Gain control of your content
The content crisis is the modern challenge of generating valuable and relevant content in an era saturated with information. As digital platforms continue to expand and attention spans diminish, the demand for engaging, high-quality content has reached unprecedented heights. However, the supply of meaningful content often struggles to keep pace, resulting in a content crisis.
Challenges
A content crisis arises from several factors: the overwhelming amount of information available, algorithms dictating content visibility, pressures to monetize, and the challenge of catering to brief attention spans. Many organizations struggle to produce high-quality content. The rush to generate vast amounts of material, especially to maintain steady online visibility, sometimes sacrifices quality. When the focus shifts from quality to quantity, the significance of the shared information wanes, exacerbating the content dilemma.
In the age of rapid scrolling and instant gratification, audiences often skim through content without fully engaging with its substance. This trend discourages the creation of in-depth, thought-provoking content, further shortening attention spans.
What does a successful content strategy look like?
- A successful content strategy should differentiate content in the market, bringing accurate and high-quality content. The organisation cannot afford to show non-relevant content. It is just too expensive.
- Another step to success is to stream the content on multiple platforms to provide omnichannel experiences. Customers expect an outstanding experience on each channel. Otherwise, they leave, and it is hard to attract them back.
- The third aspect of a successful content strategy is tailoring the content for each customer using the right tools. Personalization is very important for making the customer consider buying your product or service.
With the emergence of numerous channels and diverse target markets, the process of content creation is even more stuck in silos. Marketers have to deal with navigating parallel workstreams and overlapping initiatives, grappling with the challenges that arise from employing distinct content elements to convey a consistent message.
How to find a way out of the content crisis?
1. Have a single source of truth in your organisation
Emerging from a content crisis necessitates a strategic and systematic approach, integrating key principles to revitalize an organization's content strategy. Firstly, establishing a centralized "single source of truth" for content ensures consistency and clarity across the organization. This repository serves as a reliable reference point, aligning teams and minimizing the risk of content discrepancies. Secondly, instituting well-defined workflows and content creation guidelines streamlines the process, enhancing efficiency and quality.
2. Set workflow or rules for content creation
By setting clear roles, responsibilities, and expectations, the organization can foster collaboration while maintaining standards, reducing the complexity of content operations. By having workflows in place, there's a clear responsibility for each step of the content creation, reducing the complexity and ensuring the scalability of the process. And by setting the right workflow, you can easily enrol new team members on each step of the workflow without building unnecessary documentation, specifying, e.g. each team's responsibility, accepted formats, etc.
3. Adopt a modular content approach
Adopting a modular content approach further accelerates recovery. Crafting content in modular units facilitates reusability, enabling seamless adaptation for diverse platforms and audiences. This approach maximizes efficiency by repurposing existing content, reducing redundancy, and catering to various preferences. Modular content encourages innovation while preserving a cohesive message. By embracing these strategies, an organization can navigate the challenges of a content crisis with agility and purpose, forging a path toward renewed engagement, enhanced quality, and a sustainable content ecosystem.
4. Useful tools for fighting the content crisis
The right strategy will not be enough without using the right digital tools. Sitecore Content Hub is a digital tool that will connect the company's collaboration and efficiency. Equip your employees with tools that seamlessly align with your business operations. The main benefits include central storage of content, approving process for content, easy localization and personalization for omnichannel devices.
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Check our Ebook "From Content Crisis to Content Management" to learn how effective content management can transform the creation, storage & distribution of content for swift and agile operation.
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The content crisis won't solve itself. With the right tools, you can streamline your content creation process. Instead of producing large volumes of content, focus on crafting meaningful and relevant pieces. Platforms such as Sitecore Content Hub allow for easy personalization and localization, ensuring that your content resonates across various channels and audiences.
Does it sound appealing to you? Contact our Actum team - Sitecore Gold Partner and Content Hub Specialized team for a free-of charge-consultation. Find out more on the topic of content management and solving content crises.
Author
Anna Pokorná
Key Account Manager at ACTUM Digital. You can find me on LinkedIn
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