Survey: The Pains and Priorities of Digital Experience for IT Leaders in 2020
We recently conducted a survey of 100 business, technology, and marketing leaders at UK enterprises to learn more about how well current digital experience investment aligns with digital transformation ambitions. Overall, we found out that there is a lot of room for improvement. Only 27% of respondents said their current tools were adequate to meet their ambitions over the next 18 months. Furthermore, companies are wasting a quarter of their digital experience budget on capabilities they don’t use.
Nearly all (98%) of these organizations have some sort of digital transformation project underway, and technology executives are at the helm of most of these efforts.
These survey results give valuable insight into the pain points these digital leaders are experiencing with their current investment, how they plan on moving forward, and the slight differences in their transformation ambitions compared to their business and marketing counterparts.
The Role of IT is Getting Wider
As digital expands its reach across the enterprise, it blurs the roles and responsibilities within the C-suite. IT leaders see an increase in project requests — a 40% increase in 2020 according to a MuleSoft report published at the start of the year — and an increase in the work required to get the company on board with new changes.
This year has made it clear just how critical digital business is. IT has seen an increase in focus and funding due to the pandemic, with 38% of IT decision makers saying it has helped improve the understanding of the department and 30% saying they now have more control over business decisions.
This increased authority, combined with their wide-angle view of the company’s digital architecture, sets the stage for IT leaders to make significant shifts in an organization’s digital maturity.
Today’s Investment Pains
Technology, business, and marketing leaders agree about the current state of their digital experience investment. All three groups report that a quarter of their investment is inadequate for today’s ambitions, and roughly half of the features and capabilities in that investment go unused.
However, there are differences in opinions on future technology choices. Over the next 18 months, 52% of business leaders expect to invest in new technologies compared to 36% of IT leaders. In the same time period, marketing and business leaders expect current investment to become more inadequate while IT leaders don’t expect further decay.
This could be attributed to IT leaders having a better overview of the current toolkit. There may be tools already purchased, not yet implemented, that are capable of meeting future needs. With 74% of IT leaders listing “lack of integrations with other technologies” as a top factor contributing to technology inadequacy, they may be aware of upcoming integration plans that will make specific tools more usable. So while some investments will decay, other investments will become more adequate over time.
On the other hand, the difference could indicate that business and marketing leaders hear more about the capability performance from the user’s perspective. The backend of a solution might be smoothly implemented, and theoretically, it should be able to do what you want. Still, if users find it frustrating, it won’t be seen as an adequate technology. Both groups were more likely than their IT counterpart to say that the high cost of implementation and low employee adoption were barriers responsible for unused digital experience capabilities.
IT leaders will need to address departmental barriers and differences in expectations to ensure future technologies have the best chance of success.
New Technology Priorities
When asked about their top three evaluation criteria for new technologies, IT leaders were most likely to say the total cost of ownership (62%), ease of integration (56%), and optimizing current processes (50%). They were least likely to be looking to new technologies to open new revenue streams. With half of CTOs stating that part of their role is dedicated to the modernization of core technology infrastructure, it makes sense that the top priorities would revolve around fine-tuning business processes, budgets, and the backend.
How 2020 has Shifted Priorities
It’s estimated that the impact of COVID-19 has accelerated companies’ digital communication strategies by a global average of 6 years. An IBM survey found that 66% of executives have completed initiatives this year that previously encountered resistance. Traditional and perceived barriers like technology immaturity and employee opposition to change have fallen away.
When asked how COVID-19 has impacted their technology evaluation criteria, each criterion was more important by at least half of technology leaders. Remote work support and ease of employee adoption saw the most impact, with 83% and 71% saying they were more critical, respectively.
IT leaders have had to take on the monumental task of figuring out how to keep business running with a suddenly remote workforce, so it’s no surprise that their top priorities focus on ensuring tools are usable. With over half of employees wanting to continue working remotely after the pandemic, the technology decisions an organization makes now are laying the foundation for the long-term.
Steps to a Successful IT-Led Digital Transformation
In a recent ebook about modern enterprise architecture, we interviewed digital directors who are currently leading their organizations through major transformation efforts. They shared some of the key lessons they’ve learned along the way to company-wide change.
Align the Brand Early
When Tom Morgan, Director of Digital at The Spectator, was tasked with modernizing the British media company’s architecture, he said the first step was to understand what the 200-year-old brand meant to their readers.
