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Our editor's picks for 2021 include thought-provoking posts on marketing, e-commerce news, humorous takes on popular culture, and wellness tips.
One of today’s top goals of organizations is to place customers at the center of action and provide world-class experiences that leave customers with a WOW. Big budgets are spent on transforming and re-inventing business models in order to face the changing market needs and customer requirements.
When it comes to transforming the customer experience, the role of a CXO is often missing. Marketing needs to take over to ensure a consistent customer experience across all relevant touchpoints. Brand and content experience soon become very centric topics to achieve great CX.
The right content on the right channel at the right time – that’s what creates perfect content experience for a perfect customer experience.
Sounds easy, and it can be if you find a solution that supports the enterprise content needs.
To create outstanding content for various channels at the same time can be a demanding task. You need a lot of resources and brains to kick-off the perfect content calendar for all of your media. Let us figure out why it is so critical to create a great content experience.
Elements of a great content experience
- Content marketing is the key to your customer’s hearts: Today’s markets are extremely saturated. Consumers have a thousand of different options between which they can choose. It’s becoming increasingly confusing and difficult to make the right decision. This is where content marketing comes in. Choosing content marketing as your long-term strategy to attract leads will enable you to position yourself as industry expert and establish thought leadership. That is why it is so important that your content is helpful, personalized and of highest quality, as well as adapted to the buyer personas journey.
- Entertainment is experience: We live in a society that is used to being entertained all the time. Whether you are riding the subway or queuing at a supermarket: you check your phone. Each day we scroll through 90 meters of content on our smartphones and when we do that, we want to experience some entertaining content. This is also, what is expected from marketing departments all over the world. Content should have relevant, emotional messages that are full of branding, but should be easy to consume at the same time.
- Content experience is vital to customer experience Consumers today are more demanding than ever. People want it “now” and expect the process to be as easy as possible. Simply offering a good product at a reasonable price is not enough anymore. The overall online and offline customer experience is key to getting ahead of your competition. Especially when we talk about the latter, content experience is the essential feature in today’s digital world.
It was almost like a dream: Creating content to inspire + transform
When it matters most, people will either turn to you or from you; no amount of money can overpower the human instinct, and it's humans who run businesses. The content you create must resonate with them, full stop.
Are you ready to go all-in for content experience?
The time is now to challenge your daily life tasks around content. You can easily assess your content-experience maturity level with a few simple questions:
- Are you satisfied with the tools and processes around creating, using and finding content in your company?
- Are you using your time for content creation and content management most efficiently?
- Is there a central platform for all your content demands in place to fuel all our communication channels?
- Do your relevant existing and planned IT solutions connect and integrate into a central Content platform?
- Can you guarantee that the right content is being used by the right channels? Is the content-in-use adjusted to the marketing campaign duration?
- If content is updated, can you guarantee consistent usage of the updated content on all the channels in real-time?
- Do you only use approved content and are you 100% sure you have the permissions and latest license agreements to use this content?
If you can say YES to every question, your enterprise already performs like a content hero. If there is a no, it is time to get back control over your content.
Get your content creation and collaboration process under control
It all starts in creation and collaboration around content. In many enterprises external advertising agencies and several internal stakeholders are involved in content creation and distribution processes. In many times this ends up in a huge battle between emails, Wetransfer download links, non-documented requests or approvals about priority. What seems very very complex can be quite easy: bring together people, content, ideas, tasks and assets in one place – in a digital and agile Workroom.
What are the benefits?
- Organizational overhead is being cut down
- Agencies become controllable
- Agile decisions can be taken
- Control and transparency come back
- Chaos has had it’s last days
Superb. Now you’ve brought back control over the content creation processes, but what about managing the final content and all the assets? They demand is to be orchestrated and distributed into your relevant channels. Think of your Websites, Commerce-Shops, Newsletters, apps, product catalogues,… all those are channels which demand accurate content and have specific needs.
Wouldn’t a content hub make sense, where all your content can be managed in one place?
Content should be taggable and be assignable to all products, campaigns, certifications, contracts, copyrights etc. The searching for content becomes a lot easier and the same goes with getting content in the required formats or adapted versions for country-specific needs.
AI can help with automated smart tagging and face recognition (e.g. management or testimonials).
Doesn’t this save a lot of time and money?
OK, so we have the creative content creation and collaboration process under control and there is a central Content Hub in place, beautiful. But still the silo problem exists. How to break down silos? The answer is: integration is key! Modern content hubs bring “marketplaces” with standard integrations and connectors into all leading (W)CMS, PIM, PCM, Marketing and Commerce solutions. They also need to support organizations’ best-of-breed strategy, e.g. to have the freedom to connect a social media management tool, video platform or CMS of their choice.
Innovative content hub solutions offer this whole range and actively break down digital silos including the removal of collaboration difficulties around content. A big marketplace and a huge ecosphere of system integrators provide independence from the software vendor itself.
