In today's digital world, content is currency. To personalize the customer experience across channels, B2B and B2C marketers create content for an average of four different target groups, and 28% of B2C marketers and 22% of B2B marketers create content for an average of more than six target groups.
The provision of personalized content for different target group segments is the goal of every ambitious company. However, the path to this goal turns out to be tricky, as marketing managers point out weaknesses in content creation, including shortcomings in speed (44%), budget (39%), and automation tools (39%).
The Content Crisis: How to Thrive in a Content-Driven Digital World
The content crisis can be summarized as follows: Both B2C and B2B brands have a growing need for more content despite the challenges associated with creating, managing and publishing content on a large scale.
Without a large amount of content tailored to different customer segments, providing effective personalization of any size becomes much more difficult.
The biggest obstacle is often a brand's CMS – the very platform they rely on to manage and publish the content they are so tirelessly producing. 73% of marketers say they either don't have the right technology for content management and strategy, or aren't making the most of the technology they have.
At the Sitecore Virtual Marketer Day 2020, Sitecore Global VP for Product and Industry Marketing presented Vijayanta Gupta together with Laura Marie Opperman, General Manager at Star Cooperation, how Star Cooperation led a renowned German car manufacturer to success by providing content for a globalized Custom-made audience
In short, the company had its own content crisis. The marketing team had to deal with various challenges, including managing technical vehicle information, images, descriptions and other marketing materials from various agencies.
The solution consisted of technology that seamlessly connected to third-party systems and intelligently understood the relationship between different content, allowing the marketing team to create content for different markets, channels and people on a large scale.
How can brands recreate the success of Star Cooperation and drive their personalization strategies?
Technology: Mastering the end-to-end content lifecycle
Only 5% of marketers say they have developed a fully systematic approach to content creation, management, and distribution, while 69% of marketers believe that "some systems are in place but still a lot of manual work is available". "according to CMI.
When content is fragmented across multiple platforms and technologies and hidden in silos, it is difficult for marketers and content authors to understand what content is already there and content that has been tagged for certain audiences at certain points in the customer journey , easy to find.
To improve the content supply chain, brands need to understand and master the end-to-end content lifecycle, as shown here:
In a conventional CMS, difficulties arise in the steps of planning, collaborating, personalizing, and omnichannel delivering content.
A traditional CMS should only offer marketing professionals a WYSIWYG interface that they can use to create, save, and then view content on a website. In addition, traditional systems are rarely able to measure the effectiveness of content through A / B testing and conversion rate analysis.
All of these technological weaknesses hinder brands when trying to produce, publish and measure personalized content on a large scale.
Beyond traditional content management
Today's challenges require a more detailed approach to omnichannel content management that marketers and content authors can use …
Brainstorming, collaboration and communication related to potential content ideas
Create, modify and publish content across all channels, as has always been the case with a conventional CMS for websites
Create and label personalized content to be displayed at certain points in the customer journey, specific segments
Increase and measure the results to further support your brainstorming process and complete the cycle
The combination of Sitecore Content Hub, Sitecore Experience Platform (XP) and Sitecore Experience Commerce (XC) allowed globally recognized brands such as L & # 39; Oréal, Swire Properties and Subway to build on the traditional CMS offers, controls their content -Life cycle and begins your journey to offer personalized content across channels.
It is time to make every content appropriate
As digital giants continue to captivate consumers with hyper-personalized content, it has become essential for growth-oriented brands to master their own content lifecycle and promote personalized experiences.
Without the right technological foundation in your company, however, your customer experiences will suffer from a lack of content and your brand will have difficulty inspiring different customer segments.
Against this background, each brand should ask the following question: In a world in which personalized customer experiences are expected as standard today, where is that?
Learn more about content hubs.