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Increase your websites’ engagement and conversion rates by using dynamic content to personalize digital experience, based on the actual user interests collected by Content Intelligence.
With the support provided by Artificial Intelligence, Content Intelligence Software analyzes the topics a user is interested in by following their online behavior.
Then, it calculates cross-channel data in real-time and recommends specific content based on the single user’s current interests.
In this way, HTML pages (website pages, landing pages, applications) can become dynamic: that is to say, once visited, the page starts suggesting additional items, videos and all sorts of follow-up materials to make the customer experience complete and personalized, increasing customer satisfaction and engagement.
Moreover, if different users have different interests, the same website can appear completely different to them.
[dropdown:1. Create users]
To setup your environment in a way that allows you to use dynamic content within your websites, leveraging the interests expressed by ì users in specific topics, you must have:
- At least one user with the "Content Editor" role, who will upload the assets in THRON.
- At least one user with the “Content Intelligence Manager” role, who will tag the assets.
To create a new user, click on the menu button in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking on the button in the first row of the second column.
Give each user the proper role, making sure you create at least one Content Editor and at least one Content Intelligence Manager.
[dropdown:2. Prepare the workflow]
Now that users have been created, make sure you set up the workflow for content approval. In this example we will guide you through the creation of a simple workflow with just two steps: “To be approved” and “Approved”.
The first step is the folder where your content editor will upload the new assets, waiting to be reviewed and tagged by the Content Intelligence Manager, who will then move them to the “Approved” folder, where the Predictive Content Recommendation app will select the content to be dynamically displayed.
To create a new folder, click on the “+” button which is located at the bottom of the folders’ column.
In the modal window make sure you enter the name “Content creation workflow” and leave “No folder” as main folder, since we are now creating a new root.
Then click on the “Edit access list” button and add both the editors and the Intelligence managers, but leave all the checkboxes blank; you only need to give them the right to see the workflow in this phase. Save the modal and close it.
Now let’s create the two steps: click again on the “+” button to create a new folder. This time choose the name “0 - To be approved” and make sure that “Content creation workflow” is selected as the main folder. Then edit the access list and include the editors by giving them the right to edit content and publish content in the folder (Can edit folder and publish/remove content); then include the Content Intelligence Managers and give them full rights over the content and with the right to remove content from the folder (Can edit folder and publish/remove content).
Save and close the modal.
Finally click again on the “+” button to create a new folder, enter the name “1 - Approved” and make sure “Content creation workflow” is selected as the main folder; then edit the list by including Content Intelligence Managers and give them the right to publish content in the folder (Can edit folder and publish/remove content).
[dropdown:3. Prepare the taxonomy]
For THRON Content Intelligence to be able to suggest appropriate content based on the interests expressed by users across your channels, your taxonomy needs to be properly constructed. The recommended approach is to build your TOPIC classification dictionary in such a way as to have the following branches:
- AUDIENCE INTERESTS: The general topics that represent the interests of your company's prototype buyer personas. These concepts will be used to tag the content in the upper part of the funnel, i.e. awareness content.
- COMPANY TOPICS: All the concepts that have to do with the market in which the company operates and the types of problems that its products/services intend to solve. Typically, these concepts are used to tag the consideration content in the intermediate stage of the funnel.
- PRODUCT CATEGORIES: The product categories or groups based of similar characteristics. Subcategories may also exist if necessary. These concepts are to be used on product-related content.
To create new tags, reach the Tag Center by clicking on the advanced button in the right corner of the header menu and then click on "Tags".
Once in, select the TOPIC classification and enter the Tag dictionary. To create a new tag, click the "+ Create new tag" button at the bottom of the left column.
Create the three root tags to begin with; then enter the tag name (e. g."Audience Interests") and make sure that the "No parent tag" entry is selected in the dropdown.
Once the three root tags have been created, you can go ahead and create your own dictionary by introducing all the other concepts, taking care to select the corresponding parent tag from time to time.
If the THRON Semantic Engine has already generated some tags, you will find them inside the "Misc" container. Drag and drop them to place them in the organized tree.
[dropdown:4. Centralize your content]
The fastest way to upload new assets to THRON is to drag and drop them directly from your desktop.
Your editors will just have to select the “To be approved” folder from the left column and then drop files into the browser window. You will not have to worry about formats or compatibility; THRON will automatically set up your content so that it can be delivered to any device.
Right after the transcoding process, Content Intelligence Managers will be automatically notified that new content is ready; they will be able to fine-tune the content by checking its basic information and tags, and once done they can simply drag them into the “Approved” folder and remove them from “To be approved”.
Alternatively to the use of Magic Site Integration, you can centralize all of your content in THRON by uploading digital assets via drag and drop.
Once the content has been uploaded and properly tagged, you can use the THRON Player to deliver them across all your digital channels via embed code, thus collecting relevant data on your audience's interests.
[dropdown:5. Tag content]
Once content have been imported into the Platform, make sure you tag them by using the dictionary of the TOPIC classification that you previously defined.
To tag a piece of content, access its detail by clicking on the item in the list.
Add tags to the TOPIC classification using auto completion or a dedicated modal.
To tag more than one piece of content using the same set of tags, select them directly from the list using checkboxes and then click on "Manage Tags" in the Smartbar.
The tags you have added will be associated with all the content of your selection.
[dropdown:6. Install a Predictive Content Recommendation application]
To offer the most appropriate content for each user that shows up on your web pages, rely on THRON’s Artificial Intelligence and activate a Predictive Content Recommendation application in the “Approved” folder.
To create a new Predictive Content Recommendation app, click on the "+" button in the THRON header menu and select "Extensions and Connectors" to reach the Marketplace.
Once there, select “Predictive Content Recommendation” and click on "Activate". If the application is already active, make sure you have permission to manage it (if not, ask the application owner) and proceed with the configuration of the specific recommendation as explained below.
From the application’s main screen, click on "Create new Recommendation" and provide a name that allows you to quickly identify the recommendation (e.g."Dynamic Content"), then select TOPIC as the classification to be used and "Approved" as the folder.
[dropdown:7. Enrich your pages with dynamic content]
As soon as a user shows up into one of your pages, use the recommendation API provided by THRON to get the most appropriate content to be displayed to that particular user at that particular time.
Once activated, Predictive Content Recommendation can be included in web pages with any of the following methods:
Via embeddable widget
Available widgets are:
- Adaptive Content Wall: A wall of content that dynamically adapts to the size of the page (you can see an example here).
- Horizontal Content List: An horizontal list of contents (you can see an example here).
For experienced users, more information on how to customize widgets are available here.
If content recommendations have been created, you can use THRON API to take advantage of the predictive algorithm and get the best content to propose to the specific user who is viewing your page in real time.
All information about the APIs to be used can be found here.
KPI Check: Gather all data on your content
Access the Content Analytics dashboard using the "Intelligence" button in the head menu. From this screen you can see all content views statistics, applying different types of filters.