There has been a lot of chaos in the last few years, which made it even more critical for brands to move quickly to digital to keep, strengthen, and make new customer connections.
But to be successful in the digital-first world, companies need to give customers personalized, easy, and sometimes even fun experiences. Brands need to make and deliver these very personal and practical experiences quickly to many people and in milliseconds.
For personalization to work well, you need good content. Companies that personalize customers’ experiences with meaningful content boost engagement and order value and build trust with their customers, which helps them make more money. Adobe conducted a study of more than 12,000 people from around the world and found that 72% said that relevant content delivered at the right time and place makes them more likely to trust a brand. In addition, more than one-quarter of people in Generation Z and millennials say that it makes them more likely to trust them.
Read the Adobe Study here.
While the benefits are clear, it’s hard to make enough impactful content quickly enough to have meaningful interactions with millions of people.
The need for intelligent, automated content solutions
Today, most businesses have their content operations spread out across different systems, teams, and tools. This leads to inefficient workflows and content that isn’t aligned with strategy or real data insights, which slows down the time it takes to get content and personalization to market.
Every company can speed up and personalize its content at a large scale by adding these three essential features to its content creation and delivery process:
1. Easy Collaboration
People, processes, and technologies are all over the place in the content lifecycle. It goes on inside and outside of an organization and across different offices (both personal and professional) and different countries. The process is complicated, and scaling up makes things even more difficult. The result is that people who work in the creative, marketing, and merchandising fields are often caught in the middle. They spend a lot of time on tasks that aren’t very important but aren’t very creative or strategic. It can be hard to manage this process all at once, but marketing and merchandising workflow tools make it easier for teams to work together across the content lifecycle.
A common problem is keeping up with creative changes and project updates from different teams. Creatives can edit assets in their creative tools, stakeholders can review them, and marketers and merchandisers can ensure they’re on-brand and on time for the right marketing campaign by standardizing workflows in one solution.
There are many benefits to combining teams and project data into a single source of truth, says Ed Gibson, managing director of Deloitte Digital. This allows stakeholders to work together in real-time. A long-term look at a brand’s workflows also helps companies find and fix bottlenecks early on in the process, ensuring that work is getting done as it should and on time.
Actively managing and connecting the full range of content activity helps unify creative, product, and asset management, which improves brand consistency and revenue growth and speeds up content velocity.
2. Intelligent Automation
There isn’t a way to build a powerful content engine that can make and deliver a lot of different kinds of assets at the same time without intelligent automation. Thanks to built-in, cutting-edge intelligence, every step of the personalized customer journey can be filled with rich media.
Creating thousands of personalized banners for an upcoming marketing campaign would be a lot more complicated if the person who made them didn’t have a lot of intelligence. They’d have to remove backgrounds, replace objects, crop, and create web versions of each banner so that it can be shown on different screen sizes, among other things.
When a company launches a new product line, the same content-creation issues arise because people want more visual information before buying. There is a lot of time and money wasted when you add more people like an outside agency.
It is easier and faster to deliver and change content with intelligent digital asset management. One file can be customized during the last mile of the content journey, making it easier and faster.
3. Well-Thought-Out Architecture
This is one of the essential infrastructures needed to support content velocity. Workflows, permissions, and authoring models are all critical. As more and more brands build large ecosystems where content travels, defining the foundation through metadata and building bridges between different systems speeds up workflows. With today’s and tomorrow’s distributed and hybrid workforce, it’s essential to make sure that your employees can work on their own and collaborate with both internal and external teams.
Because of this, brands can use reusability when it’s available to them. Content creation and content distribution are two ways that assets can be reused. Content can be made by creating metadata through a creative brief or by setting up a digital asset management solution that has the right content. This scenario allows for the reuse of assets in different ways or for different audiences. Understanding the parts of the content architecture that make up a digital ecosystem helps brands build the proper foundation to help them move quickly and work well together.
Many benefits come from companies that invest in content velocity, such as more balanced workloads for marketers and creatives, more visibility for managers, and the ability of the C-suite to measure creative efforts, to name a few. Most importantly, brands can use a lot of rich content to make personal customer experiences that will give them a competitive advantage in the digital world.