Feeding the content-data loop
It’s an ever-louder drumbeat of demand: more content creation, more personalization. More quantity, more quality. Content that doesn’t just tell a story — content that solves customers’ problems, feels custom-tailored to their needs, and arrives at just the right moment in just the right medium.
Everyone from marketing to IT feels the pressure to deliver more. But with the right tools, there’s a simple way to synthesize user data with content data to create more personalized experiences than ever — and more effective content than ever, too.
Turn data into experiences — and experiences into growth
Growth doesn’t come from a great piece of content (or campaign, or product feature). It comes from the holistic experience these marketing efforts foster for your customers. The feeling evoked, the problem solved. The human impact of the product you make. That’s what we call experience-led growth. You chart a course to the experience you intend to create.
And to chart that course to experience-led growth, you’ll lean heavily on experience-centric data. By combining what you know about your users and what you know about how they engage with your brand, you can hone in on the perfect recipe for personalized content at every interaction. You can even pull it off at scale. Not only can you custom-tailor content better than ever, but you can measure the content’s performance — along with any new customer behaviors — to fine-tune and deliver even more relevant experiences the next time.
Experience-centric data synthesizes insights about users and the ways they interact with content. This data, in turn, fuels a higher caliber of personalized experiences.
The content-data loop in five steps
Here’s how to provide your customers with the real-time, relevant experiences they expect — and keep your brand ahead of the competition.
- Let data be your guide. First, have a look at your customer journey data to understand what content users are interacting with, and at what buying stage they’re doing so. That data will serve you well in surfacing the right content to both new and existing users. You’ll spend more efficiently while making your customers feel more valued.
Tip for long-term success: Forge a strong partnership between IT and marketing so the necessary data is gathered and put to use.
Turning insights into action
Silicon Labs integrated their analytics and targeting platforms so they could look deeper into customer segmentation and content interaction data. They adapted their experiences accordingly to resonate better with web visitors. The result? A whopping 47% increase in traffic
88% improvement in organic search, and 15% higher conversions.
- Mind your KPIs. All things are possible with clear goals in sight. Set end-of-funnel business metrics and work back to see what content led to those metrics. You’ll achieve your goals far faster and provide a better customer experience while you’re at it.
Tip for long-term success: Don’t let your content get stale. Keep analyzing and iterating content as you go so you can constantly refine your strategy to meet your KPIs.
- Centralize and standardize. Pull your content and data together and watch what unfolds. When it’s stored in one location all your teams can more easily organize, find, and create what they need to deliver relevant experiences to customers.
Tip for long-term success: Pair your content management system (CMS) with an analytics tool — or level up with artificial intelligence (AI) and machine learning to amplify the efficiency.
Use auto-tagging to work smarter
Don’t waste hours manually tagging digital assets. Instead
you can use AI and machine learning to auto-tag them and store them in a central repository above the fray of separate silos. (You can even train the model on brand-specific taxonomy.) This makes it easy for anyone in the organization to find assets so they can repurpose them as needed, and have more time for high-impact projects.
- Reuse, don’t re-create. You shouldn’t have to move mountains to roll out new websites or campaigns. Instead of individually coding channel-specific content variations, your CMS can do the heavy lifting. With a flexible CMS, you can either reuse content with pre-approved content blocks, or use headless capabilities to create content once—then have it automatically adjust to fit every channel’s specifications.
Tip for long-term success: Make it possible for teams across different units to edit and ship content so you can skip logjams and get straight to publication.
- Mind the need in every channel. Don’t limit yourself — look for a CMS that’s flexible enough to deliver content on any framework or channel. That way, you can meet customers wherever they’re interacting with you, be it social media, third-party marketplaces, desktops, mobile apps, and more.
Tip for long-term success: Consider a hybrid content architecture that will let you publish dynamic, personalized content to custom front ends as easily as you could publish traditional web pages.
Adobe can help you turn these tips into a successful content-data loop
Quality content and quality data are at the core of a great customer experience. Done right, they inform and complement one another in an ongoing virtuous cycle. And when you pair Adobe Analytics with Adobe Experience Manager Sites, it no longer has to take days or weeks to set that cycle in motion. Now you can get the omnichannel insights, deep customer understanding, and swift optimization that gives customers what they want, when they want it.
Download the full guide Feeding the Content-Data Loop for our full set of insights, examples, and takeaways on making content personal, at any scale.