While working with a client to fix a problem they were experiencing with ActiveCampaign, we realised that their customer journey was repetitive and uninspiring. With almost 80 blogs to choose from, the problem was not a lack of inspiring content, but rather an unimaginative automation that sent out information without consideration of where leads were on their customer journey.
What they needed was a system that guided contacts through a seamless content journey of relevant, high-value information.
Intelligent Content Sequencing
To improve the customer journey, Louisa developed a tagging and sequencing system that she called the infinity loop. The existing content largely fell into two categories. We created an automation loop for each of these themes. Regardless of where a new lead would enter a loop, it would first share all the information of one loop, then the other and eventually the contact would catch up to the most current content.
By looping contacts through one topic at a time, they would not become confused and this created a far more grounded experience of the business. It was also important that contacts would skip any information they had already received to prevent repetitive messaging, which would switch off interest.
In short, intelligent content sequencing ensured that no subscriber received the same content twice and that each person’s journey remained dynamic and engaging.
As with any ambitious project, there were some challenges. Figuring out and automating the different entry points for the loops was complex, but once set up they would do a lot of work for us. We had to spend a fair amount of time manually tagging and filtering content to ensure smooth transitions between content themes.
How Does This Relate to Intelligent Data Management?
You may feel that this project was more about content management than data, but it is really about how Blue Ninja helps our clients implement smart data strategies. This project highlights the importance of planning data structures before implementing automation, making systems scalable and effective.
The value of well-organised data in driving engagement
Tagging and sequencing blog content required structuring data intelligently, ensuring that each piece was classified in a way that made automation possible.
Data-driven segmentation to enhance audience experience
By tracking what each contact had already read, the system prevented repetition and ensured fresh, relevant content.
Intelligent automation relies on clean, structured data to function effectively
The goal was to create an automated process that adjusted dynamically based on user interaction.
Thoughtful data management can prevent inefficiencies and maximise content impact
Instead of blasting the same content to all contacts, the infinity loop concept aimed to guide users through a logical journey.
Does your content need data-driven automation?
A well-designed content automation system can breathe new life into old content, keeping audiences engaged without overwhelming them. Intelligent tagging and sequencing are crucial for ensuring relevance and avoiding repetition.
If you’re sitting on a library of great content but struggling to keep your audience engaged, let’s explore how automation can work for you.
