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.

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The Future Of Content Management

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