The future of Content Management

Extremely Dynamic Website

Old-fashioned Content ManagementContent Management System regulates the websiteContent editor can publish pages or content (also

documents)Pages: static website.

Rendering of webpage on editorial server.Content: dynamic website.

Rendering of webpage on live server.Inside-out concept

Organization determines the visitors experience

Content Management System

Website

CMS

Pages Content

Pages Content

Visitor

Visitor wants more personalized content!

Content Management adds new featuresPersonalization

Visitor needs to be logged-in. Pushed content relates to information of visitor, like age, gender, etc.

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.

Still inside-out concept. Metadata of pages are attached by content editors.

Content Management System

Website

CMS

Pages Content

Pages Content

Personalization/segmentation

Visitor

Visitor still wants more personalized content!

PROBLEM:CMS is an inside-out system.

We need something else!

Behavioral TargetingVisitor behavior is collectedContent is pushed dependant of the group(s) behavior,

e.g.First visit. Extra information about siteDifferent content when visitor comes from website XYZEtc.

Rules are created in the organizationIs built on top of website, not in CMSStill inside-out concept

Content Management System

Website

CMS

Pages Content

Pages Content

Personalization/segmentation

Behavioral Targeting

Visitor

On-site Behavioral TargetingVisitor data is collected during visit(s).

What is the visitor looking for?New visitor is related to early group statisticsContent is pushed dependant of the group(s) behavior related to the

visitors behaviorFirst used for banners and advertisementsAlso capable of pushing related content or other information blocksThe system uses the groups experience to serve the right contentSelf adjustable. Groups statistics changes 24/7.

First step in the Outside-in conceptThe groups of visitors determine what the website looks likeDown side: Groups are still determined by organization

Content Management System

Website

CMS

Pages Content

Pages Content

Personalization/segmentation

Behavioral Targeting

Visitor

On-site Behavioral Targeting

CHALLENGE:We need to give every visitor a

personalized website

ProblemsVisitorThe 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.

Visitors in the same phase could be looking for different information in a different format

Visitor uses different meta-programs (NLP) to be persuadedOn Site behavioral targetingOn-site behavioral targeting uses a common denominator to

push content. This conflicts with the visitor goals.

What’s next? (1)Information must be adjusted to:

PhasesFormatsMeta-programs (NLP)

Determine the amount of phases, possible formats and number of Meta-programs and create a piece of content for every instance

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

What’s next? (2)User needs to give insights in his Meta-program.

Insight cookie can be used for multiple websitesPhase is determined by behaviorType of format is profiledWebsite will be very fluid. Content editors will have more (and more) workConversion rate will go sky high

Content Management System

Website

CMS

Content

Personalized Targeting

Visitor

Content

ThanksErwin Sigterman© 2010

http://www.siggyvolgt.nl (in Dutch)