It is abundantly clear that digital channels are the primary means for brands to engage prospects and members. Brands must differentiate themselves and inspire greater engagement and self-service by presenting relevant content tuned to the needs of the unique visitor and their point in their audience journey. Equally clear is that digital channels are overcrowded and noisy for both B2C and B2B audiences. Does a brand need to produce more content per prospect to overcrowd these channels further? This is not what we mean by content velocity.
In this article we present 3 improvements in which marketers can dramatically improve their content supply chain, resulting in significant improvement to content velocity and audience engagement while reducing the overall cost of content creation. These 3 improvements are driven by business process evolution, business process optimization, and technology innovation adoption, all business-driven changes that require planning, alignment, and joint marketing and technology team adoption.
- Business process evolution - moving the source of channel content upstream
- Technology innovation adoptions – content fragments and experience fragments
- Business process optimization – brand guidelines and experience design pattern library
Download the white paper to learn about the 3 improvements which can help marketers dramatically improve their content supply chain.
Read part one in this series here.