“In order to have a chance of changing people’s perceptions around technology, I really needed to be able to speak the brand language. That was a case of spending immersive time with our product, but also spending immersive time with our customers. Above all the other change mechanisms we did, all the prototypes and all the bulldozing, that was probably the most powerful one. It means that now, when I sit with other stakeholders and talk about decisions from a technology point of view, I can talk with a position of authority about what that means to our readers and what that means to our customers, but also what it means to our legacy and our institution.”
Departmental Projects to Multidisciplinary Products
Whereas projects have clear end dates and focus on concrete deliverables, products have evolving roadmaps and focus on delivering functionality and measurable value add. This sets up a space for cross-departmental teams to collaborate on the full product lifecycle — planning, design, implementation, launch, value measurement, improvement, maintenance, and retirement.
Approaching transformation with a cross-section of departments helps each stage go smoother, says the Director of Digital at an iconic British luxury fashion house. “There will always be mini compromises along the way, but you can have a lot of unity from the very beginning in the choices you make. That sets you up well for the phase where you deliver.”
New Types of Vendor Partnerships
While IT respondents were not likely to place importance on vendor support, 39% of business leaders felt it was a top reason current investment will become inadequate. Marketing leaders ranked it as the second most important evaluation criteria for new technology.
Marketing and business teams who are eager to employ modern software capabilities are looking to partner with vendors to pilot new types of digital experiences. While IT departments may have a more realistic view of how mature the architecture is and feel the company is not yet ready for these initiatives.
However, for enterprises that are ready to modernize their architecture, a vendor relationship is fruitful. In interviews about their move to MACH architecture (Microservices, API-first, Cloud-native, Headless), digital leaders discussed this partnership’s importance.
“We’re going to be the first UK publisher to be doing headless at this scale. You can’t do that without an understanding from your solution partner that it’s more than just a software-as-service relationship. It’s a deeper part of the journey.” -Tom Morgan, Director of Digital, The Spectator
Strong Collaboration For A Smooth Journey
Companies that aim to be digital leaders will have to take some paths that don’t have clear roadmaps.
When companies stall in their digital progress, the cause is more likely to be misaligned culture (18%) or insufficient commitment across the organization (14%) than significant disruptions to the market (6%), according to a study by McKinsey & Company. The most commonly cited reason for those who avoided digital derailment was “strong alignment and commitment across the organization.”
Clear communication among the C-suite, departments, and external vendors can match priorities with possibilities and create the smoothest journey to digital transformation.
See the full results of the UK enterprise leader survey: The State of Digital Experience Investment in the United Kingdom
Learn more about how Digital Directors are modernizing business: Break the Replatforming Cycle with MACH Enterprise Architecture
How to transform your content creation with generative AI
Content marketing is a key part of an effective marketing strategy. Unfortunately, content creation can be tedious, time-intensive and difficult to scale alongside your business. Generative artificial intelligence (AI) offers an alternative approach: Artificial intelligence tools like ChatGPT and other AI chatbots can create pieces of content based on patterns observed in existing data resources.By leveraging the power of generative AI, businesses can produce high-quality, personalized content quickly and efficiently, without having to invest significant resources into its creation. In this blog post, we'll explore how generative AI works and the ways it can help transform your marketing initiatives.Benefits of using generative AI for content creationGenerative AI has the potential to revolutionize content creation. Using natural language processing (NLP), generative AI can create large amounts of content quickly and accurately, allowing businesses to scale up their content creation faster than ever before. In addition to saving time and money, generative AI opens up new content marketing possibilities for brands. Content creators can use machine learning to develop a better understanding of their target audiences and how best to reach and connect with them, then hone their content to align with the audiences’ needs.Content also plays an essential role in the customer experience. Your content is your opportunity to demonstrate to customers that you are listening to what they want and what’s most important to them. That means being able to react quickly to trends and news events, and with AI generated content, it’s easier to incorporate new information and developments more quickly, accurately and effectively to maintain a positive customer experience.Generative AI can also use its understanding of your customers to ensure the content is relevant to them. This kind of precisely targeted content would normally take content creators days or weeks to create; with generative AI tools, that process can be shortened to a few hours or less.How to get startedDefine your content strategyBefore you can begin using generative AI to create content, it’s important to establish a content strategy, and that starts with defining your vision for your content. What do you hope to achieve with your content, and what types of content are best to achieve it? What topics do you want to cover? What tone and style of writing are you looking for?The