Guarantee speed to market with a seamless content supply chain, ET BrandEquity

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by Lindsey Francy May 27, 2023 News
Guarantee speed to market with a seamless content supply chain, ET BrandEquity
<p>Representative image</p>
Representative image
Today’s digital economy has created two certainties of marketing – content & measurement. If you can crack both, strong brand and business growth will follow. With 88% of brands saying that the demand for content has at least doubled over the last two years, and two-thirds expect it to grow fivefold over the next two, and how can marketing leaders make sure they are ahead of the curve and outpace the competition?

There is a content supply chain. The process of producing and delivering content that fuels compelling customer experiences is the answer to speed and efficiency.

Business leaders can guide their teams in establishing efficient and effective content supply chains that drive experience-led growth by following these three steps:
1. Content lives beyond the marketing team
Customers expect high-quality personalised content. If brands can consistently plan, create, deliver, and measure the right content, they can gain and hold their customers' attention. Despite content’s critical role, many executives delegate it as the tactical domain of creative and marketing teams.To fix this, content should be considered a fundamental part of the business, like manufacturing or managing resources. This means using technology to connect people, processes, and data. With the right tools, companies can manage their content from planning to delivery and store everything in one place.2. Operate with a collaboration-first mindset

Creating great content requires creative teams that can work together seamlessly. When creatives and other stakeholders can access centralised resources and contextual information, they can collaborate easily during complex review and approval processes, enhancing operational efficiencies.Using collaborative workflows and systems helps content operations move quickly, accurately, and with agility. By designing for collaboration, creative and marketing teams can focus on the most important work, staying engaged and productive.

There are three. Intelligence and automation can be put into place.

It's only possible to handle the wide range of formats, geographies, channels, and segments of current content operations by relying on automation and intelligence. By incorporating generative AI and automation into workflows, the workload for employees can be reduced, leading to increased efficiency and speed to market.And this is where the data comes in. Data throughout the content lifecycle enables easy retrieval, repurposing, deployment, and measurement of assets and workflows. It also provides valuable insights for teams to identify and resolve bottlenecks, enabling them to adhere to schedules and budgets. When brands view content not as standalone digital assets but as collections of rich data encompassing various projects, usage, and performance metrics, they can leverage it to derive business and creative opportunities.In today's fast-paced and unpredictable macroeconomic environment, businesses are under immense pressure to provide customers with the right experiences on the channels they frequent. Delivering effective content on time has never been more vital or challenging. However, adopting a strategic approach to scaling content operations can unleash creative potential and achieve key objectives such as cost efficiency, personalisation at scale, and employee engagement. Allowing business leaders to address short-term uncertainties while providing long-term competitive advantages to secure their brand's future success.
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The brand equity was published on May 27th.