Presenting the right content, at the right time, via the particular channel the customer wants to use for a particular interaction is a tremendous challenge. The explosion in the number of channels that organizations must support — combined with real-time personalization — dramatically increases the amount of content organizations need to create/manage/deliver and is driving the need for improved content planning/consumption analytics.
Goals and Objectives
Improve engagement across channels/increase conversion rates; reduce time to market; optimize content creation spend. Organization need to: implement a “build, buy, borrow” strategy to more effectively source content; leverage AI for content creation/ personalization; and utilize consumption analytics to help reduce spend on content assets that don’t provide a return on investment.
Content marketing platforms (planning/ scheduling); content sourcing solutions (that extend in-house/agency resources with stock assets, social/UGC, and content contracted from freelance editorial/ creative networks); Web site solutions and API-first content services; digital asset management systems; and product content management solutions. “Content AI”, the use of AI/ML to generate, transform, tag, and optimize the presentation of content, is an accelerator.
Use Case Summary
Optimizing the content supply chain – that is, streamlining the planning, creation, and delivery of content is core to an organization’s ability to operationalize digital experience delivery and provide consistent, engaging experiences across the many channels through which customers interact with the organization /brand.