[ad_1]
Dave O’Flanagan, Chief Product Officer
The digital world is constantly changing, and so are consumer behaviors. But despite this constant change, there is one thing at the heart of a positive and rewarding customer experience (CX). it’s the content.
Our research shows that just 5% of your content gets the attention of the majority of your customers. Content is expected to grow 20% by 2030, and managing an ever-growing catalog of blog posts, whitepapers, e-books, webinars, demos, videos and other content means the Wizard’s Apprentice is fighting water. It has become a task of a scale comparable to that of – Carry a broom.
There is a growing category of technologies that help marketing teams of all sizes manage content, improve customer experience and increase customer engagement. These solutions allow content creators to work together with IT on a unified platform to build their marketing assets and publish them on corporate sites faster. Other solutions help consumers better navigate websites to find the content they’re looking for in their preferred channels and preferred formats.
1. Provide an entry point for CX
Many small and medium-sized organizations may be daunted by the prospect of implementing a fully integrated marketing technology stack. Misconceptions about the IT and marketing resources needed to implement and maintain the platform needed to launch and manage CS across all digital channels, from web and mobile to voice assistants and smart displays, left teams with You may choose to maintain the status quo.
For these organizations, platforms such as content hubs serve as the nerve center for their content programs. A single platform where developers can build CX frameworks and content creators can simultaneously create and design the assets that feed into them might feel far-fetched, but it’s not. Our headless CMS, Content Hub One, provides a low-risk way for these marketing teams to start delivering digital experiences.
When combined with a cloud-based content management system (CMS), platforms like Content Hub One can equip organizations to create and manage assets and deliver content to consumers simply and agilely. can. This powerful combination not only helps consumers find the information they are looking for, but also ensures they are provided with the most up-to-date and accurate content available. Studies show that poor quality or outdated content reduces the chances of closing a deal by 40%.
2. Use AI-powered search
But no matter how great your content is, it’s useless if consumers can’t find what they’re looking for in the moment. This is one reason why brands spend up to 10% of their marketing budget on search engine optimization (SEO). In fact, global spending on SEO is projected to exceed $122 billion in just five years.
And while marketers invest heavily to ensure that their sites and pages appear organically high on the first page of search results, many people do not You’re overlooking the results returned by the search function. Search and content discovery are more essential than ever for brands. Consumer attention spans are notoriously short. If customers don’t find what they’re looking for, they jump to another site within 45 seconds on average.
More and more brands are using the power of AI to keep users on their sites. For example, AI-powered Sitecore Search supports search and discovery of a wide variety of content formats. Sitecore Search provides marketing teams with intelligent search solutions that personalize how content is matched, presented, and promoted to reflect the specific needs of consumers. AI powers capabilities such as predictive “type-ahead” capabilities that help customers find results faster, and the ability to promote content based on customer feedback.
3. Facilitate integration
Organizations with limited IT resources can benefit from the trend toward low-code and no-code interfaces that allow platforms such as Content Hub One and Sitecore Search to integrate into their existing technology stacks. Sitecore Connect provides a drag-and-drop user interface that allows anyone to easily connect his Sitecore products to customer relationship management (CRM), digital commerce, customer support, security, and other IT solutions.
The CDP Institute has found ease of integration to be a key criterion when considering MarTech solutions. Two-thirds of his marketers say they need to integrate marketing with other internal solutions. When considering marketing technology platforms, leaders should ask potential vendors questions such as:
● Is the platform flexible? Are you locked into an ecosystem of vendors, or are you free to assemble the best solution?
● How difficult is it to maintain the solution? With today’s labor shortage and tight technology job market, can you find a team with the necessary skills to support your platform?
● Is the available budget consistent with the vendor’s proposal? Does the vendor provide customer references with which they can talk about the implementation process?
evolving market
Staying abreast of trends and innovations in content marketing and digital brand asset management is an ongoing process. Sitecore is committed to supporting brands and providing the tools and platforms that enable them to stay ahead of customer behavior and expectations and deliver positive customer engagement and experiences.
[ad_2]
Source link
