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by Emerson Welch  |  April 9, 2024

Addressing Enterprise Content Complexity – Adding Automation Makes it Easily Attainable


We live in a digital-first world where content complexity brings numerous challenges to scaling enterprises. Content published must meet the needs of audiences and be delivered to the right ones, at the right time and via their preferred device for optimal consumption.

Yet, creating and managing content that can be instantly published at scale to omnichannel outputs is just one complexity organizations face as they modernize their content operations infrastructure to meet both internal and external audience expectations. Content complexity exists at each phase of the content lifecycle, but what organizations are learning is that there are technologies that can make the complex simple.

This is the third of a series of blogs that addresses the “4 Highlies” – the core factors organizations must address to execute a successful content strategy. This consists of the desire that enterprise content is, or must be, highly regulated, highly automated, highly complex or highly compliant.

Let’s look at a few of the core complexities organizations are aiming to overcome to support a successful content strategy.

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Disjointed content creation and collaboration process. Many organizations have multiple people involved in the content creation process. And with many subject-matter experts working in silos, it results in a clunky handoff of content between various departments and stakeholders that is susceptible to version control errors and drags down reviews processes.

Adding automation streamlines the collaboration process by simplifying the process of creating, reviewing, updating and approving information. It eliminates content silos and connects all content stakeholders with a single source of truth, creating transparency in tracking the progress and deadlines of content with complete accuracy – delivering customizable statuses, and safeguarding an accurate audit trail that is critical for successful version control, particularly in highly regulated industries.

With a structured, componentized content strategy and those components stored in a component content management system (CCMS), it makes it simple to search for reusable modular content with visibility into what content exists, in what format, and what content is being effectively reused or should be retired.

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Content data – uncertainty of adherence to compliance and regulatory requirements. Today’s enterprise content contains data from multiple input sources from across the business ecosystem, with many of the sources updating data in real time through API and webhook connections. All data must be governed properly, and the subsequent content created must meet regulatory requirements that vary by content type, industry and geography. Automation supports your ability to build compliance into your content. Content contributors cannot have their own way of working if your business must successfully meet content regulatory or internal policy compliance. Authors can create policy and legal documents in a familiar, easy to use, structured authoring environment with no training required. With automation, you can enable a whole range of centralized and decentralized content creators to deliver content assets more quickly, accurately and cost effectively while complying with all regulatory and policy requirements.

Intelligence and AI – lack of insights to know if content delivered is achieving desired results. Is your published content turning a prospect into a paying customer? Do you know what section of a delivered asset is most widely ready by your target audience? If your content lacks insights to answer these questions, your organization will never be able to explain to business stakeholders the ROI of their content strategy.

Content AI – and that’s generative, semantic and intelligent AI – along with content automation, helps companies understand the impact of published content and understand how it needs to be tailored for different output channels to optimize audience consumption.

Content directly contributes to business growth. Companies are taking a big risk if they don’t tackle their content ecosystem complexities head on and embrace the opportunity AI presents – the risk being they will not have the opportunity to win in their markets. Successful companies take a data-driven approach that allows them to optimize their content strategies and have confidence that content delivered meets the needs of customers – which ultimately contributes to business growth and market success.

Quark has a long history in delivering tools that help enterprises make the complex simple and by modernizing their content operations to support an omnichannel content strategy. Quark Publishing Platform NextGen automates all of the complex content management, regulatory and compliance processes so organizations can achieve their most important objectives – from digital transformation and customer satisfaction to regulatory compliance and revenue growth. Deep investments in AI enable enterprises to automate key areas of the content lifecycle journey: from accurate creation, collaboration, and assembly to the power of delivering personalized, compliance-controlled content and knowing how that content is consumed.

To learn more about Quark Publishing Platform NextGen, you can request a demo.

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