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Writer's pictureJohn Price

How Do You Treat Content?


Technology and software update on device

Despite the increasing amounts of content that is generated, many companies treat content the same as they did a decade ago. We all get locked into a certain way of doing things and change is not easy. But the volume and speed of content continues to increase. Are your methods outdated? Are you dealing with any of the issues listed below in your content operations?

1. Inefficiency. Companies rely on manual processes that are time-consuming and error-prone and the lack of automation hinders productivity, creating disconnected silos.

2. Poor user experience. The look and feel of many user interfaces are not intuitive, hard to navigate, and make it difficult for users to find what they need, compounded by frustratingly slow load times.

3. Missed opportunities. Outdated software to manage content lacking compatibility with other applications makes it harder for users to do their jobs, including targeting audiences accurately, personalizing content and experiences, and a lack of insights from data and analytics hampers a cohesive content strategy.

4. Competitive disadvantage. A lack of innovation gives competitors an edge when content is not optimized, limiting visibility, and reducing customer satisfaction. Remember Blockbuster?

5.  Increased costs. Rework and increased costs, regulatory compliance and rights issues can lead to fines and penalties, as well as other security risks to the organization.

The impact of outdated ways of handling content can range from lost revenue and customer churn including increased support costs, brand reputation damage, and even legal woes. If this sounds familiar, you’re not alone. 

·      Average marketing technology utilization at large organizations sits at only 33% in 2023.

·      70% of marketers are unhappy with their marketing automation software.

·      Integration challenges slow digital transformation in 80% of organizations.

Source: 5 Signs Your Digital Transformation Problem Is Really a Content Problem, Content Science Review

How do we get beyond the old ways of doing things, while improving on how we treat content? Here are some ideas for a better approach to content management.

The first step is moving from a tactical to a strategic approach:


  • Define Future State: Clearly articulate the organization's content goals and how they align with overall business objectives. Content should be created and managed with a clear understanding of how it contributes to overall business objectives.

  • Audience-Centric Approach: Understand and know the target audience and tailor content to meet their needs and preferences. Understand the needs, preferences, and behaviors of the target audience.

  • Develop Content Strategy: Create a comprehensive content strategy outlining the purpose, type, format, and frequency of content. Implement a content calendar to plan and schedule content creation and distribution.


How do you do this? At Risetime we have Content Analysts who work with our customers and are responsible for analyzing content performance, orchestrating content, and creative workflows to ensure high-quality content, even in high-volume content operations. They go beyond traditional DAM librarian and coordinator roles. They are the masters of content workflow including process design review and approval, content tracking and audits, metadata validation, compliance reviews, and information architecture.

If you are getting started, or just want a second opinion we can help you. Because we take a holistic view of your operation, our content analysts provide strategic support, including consulting, integration, and implementation projects, or even integrating our resources into your own operation. How you treat content is critical. Being able to connect content creation and business outcomes helps your organization leverage content as a critical component strategy to achieve your desired future state.


 

About the Author: John Price is a marketing professional with more than 20 years of experience. He is passionate about the practical application of technology and understands the value of content and its prime directive to help organizations move the needle.

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