Posted by: SGK | Date added: Wed 20 Feb 2019
Content. Do you really know what it is and what it means for your brand? When you think about the customers shopping for your brand, have you considered what that journey looks like?
We live in a world overrun with so many different channels, all demanding some kind of content. During that path to purchase, a customer will touch or see your brand a multitude of times and that content experience is a key influence to driving sales.
Consistent messaging across a variety of channels can improve purchase intent by 90% and brand perception by 68%; and 1 in 3 consumers will choose a different product to their intended purchase as a result of poor information.
That demand for content is giving our clients a challenge. A significant increase in content spend when budgets are increasingly being reduced or restricted.
For many of our clients embarking on that content journey or even if they have a degree of maturity along that journey, they all acknowledge that their content could be better, but their challenge is knowing where to begin to improve it. Start by asking clients 'what content do you produce?' and whilst this might appear to be a relatively simple question, what we often get is a response that is fragmented, incomplete and inconsistent. In most organisations content and product data in general is dispersed throughout multiple internal business systems, partner networks and supply chain networks.
Some of the most common observations we've found include:
The digital marketing solution to this growing content demand is not about creating more content, it's about how you can make your content work harder.
How can you create one piece of content and then repurpose it for use in other areas? This could be as simple as taking one product shot in multiple formats that will enable you to use it across different channels. Sounds simple enough but in order to do this you have to rethink your approach to digital content.
It has to be an organisationally collaborative approach that defines and aligns 4 key areas:
When we talk to our clients about Content Optimisation, we work with them to dissect and break down their content journey, or Ecosystem. We start with the journey of the end customers and the touch point they interact with.
By looking at who is involved in creating content, the systems in place to manage, hold and deliver content, the content channels and the end users, it seeks to identify, in detail where the problems lie and its route cause in order to build the framework and solution to deliver improved content.
A common question we get asked is whether we can build a DAM system for a client's content. We can of course build a DAM, but we first have to understand what it's intended use is. As we work with them look at their content ecosystem and their content journey, the end solution is often very different.
Only by truly understanding your content ecosystem can you start to build the foundations for a more focussed, structured, centralised, streamlined and ultimately improved content strategy.
So, as you think about creating a new piece of content, think about it in the context of your Content Ecosystem and consider how it can be leveraged across the organisation and make it work harder.
Lian Stevenson has 15 years agency experience working for a large portfolio of blue chip UK Retail brands delivering strategic content across all media platforms. As part of the Client Solutions team, Lian has successfully delivered initiatives to help CPG clients deliver improved supply chain workflows, increase speed to market, streamline resources and reduce overall costs. Prior to SGK, Lian was an account director at a leading Content Creation agency in Leeds and has a BA (Hons) European Business with French. http://www.sgkinc.com
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