How content supports successful digital transformation
A future-ready content engine that supports the complete content lifecycle across multiple audiences and functions is a critical success factor in achieving digital transformation and optimizing the customer experience.
Yet according to Forrester benchmark data, only 24% of enterprises are currently digitally advanced and only 10% of B2B organizations cite advanced content engine maturity.
KMWorld recently held a webinar with Forrester VP, research director, and content expert Christine Polewarczyk who discussed key content engine maturity issues facing B2B organizations today, and more.
Delivering optimized content experiences is inherently complex due to multiple audiences, assets, distribution channels, lifecycle stages, stakeholders, and other variables in the mix, she explained. Fixing fragmented and inadequate content experiences across the audience lifecycle is only possible if we address the siloes and maturity gaps within our content engines.
To deliver on the promise of the right content at the right place and the right time for target audiences, organizations must develop sophisticated and connected content engines that can seamlessly support the full audience lifecycle.
Strategic content planning is the lifeblood of successful content that engages target audiences and meets their needs. However, many organizations have significant skill gaps related to this discipline.
According to Forrester’s 2022 State of B2B Content Survey, 46% of respondents do not have a defined approach to content planning and 52% do not consistently factor in localization requirements or differences into content planning.
Content leaders must work together to understand and address how content impacts target audiences throughout their journeys, whether they are a buyer, customer, partner, or employee, Polewarczyk said.
Organizations should conduct a cross-functional content audit and inventory. And Identify content gaps across audience lifecycle stages to inform content planning and prioritization.
The realities of customized, multichannel, multiformat, and often multilingual content creation at scale now require even broader and deeper knowledge within content creation teams.
Regardless of whether content is for internal or external audiences, fulfilling on the promise of “right content, right place, right time” requires more effective tagging, targeting and delivery, she said.
Content engine and lifecycle management optimization can only occur when B2B organizations have the strategy, alignment, skills and culture to support effective transformation.
An archived on-demand replay of this webinar is available here.