Using the Right Content Strategy to Create a Personalized Digital Experience

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Content is much more than just static website copy - it's articles, blog posts, comments, video, audio, images and infographics. Content created to fuel a personalized experience represents only one aspect of an overall view of the customer. It's imperative for marketers to resonate with their target demographics by creating relevant content to help build relationships with existing and potential customers.

Creating a strategy for what content type to use where will help you personalize and enrich a user's digital experience. In this slideshare, we walk you through some key content strategies, best practices and ways to create great content to keep your users coming back. We also discuss how tools like Sitecore can help drive the personalized digital experience.

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Using the Right Content Strategy to Create a Personalized Digital Experience

  1. 1. Using the Right Content Strategy to Create a Personalized Digital Experience facebook.com/perficient linkedin.com/company/perficient twitter.com/Perficient_MSFT
  2. 2. Agenda Who We Are What Is the Right Content Strategy & What to Personalize Where to Begin • Must Do’s in Creating a Strategy to Drive Personalized Experience Sitecore Digital Value Map Quick Wins with Sitecore • Content Authoring, Personalization, Multi-Channel, Testing • Insights & Engagement Value Q&A
  3. 3. About Perficient Perficient is a leading information technology consulting firm serving clients throughout North America. We help clients implement business-driven technology solutions that integrate business processes, improve worker productivity, increase customer loyalty and create a more agile enterprise to better respond to new business opportunities.
  4. 4. Perficient Profile • Founded in 1997 • Public, NASDAQ: PRFT • 2013 revenue ~$373 million • Major market locations throughout North America • Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis, Los Angeles, Minneapolis, New York City, Northern California, Oxford (UK), Philadelphia, Southern California, St. Louis, Toronto and Washington, D.C. • Global delivery centers in China, Europe and India • >2,200 colleagues • Dedicated solution practices • ~85% repeat business rate • Alliance partnerships with major technology vendors • Multiple vendor/industry technology and growth awards
  5. 5. BUSINESS SOLUTIONS Business Intelligence Business Process Management Customer Experience and CRM Enterprise Performance Management Enterprise Resource Planning Experience Design (XD) Management Consulting Our Solutions Expertise TECHNOLOGY SOLUTIONS Business Integration/SOA Cloud Services Commerce Content Management Custom Application Development Education Information Management Mobile Platforms Platform Integration Portal & Social
  6. 6. A Sitecore Certified Solution Partner Perficient has designed and delivered numerous large, public-facing sites powered by Sitecore. • Perficient is a top Microsoft National Service Provider • Sitecore practice is situated within Perficient’s Microsoft group to provide the highest value to clients • Perficient & Sitecore have a long term relationship; 25+ Sitecore certified consultants • One of less than 20 partners with Sitecore Customer Engagement Platform (CEP) certification • 3 Sitecore Most Valuable Professionals on staff • Site of the Year for Best Partner Site in 2012 • In 2013, customer awarded Site of the Year for Best Financial Services & Insurance Site by Sitecore and Best Prepared Website for Health Insurance Shoppers by Forrester
  7. 7. Speakers Jason Maloney Director of Perficient XD Perficient Michael Porter Principal of Portal, Web Content and Social Solutions Perficient Mark Gehman Director of Sitecore Perficient
  8. 8. What is the Right Content Strategy It depends…. On your customers – who they are, their expectations, and how they interact with you. On you – your objectives, brand, business model and capabilities. The right strategy for you is the one that best marries your customers’ needs with your business goals and realities to deliver the right content at the right time in the right environment to every customer. The result is a great experience for your customer that equates to helping your business grow.
  9. 9. What Should Be Personalized? It depends…. On your customer expectations, your data, your technology and your commitment to your customers to provide the most relevant information for them at all times. So, pretty much anything you can personalize should be personalized. – If it enhances the experience – And to the extent you can support the effort
  10. 10. So Where Do I Start? 1. What are your business objectives 2. What do you know about your customers 3. What data do you have 4. What can your marketing and digital tools do Align them all, and off you go. In our experience, we’ve found 9 important ‘Must-Do’s’ to create an effective content strategy to drive a personalized experience.
  11. 11. Take a Holistic Approach Be obsessed with intelligent, effective, creative & seamless interactions for your customer.
  12. 12. Segmentation to Drive Personalization • Find the best method to segment your customers. • Geography, personal attributes, time, preferences, behavior and customer lifecycle to name just a few • Beyond attributes and profiles – could be predictive and modeled • Let the data drive you – guided by your experience • Understand each segment to its fullest extent….and document it. Describe it. Map its journey. Tell its story. • Identify the content you need to fulfill that journey and be a part of the story • Create the content for each touchpoint for that customer.
  13. 13. Segmentation to Drive Personalization
  14. 14. Segmentation to Drive Personalization
  15. 15. Content Types Matter
