PODCAST: Why Personalized Content Isn’t Possible Yet

Estimated read time: 5 minutes

This podcast talks about how people care about what they care about. People read what they want to read. Some technologies exist to serve personalized content, but not across the board.

Another problem: Not all relevant content is created and shared publicly. This podcast discusses the topic.

Audio not playing or can’t listen right now? Try the transcript below.

Christoph Trappe here with The Authentic Storytelling Project, and today I want to talk about personalized content and of course people care about what they care about and that doesn’t mean they care about everything that’s published on a mainstream website or that they care about everything published on a niche website even.

People care about the content that they care about so in the future wouldn’t it be great if people are served only the content that’s relevant to them and it’s done in a way that’s not too creepy because obviously somehow we have to know what people care about and then it’s served to them to view and they can see what’s going on based on what they care about.

Now, it’s still important that there some surprises obviously, I mean sometimes, I’d like to know about something unrelated to what I normally read about so if I care about fitness things. You know, I blog over at http://www.myfitnesstips.org or http://www.kidsandtech.net is another one I blog so I care about those two things, but I want to read about other things too, but not all the time so some of that is still important, but how do we get there so there are a number of things that aren’t happening today that perhaps need to change or perhaps we need to think about so for example when we measure things on our websites what do we measure.

We measure what the majority of visitors do. We don’t measure what individual people do. I mean, we do. We look at that, but when we see a trend a lot of times we respond to those trends. If people click on one thing or another and we see a number of people doing it, then we change what we do. We might change our content strategy. If some content is more, more used, more consumed to then others, we might change how we package our content, but we don’t do that because we’re thinking about the individual user. We do that because we see that the majority will accept content one way or another, so that’s one thing so how do we think about how do we get the best bang for our buck from the business side, but also how do we connect to the individual consumer with what they’re looking for and that’s really not that dependent on what the masses are doing.

The other thing is the content created so just because people care about things and they want to read certain kinds of content doesn’t mean that content actually exists. So, for example, all kinds of community content, community news going on in the little town I live in, in Eastern Iowa, but all the things I care about there are not necessarily written up or somebody recording a podcast or video or taken a photo so the content isn’t even created. For example, there was a storm that came through here and a number of people had to replace their gutters and that wasn’t reported anywhere, not that I saw, so to get true personalized content that the individual cares about, the content has to be created so that’s one reason why we’re talking about this today.

Obviously, to do that, we need some kind of technology solution also that I know some things exist out there in some industries, but why are we talking about this at The Authentic Storytelling Project? Well, because one of our goals is to help you share the stories that are unique to you, that are unique to your community and that of course help your business and your brain in the long run, but this is a really great opportunity to define your niche, to define your expertise and to talk about those things because whenever we might have the technology solutions to actually do some of those things.

You know, everybody can now blog. Everybody can set up a WordPress site. It doesn’t take all that long and if people can do it and don’t want to do it, they can hire somebody to do it for them so easy, breezy to get that started, but how do you set yourself apart? How do you determine what it is that you’re going to share? What’s your niche? So, for example, I have determined the three things I care about are:

  • Storytelling. How do I help people tell their authentic stories. The Authentic Story Telling Project, that’s that site.
  • Then, I lost a lot of weight, and yes, I do like to eat, and I’ve gained a few pounds back actually, but I’m still down over a hundred and something pounds so I thought where would I put content related to that topic? I started my http://www.fitnesstips.org and that’s where that content goes.

  • My six year old, she is really savvy with technology and says a lot of things that are kind of interesting and that are definitely worth documenting so I started http://www.kidsandtech.net and that is where I share her thoughts, now.

I’m sure somebody is working on it, not me, but how do we think about sharing the content that will help us get to a personalized experience so I think that’s the quickest step for all of us to think about. What are the things that we can share that actually can make an impact on people’s lives. Now, there’s obviously still fragmentation how do you get it to people so if you have a blog, if you start a blog, that’s what I would suggest. Start a blog, put it on a self-hosted WordPress site, easy enough to set up.

There’s actually one link to my WordPress for beginner’s section that I’ve done  at the Word Camp in Las Vegas and St. Louis and the slides walk you right through how do you set up a site, but obviously people will still have to find it so if you start something, let us know. Share it with us: ctrappe@gmail.com,

Thank you for listening and we hope you’ll help us get personalized content to the people that want it. Christoph Trappe; The Authentic Storytelling Project.