Content is moving quickly from traditional print to print and digital channels. The key to delivering these projects is to ensure that content is authored once and reused intelligently across all channels including print, web and mobile in a personalized fashion. Many projects focus on the authoring challenge in isolation and personalization as a secondary concern. For today’s projects to be successful it is vital that an integrated approach to personalized content is considered at both the authoring and publishing level.

1. Successfully Delivering a
Personalized Content Experience:
From Structured Content Creation to Multichannel Publishing
Jim Edmunds, Ingeniux
Suzanne Mescan, Vasont Systems
@VasontSystems | @Ingeniux | #LavaCon

2. About the Speakers
Ingeniux - Web Experience Management Software
Products
 CMS – Web Content Management Software
 Cartella – Business Collaboration Software
Architecture
 Structured content repository – using XML and NoSQL
 Import structured content intelligently from CCMS solutions platforms
 Structured content and component model unique in CMS solutions
Solutions
 Intranets | Extranets | Portals | Websites | Communities
 Tight integration module with the Vasont CCMS
@VasontSystems | @Ingeniux | #LavaCon
Jim Edmunds

3. About the Speakers
We Help You…
Organize your business assets
Manage your productivity
Deliver your information
 Component content management solutions with enterprise scalability with
on-premise or SaaS models
 Named four times to the EContent 100 list of the most important companies
in the digital content arena
 Named to EContent Magazine’s inaugural list of Trendsetting Products 2014
 A member of the TransPerfect family of companies
@VasontSystems | @Ingeniux | #LavaCon
Suzanne Mescan

4. Agenda
• What is a personalized content experience
• Creating personalized content
• Delivering personalized content
@VasontSystems | @Ingeniux | #LavaCon

5. The Current Personalization Landscape
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#1 - YOUR AUDIENCE EXPECTS INFORMATION TO BE PERSONALIZED

6. This Changed Everything
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7. This Changed Everything
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The iPhone revolution changed the
way we interact with information
It created an expectation that content
is aware… of who you are, where you
are, and what you’re doing
Your audience expects content to be
intelligent and aware

8. The Current Personalization Landscape
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#2 – TECHNICAL CONTENT IS CRITICAL FOR PROVIDING A SUCCESSFUL
PERSONALIZATION JOURNEY

9. There’s a
New Sheriff
in Town
9@VasontSystems | @Ingeniux | #LavaCon |

10. The New Sheriff is Marketing
• Marketing is going to own the customer experience
• Technical content has become essential to the
marketing and sales process
• The technical content ecosystem extends from lead
generation, to sales, through customer support and
retention
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11. Content Marketing
Institute in its annual
survey reports that
90% of marketers see
content as the future
of marketing
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90%

12. Forester Research, in
its survey of Chief
Marketing Offices
says 75% of CMO’s
think that in the next
five years marketing
will be responsible
for the entire
customer experience
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75%

13. The Technical Content Ecosystem
• Technical content moving upstream
• Sales process has changed.
• Prospects research first before engaging a sales
person
• Technical content critical to lead generation and
brand identity
– Long-tail search
– Opt-in lead registration
– Market validation
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14. Content Engagement Funnel
• Deep well of technical
content critical to ongoing
customer engagement
• The lifecycle revenue
associated with ongoing
engagement usually larger
than initial sale
• Current customers key for
validating new sales
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Search and
Discovery
Relevance
Recurrance
Conversion
Deep Content Well

15. The Current Personalization Landscape
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#3 – PERSONALIZATION IS A MULTI-DIMENSIONAL CHALLENGE