more information and guidance you can provide, the more efficient the generative AI can be in creating the content — and the more effective that content will be. Once you have a good understanding of your needs and a solid content strategy, you can start the search for the right tool to execute it.Find the right tool for the jobThere are a number of different AI tools on the market that can be used for content generation, and some tools are better suited for certain tasks than others. For example, Writesonic and Jasper are better suited to creating written content; Type Studio is more geared towards podcasts, streams, and interviews; for more design- or visually-focused content, Designs.ai may be a better solution. You’ll need to do some research on generative AI tools to find the option that best suits your content marketing needs.Train the AI toolWhat makes ChatGPT such an effective AI chatbot? Training. Using reams of text from the open internet, ChatGPT’s developers assigned the program a simple directive: Predict the next word in a text string, over and over. Over the course of trillions of predictions, the large language model (LLM) learned not just how to predict the next word but also learned to apply its training data to answer questions and complete tasks assigned to it. In other words, ChatGPT wasn’t always as advanced as it is today — it had to be trained.The same concept applies to other generative AI tools. You will need to train your AI tool on the finer points (such as your brand voice and the types of content you want it to generate) before it can start generating pieces of content that resonate with your customers. And the more data you can provide, the better the results will be.Generate, edit and publish your contentOnce you have trained your AI tool, you can begin using it to generate content. Depending on the tool you are using and your content needs, you may be able to generate large amounts of content very quickly.It’s important to remember that once you have generated your content, it will need to be edited and formatted before publishing. This is particularly important in the early stages of using generative AI tools: The editing process will help you determine if the AI needs more training on tone or your brand voice.Improving the quality of your AI contentUse high-quality dataTo ensure high-quality AI-generated content, you need to start with data that is complete, accurate and free of errors. If your data is of poor quality or contains errors, your AI-generated content will likely reflect that.Choose the right algorithmThere are a variety of AI algorithms that can be used for content generation. Some are better suited for generating short pieces of content like social media posts and blurbs, while others are designed with longer pieces of content in mind, so it's vital that you choose the right algorithm for your specific needs.Evaluate and improve your AI modelAfter you've trained your AI model, it's important to evaluate it to see how well it's performing. This can be done by having humans read and rate the AI generated content and suggest areas of improvement. Those refinements can then be fed back into the generative AI and used as additional training data, which helps the tool avoid similar missteps in future content.Keep an eye on future developmentsAI technology is constantly evolving and improving, and the AI landscape might look drastically different a year from now. It's important to keep an eye on where AI is going to ensure that you can capitalize on future developments and continue producing high-quality AI generated content.Potential challenges of using generative AI solutionsGenerative AI tools have the potential to revolutionize content creation, but there are still potential challenges you should be aware of.Generative AI is still in its early stages of development, which means there are limited data sets available to train generative AI models — and as a result, these models are often biased toward the training data set. If your data doesn’t align with the training data set, the generative AI tool might choose to ignore that data at first. It may take a few tries to get the model to accept your data and incorporate it into its learning.Generative AI models can also be expensive to develop and train, both in terms of money and IT resources. And even though they are a great tool for quickly creating robust and effective content, there may be a ceiling on the quality of AI generated content. If high-quality — i.e., exceptionally well-written and thoroughly researched — articles and blog posts are a priority for your brand, generative AI may not be able to produce the kind of content that meets your standards. (At least, not yet.)There is also the question of authenticity. As consumers become more exposed to AI generated content, will they develop an ability to tell the difference between content written by a human and content written using artificial intelligence? And if they do, will that affect how they view that content? It’s unclear if that will be the case, but organizations that use AI-generated content should keep a close eye on how those pieces of content are received by their audience.Generative AI is an ambitious and exciting technology that offers endless possibilities for content creation, from increasing efficiency to creating entirely new forms of visual and written content. But before you go all-in on generative AI, it’s essential to understand the complexities of generative AI tools so you can overcome any potential challenges you may encounter during implementation. With the right tools and planning, generative AI can play an invaluable role in transforming your content marketing.Learn moreWatch this episode of "Contentstack LIVE" with Contenstack VP of Product Conor Egan to learn more about the power of generative AI and how Contentstack leverages ChatGPT in our AI Assistant.Schedule a free demo to learn how you can scale content creation and elevate your digital experience using AI Assistant and our composable DXP.
