To keep pace with digitization and gain a better understanding if content delivered is supporting business objectives, organizations are looking at their content processes and operations infrastructure to determine if they can use content intelligence to successfully execute and improve a defined content strategy.
I’ve previously talked about the key pillars to a successful content strategy, which are addressed in detail in a recent Frost & Sullivan white paper Content Automation: The Essential Ingredient for a Successful, Agile Content Lifecycle Management Ecosystem. Let’s now look at how content intelligence not only invigorates content workflows but helps you understand if content delivered is yielding an ROI.
Breath new life into content workflows
Content automation software is the crown jewel to addressing enterprise content complexities, from creation and assembly to omnichannel publishing. It helps to ensure content alignment across multiple SMEs and from multiple sources, essentially aggregating content and creating a single place for an organization’s assets to live and be easily searchable due to rich metadata. It also streamlines reviews/approval cycles to foster true team content collaboration. From a content publishing standpoint, content automation gives your organization the peace of mind that compliance-controlled content created is regionalized and personalized – meeting the right audience, at the right time and via the preferred device for optimal consumption.
Enterprises are stacked with multiple SMEs creating content. In many cases, this content is created in silos and exists in duplicate forms, contains outdated information and does not meet regulatory requirements. Automation breaths new life into content workflows, allowing content teams to easily share knowledge and create reusable content components that can be identified fast, tagged and used for any digital output. By providing contextual content intelligence to components, authors can now create content once, search and easily tag the most up-to-date, compliance-controlled content, and ensure the most accurate, personalized piece of content is delivered to any digital output. This saves SMEs hundreds of hours annually that was previously spent on the information discovery phase. This time saving translates into cost savings for your organization, as your SMEs can now focus on what they do best, impart knowledge.
Know how your content performs
With organizations creating an enormous amount of content in today’s digital era, many still lack the insights to accurately know how that content performs – they lack content intelligence. For example, do you know if a particular content asset that was published is actually being consumed by the target audience? You may be able to see that the recipient opened the asset, but do you know what part of that content was of most interest?
Content intelligence allows you to track user engagement and determine how external audiences engage with and consume your content. These insights allow you to make smarter content decisions for your content strategy and better understand when to reuse, repurpose or retire content. Having the ability to collect and share insights about your content with SMEs and business stakeholders helps to improve the content experience, the digital experience, the customer experience and ultimately your revenue experience. It improves the effectiveness of your content and allows you to see the real ROI of content creation when compared with your production costs.
Mukul Krishna, author of the Frost & Sullivan whitepaper sums it up perfectly: “With content automation, the resulting significant bottom-line savings coupled with better resource utilization contribute to the top-line revenue. This makes it difficult to turn away from such a solution, as the opportunity cost of not deploying a comprehensive content lifecycle management solution is just too high.”
To learn more about how adding content intelligence to your content operations strategy can reduce organizational costs go here.
To read the whitepaper, Content Automation: The Essential Ingredient for a Successful, Agile Content Lifecycle Management Ecosystem, go here.
To learn more about Quark Publishing Platform NextGen and how it can help get you on your path to content lifecycle management, you can request a demo.