A New Content Strategy. How the technology behind search may be the key to unlocking a personalized, relevant web experience for every visitor.

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Harvey Lyons
5 years ago
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1 A New Content Strategy How the technology behind search may be the key to unlocking a personalized, relevant web experience for every visitor.

2 Contents Introduction Your content, reimagined Heavy lifting, made easy Transforming content strategy

Introduction New content is being created at a staggering rate: in the 6 minutes it will take you to read this e-book, 2,400 minutes of new video will be uploaded to Youtube and 2,082 new blogs will

3 Introduction New content is being created at a staggering rate: in the 6 minutes it will take you to read this e-book, 2,400 minutes of new video will be uploaded to Youtube and 2,082 new blogs will be saved to WordPress. To stand out among the crowd even to just keep up is becoming increasingly difficult. With boundless access to content at their fingertips, optimizing the consumer experience is quickly becoming the focus of many businesses. Does your content strategy line up with what your users are asking for? A smart search solution can help deliver relevant content to your site visitors; even beyond search result pages. In the following pages, we will dive into what search powered content is and how it will future proof your business. 1 Funnelback A New Content Strategy

Your content, reimagined What if powerful, personal results weren t constrained to the search results page, but influenced personal content throughout the site?

4 Your content, reimagined What if powerful, personal results weren t constrained to the search results page, but influenced personal content throughout the site? Your search could and should be a major player in your content strategy. Search powered content is content populated by the same AI-powered technology that generates relevant search results. Instead of being triggered by a specific query in a search bar, this content is populated by a users site data or behavior. Intelligent search relies on powerful AI and machine learning capabilities to know your content and understand your users. In this way, search delivers the most relevant search results. Behind the scenes, this technology generates and collects content. This perfectly positions the search solution to personalize content on pages beyond the search results page. Search powered content leverages the increasing popularity of the search bar. Anywhere from 40-68% of your site visitors likely go straight to the search bar, seeking answers in their own words. Use these popular queries, pages and results to populate ever-fresh, relevant content on your home page, side banners or tiles. Uniting data sources to build a customer profile based on behavioral analytics and click history, your site can create a personalized experience for each customer or deliver content based on broad identifiers, such as location. WHAT S IN A NAME? Search powered content is content populated by the same AI-powered technology that generates relevant search results. Instead of being triggered by a user s specific query in a search bar, this content is populated by an algorithm that examines click data, behavior or a predefined query. 2 Funnelback A New Content Strategy

Heavy lifting, made easy Let search algorithms automatically draw content from any number of internal or external sources and intelligently assemble results into one powerfully relevant user

5 Heavy lifting, made easy Let search algorithms automatically draw content from any number of internal or external sources and intelligently assemble results into one powerfully relevant user experience. HOW IT WORKS Search powered content is generated through predefined search queries that are configured during the development of the website with set parameters. Reusing your existing data in relevant situations means fast, quality content every time. Even a small number of predefined queries can generate a large amount of unique content on each page or section of your website. news from the news section of the website, social media posts etc.) to be assembled dynamically within your CMS. When utilizing search powered content in conjunction with the personalization aspects of Funnelback it becomes easy for your team to produce customized, dynamic web pages. Instead of recreating content that exists elsewhere, Funnelback allows an organisation to leverage the content at its source and display it within the context of a webpage. Predefined queries can be used to populate widgets, partial or full web pages consisting of information from multiple sources (e.g. videos from Youtube, documents from TRIM, COURSE MANAGEMENT IN HIGHER EDUCATION Too often, courses, programs and degrees are stored in a system that allows for their management but doesn t have the ability to easily customize the display of information. Funnelback can directly index that system, edit the original content if necessary, and provide an output to your CMS so it can be presented as a standard content page. 3 Funnelback A New Content Strategy

6 Instead of asking What do we want to say?, we should be asking What does the user want to know? 4 Funnelback A New Content Strategy

7 Transforming content strategy Instead of deciding what content your consumers should have and where they should have it, listen to them. Determine what they want, when they want it, and how they want it. One clear way they re telling you this? The search bar. 83% of marketers say creating personalized content is their biggest challenge. (Source: Rapt Media, 2016) Unsuprisingly, 74% of customers feel frustrated when website content is not personalized. (Source: Infosys, 2016) behind the scenes means there s no reason you cannot offer the Amazon-esque experience with side bars highlighting you might also like and recommended next steps. Companies that effectively employ technology to understand and provide highly personalized experiences will be well positioned to succeed: UX has quickly become the key brand differentiator. When data comes from multiple sources, a holistic experience won t feel like personalization; it will just feel like a great customer experience. (Source: Adobe Blog) Personalization usually happens in two main arenas: content and promotions. Search powered content can handle both of these initiatives and more. Using search In a hyper-competitive market, how are you going to ensure that yours is the most relevant website every time? What are the trends and gaps in your content? Who is influencing what content to product next? Search powered content accomplishes what might take a whole content team hours to accomplish otherwise: delivering insightful content in the right place, at the right time. Our algorithm tracks search patterns and uses these insights to produce positive interactions with content on your site. It s not about more content but relevant content. 5 Funnelback A New Content Strategy

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Revving Your Salesforce Community Engine See how 5 great brands are leveraging search to drive more engagement and better self-service. coveo.com info@coveo.com 1.800.635.5476 The Full Throttle Experience