This infographic shows how marketers can get their audiences the intelligent content need when they need it. Digital Asset Management (DAM) provides a simple framework to build your intelligent content.
The content universe is ever expanding, as more is being launched into digital galaxy each day.
Buyers want to find nuggets of informational goodness that will comprehensively and intelligently solve their problem or answer their question.
The challenge? Most marketing content today is hard to find, poorly conceived, and dependent on content creators to be repurposed, reformatted, and redeployed.
The solution? Do all you can to help the reader get from Earth to their desired content destination. Create content that will help them navigate the asteroid field of stagnant, unhelpful material.
When 65% of your content is shelved or repels readers, you know something’s gotta change.
Your only hope? Boost your content’s IQ, making it smart enough to reinvent and adapt itself to each reader and their preferred channel.
The outcome? Shape-shifting, adaptable content that grabs your readers’ hearts, minds, and wallets. No babysitting required.
Structure makes automation possible, and all aspects of intelligent content hinge on it.
Uses metadata to ensure meaning and context are relevant to the reader.
Easily found and consumed by both content owners and users.
Beyond conventional content recycling, intelligent content components can be reassembled and adapted in multiple ways.
Ability to reorganize content in numerous ways: alphabetically, by subject, format, persona and more, for a highly tailored user experience.
Automatically adapts in appearance and substance to the recipient, device, channel, time of day, location, past behaviors, and other variables.
Output to multiple channels, adapting to each channel & reader
“Sounds good,” you say. “But how am I going to make this sci-fi, pie-in-the-sky, intelligent content thing happen without hiring a robot army?”
Digital Asset Management, my friend. DAM gives you a framework on which to build intelligent content. It also provides you with a single source of truth, reducing your costs and time to market dramatically.
Without a solid structure and content lifecycle management, it’s impossible to deliver the level of quality, relevance, and tailoring your audience now expects.
Begin with the experience you want customers to have. How does that differ from how they experience your content today? What must change to make that a reality?
Find their biggest pain point, and address it.
4 “If we aren’t willing to start someplace and begin to experiment, we risk being left behind. It’s not about grabbing the ship with both hands and trying as hard as we can to turn it. It’s about placing little bets and learning. It’s about trying little experiments and seeing what happens.”
ROBERT ROSE AND CARLA JOHNSON, EXPERIENCES: THE 7TH ERA OF MARKETING
Intelligent content that delights customers and multiplies conversions, with less effort? That’s a good DAM strategy.
Want to learn more about boosting your content’s IQ and implementing DAM for your business?
Request a demo from Widen today.Sources: SiriusDecisions | Content Marketing Institute | Experiences: The 7th Era of Marketing | Express Writers