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A Digital Strategy for Increasing User Engagement with Website Content

A digital strategy for increasing user engagement on a website that deals with multiple content types and that serves to inform, encourage, and educate its audience.
by

David Tufts

on 27 May 2015

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Transcript of A Digital Strategy for Increasing User Engagement with Website Content

The Creative Brief
Determine:
Who
What
When
Where
Why
How
Print
Web
Website Options Include:
Website
Micro-site
Landing Page
Web Offer
Donation
Print Options Include:
Book
Booklet
Special Offer
Newsletter
Cause Marketing
Print Catalog
Mail Insert
Flyer
Etc.
Social
Social Options Include:
Facebook
Twitter
Pinterest
LinkedIn
Etc.
Email Options Include:
Informational
Special Offer
Cause Offer
Devotional
Newsletter
Email
Mobile
Mobile Options Include:
Apple iOS Apps
Google Android Apps
Ebooks
Video
Video Options Include:
Long Form
Short Form
Promotional
Informational
Social Sharing
Omni-Channel Marketing
Firewall
Load Balancer
Array of Web Servers (Scalable)
Web 01
Web 02
Web 03
Web 04
Web 05
Database
Cache
Server(s)
Media
Server(s)
Shared System Resources
Web Hardware Infrastructure
Considerations
Graphics and/or Video Requirements
Web Copy and Editing Requirements
Call-to-Action
What additional resources are going to be required to accomplish this task?
What needs to be written and for where?
What do we want the user to do?
Work Request Form
Project Manager
Global Team of Developers (Scalable)
Web Dev
Infrastructure Support Staff
Web Request Workflow
Web Dev
Web Dev
Web Dev
Web Dev
API Developer
Mobile Architect
System Admin
UX/UI Designer
Sys. Integrations
Systems Analyst
Geo-Centric Websites
Goals and Measurements
What are we trying to accomplish?
How are we going to measure success?
Array of Websites and Apps (Scalable)
Website
Website
Website
Mobile
Mobile
Database
Shared User Profiles and Content
Web Software Infrastructure
An Array of Websites are "Subscribed" to
Website
Website
Website
Mobile
Content Curation Strategy
Website
Website
Content is aggregated from the web and fed into a single "news" stream
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Calls to Action
Learn More
Share Resources with Others
Give
Read about what we do
Find more resources just for you
Share our content with your friends
Help make it happen
Sign-up
Register and create a profile
Time Frame
When does this need to happen?
Content Bookmarking
Content is "bookmarked" from other websites
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Content Topics and Tags
Content automatically populates topical landing pages based on assigned topic
Medicine
Money
Sports
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Content is assigned to topics and is tagged by a content admin
The Final Touches
Images and other media are added to the content to enhance the user experience
Micro-reviews or descriptions are added to content by a content admin
Content is manually curated as "Featured" by a content admin
Phase I
Curated content shows up under topical sections on website's homepage, which is continually fed and updated as the curation process takes place.
Top level website navigation reflects the topical structure and nature of the site.
Medicine
Money
Sports
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Phase II
Algorithms will auto-curate content based on user engagement

Comments
Social Media Shares
User Rating & Reviews
Phase III
"Related Stories" are selected and added to content pieces using an algorithm that analyzes data based on time, topics, tags, relevance, user activity, and content curation.
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Website.com
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Related Stories
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Beyond the Website
An
API
allows for related content to be delivered to other websites, mobile applications, and social media landing pages.
Related Stories
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API
Mobile Dev
Mobile Dev
Mobile Dev
CRM
User Data
Systems Integration
DAM
Content
Firewall
Web
Social
Email
Mobile
API
C.O.P.E.
Create Once - Publish Everywhere
User & Content Database
A phased delivery of a content recommendation engine.
Enable omni-channel marketing
Email Marketing Goals
Email Marketing
Allows for email campaigns, special offers, and email personalization through list segmentation based on user demographics, location, timezone, language, and other personal user preferences.
Email Tool Automation
Enables system integration and automation with existing DAM and CRM tools through API calls.
Firewall
CRM
User Data
DAM
Content
API
Supports new member email campaigns that welcome and inform users about who we are and what we do.
Grow the digital membership
Support the digital funding strategy
User Engagement Funnel
User Registration helps to accomplish the goal of engaging with digital users who are currently anonymous.
Interest
Might be first interaction with website or product
May have heard of organization before
Is interested enough to stick around for a while
Identification

Clicks on "About" area and hunts for relevant content

Inspiration

Research and trial, might even register and create a profile at this stage

Involvement

Begins to leave comments, respond to other user's comments, create bookmarks,
and makes personal journal entries

