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Just how intelligent – and personalised – is your content?

We’re all familiar with the marketers’ imperative to get personal, creating one-to-one marketing communications that truly connect with the needs and preferences of our customers and prospective customers. And then there’s the old marketing adage that content is king

Just how intelligent – and personalised – is your content?

But if we’re all really honest with ourselves…

Do we have the tools and the wherewithal to get personal across every digital touchpoint, at scale?

And just how well do we know this content king (or queen)? To extend the metaphor, do we really understand how he (or she) is connecting with the citizens of the land?

Is he/she speaking their language? Connecting with their needs, hopes and dreams? Assuaging their fears and concerns and guiding them to psychological safety and existential happiness (or just simply giving them the very thing they need, however big or small, whatever that ‘thing’ may be)?

Or are we standing on a soapbox out in front of the digital masses and making decrees, based on what we think we know, outlining all the many things that we want to talk about?

And, to take this one step further, do we really – in our heart of hearts – know what our customers care about and want to know more about, down to an individual level, so that we can effectively personalise our digital content and communications?

Now more than ever as organisations we need to accelerate our digital engagement and use our content intelligently, sensitively and helpfully.

As the world has come to terms with the impacts of COVID-19, almost overnight, every business became digital-first, with physical stores and shop-fronts emptied, staff working from home where possible, and consumers confined to their own four walls.

Right now, one of the only ways to connect with customers is digitally, and so the challenge for us as brands is: How do we deliver a relevant and engaging experience at scale? And, within that: How do we make sure we’re tailoring the right content, to reach our audiences in the right ways, at the right time?

What’s more, there’s just so much digital content out there. How do we know – and make sure – that our content is the right content?

We only have to reflect on our personal experience and the daily bombardment of information we all face (and selectively interact with) to understand just how much content that gets created and shared that falls wide of the mark (best case scenario: it falls in the irrelevance/background noise category; worst case scenario: it falls in the annoyance category, which we all know is a slippery slope to brand damage… better not to have created and shared the content in the first place if this is the experience you’re creating for your customers and prospective customers!).

Just think about your own inbox (particularly the ‘other’ tab) and the websites you might have visited in the past 24 hours. How much ‘content’ (in its many forms) has met you where you are, right now, adding value or giving you useful insight? I know what my answer to this is (unfortunately).

Where art meets science

Along with content being king and the push for personalisation, another thing that marketers sometimes hear is that effective content creation can be a bit of a dark art. The truth is that it’s not, but it is a real mix of art and science.

The great news is that, as the best martech toolsets become less standalone and disparate and more intrinsic to our core platforms, and as the technology becomes ever more intuitive and intelligent, the science is getting easier and it just happens. That’s the most exciting part. No Bunsen burners or complex formula-making required.

If you’re a content creator/marketeer who has recently asked yourself…

  • What content are our visitors/audiences viewing and engaging with?
  • What are they looking for right now?
  • What’s working for our customers right now and what’s not?
  • What should we do more – or less – of as a result?
  • How can we better personalise the content we’re creating?
  • Where should we put our time and effort?
  • What’s the ROI on our content creation investment?

… Then there is something you really need to check out, and a webinar you need to diarise. Our partner Episerver has recently released its Content Intelligence & Recommendations platform

Through the power of AI, Content Intelligence help marketers easily and intuitively gain deep content insights and automate true one-to-one, personalised marketing at scale. The real science here is that it catalogues content by topics across multiple channels, rather than just looking at pages and metadata.

To find out more about how to achieve true personalisation and AI-powered content intelligence, at scale, talk to us, and be sure to join us for our upcoming webinar: Intelligent content with Content Intelligence – How to automate personalised, one-to-one marketing at scale in 2020.

In this webinar, we’ll discuss the importance of personalisation in delivering an outstanding customer experience and the challenges marketers face when it comes to delivering true one-to-one personalised journeys. We will then look how Episerver’s Content Intelligence & Recommendations platform can, through the power of AI, help marketers gain deep content insights and automate true one-to-one, personalised marketing at scale. We look forward to seeing you there.

In the meantime, you can get started, free, today with Content Diagnostics, Episerver’s free version of its Content Intelligence offering. The tool exists to help resource-stretched marketing and content teams to get fast, actionable and real-time intelligence on how well their content is meeting visitors’ needs.


This blog is part of the #ReimagineWork series. For more experts' insights, clients' experiences and to download our datasheets, click the banner.

For more experts' insights, clients' experience and to download our datasheets, click the banner #datareimagine

Posted by: Kevin Miller, Head of Digital & Experience Design | 08 June 2020

Tags: customer experience, Digital Transformation, #CXreimagine, #ReimagineWork, CX

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