...
18
Reason Three: Put the Cart Before the Horse
Platforms are meaningless in the absence of an
enterprise content strategy
...
19
Reason Three:
Put the Cart Before the Horse
It’s about the
content, content, content…
Ensure You Have a Content Plan an...
20
Reason Three: Put the Cart Before the Horse
Content Architecture is the
‘design phase’ for content
management
Create a ...
21
Reason Three: Put the
Cart Before the Horse
Look at the tech stack contextually
Wrapping the journey around the tech st...
22
What Did
We Learn?
23
Common Reasons You Press Pause
Deficient enterprise
strategy
Need for new or
streamlined processes
Absence of right ski...
24
Reason One: All Talk; No Action
• Know your customer before you create any content
• Define where you are and where you...
25
Thank You
Questions?????
Call the Big Content Alliance
when you need to Press Pause
• Enterprise Strategy Development and Enhancement
• Organizatio...
27
APPENDIX
Roadmap for Short-, Mid- and Long-Term Content Strategy
Launch
[Foundation]
Evolution
[9-12 months post-launch]
Enrichment...
29
Discovery
Review/define the following
audience inputs:
• User segmentation models
• User research
• Personas
• Cross-ch...
30
Performance-based Planning Approach
Inputs Meeting Outputs
Business needs
• New products
• New company
• Marketing camp...
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Personalization Content Strategy - Is Your Organization Ready to Personalize Its Content?

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Personalization requires a robust content strategy to support it. Many organizations are within various levels of maturity to roll-out and support ongoing personalization and evolution. 
Kevin Nichols and Kathy Baughman demonstrate operational readiness for personalization with recommendations around a content strategy approach to support for organizations. Any B2B or B2c can benefit from this knowledge; including if:
• You’re just getting started with personalization
• You’ve been experimenting but need a more cohesive approach
• You’ve purchased multiple platforms but still need to optimize your content strategy
From this presentation you will learn:
• How to identify five roadblocks to personalization success
• Tips for turning personalization experiments into cohesive strategy
• How to think contextually about your technology investments

Published in: Marketing
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Personalization Content Strategy - Is Your Organization Ready to Personalize Its Content?

  1. 1. Press Pause Getting Ready for Content Personalization The First in a Series from the Big Content Alliance
  2. 2. 2 Today’s Presenters Kathy Baughman @comblu Kevin Nichols @kpnichols #contentpersonalization
  3. 3. 3 All Talk; No Action Just getting started and need a roadmap Lots of Bricks; No Building Need to be more cohesive; get to the next level Cart Before the Horse Invested in technology… now what? Three Reasons to Press Pause Which one are you?
  4. 4. 4 Session Agenda 1. Three reasons to press pause along the personalization lifecycle 2. Readiness factors and troubleshooting for each reason or point on the progression 3. Common themes across all three reasons to press pause 4. Q&A
  5. 5. 5 Reason One: All Talk; No Action
  6. 6. 6 Questions for those just starting down the personalization path: Strategy Definition • Is personalization right for your company? • What is the most logical starting point for your organization? • What does your step strategy look like? Customer-centricity • Do you really know your customers well enough to provide contextual experiences? • Do you capture and share customer insights in an actionable way? • Do you have the right content to provide experiences that will move the needle? Publishing Competency • Do you have the processes, skills, tools and governance for success? Reason One to Press Pause: All Talk; No Action
  7. 7. 7 ID high-value customers and prospects Single view of customer/federated profile Data point definition and source mapping Person/Account Persona/Role Segment ID Topic modeling/segment Reason One to Press Pause: All Talk; No Action Customer-centricity is the most foundational competency Segment/Cohort Buyer center ID Persona creation Use case definition Use case content needs per persona Each requires specific insights that provide a foundation for next level of personalization.
