Curation for Engagement

[fa icon="calendar"] Aug 16, 2019 1:26:04 PM / by Elizabeth Chaney

Elizabeth Chaney

Driving engagement is all about enabling the user to easily get to what they need when they need it to accomplish what they are trying to do. Webinfinity data has confirmed that curation is key.

There are multiple ways to curate assets within the Webinfinity system - interests, tag-driven widgets, collections and information pages.

Webinfinity - Many curation options

The Webinfinity solution is designed with many different curation options to drive engagement. “Interests” are driven by tags in the system. They can be configured for specific user engagement scenarios such as a library of specific resources, resources for a specific task, promotions for a specific product or solution, and many more only limited by the curator’s imagination and target user needs. An Interest automatically curates specific types of resources, for specific types of job functions and tasks, and for specific geographic locations and languages, according to the configured rules. Interests become extremely useful when the curator wishes to auto-curate a specific group of defined assets.

To create an interest, the content must all have at least one factor in common. For example, an interest can be all battle cards loaded into the system or it can be all battle cards for a specific geography, target audience or selling situation. Interests become fragmented and potentially less useful, when the topic broadens to more types of assets, user roles, geographies or tasks. They are most valuable when the defining point of curation can be pinpointed.

Dynamic tag-driven widgets in the Webinfinity solution work in much the same way as interests. These widgets are useful to present information to the user with specific tags typically on an information page or as assets related to a specific item. “Explore Count” widgets present the user with a count so they can easily see how many assets are available - key uses being for suggested content in a guided selling scenario, the number of approved incentives, and many more. “Tag Explore” widgets are useful when the curator wants to automatically create a list of assets on a page, using the tag categories contained in an entire tag list. This is a quick way to auto-build an explore page for users to quickly see what’s available for a specific product or solution area.

“Collections” and “Information Pages” are designed to easily and manually curate an experience, configuring content, applications and tools together to produce quality outcomes for specific job functions and tasks, and for specific geographic locations and languages. Collections are ordered by the curator to potentially guide the users through the assets on a specific topic. Search and filtering work inside the collection to enable the user to easily pinpoint what they need. Information Pages are designed to provide an even more structured approach to the presentation of the assets. They are an aggregation point for a curated experience, combining interests, collections and potentially the dynamic widgets described above.

Manual vs. dynamic curation - which is best?

Manual curation is better suited for specific product launches and announcements, specific time-stamped incentives and promotions, or specific guided experiences needing a manually configured structure. Manual curation would apply if the content does not have one specific tag common denominator. A product launch may include price lists, battle cards, guides, product specifications and more.

Dynamic curation is particularly powerful when the curator wishes the system to auto-track and add assets as they are posted - e.g. news, technical reports, promotions, deals, price lists, etc. Dynamic curation is used for grouping items to produce a pinpointed experience such as is the case with specific asset libraries, and possibly specific tasks depending on the breadth and variability of the assets. Dynamic curation could also be ideal for regional curators looking to group specific announcements or promotions for a specific country or region. This task can be onerous if done manually.

The final decision regarding dynamic vs. manual curation of content has to do with placement. A dynamic “interest” will list items chronologically with the newest item on top. A manual “collection” or ”information page” allows the curator to order the content items based on what makes sense for the topic at hand. The key here is to understand what the target users need to find what they need to accomplish their task.

Topics: Enterprise, Personalized Experience, Content, Engagement

Elizabeth Chaney

Written by Elizabeth Chaney

I work with businesses marketing directly to consumers, or those looking to forge tighter relationships with other businesses, large, medium or small.