How to Manage Your Content Like a Business Asset

Sep 15, 2019

How to Manage Your Content Like a Business Asset

Every organization invests in technology, people and overhead to grow. When it comes to marketing investments, content should be treated like a strategic investment because content is the greatest asset you have to tell the story of your brand. 

By making a strategic investment in content to support your marketing goals, you have to think about content as more than managing editorial calendars and creative teams. You have to manage content like a business asset, one that requires thoughtful strategy, long-term vision and a data-driven approach. 

Have a Content Roadmap

In order to look at content as an investment line item, it has to tie into your business goals. That means you need to think long and hard about why you are creating content in the first place. If you don’t have a clearly mapped out strategy for your content, you are just throwing it out there in hopes that the right people find it. You wouldn’t treat your other financial investments like this, so don’t do it with your content.

It starts with having a roadmap to help you strategize and document your content priorities and milestones. Establishing a vision for your content marketing will ensure you have a clarity around your purpose and areas of focus. The vision should include what you are trying to achieve, how you plan to get there, and lastly how you will know when you get there. This will also give you an idea of the resources you’re going to need to deliver on your vision. 

Prioritize Your Audience and Relevance

According to Accenture, the average consumer is exposed to 577 marketing messages every day. Even with an overload of content, consumers find a way to filter through the most irrelevant content to find the assets they find most compelling. These consumers overwhelmingly prefer content tailored to their preferences as individuals, and those are the assets that drive them to take action. 

To take your content experience to the next level, prioritize the customer experience by making the experience as relevant as possible through individualization. But for true individualization to occur, content must unequivocally be targeted to each person’s unique behavior and interests.

Maximize Impact with Artificial Intelligence and Machine Learning

To achieve individualization at scale with maximum impact, artificial intelligence (AI) and machine learning are the most important companions. Get the most from your content assets by leveraging AI and machine learning to analyze customer data and get a real-time view of the content that their audiences are engaging with, as well as when and where. 

In addition to data analysis, machine learning enables efficiencies across marketing program execution through automation. For example, machine learning can easily analyze millions of data points to more efficiently handle the executional tasks associated with running email personalization programs. This includes tasks such as content selection, content development and list building. Marketing teams spend more than 36 hours per week on these manual email efforts. AI can take over these types of manual processes, making processes more efficient and maximizing ROI.

Dive Deep into ROI

Having the metrics to show results is essential to prove your content is a business asset. Your content is a tangible piece of your marketing program and plays a significant role in meeting business objectives. With the right ROI model, you can gain meaningful insights about the content your audience engages with and which pieces of content drive meaningful actions to improve business outcomes. 

For example, at OneSpot we advise clients to focus on content consumption, or “Active Content Users” as an ROI metric for business impact. Active Content Users are those who consume at least three different pieces of content in a single session. Users who consume this amount of content are more engaged with the brand and 5X more likely to click high-value calls to actions such as “buy now,” “sign up for newsletter” and “open account.” 

By understanding which pieces of content drive users to take action, you can prioritize those types of content to create more meaningful experiences for your audience and drive greater ROI.

Content individualization platforms make it possible for you to manage and measure content as a strategic business asset. To learn more about how you can leverage sophisticated individualization tools that are based on artificial intelligence and make measuring Active Content Users possible, download our guide: How to Master Individualization to Delight Your Customers.

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