  8. 8. 8 Content Requirements: Map Content to User Journey/Segment/Channel, Etc. User Journey 1 Pre-requirements/ Education 2 Requirements/ Evaluate options 3 Design/ Build business case 4 Approve/ Buy 5 Post-purchase/ Implement and cross-sell User State • Anonymous • Anonymous • Known visitor • Known prospect • Customer Channel • Website (desktop) • Mobile search • Website • Mobile search • Website • Mobile App • Chat • Conversation • Lateral search • Online store • Mobile app • Sales contact • Customer portal • Internal search/website • Online community • F2F communications Content • Emerging technology • Pricing and promotions • Thought leadership/POV • Product/solutions overview • Vender comparisons • Performance benchmarks • VOC/peer testimonials • Testing documentation • Requirements checklists • Analyst report • Original research • Use case performance • ROI/TCO calculator • Architectural documentation • Contract • Newsletters • Knowledge base • UGC Persona: Technical Decision-maker
  9. 9. 9 Customer insights drive content roadmap 1. Start with personalization goals and objectives 2. Conduct strategic audit; not a content inventory 3. Identify gaps and sourcing model 4. Create an objectives-driven enterprise roadmap aligned with personalization strategy 5. Create/streamline the process required and align the tools and platforms needed to distribute and amplify content Reason One to Press Pause: All Talk; No Action
  10. 10. 10 Putting a publishing competency into place Source: Forbes Publish or Perish Report Reason One to Press Pause: All Talk; No Action
  11. 11. 11 Reason Two: Lots of Bricks; No Building
  12. 12. 12 Reason Two to Press Pause: Lots of Bricks; No Building Questions for those with many one-off personalization campaigns Current Personalization Initiatives • What forays into personalization have been made? • Is it successful? Are the personalization objectives met? • How would you categorize each? • Who was the target: segment, role, person or account? • Was each a “one-off” or part of an integrated strategy? • Who owns each campaign or initiative? Leverage Points • What were the learnings from each and how were these captured and shared? • Was there overlap? How can these learnings provide insights for a broader strategy? • What tools and platforms were used to support these initiatives? ̶ Is there back-end integration of these tools? Cultural Roadblocks • Is your culture collaborative and able to support an enterprise content model? NOW
  13. 13. 13 Reason Two to Press Pause: Lots of Bricks; No Building Reverse Engineer a Strategy • Validate/define personalization objectives • Map the personalization ecosystem • Use the personalization maturity progression to determine where you are and where you’re headed • Match the learnings from personalization experiences across the enterprise to future state Identify Points of Leverage • Determine how assets can be leveraged: customer insights, journeys, personas, roadmaps, tools, and so on
  14. 14. 14 Build a Personalization Roadmap • Identify what else you need to get to the next level • Processes • Content • Systems • Skills • Tools • Governance Current State Mapping Future State Mapping GovernanceToolsSkillsProcess Personalization Strategy Content
  15. 15. 15 Reason Two to Press Pause: Lots of Bricks; No Building Do a culture gut check • Determine how ownership issues are facilitated • Define change levers needed ̶ Leadership buy-in ̶ Organization definition ̶ Customer-centricity ̶ Publishing model (self-publish vs. centralized control) • Establish strong governance and ongoing engagement ̶ Workshops ̶ Training ̶ Skills ̶ Continuous learning and collaboration ̶ Performance measures
  16. 16. 16 Reason Three: Put the Cart Before the Horse
  17. 17. 17 Reason Three: Put the Cart Before the Horse Questions to ask about personalization performance Strategy • Do you have a strategy and personalization objectives? • How are those objectives performing? Platform • Did the business requirements for platform purchase align with the strategy? • Did you implement the platform to scale? • Is your problem the platform or the strategy? Content • Do you have a content architecture that allows you to plan, source, target, distribute, and repurpose content across programs, sales channels, and devices? • How is the content performing? • Do you have enough content and the mechanisms to support ongoing content creation? Integration • Do your legacy systems “play nice” with the new tools you need for your content approach? • Is all of the tech stack centrally owned?
  18. 18. 18 Reason Three: Put the Cart Before the Horse Platforms are meaningless in the absence of an enterprise content strategy Get all the stakeholders in a room and don’t let them out until you agree upon an enterprise approach to content. Map content experience along the full customer lifecycle…from pre-to post- sales. Agree upon step strategy to move along content personalization maturity progression. Agree upon best way to collaborate to deliver collectively against the strategy. Source content from across stakeholders and then organize its components in a way that allows reuse and dynamic delivery. 1 2 3 4 5
  19. 19. 19 Reason Three: Put the Cart Before the Horse It’s about the content, content, content… Ensure You Have a Content Plan and Editorial Strategy • Define which content is necessary for initial and ongoing personalization • Put in place the necessary resources to create the content, source the content, and publish it • Remember that personalization requires promotional content and more refined stories directed to specific interests and targets Content sourcing for personalization Syndicated Curated Outsourced content Created in-house
  20. 20. 20 Reason Three: Put the Cart Before the Horse Content Architecture is the ‘design phase’ for content management Create a Blueprint for Content Optimization • Plan the data structures required to deliver content across programs, channels and devices • Architect content so that it can be assembled and used for multiple purposes and devices • Consider the context in which content will be delivered • Remember to build performance into the model
  21. 21. 21 Reason Three: Put the Cart Before the Horse Look at the tech stack contextually Wrapping the journey around the tech stack allows the marketer to: • See technology needs more contextually • Visualize and develop a user-centric publishing model • Illustrate why it’s important to understand the journey(s) before buying technology • Demonstrate what is required to distribute content experiences in a relevant way along the journey • Eliminate or turn-off unnecessary functionality Inspired by Hawkeye Graphic
  22. 22. 22 What Did We Learn?
