What’s at stake if your content marketing strategy & tools aren’t fully up to speed for the digital age? Only everything.
Sure, you have the best digital agencies, creatives, marketers, technology team, but it’s the little things that can grind a marketer’s campaign to a snail’s pace: “Here’s a good piece content – no wait a minute, can I use this in the US, Europe, & Asia?” “Where’s the new infographic Bill was supposed to do? What do you mean, he’s on vacation?”
OK, things aren’t that bad at most companies, but you get the idea. Today, content may have to serve many functions in the customer cycle, from building awareness to purchase, and long after the sale for service and support. Marketers have a tough job dealing with the large volumes of content – and they have to do it in print, on TV, and on digital channels, all while telling a consistent story that engages customers throughout the customer journey.
You need exceptional content – and a lot of it
Marketers need to create a lot of content, and it must engage with the audience in a very relevant and personal way. Consumers can get bored pretty easily and they may need to see 10 pieces of content before they actually make a decision on a purchase. And then you need to keep marketing to them so they don’t jump to the competition. Creating all that content is a big challenge because it needs to be with the latest design and it has to really resonate and it has to be something that really hits that target persona. The most engaging content comes from the customer community, for instance real travel pictures. It brings a level of authenticity that you simply cannot create in-house. As all of this content builds up and flows into a central place, it can be hard to manage. Who sees what? What’s old, what’s new, what do I still have rights for?
Your content needs to be everywhere
Then all of this stuff has to be assembled and delivered to a consumer as part of a campaign. That person could be on a mobile device, they could be on print. You want the content to be flexible enough so that it can be used on those different places. You also need to personalize on the fly to keep the stream of content relevant to that person. After that, you need to understand and measure how the content was used, so it can flow back in to influence new content you would create.
A centralized content strategy can solve these problems while offering content creation agility at scale that cannot be gained in any other way. It facilitates the marketer in telling the story constantly across the content life cycle in order to create and ensure brand consistency. By understanding what the content life cycle is from the customer’s perspective, everyone on the team knows why and what purpose they’re creating that content for.
So, if you want to tell a story, all the content is already there, centralized and organized so that now you’re in a position as a marketer with the tools to assemble not just images and videos, but text excerpts, blog excerpts, and other stuff that you can piece together and tell a story on demand. It just flows into the central place and it’s right at your fingertips.
Do you want to find out more about how this works? Here are my recommended sessions at this year’s Adobe Summit:
S811: What’s new in Experience Manager Assets: Top 10 hottest DAM features
With digital assets as the foundation of every digital experience, we’ve made it easier than ever to unlock the true value of images, video, and rich media hidden in an organization’s silos to deliver amazing experiences. Join us as we showcase the latest innovations in DAM and Rich Media that every marketer needs to know.
S825 – Centralized content workflows: Breaking down the walls around social content
Consumers interact with your brand on many different channels, and they expect a consistent, engaging experience. Brands cannot deliver this experience when internal marketing teams are siloed and unable to collaborate across channels. Forward-thinking companies are making an organizational shift toward convergence, with a focus on building efficient workflows for creating, delivering, measuring, and optimizing their cross-channel content.
S819: Building and measuring the value of social communities
In this session, discover how to use Adobe Experience Manager Communities to quickly build community sites, enhance your customers’ experience through user-generated content such as blogs, Q&A, and reviews and ratings, and take advantage of analytics to understand your community engagement, such as identifying advocates.
S804: Content marketing secrets: Getting customers to fall in love with your brand!
Join us to learn how Adobe Marketing Cloud can help you deliver personalized, digital experiences tailored to your customer and how the latest innovations in agile content marketing can improve customer segmentation and content performance.
S821: How user-generated content powers today’s content marketing strategies
Learn how Tourism Australia uses Adobe Experience Manager and integration with Livefyre, the leading social curation platform, to unlock the power of social to attract and engage new visitors and deliver on their content marketing needs.
S813: Maximum content velocity with Adobe Creative Cloud and Experience Manager
In this session, get tips and tricks on how a leading brand leverages the Creative Cloud and Experience Manager to create, manage, and deliver more content than ever before.
S354 – Optimize your creative workflows with Adobe Creative Cloud
One of the strongest value propositions we bring to our customers is the close ties between creative content and marketing campaigns. To realize the full potential of an Adobe Marketing Cloud workflow, creatives need to be integrated into the process. We’ll explore methods and best practices for enterprises to integrate creative into marketing workflows using Experience Manager and Creative Cloud.
S809: Ready for the world: Is your content strategy truly global?
Discover how to leverage automation to set up site structures for global content deployment and learn hands-on how to use Experience Manager content translation capabilities to deliver better global digital experiences.
S812: Boost mobile conversion: Top-rated rich media experiences revealed
Learn how to identify areas for mobile experience improvement, design high-converting mobile experiences, and deliver shoppable images and video at scale.