A model for content and technology
06 April 2016
To configure an organisation’s content and technology for maximum benefit, you need to know what the options are. This blog describes a model for content and technology options in terms of Sources, Platforms, Relevance, Automation and Engagement.
Sources
Content may be sourced manually or automatically. Once created it adds to a bank of content which can be reused:
- User-generated: created by users themselves
- Curated: aggregated from other sources and curated
- Produced: produced in-house or commissioned externally
Platforms
Content may be published to different platforms (social, email, websites, apps, ads):
- Native: content added to third-party platforms is likely to be optimised for discovery and promoted/boosted
- Proprietary: content added to owned platforms is likely to be optimised for search and follow-on actions
- Syndicates: content syndicated through deals, auto-posting or PR is likely to be optimised for referral
- Advertisements: content occupying paid slots is likely to be optimised for clicks
Relevance
Consumers respond better to content tailored to their attributes, behaviours and preferences.
- Segmentation: tailored for groups of consumers, based on aggregate data
- Personalisation: tailored for an individual consumer, based on their data alone
Automation
Automation helps to promote content to the right person at the right time on the basis of an event, such as:
- Attributes - such as location, demographics, interests
- Interactions - such as reading, sign up, abandonment
- Events - such as weather, holidays, news
Engagement
Users may engage with the content in a number of ways:
- Subscribed to email or social channels
- Shared on social media
- Linked from their site
- Commented on the post
- Cookied and so available for remarketing