Schedule a one-day personalization content strategy workshop and by the end of our workshop, you will be ready to develop or adapt your personalization approach and long-term strategy. This workshop breaks down everything you need to know about effectively personalizing your content experiences. Your content, marketing, strategy, and digital teams will walk away with enough knowledge to craft and roll out a successful model. We bring several group exercises that can be adjusted to leverage your content ecosystem and business challenges, with the end result of actionable next steps.
By the end of the workshop, you will:
Understand what type of model is necessary to set up a realistic personalization strategy for your content
Leverage best-in-class approaches to effectively target and contextualize content for your users regardless of channel or where in their lifecycles they are with your brand.
Create a roadmap with short-, mid- and long-term goals
Understand where you can specifically use content for personalization and walk away with the tools to do so.
What might a typical workshop cover?
Part I: Definitions, Key Concepts, Considerations and Case Studies
An introduction to personalization and key considerations
What is personalization and what are effective ways to offer up contextual experiences to users – with specific case studies
Why personalization is critical, and where many organizations have gotten it wrong
What inputs does a successful personalization strategy possess and what are some examples of models for success
Considerations for: business goals, target audiences, operations, technology, content, data needs, legal issues and costs
Building a business case for personalization (we can make it specific for B2B or B2C models)
Part II: Building a personalization content strategy framework
Gathering the necessary inputs for personalization
User inputs – personas, segmentation models, user research
User journeys and cross channel information
Content inventories and content models / matrices
Creating a compass from the inputs (group exercise)
Defining your user tasks and prioritizing them
Planning for personalization with a roadmap and content plan
Using the user journey as a primary input
Understanding the role of taxonomy and metadata
Mapping existing content and identifying future content required to personalization focus areas (group exercise)
Understanding the metrics critical to grow your end-users’ personalized experiences
Revisiting your roadmap to ensure it is realistic
Considering areas of governance to support personalization