Customer expectations have changed drastically in recent years, and brands now have to make the shift from marketer to experience maker to meet demands.
Content is at the heart of great customer experience (CX), and content at scale is the key to truly engaging your audience. But the art of content velocity can be a tricky process, and mastering it requires an incisive combination of skills and technology.
Furthermore, the explosive nature of just-in-time content is happening so fast that over 70% of companies are now creating 10x more assets than before just to keep up with customer demand.
Three reasons you should care about content at scale
The volume of content you publish is something that every brand should be thinking about, although it goes against established content rules about quality vs. quantity.
While the rules still stand, marketers need to change their perspectives on how to achieve the right balance. Here are three reasons why:
- Get the edge over competitors
To understand your content velocity, you would choose a particular time (month, quarter, or across the year) and measure your publications against other brands. By measuring your content output, you can gain valuable and actionable insights to inform your strategy.
- Improve your SEO efforts
Another obvious reason for pushing out fresh content at speed is making your website friendly to search engines. The optimization is more important than ever in 2021, with an overall rise in online search queries2 due to COVID-19.
- Make your customers happy
Finally, customers have more control than ever before and are firmly in the driving seat when it comes to the buying journey. By working on your content velocity, you can meet these demands and give your audience exactly what they desire.
How to make Omnichannel Content Work for you
We’re indeed overloaded with data these days, But the issue isn’t in the collection of it – it’s in the sharing. By analyzing data on customer content consumption, you can amend your strategy to their needs, wants and desires. To create actionable insights for your team, there are some important things to bear in mind. Data needs to be:
- Presented in an easy-to-understand format
- Shared openly with the right people
- Updated regularly to keep your business nimble