Contentstack demonstrated 295% ROI in Forrester study
Today’s consumer expects a seamless and personalized digital experience when interacting with brands. As we’ve discussed before, a monolithic (or “legacy”) CMS lacks the flexibility enterprises need to keep up with changing consumer demands. “A lot of the technologies that were initially driving digital experiences [were designed with] one single experience in mind,” said Jeff Baher, head of Global Product Marketing and Growth at Contentstack. However, Baher said, with the rise of mobile internet, social media and smart devices, “there’s just an entirely different set of requirements for being able to reach customers and create digital experiences.” The digital experience has expanded, and the customer journey can now unfold across multiple channels. Increasingly, enterprises are adopting composable architecture to build digital experiences for their customers, and a headless CMS is the beating heart of it all. But can the benefits of implementing a headless CMS be measured? We recently commissioned Forrester Consulting to conduct a study measuring the Total Economic Impact™ (TEI) of the Contentstack headless CMS platform, and the results speak for themselves.MethodologyThe Total Economic Impact™ (TEI) methodology was developed by Forrester to help companies quantify the value of IT initiatives, such as moving to a headless CMS. TEI gives leaders more concrete data they can use to make the right decisions for their organization.In order to effectively measure the benefits of the Contentstack headless CMS, researchers at Forrester identified four organizations currently using the Contentstack headless CMS. To ensure accuracy, the organizations were selected from different industries (food and beverage, travel, fitness and apparel), with revenues ranging from $25 million to $2.1 billion.Researchers interviewed decision-makers at each organization to obtain data on benefits, costs, flexibility and potential risks, then used this information to build a composite organization. Then, they applied TEI to build a financial model and quantify the business benefits of moving to a headless CMS.How Contentstack’s CMS platform benefits enterprisesThe Contentstack headless CMS platform offers significant financial benefits for enterprises. The study found that the composite organization’s ROI was 295%, thanks to a combination of cost savings and increased revenues. Cost savingsOne of the challenges of legacy infrastructure is what Baher calls a “push-and-pull” between an organization’s IT and business sides. Since the legacy CMS is so code-heavy, even minor tweaks to the digital experience can require significant updates to back-end code. “You have to put in an IT ticket for really basic things, and then the IT queue [is full of] tasks like ‘fix five typos,’ and that’s maddening,” Baher said. The Contentstack headless CMS platform makes it easier for the business side to make tweaks to the digital experience without a lot of IT assistance. This reduces the amount of time IT and developers spend on minor tasks — and that time adds up. One interview subject noted that with Contentstack’s CMS, “we can stand things up as quick as our control processes will allow.” The study found that using Contentstack’s headless CMS saved the composite organization $507,000 in productivity costs over three years. In addition, the headless CMS reduced content-related development time for the composite organization by 80%. The headless CMS also minimizes the number of manual and repetitive tasks business users normally have to perform to publish content in a legacy CMS. Simplifying the content publishing process helped reduce overhead and improve time to market for the composite organization. Overall, the organization’s time to publish was reduced by 90%, leading to savings of $2 million over three years. Increased revenuesThe study found that the Contentstack headless CMS was key to an estimated 4% revenue increase for the composite organization, worth $3 million in profit over three years. A few factors could explain this estimated increase. Cutting back on development time for minor tasks allows the composite organization to dedicate more IT resources to specialized projects. Reducing time to publish also means the composite organization can publish more content to enhance the digital experience. More frequent content updates means a higher SEO ranking, which drives more traffic to the site. And when potential customers arrive, the improved digital experience can positively impact purchasing decisions: Studies have shown that 42% of customers are willing to pay more for a better experience. The big pictureDelivering a high-quality customer experience has always been crucial for brands, but it is more important today than ever before. It is easier than ever for consumers to do business with a brand — and it is also easier than ever for consumers to take their business elsewhere when a brand fails to deliver the experience they expect.In order to meet the demands of today’s consumer, organizations must deliver a digital experience that is fast and seamlessly unfolds across multiple devices and channels. The customer journey needs to be personalized and perpetual: Brands must maintain a post-sale presence in order to encourage repeat business. Today’s consumer expects a more mobile, cloud-based digital experience. Most monolithic content management systems provide a preset suite of functions that can, in theory, meet those demands. But sometimes those built-in functions don’t quite work the way