Content Targeting: How to Develop Personalized Content That Increases Engagement
Jul 14, 2015
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Transcript
Roadmap
What is
UX?
What is
UX?User Experience (UX)is a person’s attitudesand emotions aboutusing a particular product.
UX is
not...Design i ng a pretty site
There are many aspects of a
user's experi ence that we can never control.
We can’t design the user experience, we design the product that creates the experience.
UX is about th ebig pictu re an d flow
UX is also about the
m icroi nteractions and
detai ls
Many websites sit somewherebetween usable and enjoyable…
…but to take your UX to the next level,you need to add personalization
A personal touch is as effective at
develo pi ng relationsh i ps
in the online world as it isin the offline world.
How do you create a personal web experience?
with Content Targeti ng
What iscontenttargeti ng?
What is
content targeti ng?Content Targeting is givingthe right people the right content at the right time.
Why is Content Targeti n g usefu l?You can give different users different content based on their specific needs.
I m portant Qu estions to ask befo re Targeti n g You r Content
Who are you trying to engage?
What information is important to them?
Is the content they are receiving effective?
Th e Content Targeti ng Cycle
Ben efits of content targeti ng• Improves UX because it makes a
user’s experience more personal
• Increases audience engagement because it offers users more relevant content
• Increases quantity and quality of leads because call to actions are more effective
How do we use
Content Targeti ngfor liferay.com?
Location, I n dustry, Persona
Liferay targets users based on their location, industry, and persona
Location-based targeti ngWho are you trying to engage?Users from specific countries or regions
What information is important to them?Events in their region
location-based targeti ng i n action
i n dustry-based targeti ngWho are you trying to engage?Users from Financial Services, Manufacturing, and Healthcare industries
What information is important to them?Educational content related to their industry
i n dustry-based targeti ng i n action
what is persona-based targeti n g?Using a user’s buyer persona todetermine what content they see
what is a persona?Personas are fictional characters created torepresent the different user types that mightuse a site, brand, or product in a similar way.
persona-based targeti ng?Who are you trying to engage?Users with specific knowledge or roleswithin their company
What information is important to them?Content relevant to their needs
persona-based targeti ng i n action
How can you
i m plem ent content targeti n gwith Liferay 6.1?
Reco rd, revi ew, ren derHow can you implement content targeting with Liferay 6.1?
Record the information that you need
Review the gathered information about the user
Render specific content based on the user type
recordYou can record user information by:
• Adding custom fields to a user’s profile- e.g., country, persona, title
• Capturing visitor attributes such as IP addresses• Bringing in user data from 3rd party software
Revi ewCheck the information you gather to ensure you have clean, useful data.
Revi ew
ren derRender specific content based on location, industry, or persona.
ren der
Additional ways to
target content
Day Night
Ti m e
Mobile Tablet Desktop
Devi ce
Gen der
Male Female
Online Ad Search Referral
Sou rce
Time on Site
Site Engagem ent
Number of Visits
Page Views
su m maryContent targeting is a powerful tool that turns static websites into personalized experiences.
raise th e barLearn how easy it is to create a personalized, engaging web experience with Liferay.
Liferay, Inc. is a leading provider of enterprise open source portal and collaboration software products, servicing Fortune 500 companies worldwide.
additional resou rcesUXhttp://www.uxmatters.com/mt/archives/2012/04/more-than-usability-the-four-elements-of-user-experience-part-i.php
Content Targetinghttp://www.convinceandconvert.com/content-marketing/targeted-content-the-holy-grail-of-content-marketing
http://www.eloqua.com/resources/best-practices/content-marketing.html
Personashttp://blog.bufferapp.com/marketing-personas-beginners-guide
Custom Fields in Liferayhttps://www.liferay.com/community/wiki/-/wiki/Main/How+to+use+Custom+Attributes+to+enhance+Users
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