Creating a great customer experience is the competitive differentiator for your brand. Great content is how you create these experiences, how you interact with your customers, and how you engage them in omnichannel conversations. Your customers have high expectations for these interactions – they want them personalized, relevant and fresh. That means the pressure is on for your brand to continuously deliver relevant, engaging content to the right person, at the right time, on the right channel.
To keep pace with these digital demands, content needs to be understood as a strategic component to the business and operationalized in a way that drives strategy, inspiration, and collaboration. Brands are adopting content operations, a framework for how to create the content that powers customer experiences – across channels and platforms. Content operations involves a set of processes, people, and technologies needed for strategically planning, creating, managing, and analyzing all content types for every channel across a business.