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Achieve personalization at scale with content recommendations on Omeda

Last updated: April 10, 2023

At Omeda, we’re all about helping you harness your audience data to create more personalized content for your customers.   

Now we’re taking it to the next level with Content Recommendations. This uses data from your Omeda database to recommend related articles to each person who visits your website.  

Learn how to engage your audience and unlock key insights with Content Recommendations below:  

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What are content recommendations?  

Content recommendations are links to recommended articles that appear on your web pages. These links are automatically generated for each individual user based on the site they’re looking at, as well as their individual browsing and purchase history. (For first-time visitors, the Content Recommendations algorithm uses a collaborative filtering model to compare that person to similar visitors and give them recommended links.)   

This allows you to serve different content recommendations to different users, even if they’re in the same behavioral or demographic segments. Say that Kendall and Roman are two C-suite media executives in their 40s working in the same verticals.  

At first glance, you might see these two people in the same broad marketing segment and serve them with the same content. But Kendall’s more interested in operations whereas Roman is more interested in creative development. Our Content Recommendations algorithm would “notice” what each of them have been reading and serve them with related articles in each of those areas.  

So you can go one step beyond segmentation and create truly personalized experiences for everyone in your audience.  

What are the benefits of using content recommendations?  

Content recommendations help you give everyone in your audience what they want — without sending them too many emails or doing excessive manual labor/segmentation.  

Engage your audience and keep them on site longer

So far, 18% of website visitors who click a Content Recommendation module on an Omeda website end up clicking two or more links. That’s especially important because 8-10% of all paid subscribers to news media cancel their subscription after reading one article. Serving these first-time viewers with additional relevant content keeps them on site longer and can drive the repeat visits you need to secure sustainable revenue.  

Generate more precise first party data

The more traffic you get on your site, the more you learn about your audience. That includes:  

• Evaluate your most and least successful content topics, writers, etc.  
• Identify differences in engagement across demographics and shift your strategy accordingly  
• Spot opportunities to cross-promote between brands  
• See what CTA messages drive the most conversions  

 With that information, you can prioritize your creative and marketing efforts in the right places — without needing to survey your audience or resort to guesswork. This  creates an invaluable feedback loop in which increased engagement gives you more data, which helps you get even more engagement, etc. [Text Wrapping Break] 

Attract more sponsorships and revenue

Unless you’re a legacy organization, advertisers are taking a chance on you at first. Sure, you can show them your average traffic numbers, your media kit, etc. But they don’t really know how many impressions and conversions their ads will get until it’s live. With Content Recommendations, though, you can reassure them that their ads will run for the best-fit audience — without manual intervention. Think of Content Recommendations as a content-based ad targeting tool, one that can update and revise itself in real time based on each user’s response.  

How can I use content recommendations?  

Want to see how you can connect with your audience with Content Recommendations? Here are a few places to start:   

• Recommend related articles on each of your pages. Pair recommended articles with on-page pop-ups and personalization messages to increase impressions and time on site. 
• Maximize conversions by offering tailored recommendations for each viewer based on their previous purchases, viewing history, etc. 
• Increase upsell and cross-sell opportunities by automatically matching offers with the visitors who are most likely to convert. 
• Display sponsored content to your audience on your website. Choose between on-page HTML, exit intent or scroll trigger pop-ups to minimize impact on the user experience. 

How can I evaluate and track Content Recommendations links? What kind of analytics are available?  

Consult the Personalization Summary report to see how many clicks each recommended article links generates. You can also add UTM codes to each of these links so that you can measure them alongside your broader website performance in Google Analytics.  

How can I set up Content Recommendations on my site?  

Want to set up Content Recommendations? Reach out to your Omeda Client Success Manager to enable Content Recommendations on your account. (Note: you must be a Customer Data Platform customer and have access to Olytics.)   

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