Enabling Content Reuse and Delivery for Campaigns

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Drupal for Web Experience Management: Enabling Content Reuse and Delivery for Campaigns

Drupal provides the most simple, yet powerful platform for Digital Marketers to create meaningful and impactful Web Experiences for their customers. Marketers need to reuse digital content and mash it up into targeted, personalized campaigns that connect with and inspire action prospects and customers. Web Experience Management solutions built on the Drupal platform offer the flexibility to deliver campaigns within the users context in mind to present the most relevant information. Drupal brings together content and context to deliver powerful campaigns that resonate with users, drive conversions and build deeper brand connections and loyalty.

Web Experience Management solutions built on Drupal expose “content as data”, and provide tools for mashing up that content in interesting ways to different consumers and customer segments in contextually relevant ways.

Here we have a page that shows the latest news items that have been published on the site. It shows an authors summary, and the authors’ picture. Now what if the content owner needed to insert this content or a subset of the content into the main page on the site?

If we move to the homepage, we can click customize, and then add a news block. By adding a new pane, we can select a particular news view and insert it as a block onto this page.

Now we have a block of news content that is rendered in a slightly different and optimized way for the user.

Let’s see how we can generate dynamic mashups and output them in different ways using a feature in Drupal called “Views”.

We can edit the view to show how Digital Marketers can easily mashup data to deliver contextually relevant marketing content and campaigns. We can define exactly what we want to show on the news page by selecting which fields to include and how they should be filtered. For example, perhaps that means only showing content that is in the users native language or showing content of a certain type. Then, under Page Setting, we decide only to make it visible on the new path.

We’re using a dynamic tool to build this page, selecting the way we want to display our data, the content fields we want, and how we want to filter them or sort them.

We can also use the same tools to make this data appear in different ways based on a particular user- like the block we added to the homepage.

We can show a subset of those fields and use it to create a content block. But we aren’t just limited to HTML presentation output, we can use Drupal to generate specific views as a data export in RSS, XML, or other formats. This enables other marketing systems to consume content and customer insights from Drupal and make deeper connections that ultimately inspire customer action.

Views are great way to get data out in a variety of formats. What if we want to expose this list of news to a social widget, or perhaps to a completely separate application? We can then create a web service to expose the data with just a few simple clicks. Being able to generate XML or other feeds is great for ingesting content, but we may also require a bidirectional flow out information both in and out of Drupal?

Using the services API, with a couple of clicks, we create a new web service. So we simply name our new service and designate it as a REST service. Once we’ve created our endpoint, we can determine what our users want to do with it. So now we can edit our resources to allow users to create, update, delete, or search for particular nodes and content items. You could do the same thing for files, users, or even make it accessible in a number of formats including an external website.

So what does that do for the Digital Marketer who needs to reuse this content to deliver multichannel, personalized campaigns? Web Experience Management solutions built on Drupal leverage an open data model, making it easy to work with other systems. Here we have a native application written in iOS in phonegap. We first log into our Drupal Site, then we can do things like access the camera’s image library and quickly upload a picture. Once uploaded we can publish it live to our blogsite without any coding skills required whatsoever removing IT bottlenecks and offering agility the Digital Marketer needs to stay competitive.

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