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How to create personalized customer experiences with modular content

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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 that and our latest webinar—Creating Personalized Customer Experiences with Modular Content—discusses the topic in detail.

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 meta data so it is easily discoverable and you can then start to map how it performs.

But there is an extra dimension to modular content, as Lucy Collins, Product Manager at Brightspot explained during our recent webinar.

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.

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

GlaxoSmithKline uses a global-to-local strategy and content is created at a global level before it is localized for each individual market. But there are problems to overcome.

Lynn Hopkins, Principal Architect at GlaxoSmithKline says: "What we found was that we were bottlenecked in the global-to-local process and bogged down by repeatedly creating the same messaging in content pieces, but for different channels. So, it kind of stifled the process and made it difficult.”

Modular content infographic
At-a-glance: What is modular content?
  • 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

She adds: "The process was slow and cumbersome and we were often repeating copy approval, and approval to use in market processes, for essentially the same messaging component, over and over again but in different channels."

The organization tried to improve the process using a library of content cards that contained set text, but it was very much a manual approach and new content still had to be re-approved.

GlaxoSmithKline has also identified different personas and audience segments and created appropriate messaging for them at different stages along the customer journey. The organization then invests a lot of effort in determining what is the best messaging for each segment at various stages of the journey and in different channels.

Lynn says: "Our journey is greater content personalization. Because you see greater uptake and greater engagement when you meet the right user persona, at the right stage in their journey, with the right messaging. You definitely see the response to that and without it we see much lower engagement or uptake.”

But getting messaging out quickly and at the exact time of need is difficult if the delivery process is cumbersome.

She also says GlaxoSmithKline is keen to improve the way it measures and analyses the performance of content at a modular level to get a view, for example, of 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 is it we are trying to accomplish? Who are we trying to impact and target? That will define a campaign with specific users and channels, and with that in mind we can leverage the building blocks to deliver the right content in the right channel.
Lynn Hopkins, Principal Architect, GlaxoSmithKline
Lynn Hopkins, Principal Architect, GlaxoSmithKline

Integrated solution

Modular content infographic
What problems does modular-content approach help content teams solve?
  • 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

Companies operate from a wide variety of platforms and so integration is key to delivering convenience, efficiency, flexibility and performance.

Lynn says there were a number of key integrations to consider when starting to put in place a modular content strategy with Brightspot. These included the master content management system, the digital asset management system, the sales system and the various social channels used by GlaxoSmithKline. There are others too, such as email and web hosting platforms.

Lynn says: "We were looking for a platform to support an automated way of doing modular content. It was really all about scale and conformance for us and integration with our existing technologies."

In addition to the seamless integrations Brightspot offers, Lynn says the preview functionality has also been excellent. It lets users see what a content asset will look like as an email or a web page and how, for example, it will render in mobile.

She adds: "The interactions we have had with our local marketers shows us they are hungry and we cannot get it out fast enough because they see how much simpler it will make their life in being able to grab pieces of content and construct what they are envisioning.

"They will actually be able to see it in a preview pane and then take that through copy approval and it will also speed up our build. That is what we are looking for—being able to scale up and out on this."

Modular content infographic
Key benefits of a modular-content approach
  • 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

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 the webinar for more information.

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!


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