How focusing on content velocity benefits marketing and sales teams
The delivery of personalized content has become the new standard in both the marketing and sales industries. In fact, 88% of marketers have delivered personalized content to improve their relationships with customers and deliver best-in-class customer experiences.
Alongside content personalization, there has also been a growing need for organizations to increase their content velocity -- known as the speed at which content is created and produced for marketing a product or service. Why? Firstly, in our fast-paced digital world, customers expect compelling content across all of the devices and channels they use. Secondly, organizations need to focus on content velocity to produce mass amounts of content via cross-channel campaigns to meet their growth and marketing goals.
Here, we explore how content velocity benefits your sales and marketing strategies.
1. Data-driven content
Organizations that focus on content velocity are provided with a wealth of data-driven insights that can help them yield more customer traffic and provide customers with the personalized content they desire.
We are experts in using Adobe Experience Manager (AEM) to help organizations wade through masses of data to help bring the right content to the right customers. We can help you use Adobe to manage, publish, and measure your content, as well as monitor and optimize specific campaigns and assets for success.
Plus, with Adobe Analytics, we can help you get real-time insights into your content with data visualizations and dashboards that show you what content is resonating with your audience.
2. Scalable and channel-agnostic content
Customers want seamless, channel-agnostic customer journeys. The content you provide as part of their customer journey also needs to be engaging, and you need to give a lot of it at a rapid rate across multiple platforms and channels.
By focusing on content velocity, in turn, you’ll be able to maximize and scale your channel-agnostic content. With AEM Assets, you can ensure the consistency of your content not only across different channels but across international content platforms and multiple languages. With auto-tagging, your content is easier to organize, categorize, and search for amongst teams and individuals working with a significant asset repository to scale content on a rapid basis.
3. Reduced content production and delivery
According to Adobe research, it can take around 12 days to produce and publish one piece of content. With AEM, organizations have access to a turnkey solution that helps them create content on a mass scale and increase their content velocity.
As part of our content management services, we can help you use AEM’s Asset Repository, which is a centralized space where marketing assets can be managed and shared not only across platforms but across different teams and third parties. Its Metadata Management feature allows content tagging, such as Custom Smart Tags that reduce the amount of manual tagging required, Smart Tag Translation for quick internationalized metadata, and Smart Tags for Video whereby AEM automatically recognizes moving images for categorization. Using this smart asset management system, we can help you amp up your content production and improve content velocity rates.
4. Machine learning and testing
To achieve content velocity, organizations need to invest in technology that can automate parts of the content creation, production, and delivery process. AEM’s machine learning and artificial intelligence programs help auto-tag and categorize content so that organizations can easily scale their rate of content production.
It’s critical for organizations with an international audience to focus on content velocity since customers demand access to not only high-quality but multiple forms of content in order to make purchase decisions.
The Netcentric team are experts in AEM for businesses that need to increase content velocity. Read more about how to optimize your content velocity with AEM Assets.