Guest Columnist: 10 Tips for Content Optimization
A primary goal of media companies is to drive engagement between content and audience, yet many struggle to find the right technology to get the right content to the right people at the right time. The optimized mix leads to increased engagement, more clicks, improved user satisfaction, incremental advertising inventory, content subscriptions and ongoing loyalty. In the media world, content is still 'king', but relevance is fast becoming 'queen'!
Delivering the right content to the right user at the right time drives engagement and business success. There is no approach available today that does this more dramatically, cost-effectively and efficiently than unified information access.
An advanced unified information access platform can aggregate and analyze all relevant information, regardless of source or format.
Following are ten must-have requirements to ensure you select a unified information access platform that fully addresses today's digital media needs. A unified information access platform should:
1. Seamlessly integrate disparate content and data sources (including databases, digital asset archives & user profile data) and content management systems.
2. Provide a secure, high-performance data environment that scales incrementally as your requirements grow.
3. Provide enhanced search with features like predictive type-ahead and disambiguation (Did you mean Paris Hilton or the Hilton Hotel in Paris?), and guard against user frustration from getting null or inaccurate results. It must provide a personalized experience through optimizing content by audience segment and be able to analyze additional data as it is added or learned.
4. Offer advanced content analytic capabilities such as entity extraction, key phrases and sentiment analysis, at both the document and the entity level. For example, "I love the new iPad. The resolution is just amazing, but the battery life is too short" shows both positive and negative sentiment in the same statement, so entity level analysis is key for both social engagement and marketing insight.