Back to Learn

How to create personalized customer experiences with modular content

Shot of a team of businesspeople having a meeting in a modern office

Are you wasting resources with repetitive tasks each time content needs to be reused or adapted? Are you recreating existing content over and over again to use for different endpoints? Do you find there is messaging inconsistency between channels? If so, modular content might be the answer you need to break the bottlenecks and move forward faster.

If you can offer a positive and personalized customer experience, you’re much more likely to keep and grow your audience. Modular content can help you do just.

Understading modular content

What is modular content?

Modular content is the building blocks you use to assemble your final piece of content. In the same way that you can use individual Lego blocks to make a spaceship, you can use individual blocks of modular content to create a bigger piece of content, such as a web page.

modular content workflow infographic

You can also assign each block its own metadata so it is easily discoverable and you can then start to map how it performs.

Essentially, modular content is another name for content re-use. When you modularize your actual message, you can start to map your content to your audiences.
Lucy Collins headshot
Lucy Collins, Senior Product Manager, Brightspot

But there is an extra dimension to modular content, as Lucy Collins, a product manager at Brightspot explains.

She says: "The building blocks analogy is good at showing how content can be broken down into smaller pieces, but it only goes so far. Beyond building blocks, modular content is inherently reusable."

"You can only really use an individual Lego block in one construction at a time, if you want to use the Lego block in another masterpiece you have to tear down what you had built before. But modular content lets you reuse the same component."

What are the benefits of modular content?

For organizations both big and small, it's difficult to communicate consistently with different customer segments in various channels. Throw in the issue of translating into different languages and the challenge becomes more difficult and time consuming. Modular content creates the opportunity to create tailored content experiences from reusable modular elements that are configurable based on where and how they get used.

Many companies rely on a global-to-local strategy, where content is created at a global level before it is localized for each individual market. But there are problems to overcome.

Content can often get bottlenecked in the global-to-local process and bogged down by repeatedly creating the same messaging in content pieces, but for different channels.

At-a-glance: What is modular content?
Modular content infographic
  • Modular content is essentially content re-use. Develop a trusted library of components and text to use whenever and wherever you need
  • Deliver content on multiple channels and in variations for different audiences segments
  • The way modular content is defined varies by business use case and need

This process becomes slow and cumbersome when often repeating copy that requires approvals for essentially the same messaging component. Modular content solves this challenge by ensuring whatever content is approved for use can be published and updated in as many places that it's needed.

Another area where modular content truly excels is in delivering specific content to different personas and audience segments along different points of the customer journey. The concept of modules lets you build from a system of blocks for every piece of content—article headlines, promo modules, button CTAs and links—that can then be delivered as quickly and as exactly as you need.

Going further, this approve improves the way you can measures and analyze the performance of any piece of content. For example, it lets you see how a certain call to action works when it is embedded in an email and goes out to a certain audience segment.

It is this sort of granular detail and fine tuning that modular content allows. "Because each piece of content is its own distinct object, you can attach the appropriate meta data within that user journey to the object," Lucy Collins observes. "You can then extrapolate from there where they actually end up getting used within channels."

What problems does modular-content approach help content teams solve?
Modular content infographic
  • Wasting resources with repetitive tasks each time content needs to be reused or updated
  • Recreating existing content over and over again to use for different endpoints
  • Messaging inconsistency between channels

Would a modular content approach work for my organization?

As companies come to terms with the challenge of delivering personalized and consistent content at speed, they are coming up against numerous challenges.

Are you wasting resources with repetitive tasks each time content needs to be reused or adapted? Are you recreating existing content over and over again to use for different endpoints? Do you find there is messaging inconsistency between channels?

If so, you are not alone and modular content might be right for your organization.

It will enable you to segment audiences and deliver personalized customer experiences, while reducing human error, saving time and streamlining workflows across content teams. Sounds good, doesn’t it? Check out this webinar for more information.

Key benefits of a modular-content approach
Modular content infographic
  • Segment audiences and deliver personalized customer experiences
  • Reduce human error, save time, and streamline workflows across content teams
  • Optimize content performance through granular analytics for individual module use and engagement
Start building in a free trial environment, see a demo or talk to an expert—select one of these paths and start however you would like to!

Share

More from Brightspot

Let us give you a demo

Hear how Brightspot can turn your digital strategy goals into a reality and see how the lives of your editors and developers will be changed using our platform.

Request Demo
illustration for Brightspot Careers