I’ve spent a lot of time writing about the complexities in omnichannel publishing enterprises face across their content lifecycle ecosystems and how to address these challenges, and measure the success of content strategies. Achieving measurable outcomes involves every member of the enterprise content team. From content architects, writers and subject-matter experts (SMEs) to graphic designers, production and line of business managers, all have a key contributing role in the content lifecycle and must optimize their processes to support effective content collaboration and desired omnichannel publishing outputs for optimal engagement.
This is the fourth installment in a series of blogs that examines each stage of the enterprise content lifecycle. Let’s look at your omnichannel publishing practices and see if your people and content infrastructure is set up for success to support the digital output demands of our target audiences.
Automating Publishing Processes
In traditional publishing workflows, creating a unique document for a specific output not only involves hundreds of data input sources and multiple formats, but it also requires a significant amount of your people’s creative resources such as content writers, graphic designers, and content owners. A manual, error-prone, one-to-one approach strains content teams and creates bottlenecks that can severely impact your time to market. This is because each new document requires a specific set of tasks to be performed in a specific sequence by different team members. This painstaking manual process causes delays and inefficiencies in the content production process. If your organization approaches content publishing this way, it is in dire need of a content operations overhaul if you want your content strategy to be successful.
Automating omnichannel publishing processes allows teams to extend the life of content assets with the power to easily repurpose the most up to date, accurate and compliance-controlled content components for reuse in different formats and outputs (e.g., print, web, mobile). Importantly, it supports your content teams’ ability to create and deliver a personalized experience – delivering the right content in the right format to the right audience and via their preferred device for optimal consumption.
For example, subject-matter experts can streamline efficiencies and collaborate with other content team members on a single or larger piece of content fast, because it’s simple to search and find the most accurate, up-to-date, compliance-controlled content components for each content type. SMEs can focus on imparting knowledge that can be personalized, adapted and published for any output channel simultaneously with just a few clicks and without compromising format or design. This is what true omnichannel publishing looks like.
With content a key contributor to enterprise growth, the era of Big Content has no signs of slowing down. Now is the time to eliminate a one-to-one effort and replace it with a one-to-many output strategy to fuel faster time to market. To win in your market, you can’t afford to let legacy publishing processes and technologies drag down your organization and compromise your opportunity to influence a prospect or sustain a long-term customer engagement.