business users need them to — and sometimes they don’t exist at all. In those cases, organizations have to find third-party solutions, which can be hard to integrate into legacy systems. And, as Baher notes, maintaining those workarounds can be time-consuming and difficult. “Connecting is done through web hooks, which are these manual stitching points between parts of your stack or your suite. They’re manual, they take time, they’re error-prone, they’re security issues because you’re connecting third-party software to parts of your stack,” Baher said. Managing all these factors usually falls on a single member of the IT team — and teams often struggle to keep things running smoothly if that key member leaves the organization.The Contentstack headless CMS platform allows business users to be more hands-on when it comes to content. Contentstack Marketplace — an extensive ecosystem of features, services, apps, integrations, and accelerators — lets teams take a modular approach to digital experience composition by picking and choosing the right building blocks for their needs. These components can then be integrated quickly and easily via the Contentstack Automation Hub, which Baher describes as a “no-code, low-code environment that simplifies the complex and automates the routine.”“You can very quickly create triggers and actions across the composable stack, which saves time and removes the opportunity for a lot of errors,” Baher said.A headless CMS is the first step toward creating a fully composable digital experience platform (DXP), and Contentstack is the perfect foundation for robust and adaptable digital experience composition. The headless CMS, Marketplace, and Automation Hub combine to deliver fast, seamless integration so business users can publish content or make tweaks to the digital experience without significant involvement from the IT side. TEI is an important measure of the overall economic benefit of moving to composable architecture, as well as the unique and specific benefits of using the Contentstack Headless CMS Platform to do it. But going composable is about more than just dollars and cents — it’s also about future-proofing your business so that no matter how customer needs and demands evolve in the future, your organization can evolve along with them.Learn moreSchedule a free demo to see how Contentstack can help your organization deliver a customer experience that leads to higher revenues, lower overhead and has the agility today’s brands need.
How to use microblogging to market your business
A microblog is a brief article meant to generate fast responses from readers. It is a great way to keep in touch with friends and family, share your thoughts and experiences and stay up-to-date on the latest news. But it can also be a powerful marketing tool for businesses of all sizes.Creating interesting and persuasive marketing copy can entice potential customers to learn more about your product or service. And by sharing your thoughts and ideas on microblogging platforms like Twitter and Tumblr, you can reach a larger audience quickly. There are many ways to share short microblogging messages, including audio, video, images and text.How can microblogging help my business?Microblogging can help your business in several ways. For starters, communicating news and information about your business on microblogs is a great way to connect with customers and followers. As social media became more popular, companies began to use microblogging as a way to engage with customers more quickly. These short messages also help keep customers informed about the longer content they can find on your website.Microblogs are also perfect for sharing short bits of information. If you need to get a message out fast, a microblog is an ideal way to do it. Since they're informal, your writing can be more creative and expressive.These short notes are perfect for reaching people on the go. Because they're easy to access from mobile devices, you can quickly share information with people no matter where they are. Plus, because microblogs are brief and to the point, people are more likely to read them.Finally, they are a great way to build trust and credibility with potential customers. By communicating your ideas on microblogging platforms, you can demonstrate your expertise to potential customers.What are the most popular microblogging platforms?There are a number of popular microblogging platforms out there. Here are a few of the most well-known platforms:Twitter: Twitter is a microblogging platform that lets you post short status updates for your followers. It's perfect for conveying quick thoughts and ideas and has over 396 million active users. That's a lot of potential customers! By disseminating news and information about your business on Twitter, you can reach a large audience quickly and easily.Tumblr: Tumblr is a microblogging site that lets you post photos, videos and text posts with your followers. It's great for bloggers who want to share longer pieces of content. Tumblr has over 496 million blogs.Facebook: Facebook is a popular social networking site offering microblogging features. It's perfect for businesses that want to connect with their customers on a more personal level. Facebook boasts 2.93 billion monthly active users.Instagram: If you like telling your stories with pictures, Instagram is a top-rated microblogging platform. Over a billion people use Instagram monthly. The effective use of tags for your images is crucial to reaching the right audience. How to write compelling marketing copy for microblogsHere