16. Our Job Is Getting Harder
Personalization is a multi-dimensional challenge.
– Explicit
– Implicit
– Temporal
– Geographical
– Device-based
– Account-based
– Context-based
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17. Content consumption based on device and time of day
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18. Personalization: Multi-Channel Content Delivery
• Media specific
• Context specific
• Account specific
• Site specific
– Sites within the organization re-using content across lines
of business
– Syndication of content across multiple external sites
• Device specific
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19. How Do You Deliver Personalized Content?
• Three keys to the Personalization Landscape
– Content is aware
– Integral to the entire customer experience lifecycle
– Multi-dimensional challenge
• Starts in the authoring process
– Definition and architecture
– Structured content
– Meta-tagging
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20. Creating Personalized Content
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21. The key to delivering projects
Ensure that content is
authored once and
reused intelligently
across all channels including
print, web, and mobile
in a personalized fashion.
21@VasontSystems | @Ingeniux | #LavaCon |

22. Core content requirements for
personalized projects
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Granular content
…and many more
Structured
content model

23. Core tools requirements for personalized
projects
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XML
authoring tool
CCMS
Publishing
system

24. Core resources requirements for
personalized projects
Eager writers/editors
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Information architects Technical expertise

25. Essential elements for success
• Process
– Business analysis with regards to
the business goals
– Definition of the content lifecycle
• Must be an initiative with
management
– Management backing
– Allocated budget
– Goals and outcomes
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26. Essential elements for success
• Buy-In
– Must have buy-in and ownership
from all levels of staff
– Metrics, both before and after to
measure success
• Consultant
– Use an experienced consultant if
there’s no expertise in-house
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27. Effective content targeting
• Define metadata
• Assign metadata
• Map metadata to
personalization rules
• Review success and adjust
metadata as necessary
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28. The key to an effective process
Content needs to
retain structure
throughout the process
to remain effective
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29. So, how do you do it?
• Authoring
– Adopt structure in the authoring
process
– Use a CCMS to manage structured
content, reuse, metadata, and
processes
– Adopt writing guidelines and
governance
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30. The key to making it happen
XML is the key to
extensibility, structure,
and portability
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31. Delivering Personalized Content
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32. Multi-Channel Delivery
• Starts with Structured Content
• Mapping Inputs to Outputs
• Content Intelligence Layers
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33. Content Mapping
• Import structured content: CCMS
• Information Architecture: site hierarchy
• Schema: page-level content structure
• Taxonomy: metadata associations
• Personalization: business rules for applying metadata
• Presentation: device and user experience
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34. Content Presentation
• Content that drives the navigation
• Narrative content well
• Personalization options
• Rendering options
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35. Responsive is NOT the Silver Bullet
• Responsive is a tool, not a strategy
• Not all technical content resolves well in responsive
• Responsive framework is just one intelligence layer
• A good baseline… but does not address the entire
user experience
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36. Content Intelligence
Focus content
intelligence around
the user experience
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Responsive Mark-Up
Semantic Mark-Up
Hierarchy (Organization / Relationships)
Metadata (Taxonomy / Associations)
Schema (XML / DITA)

37. Search – the ultimate personalization
• Search is the primary navigation for many users
– 30% to 70% of users start with Search
• Users are incredibly bad at search
• Search success proportional to content complexity
– Simple e-commerce search – 70% initial success rate
– Intranet search – 20% initial success rate
• Guided (Faceted) Search
• Global (Federated) Search
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38. Analytics – Measuring Personalization
• User-experience data
• Map data against core
objectives
• Improve personalization
process and results based
on analytics data
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#LavaCon |

39. An example CCMS and publishing overview
39@VasontSystems | @Ingeniux | #LavaCon |
Vasont CCMS
& XML Editor
•Content authored, reused, versioned, consolidated, shared, and secured
•Structured using XML DTDs and standards
•Metadata applied
•Processes managed through workflow and project management
Ingeniux
Import & Sync
•XML intelligently mapped into Ingeniux schemas and views
•Content and metadata sync’ed into application
Indexing &
Management
•Content stored and indexed in Ingeniux NoSQL repository
•Enriched with additional taxonomy, personalization, security, and metadata
Dynamic
Publishing
•Content sync’ed to web servers for dynamic delivery
•Content API for agile content services
•Mobile device targeting