Content Intelligence Network
Think about it, everyone goes back to places where they have enjoyed themselves.
This is a sacred truth: consumers are faithful to experiences, not to companies.
We know that digitization has multiplied opportunities for interaction with users, but in answer, brands seem to be driven by an unjustified Kenophobia (= fear of emptiness). The forge is in action, but only to clog the channels with a flood of messages. A continuous bombing.
When you do too much, you do wrong. This saturation means a distribution of inferior quality content, hard to be retrieved when needed again, and failing to adapt to the target channel. You lose the focus on the user, who’s got a conscious or unconscious question buzzing in their head and is looking for a pertinent answer to it.
The elements of Content Experience
That’s why you need to examine Content Experience: what are my users experiencing with my content? How is content consumed? How can you deliver it in the most meaningful way?
You can answer these questions with the three elements of Content Experience identified by Überflip:
- environment: that’s a set of "look and feel" characteristics, the combination of design and user interface, when graphic elements (look) merge with functionality (feel) to make navigation pleasant and exciting. The first impression is very important: according to a report by Microsoft Research, it is built in the first 10 seconds. And when someone doesn’t have a good time, in 88% of cases they won’t return.
- structure: this is User Experience (UX) land, a term indicating the level of satisfaction and ease with which a user can achieve their goal on a given channel. And the way content is organized and cared for definitely influences the effectiveness of our actions on the web.
- engagement: time is running out for static. Content have to be smart, adapting to the user interests: personalized recommendations and tailor-made CTAs (call-to-actions) have proved to get more users to convert.
How are things in your company?
As we mentioned earlier, many companies find it very complex to feed content to multiple channels, and manage this new digital infrastructure. The result is chaotic, and it’s easy to make mistakes.
Assets are shattered across different systems and they need to be duplicated into the various CMSs, in order to feed each channel. Having to develop, manage and maintain different media players depending on the file format is expensive, especially when all this is in charge of external agencies that own the source code.
Not to mention the need to control everything to ensure brand consistency.
Can this step be optimized? How can your company rule its communication, from beginning to end?
1) Shoot down data silos
There’s a need for a single source of truth, without inconsistencies and duplication. A centralized platform like the Intelligent DAM can classify all assets semantically. This allows you to structure and share Content Management processes, and to retrieve any piece of content when you need it.
2) Create an appropriate experience for each channel
A tool like the Intelligent DAM works as a single control center from which you can customize the appearance and behavior of your players, regardless of the type of content and the front-end channels it is distributed on.
For example, THRON is an Intelligent DAM and it provides an integrated delivery and a universal player with centralized editor. Features like automatic cropping of images, adaptive video streaming, intelligent loading which in case of poor connectivity prioritizes the players visible to the user, all ensure the best possible Content Experience.
3) Measure engagement
The AI engines of the Intelligent DAM can automatically record the users views and iterations with content through matching (topic tags = user interests), of both profiled and anonymous visitors.
This will allow you to:
- identify which topics, formats and channels your users like the most, and start creating exiting content and the most engaging CTAs accordingly;
- with this new data set, let your Marketing Automation tool itself suggest the most effective content for each user.