are a few things to keep in mind for writing effective marketing copy for a microblog: Be concise and clear. Your audience doesn't expect to read long-form content and drawn-out posts; they want easy-to-digest information.Be creative and expressive. This innovative medium is your chance to show off your personality and connect with customers on a more personal level. Make sure your content is pertinent and timely. If you can tap into current trends and topics, you'll be more likely to capture your reader's attention.How to spice up your microblogging strategyIf you're looking to spice up your microblogging strategy, there are a few things you can do. Each platform offers unique features, so try using different sites. Learn which microblogging sites cater to the demographic of your ideal customer. Try out a few until you find the one right for you, or use more than one at a time.You can also try using different content types. Not all microblogs have to be text-based. You can share photos, videos and infographics to grab your reader's attention.Finally, make sure your content is relevant and interesting. Nobody wants to read tedious or extraneous posts, so make sure you put some thought into what you write. If you can capture your reader's attention with your content, they'll be more likely to come back for more.Using images in microblogsWhen it comes to microblogging, using images can be a great way to communicate your message. Not only do they help break up the text and make your posts more visually appealing, but they can also be more effective at grabbing attention and getting your point across.Research has shown that people process visual information much faster than text. MIT neuroscientists have discovered that the brain can process images in just 13 milliseconds. That's a lot of potential messaging you miss out on if you're not using images in your microblogs.Here are a few tips:Make sure your images are relevant to your message.Use effective tags to help people find your images.Experiment with different types of images (photos, infographics, videos, etc.).Use appropriate image sizes to avoid slowing page loading times.Learn moreGet more tips for your microblogging efforts in our blog post “How to choose social channels for your business.”Schedule a free demo to see how Contentstack’s composable content experience platform can help your organization produce more content, faster and better than ever before.
What is Agile content marketing?
Does your organization clamor to keep up with requests to create more relevant online content? Does your marketing team work tirelessly spinning content for different personas and managing content for multiple channels?Because the enormous demand for digital content continues to grow, these problems are very real for marketing teams at organizations of every size. According to Pew Research, in 2021 one in every three U.S. adults reported being “almost constantly” online.This heavy online presence produces a plethora of data, from geolocation tracking to Google Analytics to consumer reviews and much more. Yet much of this data is overlooked or not fully utilized when making marketing decisions, especially with the traditional waterfall marketing approach. Yet many organizations still handle their marketing this way — the same way it’s been done for decades. This is not all that surprising given the lightning speed at which technology creates new ways to communicate with customers. Trying to outpace or even just keep up with the constant flux of change is challenging at best for most organizations.An increasing number of organizations, however, are realizing there’s a better way to manage their marketing with an Agile approach based on the abundance of real-time data and consumer insights that are available virtually 24/7. We’ll tell you more about this shortly. But first let’s look at some of the main issues organizations experience with traditional marketing.Why traditional marketing doesn’t work in our data-driven worldFor most organizations, decisions about the type of campaigns to run and when to run them have traditionally been made months or even a year in advance. While these decisions may be made thoughtfully based on available insights at the time, there are clear disadvantages to marketing this way.Lack of flexibility: Firstly, there’s little room for flexibility when trends like customer expectations and sales change between the time decisions are made and when marketing campaigns launch. There’s no process in place to let marketing teams change their prioritized content or goals based on data or even current events.Difficulty producing content for multiple channels: Another key disadvantage of traditional marketing is it doesn’t provide an intuitive, easy process for repurposing content for multiple channels including websites, social media channels or e-commerce platforms.Lack of personalization: Savvy customers today expect content that relates to their lifestyles and needs. With traditional marketing, there’s no easy way to personalize content for specific customer segments with user stories of other tools. Instead, personalizing content becomes a laborious process that burdens staff with repurposing content and then making sure it gets to the right channels.Overburdened, frustrated staff: All the above issues affect the marketing team. From writers to project managers, team members may feel stressed, overburdened and sometimes disheartened because, despite all their efforts, the results they’re seeing are not optimal.What Is Agile content marketing?The Agile