It’s no secret that the way in which we shop has changed dramatically over the last decade. Today’s consumers are savvy online shoppers who know exactly what they want. Instead of hitting the high street, consumers are going online and using multiple touch points across many different channels to compare products, leave reviews and make purchases. As such, the demand for highly targeted and personalized online experiences has never been greater.
With digital innovations changing every aspect of our lives, marketers and business owners need to act quickly to capture the attention of visitors and turn them into loyal customers. Personalized and relevant content is paramount in offering an exceptional customer experience. So how can businesses take their content management forward to meet the rising demands of the new digital era?
Let’s take a look at the biggest challenges posed by content management today and how businesses can solve them.
#1 Content spread across repositories and not all in one place making it difficult to locate and manage
When it comes to content management it can be a virtual nightmare for marketers trying to find the right content at the right time. In many cases content is spread out across multiple systems and folders making it impossible to find what you need, when you need it. Even if content is all in one place, time-consuming asset registration and complicated systems can mean inaccurate records. Businesses are beginning to understand that in order to keep up with today’s digital consumers they need to think differently about how they manage content. What’s needed is a cognitive system that can intuitively tag content as you upload it and transform volumes of disorganized assets into a comprehensive library that’s easily searched. Better yet a CMS that is built for the future and uses cognitive tagging offers the additional benefit of learning and improving over time. As it suggests tags and you approve them it learns and gets better, making asset retrieval faster and more efficient.
#2 Content isn’t speaking to customers
Businesses need to reach their audiences where they are – on the right device, at the right time, in an engaging and meaningful way. Standing out from the crowd means designing a campaign with a highly targeted customer journey and suggesting complementary products based on actual browsing activity.
The ability to offer users a personalized shopping experience means quickly accessing the most relevant content and quickly deploying that content in real-time across all devices. This ensures a great user experience for your customers, whether they’re browsing your site on a desktop, mobile phone or sitting at home on the sofa watching their smart TV.
#3 Inability to modify uploaded assets
A big frustration for many businesses is the lack of flexibility with their content management system. You might have a solid repository of fantastic images but if you aren’t able to modify the images for different channels then you’re in a bit of a pickle. In today’s digital landscape you may need a thumbnail image for a promotional YouTube video, another image for a banner ad and the same image but a different size for a social tile promotion on Twitter. Flexibility is essential and the ability to store content within a solution that offers the flexibility to modify uploaded assets and create different versions or image profiles, offers endless possibilities when it comes to promoting your products and website across channels and devices.
#4 Team can’t work collaboratively together
In today’s global environment a team may be scattered around the world in different locations and time zones. This can pose problems when it comes to real-time collaboration. To ensure effective content management for the best possible experiences companies need a CMS that is easily and securely accessed from any location. A cloud-based headless CMS offers the opportunity to collaborate on content across an organization from a single portal. Whether your team is working from home, in the office or on-the-go, a private cloud-based content repository ensures stress-free digital asset management. Real-time syncing means every user sees the same version of the project so you’re always up-to-date.
#5 Developers are restricted creatively
With traditional CMSs many developers are left frustrated with the lack of flexibility and opportunity to use their creative skills to build interesting and personalized online experiences. A cloud-based headless CMS offers the ability to simply integrate content via APIs and build any kind of front end you want. Not only does this provide developers with the opportunity to get really creative but it also increases their agility and speed. They’re no longer dragged down by time-consuming administration and the cloud-based capabilities mean they can be up and running quickly with no infrastructure to support. Content can be displayed on any device, anywhere throughout the buyer journey. More importantly, the entire user experience can easily be managed from one secure back-end.
Finally, there’s an advanced CMS on the market built for the future and powered with cognitive capabilities of Watson that allows you to build highly personalized customer experiences.
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