Data Management Platforms (DMPs) are traditionally thought of in terms of improving advertising effectiveness or advertising ROI, but the applications for DMPs extend far beyond the world of advertising. Let’s look at three ways DMPs can be applied to improve editorial strategy, consumer engagement and loyalty.
As a publisher, your content development and editorial teams already have a pretty good sense of whether a story is best served by an article, video, audio, interactive experience or some combination of the above. They know the story and they have a good sense of the medium best suited to convey that story, but do they know the audience most likely to read – or watch or listen or explore – that story? And if they do, or they think they do, does your content dev team understand how that audience prefers to receive content? Now we’re getting into a murkier area.
With a DMP, you will be empowered to uncover these sorts of insights. As an example, you may learn that 70% of people watching videos at least three times in the last five days are men, 40% are age 25-34, and 35% are interested in sports. Armed with this knowledge, you can direct your video production team to create videos about football – or soccer, if you live in a country that’s not America. Knowing the composition of your content consumers allows you to publish (or republish) content specifically tailored to their content consumption preferences. When content is relevant, consumers will be engaged for longer and they will be more likely to return for more.
Content Customization helps to modify the types of content your editorial team produces, but how can we ensure that the user is getting the most relevant content, in any medium, as they navigate around your digital properties? You may be able to tee up relevant content based on the current article (or video, etc) a user is reading or watching, but what percentage of your site traffic have you seen before? 25%? 50%?
For the remaining users who you have no previous data on, how do you ensure the first pieces of content is something that user is likely to engage with?
In addition to making more relevant content (i.e. customizing the content type) why don’t we reduce the irrelevant content pieces so they aren’t displayed to users who are not interested and only show them to users who are interested? This is where Content Personalization comes into play. Through your Content Management System’s (CMS) engine, a profile’s rich behavioral attributes can be reviewed and analyzed to ensure each piece of content, regardless of its type, is served up to each user on an individual basis, maximizing the chances the user will click or engage – and remain on your site for longer.
Now, instead of four out of 10 articles being relevant (from just using content customization), you can become even more relevant by decreasing the total number served up – it’s now four out of eight articles! It’s not perfect, but we’ve already increased from 10% relevancy to 50%. That an increase of 500%!
So now we can ensure the right content is served despite the users’ interest or demographics, but we can’t just keep showing the same article or type of article to the same user.
Content Recommendation can help solve for that. As a user browses the page, to one side or at the bottom of the article a selection of relevant articles should be offered to the reader as additional content to consume. If the user is reading an article about sports, but also have interests in finance and politics, perhaps the list of articles being recommended is one article each of sports, finance, and politics. Integrating the DMP with a content recommendation engine (proprietary or third-party like Outbrain) will allow these relevant articles to show based on behavioral affinities.
DMPs are not just for advertising anymore. They can and should be used by your editorial team. Whichever direction you choose, one thing remains true: When content is relevant, consumers will be engaged for longer and they will be more likely to return for more.