Services

That is a process for collection, delivery, retrieval, governance and overall management of information in any format.

Content is not static — it should evolve with your customers. This requires ensuring the content you produce is up-to-date and relevant to each customer. After all, the goal is to make lifelong relationships with customers, not just deliver excellent content.

Despite content being so important, managing it can be difficult. To overcome challenges with content management, companies can avoid content silos by providing standout digital experiences that are effectively managed through a robust content management system (CMS).

Structured vs. unstructured content

Content can be structured or unstructured. Both forms can be built into customer experiences, but the way they are formatted differs. Structured content is organized in a specific format and uses metadata. It has a set purpose that’s easily understood. Some examples include databases and spreadsheets.

Unstructured content is not formatted in a specific way, making it more difficult for computers to read. Still, plenty of the content is unstructured, including text documents, videos, and images.

The content needs of an organization are diverse and often overflowing, so both structured and unstructured content is needed to build specific experiences.

Most content management tools work with both types of content, though some tools can manage one better than the other. For example, CMS is better at handling structured content, while a digital asset management (DAM) solution is better for unstructured content.

Benefits of content management

Personalised content is how every company engages with its consumers. Although both in-person and digital experiences matter to a company, digital experiences are an increasingly valuable way to reach customers across a variety of channels.

Today’s consumers are engaging with content across even more touchpoints, such as voice devices, IoT, and wearables. When digital experiences are managed properly, brands can see major benefits, including:

Increased efficiency. Automate and organize workflows so the right team members know when to create, edit, and publish content.

Improved customer service. A self-service portal helps answer customers’ questions without contacting customer service.

Reduced operating costs. Automating tasks can save money and resources by helping teams work more efficiently.

Enhanced online visibility. Optimizing your content means your website will be more relevant to more customers and will help you rank better in search.
Convenient information. Brands can organize and deliver content to customers in ways that are more meaningful and relevant.

Greater content control. Content management systems allow organisations to control who has access to different types of content and how it’s used.

Simple delivery. Easily access the right experiences for the right channels, like your website, social media, and email.