How do you test and improve your content personalization in ECM?

ECM and personalization should consider: 1) many ECM tools were designed when "content" was files, documents, email, and static web content, 2) ECM today needs to encompass the variety of modalities embedded in social, mobile apps, and collaborative platforms preferred by those whose you are attempting to reach; and 3) mapping personalization to today's content sources requires understanding of the preferences of your audience: e.g. reaching those (still) interested in crypto should be on Telegram, those looking to engage audiences with basic information should look at the higher engagement of Instagram, those delivering content over longer-form delivery might explore YouTube. Today, personalization begins by going where the action is.

I agree but ECM has more of a role towards content delivery and consumption by internal stakeholders, it is not generally considered to have an external facing value beyond the marketing collateral

In a village library, the librarian not only organized books but also tailored reading recommendations for each villager. This process, called ECM, involved cataloging, managing, and distributing books efficiently. ECM mattered because it made the library a valuable resource, improving reading experiences and community engagement. However, the librarian faced challenges in handling numerous books, integrating diverse interests, aligning recommendations with both the library’s mission and readers' preferences, and respecting privacy. To overcome these, the librarian needed a clear vision, strategy, and framework for personalized content delivery, much like organizations do with ECM for content personalization.

In a bustling village, a master gardener taught his apprentices how to cultivate a perfect garden. He said, "First, define what you want to achieve: beauty, bounty, or both. Set clear goals: vibrant blooms, plentiful harvests, or satisfied visitors." He handed them a list: bounce rate (how quickly visitors leave), page views (interest), return visits (loyalty), NPS (recommendations), CTR (engagement), conversion rate (action), AOV (average purchase), RPU (revenue per user), content creation time, reuse rate, quality, and performance. "Measure these," he said, "and you'll know if your garden thrives and how to improve." The apprentices nodded, ready to transform their gardens.

In a kingdom, a wise storyteller sought to captivate the diverse villagers with her tales. She first gathered data from various sources: market chatter, town records, and personal interviews. Then, she created personas: the Farmer, who valued practical advice; the Merchant, who sought profitable opportunities; the Scholar, who craved knowledge; and the Adventurer, who yearned for excitement. She segmented the villagers by criteria like profession, age, interests, and needs. By tailoring her stories to these personas, she ensured each tale resonated deeply, keeping everyone engaged and satisfied, proving the power of knowing one's audience.

In a bustling marketplace, a skilled merchant aimed to cater to every type of customer. He first identified his main customer types: the Busy Baker, the Savvy Seamstress, the Curious Child, and the Thoughtful Teacher. Understanding their needs and journeys, he mapped his wares accordingly. He audited his stock, pinpointing gaps, and opportunities. Creating a matrix, he matched each product to the right persona and stage in their journey. He determined the type, format, tone, style, and channel for presenting each item. Finally, he crafted a calendar, ensuring timely and relevant offerings. This strategy led to satisfied customers and thriving business.

In a thriving digital library, the librarian aimed to personalize each visitor's experience. First, she mapped the books to the readers' profiles. Then, she implemented this in the library's digital system using various tools. Dynamic content adapted the book suggestions based on the visitor's preferences and behavior. She tagged each book with metadata like genre, age group, and reading level. Content rules were set to display specific books during relevant times or events. Finally, she tested different book recommendations to optimize engagement. This approach ensured every visitor found their perfect read, enhancing satisfaction and return visits.