Your audience is valuable, so you want to serve them the content that is most valuable to their needs. Of course, most sites have a hard time doing this. But Lytics makes it possible to serve custom messages to a user based on their affinity for certain types of content. Let’s review the steps behind identifying an audience with a particular type of content, and how you can use Lytics to serve that segment custom links.
At Lytics, we use our own technology in our blog to identify key audience segments. A valuable one for us is their affinity to articles about "Customer Data Platform." But before we get into Lytics Content Affinity engine automatically scans and categorizes the content that is associated with each page on your site. We then map the users who visit each page against that semantic understanding of your site’s content. We are able to measure the affinity each user has for each content topic within your site.
Here’s how to build a segment from it:
Within the segment builder, navigate to the Content tab:
Here you’ll see a list of all topics associated with your site. You’ll notice that for Lytics, Customer Data Platform is at the top.
Choose High Affinity as the threshold
After clicking the topic you’re interested in for your site, the segment builder offers a scale for affinity from "Low" to “Some” to “High.” You can also create your own custom range. Note: on our scale, 1 is a very high affinity.
Create the segment, then let’s target them with the content you think will be most relevant to them.
Navigate to the Personalize tab, and let’s build a custom message to this group.
In this case, we’ll choose "Drive Traffic":
Copy & Paste the URL of the page you’re sending traffic to
Select an execution tactic
In our case, we’re going to use a Slideout in the lower left. Remember to enter all relevant copy for Headline, Body, and Call to action. And specify, an image URL:
Select your audience to target
Create any custom triggers such as URLs or timing, and remember to specify start and end dates
Finally, remember to review your settings and preview the unit before launching
Here's the finished product:
That's all there is to it!
Now only the people interested in this topic will see this notification.