Personalization is not a “nice to have” in 2017 or beyond. Instead, it’s a top priority for 68% of business professionals, with 75% personalizing content on their websites according to Forrester’s Digital Experience Technology and Delivery Priorities, 2016 report. While experts agree that personalization is a must, there are plenty of challenges in creating and distributing personalized content, many of which can be traced to a lack of content intelligence. And this issue needs to be addressed sooner rather than later considering that “74% of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests,” according to CMO.com.
Since a frustrating user experience can lead to a loss of customer (or never converting that user into a customer), we thought we would share seven ways that we personalize content for Content Science Review users. You, too, can implement many of these into your own website as you continue to strive for more and better personalization throughout the user journey.
To optimize the content personalization experience, we invited Content Science Review readers to register for a free account, which unlocks the power of “My Library” in four ways:
The “My Saves” tab allows logged in users to view their personal collection of content they’ve saved while browsing the site. This can be an excellent way to collect headlines throughout the day, week, or even month that caught your eye. These saved pieces can also serve as mini-lessons to share with your team, or can be a powerful tool when discussing budgets, planning and more with leadership and stakeholders since much of our content is backed with leading research surrounding content analytics and content intelligence.
With years of content available on Content Science Review, we’ve accumulated resources around 50 topics relevant to the content industry. However, we realize that not every topic we cover impacts your role or industry. So, we’ve incorporated the ability to follow topics so you can quickly discover the newest resources in content intelligence, content strategy, data, mobile…the list goes on.
Recommendation features are all the rage, from Amazon’s “Customers Who Bought This Item Also Bought” feature to Facebook’s newsfeed algorithm to Huffington Post’s “You May Like” reading suggestions and ads. This recommendation tool is personalized based on behavior whether or not the user is logged in, with increased personalization if the user logs in—for example, we don’t recommend an article a user has already seen. And each article is accompanied with a “What to Check Out Next” based on topic, category and/or industry. The “What to Check Out Next” below accompanies our November feature, “Staying on Top of Digital Trends to Stay Relevant to Students.”
Registered Content Science Review users also can receive personalized emails. Options include a monthly and/or weekly roundup of the newest content as well as updates on workshops and training relevant to your industry and role.
Other ways we customize the user experience include offering content curated by subject, content format, industry, and International regions.
So there you have it. Four ways that we personalize content on Content Science Review, which are all tactics that many organizations could adopt. And if you have ideas for more ways you’d like to see us employ content personalization, please let us know so we can create the content you need and work to make your library as useful and relevant as possible now and throughout 2017.
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