For today’s marketers, expectations have never been higher. Not only do customers expect personalized and consistent experiences at every touchpoint, but the demands for new content are stretching many teams to their limit.
Marketers need better ways to take control of the content lifecycle. From planning to publishing, and from personalization to analysis, optimizing your content creation process will make it easier to deliver better experiences.
The cry for CX consistency
When it comes to customer experiences in today’s marketplaces, there’s one factor that stands out as a key differentiator - consistency.
Consider how you shop — let’s say for electronics. You may search online to see what’s in stock before visiting the store to make your purchase. You likely expect to see the same colors, signage, and messaging when you’re in the store. If you use a loyalty program or an app, it should remember your preferences and, ideally, provide discounts and valuable content based on how much you shop, where you shop, and what you buy.
No matter the type of interactions you have or through which channel, you expect your customer journey to be consistent and connected. And the businesses that make every stage...and beyond -- are performing at the top of their market. It’s no surprise why: experience has overtaken price and product as a key differentiator.
Taking content from complex to centralized
Whether you’re responsible for planning, writing, designing, developing, or publishing content, you need to be part of an efficient team. Improving teamwork and collaboration can speed up your company’s responsiveness and boost its ability to deliver customer-winning experiences.
Content supply chains are complex and, in many businesses, disconnected. Creative tools don’t often synchronize with productivity tools, leaving content creators playing catch-up with other areas of the business. Silos between teams, systems, and data are also all-too-common. Eliminating these issues is crucial to delivering more consistent customer experiences seamlessly.
The benefits of unifying your content supply chain and bringing together people, processes, and technology on a single platform cannot be overstated. Not only does it reduce operational stress within your own business, it will help you increase the speed at which you can react to customer needs. Ultimately, bringing disparate teams, data, and content creation processes “under one roof” will help you deliver more consistent experiences at a greater scale and speed.
The solution to your content crisis
Sitecore Content Hub™ brings together powerful cloud-based technology to centralize content planning, creation, collaboration, and management. Through it, teams can build content strategies, track production processes with clear workflows, store finished assets in a centralized location, and leverage AI and machine learning tools to simplify content discovery.
With a single, collaborative user experience for all content stakeholders, Sitecore Content Hub not only streamlines the process of creating and distributing content, but also improves the consistency of delivered experiences by eliminating duplicate work and increasing opportunities for content reuse.
Putting Sitecore Content Hub to the test
A leading consumer products firm employed Sitecore Content Hub in developing a one-stop-shop for managing and controlling content creation. Its challenges included improving how the business created, stored, and delivered content assets for thousands of products across hundreds of brands. Alongside the company’s existing Sitecore Experience Platform™ (XP) solution, Sitecore Content Hub successfully streamlined and simplified asset creation via integrated content development and workflow management.
The business now manages and distributes hundreds of thousands of assets globally to retailers, agencies, and internal employees. It has also reduced costs by reusing and repurposing existing content across different regions while also reducing time to market for new product launches thanks to its single source of always-up-to-date assets.
But you don’t need to have a global operation to benefit from Sitecore Content Hub. If you want to deliver more consistent customer experiences and take control of your content, then start exploring the options available.
The content lifecycle is complex and multi-faceted. Sitecore Content Hub helps you simplify, optimize, and live your best content lifecycle.
Discover more about Sitecore Content Hub capabilities and start building your business case for implementation with our new guide.
Jose Santa Ana is Product Marketing Director at Sitecore. Find him on LinkedIn.