Content management is undergoing rapid change as customers become more demanding: they want to receive quality content, on any channel, at all times that keeps them well informed or entertained. It is important for them to be able to derive added value from the content, otherwise they quickly turn to competitors. It is becoming increasingly difficult for content managers to produce and market content in the required quantity while maintaining their initial high quality.
In smaller companies, it's especially problematic to allocate sufficient resources to scale content production, whether for financial or logistical reasons. But - there are some ways to automate your content creation.
1. Achieve more with webinarsWhen a company offers a webinar, they gain a great opportunity to create automated content. To achieve this, the webinar must be recorded. All participants communicate verbally, therefore it is possible to automatically transcribe the recording. Subsequently, the text can be edited in a revised version, for example, published as a white paper or used as a series of articles.
In order to gain even more profit from the webinar with the help of automation, the recorded text needs a meaningful structure. It also needs to be tagged with semantic tags to identify content such as quotes, questions and answers, key concepts, and the like. Once done, everything else can be done automatically.
Thematically appropriate content such as questions and answers can be extracted and converted into blog posts. From the links to the blog posts you can create so-called "digest posts", for example, a list of "five things you always wanted to know about XY". Interesting quotes from the webinar serve as posts in Twitter, and with the above questions, debates can be initiated on Facebook – and all this can happen fully automatically.
2. Produce once, publish many times
One of the biggest benefits of content automation is the ability to plan in advance which content should be published and when. A great example of this is Twitter posts: Instead of logging in every day, writing tweets and sending them, an employee just needs to make some time to pre-produce the content. It is automatically published at the specified time set and will satisfy the followers, who will feel that they’re always kept up to date. If the employee plans the tweeting as a recurring daily task, there is a real risk that it will be forgotten, because routinely, other (seemingly more urgent) matters take priority.
With this form of automation, content can be published at the perfect time. Every industry has peak hours when social media posts are most read and attract the most comment. Experience teaches the responsible content employee the best times to submit a tweet, and to adjust the time of publication accordingly. It no longer matters if at this moment, s/he is in a meeting, or even on vacation.
3. Access company content efficientlyIn most companies, content in many different formats such as .pdf files, graphics, videos, Word documents, and others is stored on a variety of systems. It usually also contains information that is needed for the daily work routine. As digitalisation progresses, it becomes increasingly important to be able to access the relevant content in a timely and efficient manner. This also has a positive effect on employee satisfaction, because hard-to-find content slows down a company and causes great financial damage. Time-to-market is also much longer without the use of content automation.
Specifically, automation means that content creation and tracking of changes are easier. Personalised content can be provided for different audiences. Smart content components are dynamically combined and reused, resulting in workflow optimisation and increased productivity. As a result, content quality actually grows, improving over time, ultimately resulting in stronger customer retention.
Content automation leads to an improved competitive edge
As digitalisation continues, more and more companies are appreciating the potential of content automation. According to a recent study by Today Inc., the trend for more than half of all businesses is to adopt a content automation solution in order to better handle growing amounts of content. Anyone who does not want to be left behind by their competitors, needs to consider which processes can be automated in the company, and thus optimised.
Are you interested in the development of content management in the digital age? Our free e-book "Content Management in the Change" shows you how customer demands and new technologies are changing the field, and the seven trends in Content Management of the future.