It now goes without saying that content is king in the marketing space — but that cliché term doesn’t mean much in practice. On the ground, marketers who already know the value of great content are struggling to meet the growing demands of producing content at a high speed and across all channels.
And even when they do produce more, they’re noticing slipping engagement levels.
Content Challenges For Modern Marketers
Brands have never spent more time and money on content marketing, and yet marketers are seeing a 17% decrease in content engagement.
So, what’s the deal?
Well, we recently teamed up with our partner, dotCMS, to host a webinar addressing the challenges behind content creation and delivery. During the webinar, I used the TV channel example where 20 years ago there were only 17 TV channels available, whereas today, there are more like 200 channels available. But one thing has remained the same: TV viewers aren’t changing the number of channels they consume. Regardless of the number of choices, consumers still have a max limit on what they can view, engage, and comprehend.
Instead, this growing number of channels — and coming back to our point, the growing number of content publishers — consumers expectations are becoming more demanding by the day.
Because brand interactions now happen so frequently, consumers have extremely high expectations for those interactions. For starters, consumers expect them to be contextually relevant, and so marketers are challenged with creating more specialized content that is personalized, powerful and compelling.
To make matters a little more tricky, that awesome and personalized content needs to be delivered across all platforms and channels — which is a mean feat when new devices suddenly transform the market, like Amazon’s Echo.
Divide and Crumble
In an attempt to meet those demands, some enterprises deploy multiple teams to tell their story, with little collaboration between them. The end result is that each team competes to have their own voice heard — often duplicating work in the process and diluting the brand’s voice as they go.
To solve challenges, brands need to re-consolidate their voice by having overarching messages that multiple divisions can use.
Then, a crucial mindset shift needs to take place.
In a noisy world, you need to give your audience a reason to listen to you, and that can only be achieved with valuable content that isn’t just meant to fill web pages on different sized screens.
On the contrary, the very medium through which you interact with your audience needs to be taken into account, from text, to voice, to video — and indeed, whatever the latest and greatest channel demands.
Content as a Service (CaaS) to the Rescue?
Content as a Services (CaaS) has been known by many names since the hype around the model began around two years ago. Headless CMS, Decoupled CMS and API-first CMS are among the most popular names.
The concept is simple: content is stored in a cloud-based or centralized location, isolated from front-end delivery systems. That solitary hub of content consolidates messaging, and acts as a single source of data to unify the brand’s voice once more.
From that content hub, marketers can distribute that content through any API-enabled front-end delivery system (like a fully fledged CMS like dotCMS, or even a static site generator). Thus, the content can be delivered to websites, apps, billboards, smart refrigerators and so forth.
CaaS vs. The Traditional Approach
As Always — There Is No Silver Bullet
There is a tendency among brands to hail new technologies as the silver bullet to whatever problem they’re struggling with. CaaS is a revolutionary way for marketers and IT teams to tackle the content delivery challenges — but it’s not going to do all the heavy lifting.
After you get the integration setup with existing platforms, a CaaS system still requires you to pour content into it — and not just content to fill a web page, but also content that can serve all channels and platforms. To learn how CaaS can help you overcome your content management challenges, download the dotCMS white paper.
Sure, the implementation process is relatively simple, but the CaaS model will only work if there’s that pivotal shift in mindset that empowers marketers to distribute powerful, personalized and relevant customer experiences. Need help getting started? Contact us today.