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by Emerson Welch  |  March 21, 2023

Overcoming the Barriers to Omnichannel Publishing

Martin Owen

Organizations know the role content plays in supporting business growth, but many struggle to know if their content strategy is successful, particularly when it comes to omnichannel publishing.

To support customers and prospects’ digital output demands today, enterprises must first address the content complexities their content teams face and look at existing content creation, assembly and publishing processes. There is likely much room for improvement when it comes to modernizing their content operations infrastructure to support internal and external expectations.

A recent Frost & Sullivan white paper Content Automation: The Essential Ingredient for a Successful, Agile Content Lifecycle Management Ecosystem addresses the key pillars to a successful content strategy and I’d like to take a closer look at content publishing – or more precisely, omnichannel publishing – and begin by asking this question: Does your content production process support a one-to-many strategy?

Can you COPE?

It’s a competitive market out there and your organizational content plays a vital role in supporting your brand reputation and helping you win in your market. Yet, content strategy success is measured only if you know whether content created is information your stakeholder actually wants and is delivered at the right time and via the right device for optimal consumption.

With digital content leading the way as the preferred consumption format because of its granularity and multi-device scalability, it’s critical your content operations infrastructure can support your ability to meet users’ personalized, right‐place, right time expectations. In other words, it must support a ‘create once, publish everywhere’ (COPE) approach. One that empowers SMEs to collaborate and create personalized, compliance-controlled content once and know it can be adapted and published to any output channel simultaneously, without compromising format or design, with simply a few clicks. This is true omnichannel publishing.

Cut through the clutter and deliver a personalized experience

A manual, error prone, one-to-one approach to content creation across the enterprise – which typically involves hundreds of data input sources and multiple formats – won’t support your digital-first business.

Content automation will support your digital-first business. Automating content workflows eliminates assembly challenges associated with content containing a myriad of sources and supports your organizations’ ability to create omnichannel content at large scale. It improves SME productivity and gives you the power to deliver accurate, consistent content through existing and emerging channels as quickly and easily as possible. When content is updated at the source, it’s automatically updated across all channels – supporting a one-to-many effort for omnichannel.

Automation supports a right approach to enterprise content creation and delivery, fueling the authoring and creative abilities and eliminating bottlenecks, quality issues, and deadline failures that come with legacy process.

To learn more about how automation can modernized your enterprise publishing capabilities and create a better customer experience 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.

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