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.
5. Analyze behavioral data such as purchase history, user activity and popularity to make relevant recommendations of additional content that might be of interest, as well as compare textual descriptions between content using metadata, topics, genres, concepts or entities – and combine them to produce compelling results. Recommendation options should include:
• If you like X, you'll like Y
• Explicit – User Rating System
• Implicit – User Viewing history
• Users similar to you liked X
• Behavioral Groups of Users
• Beyond basic demographics
• Optimize Member data
• Users in your Social Network like X
• Location Based Services
• Show more like this
• Country, City, Person, Team, etc
6. Enable creation of custom site sections and targeted microsites for every user in real time. It's important to note that this isn't about narrowing user experiences into filtered 'personal homepages', but instead creating infinite channel opportunities across infinite topics, utilizing all of your readers' data and specific user queries, driving long tail content engagement.
Let's say you have pre-built sections for major global regions, but due to a major event, a specific topic or country is dominating the news that isn't on the front page. A reader could search, for example, 'Italy' and immediately find a dedicated page with feature stories, videos, blogs, interactive maps, etc.
7. Include easy-to-use business rules to support features such as letting the user choose to save their custom content page or setup alerts by registering on the site, driving immediate incremental CRM data and membership/subscriber upsell. Maybe dynamic microsites and research pages are offered only to paying readers.
8. Support content spotlighting to highlight content for specific queries in the form of promotions. Examples include; overriding organic search results with desired order of documents returned for a search query—such as promoting special features over single articles); removing certain documents from search result lists—such as external articles or social blogs; displaying 'Best Bets' set of links for a particular search query; displaying advertisements (image and text) for a particular search query, and redirecting end users to different websites for a particular search query.
9. Support a range of languages as required to serve increasingly borderless digital landscapes (including tokenization and entity and noun-phrase extraction).
10. Enable quick, accurate, affordable and flexible content migration from legacy and archive systems via automated extract, transformation and load (ETL) processes. Reduce the fear of innovation by unlocking all your content and information assets, unifying them in new intelligent and active indexes. PE
Alex Withers is the General Manager, eBusiness at Attivio, a unified information access technology provider. He has spent the last 15 years at the forefront of the digital media marketing revolution with the Financial Times, ESPN, and the United States Golf Association. He can be reached at email@example.com