The "self-fulfilling prophecy" where content that is working well gets shared more at the expense of other content is a common concern. This balance is essential to an effective recommendation engine.
You want great performing content to be used regularly, but what happens when you have a new piece of content that has no activity history, or there is existing content that reps have not yet discovered or used, so it has minimal activity, and therefore lower ranking?
Based on our analysis across thousands of transactions, we have built the algorithm to help address this issue. The algorithm takes into account Rules, Newness, Prospect Activity, and Rep Activity (shares). When taking these factors into account, we recommend the following best practices:
- Use Rules. You can always make the asset a better match in the sales stage (i.e. an asset that matches 4 rules for a situation will rank higher than an asset that will matches 3 rules, regardless of activity). This allows marketing and sales enablement to design the content strategy to the sales cycle, so that deliberate design still adds weight. This will allow those pieces to be at the top of the list.
- Leverage New Badge. You can mark a piece of content as New, and it will be promoted to the top of the list, within the rules matching order, in order to surface it more prominently for reps. This levels the playing field amongst assets, so that it gets a fair chance at activity.
- Rep Usage. Usage of an asset as well as prospect engagement results will inform the ranking over time. A regular review of the content usage then allows you to make strategic decisions on content adjustment (whether it is new content creation, existing content modification, or simply sales enablement to educate them on unused content), with support from KT to surface what you think is relevant.
It is important to continue looking at each factor impacting the algorithm of our recommendation engine after implementation. This will allow you to see if there are any improvements that can be made to your rules and tagging structure so that you can create an effective virtuous content cycle.