  23. 23. 23 Common Reasons You Press Pause Deficient enterprise strategy Need for new or streamlined processes Absence of right skill sets Lack of organizational alignment Require governance that (almost) everyone agrees upon
  24. 24. 24 Reason One: All Talk; No Action • Know your customer before you create any content • Define where you are and where you’re going before starting • Understand that this is a team sport and collaboration across functions is mission critical Reason Two: Lots of Bricks; No Building • Find everything that is already being done • Get all the owners together to evolve or define enterprise strategy • Determine building blocks from across initiatives • Fill-in the blanks • Assure executive leadership to guide and manage publishing strategy • Anticipate ownership issues—take a user-centric approach to drive cross- silo collaboration • Socialize across business units to assure success Reason Three: Put the Cart Before the Horse • Use content strategy to drive technology investments • Optimize technical investments with the right architecture to support personalization • Adopt centralized ownership to align technology and prevent out-of- context one-off purchases 1 2 3
  25. 25. 25 Thank You Questions?????
  26. 26. Call the Big Content Alliance when you need to Press Pause • Enterprise Strategy Development and Enhancement • Organizational Readiness • Content Performance Kevin Lynch Klynch@comblu.com 312-343-1849 ComBlu.com Kevin Nichols knichols@avenuecx.com 781-859-3014 Ext.701 AvenueCX.com
  27. 27. 27 APPENDIX
  28. 28. Roadmap for Short-, Mid- and Long-Term Content Strategy Launch [Foundation] Evolution [9-12 months post-launch] Enrichment [18+ months post-launch] 1. Identify initial personas and segments to target per channel. 2. Establish the content needed to support each group (what do you want to serve up to each segment and persona and to what degree?). 3. Establish the rules for serving up content (if User X indicated he or she is Y in user profile then serve up this content . . .) per channel per user task. 4. Account for taxonomy and controlled vocabularies to enable the experience. 1. Test existing content by running ongoing metrics and audits to see how consumers interact with the content experience. 2. Identify additional content areas, such as enhanced cross-sell, up-sell. 3. Test assumed customer journeys across channels to verify accuracy and optimize content performance. 4. Rollout enhanced personalization per channel. 1. Integrate approach across all channels. 2. Continue to create immersive content. 3. Leverage new or emerging technologies and techniques. 4. Optimize per business needs, analytics and consumer trends. 1 2 3 1 2 3 4 1 2 3 4 4
  29. 29. 29 Discovery Review/define the following audience inputs: • User segmentation models • User research • Personas • Cross-channel user journeys Conduct content assessment: • Content inventory and audit • Survey for personalization readiness Review metrics: • SEO and analytics data Review technology constraints Review operational and staff readiness to support personalization Review business goals and objectives Define Update and refine all user inputs From business goals and objectives, define the personalization goals and objectives: answer who, what, where, when, why and how? Define user needs based on journeys and tie each journey to personalization objective Create roadmap for short-, mid- and long-term goals Craft personalization strategy to capture all the above Define missing roles within the organization; create plan and business case to hire for appropriate roles, including necessary investment/budget Design Create detailed set of tasks for cross-channel user journeys Based on cross-channel journeys, determine which content is necessary Work with UX and Visual Design team to define content priorities for each personalized template/page Create content model Create personalization content matrix, which incorporates personalization rules, content and tags Create metadata and tagging approach, including metrics Design taxonomy Implementation Create authoring guidance for personalization Create new content required for personalization Tag content as necessary or work within a CMS or personalization engine to define users, rules, scoring, metrics, etc. Ensure system is properly tested for each personalization rule and expected outcome Evolution Use governance for quarterly and monthly reviews to determine effectiveness of personalization Measure the efficacy of personalization goals and objectives with overall performance data Rollout additional personalization functionality and features per direction from roadmap Personalization Plan
  30. 30. 30 Performance-based Planning Approach Inputs Meeting Outputs Business needs • New products • New company • Marketing campaigns Content calendar Industry insights and competitive trends Analytics and metrics reports • Web analytics • Internal/operational • Sales data New ideas generated from content teams or other teams User inputs as changes in user behavior, research or consumer data Quarterly or monthly content meeting with governance and content strategy Participants: • Executive sponsor • Governance members • Content strategist Prioritized content areas of focus, such as new content creation or archival of content; ideally with strategic intent; goals and high-level objectives Content owners, sponsor and stakeholders identified Planning teams alerted of new focus area Source: Rebecca Schneider and Kevin Nichols, “The Next Generation of Content Strategy: A Performance-Driven Model “ on OmnichannelContentStrategy.com

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