Creating all the content required to support the end-to-end customer journey 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 required. This is driving the need for improved content planning and consumption analytics.
Goals and Objectives
Improve engagement across channels, increase conversion rates, and improve customer satisfaction; accelerate time to market; and optimize content creation spend. Organizations must implement a “build, buy, and borrow” strategy to more effectively source content; leverage AI for content creation and personalization; and utilize consumption analytics to help reduce spend on content assets that don’t provide a return on investment.
Content marketing platforms for planning and scheduling content investments; content creation and prototyping tools; content sourcing solutions for stock art, social/UGC content, and content from freelance editorial and creative networks to supplement in-house/agency resources (“Content AI” solutions that use AI/ML to generate, transform, and manipulate content are an accelerator.)
Use Case Summary
Streamlining the planning, design, and creation of content is critical to the organization’s ability to operationalize digital experience delivery and provide consistent, fresh, and engaging experiences across the many channels through which customers interact with the organization/brand.