Content: The Cornerstone of Digital Experience

June 5, 20206min

It’s proven that intuitive personalisation deepens customer engagement and improves conversion rates.

Therefore, against the background of ever-growing content estates and increasing customer expectations, a robust content strategy is paramount to successfully achieving this level of personalisation.

Why the cornerstone?

We’ve seen a continual trend in businesses taking a journalistic, storytelling approach to conveying their value. In the professional services sector, customers are looking to buy knowledge, understanding and deep specialism.

Being able to demonstrate this to a prospective client in a very contextually relevant way is key to achieving conversion. And this is true across all industries, though the product may differ, the benefits of a well-executed content strategy remain the same. Indeed, 92 percent of marketers reported that their company views content as a business asset.

Your audience, their individual challenges, their place in the customer journey, when and how they are served the content all play a huge part in the success of your business. With so many moving parts, how can you build an effective content offering? Where do you start?

It’s time to get personal

We know that people now expect to be known by brands and it’s been proven to increase customer engagement – in fact, 74 percent of customers feel frustrated when website content isn’t personalised. But to plan and design a successful personalised content strategy you’ll need to understand your user’s journey and then bake it into your content creation.

Start with what you do know and build from there. You’ll have access to explicit data points like geographical location and so on. From this, you can start to uncover more implicit data based on user interactions and behaviours. This is the foundation for segmentation, which will ultimately decide the kinds of content you serve and should inform how you brief and create content.

This knowledge will help you create a clear taxonomy and tagging strategy, which is key for fulfilling the technological requirements of content personalisation.

Clear taxonomy at the heart

To create this a robust personalisation platform, you need to build profiles from all your customer behaviour: explicit user activity and data, CRM and other sources. That allows for unified profiling – combining data sets to pattern match your content taxonomy. This can all be done through a platform such as Sitecore or Episerver. You can then create a taxonomy based on your profiles and tag content to be served to the right users. Once established, you can test and optimise in real time to see what’s working, what’s not and feed new interactions and content quickly.

It’s an approach Rufus Leonard recently deployed for a leading global professional services client. Architected on a high-performing Azure PaaS solution design, we consolidated and re-platformed two global sites into a central Sitecore platform; geared towards accelerating new customer acquisition and building loyalty.

Content was king for the new site, with over 30,000 articles to navigate in multiple languages. So the new site features complex dynamic UI delivered to double accessibility requirements and content management across the huge multilingual content estate, extensive taxonomy and Azure search integration.

The next step is to automate

Fortunately, the last couple of years has seen artificial intelligence-led automation being introduced to reduce the workload in both understanding your customer segments and their likes and dislikes.

In addition, we can now also use intelligent auto classification of content, where the system understands where content fits in your taxonomy and what profiles or segments will respond to it best. So get a system that you can feed initially and which will learn some rules and be able to curate your digital estate with less work.

The future of content

People now expect personalisation so much, they may only notice it by its absence. Start small, build on what you know, test and optimise continually. A personalised content strategy and platform requires investment, effort, data aggregation and an organisational mindset shift to really be effective in driving engagement, but the benefits to your business and your customers will be exponential.

Rufus Leonard is a winner at the UK Digital Experience Awards 19. 

There is still time to take advantage of the Early Bird Discount at the UK Digital Experience Awards 20!


Peter Barker

Peter Barker

Peter Barker is CTO at digital agency Rufus Leonard.




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