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The case for digital and achieving content agility

20 February 2019Veronica Casabonne

Last week we gathered our clients to talk about their experience and challenges in making digital work for them and their organisations, and the role our accelators help in the delivery of content agility.

Investments in digital continue to feel hard, despite the momentum that digital has gathered as technology permeates our everyday lives. In a world of limited resources and short term commercial pressures, why would your organisation embark in a journey of digital transformation? Our clients tell us that demonstrating the value of their digital investments is not an easy task and challenges manifest themselves across the three key pillars of digital transformation:

Technology - digital transformation requires an integrated technology stack (platform, tools and data) that can deliver customer experiences that are truly personalised and relevant

People - acquiring new technological capabilities requires new ways of working and addressing the skills shortage is hard when there are just not enough people out there with the skills your business needs. And it’s even harder to drive a mindset shift that prioritises digital against traditional ways of doing business

Processes - business processes need to adapt to benefit from new technological capabilities whilst continuing to meet the requirements of regulators or even internal governance bodies, which ultimately should help your brand grow in trust and recognition

Digital acumen is an essential ingredient in proving the case for digital.

Once your organisation has embarked in this journey, your digital real estate and content marketing efforts will be central to demonstrating the value of your investments in digital. Cognifide’s agility tools offer Marketers the ability to deliver content agility, in other words, the ability to optimise the end to end process of delivering customer experiences at scale. As our agility tools evolve, we will be looking to address common business challenges associated with content agility:

Simplifying the authoring tool-box for non-techie authors

In digital, speed to market is essential and brand managers need to be empowered with tools with easy-to-understand business language that are also usable and flexible. It’s all about simplifying the process of assembling pages and a content agility tool will need to be developed to cater to key author use cases. The global nature of many brands and the differentiated level of training and expertise of brand managers at local market level should be understood. Perhaps a configurable UI can help address this challenge?

Improving collaboration in content publishing

Everyday, content authors are met with different approval cycles and stakeholders involved in the sign-off process. If yours is a regulated entity, the approval of content in context - the ability to read copy or view images as the end customer would - becomes another challenge that can impede content agility. Content is not static, and one piece of content or call to action leads to another one, making the case for a comprehensive preview & proof solution or page prototyping that can allow your authors and content approvers to walk the journey as your customers would.

Taking the pain out of publishing across multiple sites

If you are a global brand, you are likely to be publishing content across multiple sites, but how do you manage the challenge of applying an asset to certain pages and not to others? Our clients call this the “inheritance challenge.” Publishing across multiple sites requires flexible rules which must balance agility with content integrity and market relevance. In a similar vein, the downstream impact of content referencing and re-directs needs to be properly managed.

Automating cumbersome tasks to ensure content relevance and quality

In areas such as SEO, content agility is also a synonym of content quality. Perhaps the nature of the business or that of a campaign requires simple cloning of pages - but once you have cloned a page several times, how do you ensure that your trusted quality tools will do their job? And how about the tasks required to deliver accessible experiences? Do you really need another tool, or could your content agility tools be re-thought to empower your brands to meet accessibility standards?

Provide self-service (zero code) UX customisations

The ultimate goal of content agility is to reduce reliance on IT releases. Just like sound planning, adequate governance and approvals are generally expected when publishing content. An efficient content publishing process calls for less reliance on developers and so do those unique occasions when brand managers have “brand freedom” and can publish content “off-brand.”

Performance analytics

Analytics are essential to understand performance, but we tend to think of analytics at the product or customer engagement levels. Within content management and publishing, analytics should be used, for example, to understand how long it takes for authors to do their day to day work such as publishing a new page. Content agility tools could look to provide a bird’s eye view of author actions happening in between content creation and content publishing and in this way also assist with auditing and training requirements.

Achieving content agility is central to demonstrating the value of your digital transformation across platforms, people and processes. Our agility tools will continue to evolve to address the issues cutting across these 3 dimensions.We look forward to continuing the conversation around your digital transformation projects.

Author: Veronica Casabonne
Published: 20 February 2019
agilecustomer experiencedigital marketingdigital transformationContent Agility

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