A recently published Frost & Sullivan white paper Content Automation: The Essential Ingredient for a Successful, Agile Content Lifecycle Management Ecosystem underscores the importance for organizations to transform their content ecosystems to meet today’s digital output demands by customers and prospects and measure the ROI of their content strategies.
It’s good to see more and more organizations realize the role content plays in supporting business objectives. The sheer volume of content being created to attract new customers, sustain existing ones and win in the market nowadays is staggering. However, they too are faced with a reality that there are massive areas of improvement when it comes internal content workflows and ensuring personalized content is delivered to the right audience at the right time and via their preferred device for optimal consumption.
Add to this, content created and delivered must personalized, meet compliance requirements that vary by industry and region, and include analytics that show how content is performing. Many organizations lack confidence in most of these areas.
The Struggle is Real
Although organizations understand the value of content and that content must drive business objectives as a key part of the top-down execution, many still struggle with inefficient content strategies and complex workflows that ultimately impact their ability to create, assemble, and publish omnichannel content that aligns with corporate and regulatory requirements. What’s more, they lack the necessary insights to understand if the content produced is achieving the desired results. In short, they can’t measure the success or failure of their content.
Similar to how organizations have metrics for many business areas to ensure objectives are met – such as partner networking, corporate policies, sales & marketing, onboarding and more – they must also have metrics to determine if content strategies are meeting business objectives.
Organizations that lack the right processes and technologies will not be able to know if their content is working for their business. Strategies will suffer with time-consuming, error-prone and manual review and approval processes, with content assets disparately located in silos across the business – and without clear performance insights they risk noncompliance ramifications.
Smaller organizations might be able to get away with weaknesses in some of these areas, but a weakness in any of these areas will be an Achilles heel for enterprises that could ultimately result in business failure.
Content Automation – The New Paradigm
With the amount of content organizations produce continuing to rise, manual processes, outdated and inefficient content operations processes must become an ‘old way of working’ as they will not ensure you stay regulated and sustain a leadership position in your market. Content automation is the ‘secret sauce’ to modernizing workflow efficiencies, successfully meet internal and external audience expectations and optimize brand value in today’s digital era.
To help get organizations on the right path to modernizing their content operations to fuel a successful content lifecycle management strategy, the paper outlines four key areas to evaluate and implement automation technology:
Structured, XML-based authoring using low-code / no-code tools that empower organizations to better control and increase content workflow efficiencies and accelerate time to market.
Automate content creation workflows to foster a seamless, error-free team collaboration process and helps to ensure critical risk management, compliance or corporate copyright information and branding is accurately enforced, is tagged to document versions as part of a version history and is easily accessible via a centralized CCMS repository.
Omnichannel publishing that replaces a one-to-one effort to create content for each channel output with a one-to-many for omnichannel publishing that is personalized, regionalized and on brand.
Content intelligence to effectively meet commercial expectations and eliminate content waste. Content with baked-in intelligence and analytics that generate performance metrics so organizations can accurately measure the success of their content strategy and make smart decisions in how to deliver an exceptional customer experience.
A well-integrated content lifecycle operations infrastructure anchored by automation will fuel organizational content strategy success by significantly improving content efficiencies, safeguard compliance and ensure you deliver the right, personalized content your audience wants for optimal engagement.
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 and how it can help get you on your path to content lifecycle management, you can request a demo.