Campaigns for Content Experiences

  • Release version: Washingtondc
  • Updated February 1, 2024
  • 4 minutes to read
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    Summary of Campaigns for Content Experiences

    Campaigns for Content Experiences in Employee Service Management enable organizations to effectively deliver targeted information to employees through various channels. With this tool, content managers can ensure that messages reach the right audience at the right time, enhancing internal communication.

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    Key Features

    • Targeted Messaging: Customize content for different employee groups, such as managers and direct reports.
    • Timing Control: Set triggers for when content becomes available, based on dates or specific conditions.
    • Content Structure: Organize campaigns into stages (or bundles) to manage content delivery systematically.
    • Rich Content Creation: Use the Content Library and Rich Content Editor for diverse content types, including videos and links.
    • Effectiveness Analysis: Monitor campaign success through goal tracking and audience targeting verification.

    Key Outcomes

    By utilizing campaigns, organizations can:

    • Reduce inquiry cases by providing clear information, thereby deflecting unnecessary cases.
    • Encourage employee participation in programs, such as health benefits sign-ups.
    • Improve awareness of critical topics through well-timed communications.

    Overall, campaigns streamline internal communications, ensuring employees receive essential information effectively and efficiently.

    Campaigns offer a powerful content publishing tool that provides organizations with the ability to efficiently deliver targeted information to their employees. As a content manager, you can configure multiple channels to ensure content reaches the intended audience at the optimal time.

    Here are a few examples of what you can accomplish through the targeted messaging of campaigns:
    • Deflect: Prevent your employees from creating more inquiry cases.
    • Drive action: Encourage your employees to sign up for health benefits.
    • Provide communication: Ensure that your employees know about a specific subject.
    Note:
    Campaigns are intended for internal communications only. Please do not use campaigns for customer marketing, as doing so could potentially lead to the NOW mailsystem being flagged as spam by email reputation systems.

    Campaign components

    When planning a campaign, consider the following components:
    Who: Audiences
    Target different content to different audiences. You can have a campaign deliver one set of content to managers and another set to direct reports.
    When: Trigger
    Content becomes available to employees based on the configured trigger. Content can be made available based on a fixed or dynamic date range, when a condition is met, or a system event occurs.
    Where: Location
    Target content to specific pages, topics, and widgets to ensure the content reaches the intended audience.
    What: Information that you want to communicate
    Define the information, links, videos, SMS messages, and emails that you want to communicate to your employees.

    Campaign structure

    A campaign consists of a hierarchy of stages, where each stage contains content.
    Note:
    Some parts of the interface use the term "bundles" to refer to stages.
    Here's an example of how to structure a company benefits open enrollment campaign, consisting of three stages:
    1. Get ready for Open Enrollment: This stage delivers content before the open enrollment period to prepare employees.
    2. Open enrollment is here: This stage delivers content during the open enrollment period to provide the necessary information on employee benefits.
    3. Open enrollment ends soon: In this stage, reminders are sent during the final week of the open enrollment period.
    Each campaign stage includes content that will be visible on the employee portal and distributed via email. Chart showing campaign structure.

    Setting up a campaign

    Set up a campaign using one of the following methods:

    Content Experience Builder

    With the Content Experience Builder, you can complete the entire workflow of configuring a campaign within a single interface.

    1. Create content in the Content library

      You can create a variety of content types that can be delivered via the employee portal, email, SMS, or push notification.

    2. Create a campaign

      Create a campaign to define the audience, content approvers, and start and end dates.

    3. Create campaign stages (bundles) using Content Experience Builder

      Add stages to your campaign to define what content users will see and when they will see it. You can also use stages to further refine the audience. For example, you can create one stage to hold content for managers and another stage to hold content for direct reports.

    4. Add content to a campaign using Content Experience Builder
      You can add content from the Content library and create a variety of content types in the Content Experience Builder.
      Note:
      If you are creating a campaign that contains rich content, you must create the rich content in the Content Library Rich Content Editor, since the Content Experience Builder does not currently support rich content creation. See Rich Content Editor
    5. Preview the campaign

      See how your campaign will appear to your audience before publishing.

    6. Publish the campaign from the Content Experience Builder.
    7. Analyze the effectiveness of the campaign

      Verify that your campaign is targeting the correct audience. Create goals to see if your campaign is driving action from your employees, or reducing activity such as the number of inquiry cases coming in. Continually evaluate your campaign as it progresses.

    Legacy (records and forms)

    If you prefer to create campaigns using records and forms, or if you are publishing to a custom widget, follow these steps:

    1. Create content in the Content library

      You can create a variety of content types that can be delivered via the employee portal, email, SMS, or push notification.

    2. Create a campaign

      Create a campaign to define the audience, content approvers, and start and end dates.

    3. Create a campaign stage

      Add stages to your campaign to define what content users will see and when they will see it. You can also use stages to further refine the audience. For example, you can create one stage to hold content for managers and another stage to hold content for direct reports.

    4. Preview the campaign

      See how your campaign will appear to your audience before publishing.

    5. Publish the campaign
    6. Analyze the effectiveness of the campaign

      Verify that your campaign is targeting the correct audience. Create goals to see if your campaign is driving action from your employees, or reducing activity such as the number of inquiry cases coming in. Continually evaluate your campaign as it progresses.