  16. 16. You Must Support Multiple Channels
  17. 17. You Must Support Multiple Channels
  18. 18. Know What Your Customers Are Doing • They tell you a lot – Through their preferences – By their searches – By their history – From where they are coming from • Use web analytics and reporting tools to constantly measure and learn • If you can understand what is influencing and driving your customers online interactions, you can adapt your content to enhance your customer experience
  19. 19. Test Early and Test Often • A/B testing • Copy and creative testing • Offer testing • Time based • Product attributes • Champion/challenger • The earlier and faster you fail, the more chance you have to get it right
  20. 20. Understand Your Specific Authoring Model • Remove any barriers to publishing content. Make it as easy as possible on your authors/publishers • Must take into account all the potential authors – Marketing team – Product team – Agency – Sales team
  21. 21. Customer Authoring and Community • Today we must understand that we don’t control all content, and some of our most influential content comes from outside the brand • Customers can author content through word of mouth and specific user generated content • Editors, experts and bloggers provide content • Allowing outside content to be visible can add credibility and authenticity to your experience
  22. 22. Think Strategically 8/27/2014 Goals Challenges Solutions Customer 1st Increased sales Lower cost of sales Attributable investment Speed to market Adapting to consumer needs Varying programs and investments One view of the customer Unified digital channel Omni-channel support Targeted content and offers Poor integration Disjointed data Poor mobile support Not multi-channel Unified platform Perhaps multi-vendor Fully integrated Web Content Management CRM Campaign management Web analytics Attribution tool(s) Old web content No personalization capabilities Not integrated to web analytics Many gaps Variety of tools Unified platform if possible Supportability Agile On same page Mixed marketing and IT teams Budget issues Long development times Not on same page COE Business Platform Technology Team
  23. 23. One “Best of Need” Platform that delivers: • Quick Transition from Strategy to Implementation • Increased Multi Channel Revenue • Lowered Operational Cost
  24. 24. Walk Before You Run
  25. 25. Sitecore Digital Value Map Key Digital Strategy Concepts Sitecore Quick Wins Ease of content authoring for any potential author or content type • Contextual Sitecore Page Editor • Granular Ribbon Feature Trimming Relevant call to action content based on implicit and explicit personalization rules • Sitecore Experience Editor & Viewer • Marketing Center • Personae and Content profiling • Goals and Engagement value • Rules engine, Custom conditions Multiple channel support • Sitecore Device Manager • Device Emulator, Rules engine Fail early, test often • A/B Testing • Multivariate Testing Engagement value and behavior tracking • Executive Dashboard • Engagement Analytics
  26. 26. Content Authoring Quick Wins Context Ribbon Component Capability Content Types WYSIWYG Editor
  27. 27. Content Authoring Quick Wins Context Ribbon Component Capability Content Types WYSIWYG Editor
  28. 28. Content Authoring Quick Wins Context Ribbon Component Capability Content Types WYSIWYG Editor
  29. 29. Content Authoring Quick Wins Context Ribbon Component Capability Content Types WYSIWYG Editor
  30. 30. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  31. 31. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  32. 32. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  33. 33. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  34. 34. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  35. 35. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  36. 36. Personalization Quick Wins Marketing Center Experience Context Experience Viewer Experience Editor Implied Content Component Editor Rules Editor
  37. 37. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Context Editor Component Editor
  38. 38. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Context Editor Component Editor
  39. 39. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Context Editor Component Editor
  40. 40. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Content Editor Component Editor
  41. 41. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Context Editor Component Editor
  42. 42. Multi-Channel Quick Wins Page Preview Device Emulation Device Experience Device Support Context Editor Component Editor
  43. 43. Testing Quick Wins Testing Context Component Test Evaluate Results
  44. 44. Testing Quick Wins Testing Context Component Test Evaluate Results
  45. 45. Testing Quick Wins Testing Context Component Test Evaluate Results
  46. 46. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  47. 47. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  48. 48. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  49. 49. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  50. 50. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  51. 51. Insights and Engagement Value Quick Wins Executive Dashboard Goal Conversion Engagement Analytics Business Overview Visitor Overview Visit Detail
  52. 52. Next Steps Quick wins providing fast time to value! – Use goals and value metrics to understand and drive quality – Campaign management to optimize marketing spend – Conditional personalization to drive relevance – Personas to profile content – Predictive personalization to target with relevant content, based on behavior – Engagement automation and email campaign manager to ‘speak’ to your target audience – Engagement analytics to measure marketing effectiveness
  53. 53. www.perficient.com | #sitecore | Proprietary & Confidential Questions Slide 53
  54. 54. Connect with Perficient

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