methodology was first used by software developers who wanted to reduce the time it took to create new products and updates while retaining flexibility. Agile was designed to break projects into manageable chunks, and at every step of the process, provide a process to implement necessary changes as they arose. Because of this built-in ability to pivot when needed, finished software products could be more up-to-date and relevant when released.Agile has since been heavily adopted to manage projects in the corporate world and government agencies. The methodology is used in a wide range of industries including financial services, healthcare, pharmaceuticals, engineering, aerospace and others.Desiring the same speed and flexibility, the Agile methodology has more recently been leveraged widely for content marketing. This is especially true in forward-thinking organizations looking for better strategies and technologies to help them accomplish their goals.To understand why the Agile approach is a perfect fit for content marketing, let’s briefly think about the onset of the pandemic. Whether B2C or B2B, every organization had to move fast to reach their audiences with content ranging from text messages and social media posts to website alerts and relevant articles and blogs. The world was changing rapidly and content needed to keep pace with the changes that were occurring from one day to the next.In an Agile content marketing workflow, cross-functional teams of writers, editors, designers, and other content experts collaborate on manageable tasks over a period of time called a “sprint.” Other cross-functional teams may work in parallel on separate but equally important tasks that may be part of the same larger project.Each team’s tasks are assigned based on priority by analyzing data, consumer feedback, recent trends, current events and other inputs. At the end of each sprint, content is sent to another sprint for improvement or launched with a specific goal in mind. Then both the work and the process are reviewed for possible improvements.In real life, an Agile marketing process might look like this:A marketing lead gathers data and customer requirementsThe data and user stories are prioritized by the marketing team and then broken down into actionable tasksThe team organizes tasks into one or more sprints based on content typeA cross-functional team works in tandem to execute their work during the sprintAt the end of each sprint, the work and the sprint planning process are both reviewed for possible improvementsThe next sprint to implement improvements and new tasks are assignedAgile content marketing: a game changer for your businessOne significant feature of Agile content marketing is that it involves a consistent cycle of producing content, then testing it to figure out what works and what doesn’t. Then simply do more of what works or what your audience wants and less of what doesn’t work. The benefit is more relevant content engaging audiences in meaningful ways.For instance, let’s say a marketing team created a blog post for one of its buyer personas. The post doesn’t drive a wide audience to the organization’s website. However, the social media post on Facebook to promote the blog got hundreds of responses and likes. Based on some of the comments, the marketing team gained some valuable insights into the products that potential customers wanted to learn more about. With Agile content marketing, it’s easy for the marketing team to prioritize more of the desired content in the next sprint, while deprioritizing content on a different topic that didn’t garner as much interest. Pushing successful content to other channels would be another available option with Agile marketing.Social media comments and shares, website page views and conversion rates, and video views are some of the many types of data that can be leveraged to influence Agile marketing strategy.Creating high-quality content not only engages audiences and helps to convert new customers, it provides a steady stream of new ideas for the marketing team so they know which strategies or topics to focus on next. 5 benefits of Agile content marketingAgile content marketing has many benefits. Here are the five that we believe are the most important. Greater success: Several research studies have proven that Agile marketing content is more successful than content created using the traditional waterfall approach. This includes the Standish Group Chaos Report 2020, which determined that Agile projects were three times more likely to succeed.Speed: The Agile approach enables marketers to launch content faster, especially when sprint lengths are tailored specifically to different content types.Efficiency: Agile marketing teams are able to do more with less because they can focus their full attention on the content that’s prioritized at any given time. The content creation process also becomes more efficient over time because it’s evaluated after every sprint for ongoing improvement.Greater flexibility: With Agile marketing, there’s a built-in process for changing content strategy or the content itself based on data, consumer behavior, current events and other insights.Happier marketing teams: Not only do Agile marketing teams report greater productivity, they’re also happier. Research has shown that they have improved morale.Learn more Learn more about Agile marketing in our guide, “How to get started with Agile marketing.”Schedule a free demo to see how Contentstack’s composable content experience platform can help jump start your agile content marketing strategy.
