標題: Communicators: It’s Time to Start Seeing Content as a Service [打印本頁] 作者: bonnaseo101216 時間: 2024-4-30 14:59 標題: Communicators: It’s Time to Start Seeing Content as a Service Wouldn’t it be wonderful to spend less time creating content and more time using it to grow your audience or create new customers? Content as a service, or CaaS, allows marketers to streamline their content for multiple distribution points. With some changes, companies can use a single source of content to target different channels and devices. In the intensity of today’s content-driven environment, this approach allows marketers to use existing content more efficiently. Thanks to the proliferation of smartphones, voice-enabled devices, chatbots, and the enormous pressure to maintain a consistent voice across channels, brands yearn for a COPEing (create once, publish everywhere) mechanism. Content as a Service: It’s Not a Dream That concept has long been a dream for marketers, but CaaS makes it a reality. Cybra reports that marketers who fail to use an omnichannel strategy face a 10 percent drop in revenue.
Consumers now use multiple screens and accounts to consume content, and brands that fail to create a consistent presence across those experiences will suffer the consequences. In the face of these problems, CaaS can be the solution. Marketers can finally stop scrambling to reinvent content for every channel under the sun and get more value from the content they’re creating. The Right Kind of CaaS Every Timeshare Owners Email List marketer should be tired of the familiar refrain “the right message to the right person at the right time.” And rightfully so. However, I would propose adding one more factor to the mix: the right context. But creating and executing a strategy to support the idea has been elusive for many of us. If only because we’re tasked with so much that orchestrating multiple channels for multiple audiences is downright overwhelming. In many organizations, customer-facing content is hard to find, hard to share, and hard to recycle.
CaaS, however, empowers marketers to store and manage content in a single location. And they can deliver that content to any device or channel with the right context, creating an experience that feels personal because it’s contextually relevant. Considering the continued proliferation of channels, the need to simplify production and distribution will be imperative. Content as a Service: Employing a CMS Component Enter CaaS. Many systems allow content to be granular enough that repurposing among even a few channels can be empowering. But if you need to go beyond that to truly liberate your content, a component CMS allows you to get granular and supercharge your CaaS strategy. Embrace what Ann Rockley calls “intelligent content,” and you can use the same material across channels for documentation, spec sheets, marketing content, and more. And if the web channel is important (and I think you would be hard-pressed to find someone who says it isn’t), it’s worth familiarizing yourself with a CMS or digital experience platform that can be headless or decoupled. A traditional content management system handles everything from managing content to presenting it online.