Investment

Purchases a product or makes a donation

Impassioned

Becomes an advocate for products and resources and actively participates in spreading the word

Digital Systems Integration
Bringing together fragmented data that exists across multiple systems
Single User Login & Profile
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Username
Password
User Login
Sign In
Multiple Websites
Multiple Apps
Automatic Data Syncing
Your
Profile
Your
Notes
Your
Bookmarks
Mobile Application
Website
API
Your
Profile
Your
Notes
Your
Bookmarks
"One View" of the Member
"One View" of the Member solves the challenge of having fragmented user data across multiple systems by allowing us to better understand our users across all of our systems, globally.
Website
eCommerce
Email Marketing
CRM
Taxonomy
DAMP
Common ID System
"One View" of the Resource
CRM
Email
Web
Social
"One View" of the Member
Analytics
Custom Tailored Recommendation Engine
Digital Content
Content Strategy
Digital Asset Management
Taxonomy
Digital Workflow
Digital Formats
Media Development
Digital Marketing
Brand Strategy
Email Marketing
Social Media
Calls to Action
User Engagement
Customer Service
Digital Distribution
Web Strategy
Web & Mobile Development
Web APIs
Email Integration
Social Media Integration
Geo-Centric Websites
Digital Infrastructure
Info Arch Strategy
CRM Architecture
Underlying Infrastructure
Systems Integrations
"One View" of the Product
"One View" of the Member
User Analytics
Digital Workflow
Overarching Digital Strategy
Current Strategy
Content
Marketing
Distribution
Analysis
Pros
The focus of content generation is a desire to inform and dispense knowledge
The content production process is not influenced by outside biases, trends, or public opinion
User Engagement
Developing relationships with individuals to better understand their needs, and offer resources to meet those needs in user-friendly ways.
Cons
Content is generated in a vacuum to meet the consumer's perceived needs and might not be meeting their needs
Departments downstream have to plan after content is produced
There is no clear audience in mind for the content
Planning
User's needs are identified by engaging with users through surveys, data analysis, and other user feedback
A plan is put in place for content generation in order to meet the user's needs
A content distribution plan is put in place to make the content available across multiple channels based on user's needs
Creation
Based on marketing input, analytical data, and user feedback, content is produced to meet the user's needs
Publishing
Content is delivered to users through digital channels based on:
The user's needs
Marketing direction
Leading digital technologies
Social trends
Engagement
User feedback and data analysis help to better understand the user's needs
User activity is tracked across multiple distribution touch points to track the user's relationship with the organization
Digital Marketing
Digital Distribution
Digital Infrastructure
Branding
Hired a marketing consultant to help with brand identity and digital funding
Awareness

There is a general knowledge of the organization

User Registration & Profiles
Taxonomy
Developed a new taxonomy structure to support the DAMP project.
Digital Asset Management
Hired a DAMP consultant to help in the Digital Asset Management tool procurement process.
Digital Formats
Working in a wide variety of digital formats:
Ebook
Video
Audio
Change Control With GitHub
Separation of Dev, Beta, & Production code sets
Global access to source code for developers
Weekly release schedules for Production
Code review process on Beta, part of the release cycle
Quality assurance checks by stakeholders
Separation of duties, code is only uploaded by admins

Creating a series of geocentric features that allow for content to be displayed and information to be available based on the user's location.
Contribute
Share content with the community
Measuring User Engagement
The goal is that as user engagement increases, there is also a greater depth of knowledge on the subjects being address in the content.
User Engagement
Knowledge
Assigning Knowledge Levels to Content
Every piece of content is assigned a "Knowledge Level" to indicate to the recommendation engine what skill level of content to recommend to users.
Tracking User's Knowledge Level
The user's knowledge level is tracked in the CRM with special codes based on an average of the user's engagement with content at different levels. This helps the content recommendation algorithm determine what content to recommend to what users
Content is generated
Delivered to marketing for promotional purposes
Distributed through digital touch-points
Reports are run to measure impact
Content Feedback Loop
Content Strategy
Creation
Distribution Strategy
Publishing
Data Strategy
Engage-ment
Marketing Strategy
Planning
1. Goal
2. Teams
3. Strategy
4. Work Effort
Project
Connect
1. Goal
2. Teams
3. Strategy
4. Work Effort
User
Engagement

Digital Content
Member ID
Subscriber ID
User ID
Profile ID
Global ID
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Article Title
Read More »
Article Title
Featured
Title
Title
Title
1. Goal
2. Teams
3. Strategy
4. Work Effort
1. Goal
2. Teams
3. Strategy
4. Work Effort
1. Goal
2. Teams
3. Strategy
{Firewall}
{Load Balancer}
Digital Strategy
Full transcript