How to choose an omnichannel marketing platform
Omnichannel marketing allows businesses to create customer-centric experiences that are personalized and consistent for each consumer across all channels. This modern way of thinking about content management can help your business build stronger relationships with customers and increase sales.Today's marketing professionals need to pursue an omnichannel experience that customers can use whenever, wherever they want. This approach means creating a consistent experience across all devices, whether customers use a desktop computer, a mobile phone, a tablet or a smartwatch. By designing an omnichannel experience, companies can ensure that their customers have a positive and seamless experience no matter how they interact with them. This article will explore what marketing professionals should look for when considering an omnichannel marketing platform.What is an omnichannel marketing platform and why do you need one?An omnichannel marketing platform allows you to connect with customers across all channels, including online, offline, and mobile. Using this customer-centric marketing approach, companies can provide a consistent customer experience no matter how the customer interacts with them. An omnichannel platform can also help businesses to better understand customer behavior and preferences, which can help to improve marketing strategies and ultimately increase sales.Omnichannel marketing is similar to multichannel marketing. Both of these strategies involve engaging customers across different channels. However, there are some critical differences between these two approaches. Multichannel marketing promotes a unified message using various channels. In contrast, omnichannel marketing takes a customer-focused approach. It adapts to the customer's cross-channel preferences, allowing them to move between channels seamlessly. This capability means omnichannel marketing is better equipped to provide a personalized experience. Benefits of using an omnichannel marketing platformAn omnichannel marketing platform can provide many benefits for your business. The products and services you offer, the customers you serve and other characteristics unique to your situation will determine the advantages that benefit you most. Here are the most common omnichannel use cases.Add virtual inventory to your store: Omnichannel marketing allows you to promote the idea of an endless aisle. You can use this virtual merchandise presentation to complement your real-world store's physical inventory. This type of shopping experience is nearly impossible to achieve without an omnichannel marketing platform.Recurring payment model: Recurring payments are becoming an increasingly popular way for consumers to pay for goods and services. This payment model allows customers to regularly authorize a merchant to charge a designated amount to their credit card or bank account. This can be a convenient way for customers to pay for monthly subscriptions, such as Netflix or Spotify, or for larger purchases spread over time, such as a new mattress.Recurring payments help your business build stronger relationships with your customers by making it easy for them to continue doing business with your company over time. Omnichannel marketing helps your customers move seamlessly between making an in-store or online purchase and establishing continuing services.Buy online for in-store pickup: This omnichannel feature has quickly become a staple of e-commerce. For many types of goods, if customers can't shop for items from the comfort of their homes, they will shop elsewhere.Increasing customer loyalty: A well-designed omnichannel strategy can help your business better understand customer behavior and preferences. You can use this information to improve relationships, fortify customer loyalty, and ultimately increase sales.Improving customer experience: By using an omnichannel platform, businesses can ensure that they are providing a consistent customer experience across all channels. This consistent experience can improve customer satisfaction.How to choose the best omnichannel marketing platform for your businessWhen choosing an omnichannel marketing platform for your business, the most critical consideration is finding one that is truly focused on the customer, not just brand-centric, using multiple channels. Brand centricity is all about promoting a unified message across various channels. At the same time, customer-centricity considers the customer's preferences and needs. Adopting this paradigm can be challenging for some marketing solution providers that cut their teeth on multichannel marketing. It's not enough to provide the same branding message across your customers' channels. A customer-centric solution helps you tap into your customers' historical behavior to understand their needs better. To provide your customers with the best possible experience, you will also want to consider how user-friendly and easy to navigate a potential solution is. The platform's ability to integrate with other software applications used by your company is also an important consideration. Once you have considered these factors, you can compare the different omnichannel features that are available. Reading reviews and comparing attributes is essential to ensure you choose the best platform for your business.Features of the best omnichannel platformsHere are some of the top features to consider when choosing an omnichannel marketing platform:The ability to provide a personalized customer journey across all channels: An omnichannel marketing platform should allow you to manage your marketing activities efficiently and effectively across all channels. This approach can save time and money.The ability to connect with customers across all channels: An omnichannel marketing platform should allow you to connect with customers across all channels, including online, offline, and mobile. This can help to improve customer loyalty and increase sales.The ability to understand customer behavior and preferences: An omnichannel marketing platform can help businesses better understand customer behavior and preferences. You can use this information to improve marketing and ultimately increase sales.What to avoid in omnichannel marketing platformsWhen considering an omnichannel marketing platform, it is essential to know the available features and choose the platform best suited to your business. However, there are also some things to avoid when choosing a platform.Be sure not to choose a platform that is too complex or difficult to use. The platform should be easy to navigate and use so that you can manage your marketing activities effectively.Also, avoid platforms that are too costly for your budget. It is crucial to find a platform that offers good value for your money.Finally, avoid platforms that do not offer good customer support. The platform should be easy to use, but if you encounter any problems, you should be able to get help quickly.Learn moreLearn more about omnichannel content management in this informative guide.Is your CMS holding you back from creating the omnichannel experiences your customers expect? Schedule a free demo to see how Contentstack’s headless, composable content experience platform can transform your digital marketing strategy.