Comments on Approaching Content Strategy for Personalized Websites

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  1. You had me at “If you’re like me, these are the types of things you think about while listening to hold music before conference calls.” Thanks for creating such a clear and accessible introduction to this increasingly clamored-for capability.

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  2. I believe your micro-taxonomy of core types of content personalization use cases could be improved with a small update. There is a type of content that I think is best expressed by the verb “Educate”. You categorize “Make Easier” (Support) as being related to the task at hand. There’s also a common need to present users with information about how to get more out of their site experience or their overall relationship with the site owner that is not necessarily time based.

    An obvious example are the various tutorials offered on sites like LinkedIn, where the visitor is prompted to gradually increase the data in her profile. Less obvious examples would be cases where data indicate that the user is not making full use of the services to which he is entitled because of his relationship (for example, an Amazon Prime user who takes advantage of free shipping but not streaming movies). These example are not time based - they are related to the overall relationship rather than any specific task, and they are not directly cross-sell since we aren’t asking the user to spend additional money right away (although we fully expect that giving her more value will lead to increasing loyalty and increasing spend in the future).

    This *almost* fits your definition of Enrich, but you have described Enrich primarily in terms of giving the user access to general content that might be meaningful to someone like them (for example, presenting visitors in a specific industry case studies about how visitors in a similar industry are creating value with our products or services) rather than messaging that it is specific to what he individually can do to derive value from his relationship with us.

    As a quick aside, even though it’s a few years old and not directly oriented toward personalization on the web, I highly recommend Don Peppers and Martha Rogers book Managing Customer Relationships. Their Identify-Differentiate-Interact-Customize model is a strong foundation for having these kinds of discussions with customers.

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  3. This is a thorough introduction to personalization and its impact on content strategy. Thanks for writing it Colin.

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  4. awesome article!..i was just wrestling with the job of figuring how how to increase my website views, and this put it all together nicely..
    cheers!

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  5. Nice article.

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  6. Thanks for sharing thoughts on Content writing and content management . Post Panda updates from google now content plays vital role in Google rankings.
    So your approach and methodology of writing is really inspiring and helpful to all webmaster preparing content for there websites .

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  7. For personalized websites, the basics remains the same, that is identifying your strengths and deciding the target audience. The difference comes when you talk about content strategy and content writing. You must be aware about what a particular segment is expecting from you to write a reader oriented content. There are certain things that you need to avoid while focusing on content personalization. Look at what you need to avoid: http://www.cygnet-infotech.com/blog/3-reasons-why-content-personalization-wont-do-squat-for-your-bottom-line

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  8. great article and discusion , This is a thorough introduction to personalization and its impact on content strategy.Bridgestune Indonesia Harga Ban

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  9. Sorry, commenting is closed on this article.