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by Calvin Scharffs
The goal of content creation today is to get the biggest bang for your (written) buck. The more you can amplify, distribute and proliferate your content, the more people you can reach. The more people you reach, the more people engage—and that engagement is what links back to ROI.
The classic way of doing this is by having people create your content, and other people distribute it - something like a human assembly line for words and visuals. But today there are so many channels, outlets, languages and opportunities for the average small business that in order to maximize your content ROI, you should automate as much of the assembly line as possible.
Much of the time, selecting software for your business feels like assembling a puzzle without all of the pieces. You know what you want to accomplish, but you don’t know exactly how to achieve these goals. With the volume of programs available, the content lifecycle has become fragmented and overcomplicated. Instead of focusing your time on your business, your attention is diverted to software logistics.
Ideally, the line between your business and your software should be seamless. Instead of the software process defining your content and structure, your business needs should determine what your software does. This can be achieved with the elegance that only simple and user-friendly operating systems can offer.
Another way to increase the “R” in your ROI is to choose a system that works without you. Automation allows you to plan in advance, reduce costs, increase productivity and diminish human error. With more time to generate creative business ideas, you will have an edge on all of your competitors.
The Acquia Cloud is one of the best examples of a service that lets you focus on automation without having to be a technology Einstein. You can set up an automatic publishing schedule, automate backups and drag-and-drop modules for deployment, among many other features. This kind of ease is what you should be looking for because the digital experience with which you build your site will translate into ease-of-use for your clients and increased engagement. More engagement will increase sharing and in turn more people will be reached. The more people you reach, the larger the impact on ROI.
In sum, it pays to look for automation at every turn, from in-workflow translation to automated QAing to social media broadcasting. The cleaner your virtual production line, the better experience you create.