I’ve been working on internet projects for 15 years, and over that time I’m built a fairly lengthy list of lessons learnt. From this experience, I’ve identified three key areas which consistently create a greater than planned share of effort. I’m not going to give away all of these lessons in one article, but I will give you my number three; Content.
Content is always seen as the easy piece of a technology
project, but more often than not I see projects struggling to deliver
appropriate content to schedule. Why? Most digital projects do
not adequately consider the new content features and content areas that they
have now created. It's a bit like moving your old furniture into a new house... it doesn't always fit.
I’ve been lucky enough to be involved in our industry from
the dot com days and witnessed the first digital forays by many companies and
brands. To me, there have been three key generations of digital content
creation:
1.
Content for web – at the very start of the
internet, companies were simply taking content from their print brochures and
collateral and moving it online. As this generation matured, we identified the
different consumption patterns of digital users and the need to tailor content
specifically for web.
2.
User generated content – this was a complete
disruption to the existing content model where information was pushed from
organisations to end users. The internet gave users the ability to quickly and
easy provide commentary, imagery and video. This was the dawn of social media
3.
Content for mobile devices – with now more
mobile phones than toothbrushes in the world, the current challenge for content
owners are is how to tailor content for small mobile screens, tablets,
televisions and the continued growth of user generated content. Welcome to the
beginning of the responsive web.
I believe we are now entering the next generation of
content, artificial intelligence. Content needs to be dynamic, personalised
based on a consumer’s preference, devices, behaviour, physical location, time
of day, attitude and myriad of other personalisation possibilities. There are
far too many permutations for any content author to effectively deliver this
mass personalised experience. Perhaps you would like to provide a special offer
to all returning customers located in Australia, accessing your site at 5pm on
a Wednesday after reading your email newsletter and who previously made a
purchase from your site?. This sort of
complexity has historically been different for non-technical people to achieve,
but thanks to a growing breed of artificial intelligence inspired customer
experience platforms, it’s actually very easy to target content to the most
specific of audiences.
We are handing control to software tools and platforms that
learn from past visits, and optimise the site to be more effective. Is it any
wonder Google is buying companies such as DeepMind.
They get it.
So to appease my university lecturer here’s my “25 words or
less” summary I should have put at the start of this blog.
“One of the top project risks to technology projects is
content. Not simply writing, but considering how consumers context changes the
information they really want.”