How to move from content creation to content automation – and improve engagement – Marketing Tech News – Barcode Brand Consulting

How to move from content creation to content automation – and improve engagement – Marketing Tech News

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How to move from content creation to content automation – and improve engagement – Marketing Tech News

Content marketing is naturally a vital process in terms of telling your customers – existing or potential – about your message, as well as become a lead generation tool in itself. But the content method can be industrialised through an ‘intelligent content supply chain’, according to a new study.

The findings appear in a report from content management firm SDL and analyst Forrester. The study, titled ‘Today’s Content Supply Chains Prevent Continuous Customer Journeys’, argued many organisations’ content gathering processes don’t just need tuning up, but a complete rethink.

“To reach the desired end state of intelligent content, companies need to build for the future today,” the report notes. “They need to rethink their current processes, technology, and organisational structures to be prepared for a future where the strategic value of content continues to grow and determines the difference between company success and failure.”

The report advocates six strategies in order to streamline the content and engagement process:

“The result of organisation and technological disconnects is poor, fragmented experiences and frustrated customers,” said Peggy Chen, SDL chief marketing officer. “At a time when customers are turning online dozens of times a day, that’s an enormous missed opportunity.”

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.  












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