May 16, 2017
Three Ways to Make Your Content More Relevant

Contextual, relevant experiences are the name of the game these days. Whether you are creating content for your website or some type of printed document, you'd like the ability to make the content more relevant to a specific audience. You can do that when you work with structured content, even if your content is more "technical" in nature. Here are three ways:

Co-Branding

You have created a great piece of content, and you want to re-use it across multiple brands, but it needs to look like it belongs to the brand. Co-branding is the ability to change the brand experience of your content asset for different audiences, such as different companies or customers.

Creating content chunks in your web CMS enables you to quickly piece together content in different ways, including different brand experiences.

For example, you developed a whitepaper in partnership with three other companies and each one wanted to brand the paper to their company. Each needs a special section at the end that discusses their product solution. Using content chunks, you can create a chunk of content for each company's product section and insert it into the paper depending on which company you create the paper for.

Localization 

Localization is another great example of changing your content to suit a specific audience, in this case, based on where they live. For people looking at your website from Canada, they would read Canadian English, whereas someone from the UK would see UK English.

Adjusting content to that level might seem strange (who cares if you spell “favorite” or “favourite”), but in some countries localized language is extremely important; you don't want to offend visitors by publishing content that may be inappropriate.

Creating Targeted 'Help Content' from DITA-Based Content

Another good example of creating targeted content is working with DITA-based HELP content that you import into your Web CMS to make Help available online. In DITA, you use the same help files for different versions of your product because most of the content is the same. But there are slight variations in some of the steps for deployment.

In this case, you specify what steps are for what version of the product using metadata. When you print the Help doc from the DITA-based CCMS, you would simply specify which version of the Help document you are printing.

When you import DITA content into your Web CMS (e.g. Ingeniux CMS), you bring in the different content for each version, but it isn't until a particular version is requested that Ingeniux dynamically filters and renders the Help content, ensuring the correct version of the Help doc is displayed.

Ingeniux CMS can do this because it supports structured content and understands the structure imported from a CCMS. 

Inline Replacement vs. Content Chunking

There are two ways to personalize or target content. First, you can do inline replacement of the text within a content element. For example, you want to replace a certain word or phrase depending on who is reading the content. This could be our localization approach noted above, or some other need to change small pieces of content.

The second approach is content chunking, where you replace large portions of text. Content chunking is the most used approach because it's much easier to for non-technical authors to manage.  Content chunking allows you to create one version of a content asset and specify changes to certain parts without creating completely separate versions of the content asset for each instance. When you have changes to make to the content, you only have to update it in one place, so you can be sure everyone has the most recent version. It's also a more cost-effective approach to content management.

Ready to Create More Targeted Content?

You know you need to create more personalized, or targeted content, but you don't want to maintain separate versions of the same content for different audiences, especially if the changes are relatively minor (but very important).

Ingeniux CMS provides the ability to perform both in-line replacement of content – typically a word or phrase, and also content chunking to support the replacement of larger portions of content. This capability is great when you are working with technical content you import from a CCMS, but it is equally useful when creating and publishing any website content.

The more targeted the experience, the better results you will get.

Posted by Andrew Douglas
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