Content personalization: How publishers can stay competitive

Over the past couple of years, significant transformations have occurred in the realm of online communication, connectivity, and content consumption. As we have mentioned in previous blog posts, the COVID-19 pandemic has accelerated the shift towards a more digital landscape, presenting new challenges for publishers, especially with the widespread adoption of open access. The constant connectivity and enhanced digital capabilities have not only altered consumer behavior but have also influenced the way content is consumed.

In today’s dynamic environment, readers seek engagement across various channels, desire content in their preferred formats, and expect a seamless experience tailored to their unique needs and preferences. Publishers face the crucial task of establishing meaningful connections with their audience through personalized, digital-first interactions.

In the busy online world, publishers can be like helpful guides, helping readers find what they need by giving personalized recommendations and cutting through the overwhelming amount of information.

What exactly is Content Personalization?

Content personalization is an approach where a publisher customizes a website’s content, messages, emails, and offers for the audience, making it closely aligned with their interests, needs, and behavior. This ensures that every visitor has a better user experience by seeing content that is relevant to them. When people can easily find what they’re looking for on your website, it leads to improved revenue and site performance over time.

As an example, the US publisher Business Insider boosted its website’s clickthrough rate by 60% through personalization. They analyzed user behavior data to create profiles based on visitors’ past interactions with the site. Similarly, The New York Times personalized content by considering visitors’ previous behavior, providing the most relevant content recommendations.

Exploring the benefits of Content Personalization

Content personalization aims to assist visitors in quickly finding the content they desire, while also enhancing your understanding of your audience and increasing the likelihood of converting them into loyal followers.

Less Pressure on the editorial teams
Sections and modules featuring personalized content play a crucial role in alleviating the pressure on editorial teams. By implementing personalized content, editors can delegate some of the content curation tasks to automated systems. This not only saves time but also ensures that the surfaced content is highly relevant. Editors believe that such relevancy can significantly contribute to improved reader engagement, higher conversion rates, and enhanced reader retention.

Better user experience leading to better engagement
Personalized content serves as a powerful tool for publishers to compete with the sophisticated algorithms employed by tech and social media platforms such Google, Facebook and Twitter/X. This capability allows publishers to dynamically surface content based on the reader’s past interactions, providing a more tailored and engaging user experience.

The delivery of personalized content goes hand in hand with increased visitor engagement. When users encounter content that aligns with their interests and preferences, they are more likely to interact with it. This heightened engagement not only boosts metrics such as click-through rates but also extends the overall time visitors spend on the site.

Improved Reader Loyalty
Ensuring an individualized site experience is a powerful strategy for building and maintaining reader loyalty. By tailoring content to the unique preferences of each reader, publishers communicate a genuine interest in their audience. This personal touch fosters a sense of connection and loyalty among readers, as they perceive the publisher as attentive to their needs.

Implementing a personalization strategy poses several challenges for publishers. Research from Digiday reveals that a significant hurdle is the lack of technical expertise, with 68% of all publishers facing difficulty in successfully executing a personalization strategy.

This includes an all-in-one, editorial, digital asset management and multichannel publishing platform, which supports your content creation lifecycle end-to-end. From planning to gathering to selecting, creating, editing and approval to production, cross-publishing, and archiving. This central hub will help automate your production processes and engage audiences in more productive ways.

In fact, an editorial and digital asset management system plays a crucial role in supporting personalized content delivery by enabling content creators to efficiently organize, create, and manage content. Here are several ways a back-end editorial management system can support personalized content delivery:

  • Subscriber Information Profiles and Segmentation
Create and manage subscriber profiles within the system, collecting data on user preferences, behaviors, and demographics. Implement segmentation based on subscriber characteristics, allowing for targeted content delivery to specific user groups.

  • Content Tagging and Metadata:
Implement a robust tagging system to categorize content based on various attributes such as topic, format, and relevance. Use metadata to provide additional context to content, making it easier to identify and recommend personalized content.

  • A/B Testing and Analytics:
Conduct A/B testing to optimize content delivery strategies and identify the most effective personalized approaches. Utilize analytics to track user engagement with personalized content and refine recommendations over time.

  • Integration with Third-Party Authentication Systems:  
Integrate with third-party authentication systems to capture user login data, ensuring that personalized content is delivered to the correct user profiles.

  • Content Versioning and History:
Maintain a version history for each piece of content, allowing for the analysis of how content evolves and performs over time. Use historical data to refine personalization algorithms and strategies.

  • Multichannel Delivery:
Support delivery of personalized content across multiple channels, including websites, mobile apps, email, and other relevant platforms. Ensure consistency in personalized experiences across different channels.

  • Scalability and Performance:
Design the system to handle a large volume of users and content items to ensure scalability. Optimize performance to deliver personalized content in real-time or with minimal latency.

  • Security and Privacy Considerations:
Implement robust security measures to protect user data, especially sensitive information used for personalization. Ensure compliance with privacy regulations and provide users with control over their personalization settings.

By selecting a back-end editorial and digital asset management system that incorporates these features and considerations, such as newsasset, media organizations can create a dynamic and personalized content delivery experience for their users.

For example

  • Content Curation allows publishers to discover, collect, and filter content from various sources, such as news agencies, social media, web, or user-generated content. Publishers can use this feature of newsasset to curate content that matches the interests and needs of their target audiences, and to enrich their content with metadata, tags, and categories.
  • Content Planning enables publishers to plan and schedule their content production and distribution across multiple channels and platforms, such as print, web, mobile, or social media. Publishers can use this feature of newsasset to create editorial calendars, assign tasks, manage workflows, and monitor performance. This feature can help publishers to deliver content at the right time and frequency for each user segment.
  • Content Creation processes implemented in newsasset provide publishers with a central hub for creating and editing content of various formats, such as text, images, audio, or video. Publishers can use this feature to create engaging and interactive content that appeals to different user preferences and behaviors, and to collaborate with other editors and contributors. This feature also supports content verification and quality control, using artificial intelligence and machine learning capabilities.
  • Content Archive allows publishers to store and manage their content assets in a secure and scalable cloud-based repository. Publishers can use this feature of newsasset to access and retrieve their content anytime and anywhere, and to reuse and repurpose their content for different channels and purposes. It can also help them to optimize their content utilization and monetization, and to provide users with personalized recommendations and suggestions.
  • Multi-channel Content Distribution capabilities of newsasset enable publishers to distribute and publish their content seamlessly to various outlets and platforms, such as print, web, mobile, or social media. Publishers can use this feature to adapt and optimize their content for different devices and formats, and to reach and engage their audiences across different touchpoints. It also supports content analytics and feedback, using artificial intelligence and machine learning capabilities.
Working on a single gateway for content distribution will allow you to:

  • Secure the seamless management of hundreds of your assets: structure all your assets by providing advanced functionalities for centralized storage, searching and managing of multimedia content, whether user-generated, purchased, web accrued, or wired via a flexible and smart query builder, with a user-friendly interface.
  • Achieve shorter time to publication by exploiting omnichannel production and distribution capabilities.
  • Generate new revenue streams with value adding services, like on demand fact checking and focused media reports for governmental and corporate organizations.

Discover more on how you support content creation lifecycle end-to-end!

Sources:

  1. The Power of Personalization
  2. Comprehensive Strategies in Digital Marketing for Publishers
  3. Personalized Content is the Future of Digital Marketing
  4. Publishers using real-time data can help their bottom line, here’s how
  5. How publishers are experimenting with more homepage personalization sections