The goal of many sites today is to manage the experience and not just the content, to drive the right content to the right person at the right time, for maximum impact and consumption. Doing so will enable intranet, extranet, and public-facing Web site users to make decisions faster by receiving new information as they need it, presented in the context appropriate to their current need.

Deliver Content in Context

One of the key methods to extracting value from content is to deliver it in context to employees and external users at their exact time of need. For public-facing sites, delivering content in context improves prospect and customer relationships. Users begin to feel a connection with a site that anticipates and appears to understand their information needs. They become more willing to interact with such a site, because they trust that giving information about themselves will further customise their experience and help them to achieve their end goals.

Make Content More Valuable to Users

Organisations must make their content more user-specific, and delivery is the key. The more specific a piece of content is when delivered to somebody at a particular moment in time, particularly when they are trying to do something like make a decision – the more valuable it becomes.