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Solving Multichannel Content Authoring with Acquia Content Cloud

Your website is only one of a multitude of channels where customers engage with your brand. Visitors are also consuming content and interacting with your brand on mobile, social, screens and signage, email, text and even voice assistants. In a world where multichannel experiences are the norm, customers expect easy-to-navigate, personalized moments across every touchpoint. 

Based on this reality, great and relevant content needs to be created quickly and in many formats. We’re far beyond the static era of print, and in a digital world, content needs to flow easily between interfaces and exist wherever customers are looking for it. 

As more channels and frameworks arrive to deliver and host content, content creators should not be burdened by thinking about where and when to deploy that content and keep track of every place it lives. As the content demand expands to meet cross-channel and cross-divisional needs, the authoring process should stay simplified, straightforward and agnostic to channel.

These are some core concepts of Acquia Content Cloud, a product we announced in June at Acquia Engage Europe. Acquia Content Cloud is a content-as-a-service (CaaS) solution that enables simplified, headless content creation and syndication for easy-to-manage multichannel digital experiences. Content Cloud is currently in private beta and will be available to the public later in 2019.   

(To request to participate in the beta and watch a Content Cloud video demo, go here.) 

Content Cloud aims to relieve the pain organizations frequently feel when it comes to creating and delivering content, by helping them drive easy authoring and consistent multichannel experiences through a centralized content repository. 

In developing Content Cloud, we talked with many organizations about the problems they frequently face when trying to manage content production at scale and produce and distribute multiple content types simultaneously. Here are some of the greatest challenges faced by organizations without a content-as-a-service solution: 

1. The “Copy-and-Paste Conundrum”

Publishing to multiple channels means running separate, standalone systems (i.e. CMS, email marketing system, social platform) where users create content. Users end up switching between systems and copying and pasting each piece of content to each location. Not only is manually recreating and republishing existing material time consuming, but it can also lead to quality issues and confusion around which versions are the most correct and up-to-date. 

2. Difficult Authoring Interfaces

Most content interfaces are notoriously hard to use, inhibiting the efficiency of content creation and publishing for the content creators and editors tasked with authoring the content that power multichannel experiences. 

3.Content Silos

When your content lives in multiple systems, there’s no centralized view of all the content organizations have, resulting in disconnected messaging, unnecessary duplication and lack of revision tracking.

Content Cloud aims to provide an effective solution, including easily structured content authoring and the ability to create, store and manage all content in one place. Our content-as-a-service system powers headless content creation and syndication, available on Drupal sites and any other channel via API. 

Every organization is operating in a world of more - more experiences and channels, more content creators and more content to consume. There’s no doubt this digital ecosystem will continue to grow as new frameworks arrive to host and distribute all of the information being communicated every second. In the battle for attention, how organizations respond to efficiently managing their own expansive content workflows will separate the winners from losers in every market. 

The power of Acquia Content Cloud and a content-as-a-service capability is detailed further in our just-published paper, “Content-as-a-Service: What CMOs and Business Leaders Need to Know,” available for download here. It explains how a content-as-a-service solution simplifies the content creation process, eliminates content silos and enables easy multichannel content publishing. 

David Aponovich

David Aponovich

Sr. Director, Product Marketing Acquia, Inc.

David Aponovich is senior director of product marketing at Acquia, where he helps articulate the benefits of Acquia solutions including Acquia Journey, the company’s customer journey orchestration solution, and trends in digital experience.

Prior to joining Acquia, he was a senior analyst at Forrester Research, where he researched web content management and digital experience technology and consulted to Forrester’s global clients on their digital transformation initiatives. He also spent six years as web content management strategy consultant at agency Connective DX, and previously was marketing director at a WCM software vendor.