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Content Targeting: How to Develop Personalized Content That Increases Engagement

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Content Targeting: How to Develop Personalized Content That Increases Engagement

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Not long ago, websites served the same exact content to each and every visitor, regardless of location or online behavior. But websites like Amazon and advertising platforms like Google Adwords are famous for breaking into a new era of the web, pioneering the concept of a personalized web experience.

Find out how to develop the same personalized web experiences on your own website.

Learn more about Liferay's robust WCMS platform:
http://www.liferay.com/engage

Liferay, Inc.:
http://www.liferay.com/

Not long ago, websites served the same exact content to each and every visitor, regardless of location or online behavior. But websites like Amazon and advertising platforms like Google Adwords are famous for breaking into a new era of the web, pioneering the concept of a personalized web experience.

Find out how to develop the same personalized web experiences on your own website.

Learn more about Liferay's robust WCMS platform:
http://www.liferay.com/engage

Liferay, Inc.:
http://www.liferay.com/

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Content Targeting: How to Develop Personalized Content That Increases Engagement

  1. 1. Roadmap
  2. 2. Whatis UX?
  3. 3. Whatis UX?User Experience (UX) is a person’s attitudes and emotions about using a particular product.
  4. 4. UX is not... Designing a pretty site
  5. 5. There are many aspects of a user's experience that we can never control.
  6. 6. We can’t design the user experience, we design the product that creates the experience.
  7. 7. UX is about the big picture and flow
  8. 8. UX is also about the microinteractions and details
  9. 9. Many websites sit somewhere between usable and enjoyable…
  10. 10. …but to take your UX to the next level, you need to add personalization
  11. 11. A personal touch is as effective at developing relationships in the online world as it is in the offline world.
  12. 12. How do you create a personal web experience? with Content Targeting
  13. 13. Whatis content targeting?
  14. 14. Whatis content targeting? Content Targeting is giving the right people the right content at the right time.
  15. 15. Why is Content Targeting useful? You can give different users different content based on their specific needs.
  16. 16. Important Questions to ask before Targeting Your Content Who are you trying to engage? What information is important to them? Is the content they are receiving effective?
  17. 17. The Content Targeting Cycle
  18. 18. Benefits of content targeting • Improves UX because it makes a user’s experience more personal • Increases audience engagement because it offers users more relevant content • Increases quantity and quality of leads because call to actions are more effective
  19. 19. How do we use Content Targeting for liferay.com?
  20. 20. Location, Industry, Persona Liferay targets users based on their location, industry, and persona
  21. 21. Location-based targeting Who are you trying to engage? Users from specific countries or regions What information is important to them? Events in their region
  22. 22. location-based targeting in action
  23. 23. industry-based targeting Who are you trying to engage? Users from Financial Services, Manufacturing, and Healthcare industries What information is important to them? Educational content related to their industry
  24. 24. industry-based targeting in action
  25. 25. what is persona-based targeting? Using a user’s buyer persona to determine what content they see
  26. 26. what is a persona? Personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.
  27. 27. persona-based targeting? Who are you trying to engage? Users with specific knowledge or roles within their company What information is important to them? Content relevant to their needs
  28. 28. persona-based targeting in action
  29. 29. How can you implement content targeting with Liferay 6.1?
  30. 30. Record, review, render How can you implement content targeting with Liferay 6.1? Record the information that you need Review the gathered information about the user Render specific content based on the user type
  31. 31. record You can record user information by: • Adding custom fields to a user’s profile - e.g., country, persona, title • Capturing visitor attributes such as IP addresses • Bringing in user data from 3rd party software
  32. 32. Review Check the information you gather to ensure you have clean, useful data.
  33. 33. Review
  34. 34. Review See how liferay.com reviews user information.
  35. 35. render Render specific content based on location, industry, or persona.
  36. 36. render
  37. 37. render See how liferay.com renders targeted content.
  38. 38. Additional ways to targetcontent
  39. 39. Day Night Time
  40. 40. Mobile Tablet Desktop Device
  41. 41. Gender Male Female
  42. 42. Online Ad Search Referral Source
  43. 43. Time on Site Site Engagement Number of Visits Page Views
  44. 44. summary Content targeting is a powerful tool that turns static websites into personalized experiences.
  45. 45. raise the bar Learn how easy it is to create a personalized, engaging web experience with Liferay. Liferay, Inc. is a leading provider of enterprise open source portal and collaboration software products, servicing Fortune 500 companies worldwide.
  46. 46. additional resources UX http://www.uxmatters.com/mt/archives/2012/04/more-than-usability-the-four-elements- of-user-experience-part-i.php Content Targeting http://www.convinceandconvert.com/content-marketing/targeted-content-the-holy- grail-of-content-marketing http://www.eloqua.com/resources/best-practices/content-marketing.html Personas http://blog.bufferapp.com/marketing-personas-beginners-guide Custom Fields in Liferay https://www.liferay.com/community/wiki/-/wiki/Main/How+to+use+Custom+Attributes +to+enhance+Users

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