Proactive Content Reuse Stimulates Customer Engagement
Business Solutions Guide | Part Three in a Four-part Series on Content Reuse
Personalized Experiences Don’t Mean Reinventing the Wheel
Delivering the right content to the right visitor at the right time has been a customer engagement mantra repeated to marketers for the last few years. Until recently, achieving the vision has been more aspirational than realistic.
To turn aspiration into reality, a web content management (WCM) system that supports automated personalization, content reuse and ease of display and deployment across channels is a must have. In addition to the technology, marketers must have a content strategy based on customer segmentation — especially due to the amount of content necessary to do real-time marketing justice. A strategy that incorporates content reuse can ease the strain of making a successful transition to personalized experiences that increase customer engagement. Such a strategy should include:
- Taking an object-oriented content approach – dynamic vs. static customer experiences
With an object-oriented approach, content can be created using a modular method that allows the creation of information as separate assets that can be used together in different ways.
- Adding depth to enhance customer experiences – sharing a relevant story
Content developed in a modular form allows the story to unfold in a relevant manner with each website visit.
- Planning for maximum impact from “Evergreen” content – tags and story hubs
A WCM system that automatically creates tags during content creation can eliminate manual effort, directing how content assets will be displayed in relation to user context.
This guide is part three of a four-part series on content reuse. It presents an approach to content reuse that incorporates storytelling through modular, object-oriented presentation to reduce costs and increase customer engagement along with conversions.