Is Your Content Where it Needs to Be?
by Reena Leone
Personalization continues to be a top priority for businesses large and small. Customized experiences are now the expectation. While many marketing tools exist to help automate and deliver personalized digital experiences, what is truly driving the effort and satisfying customers is content. Content is the key to personalization. It is what makes the customer experience unique, it provides value to your audience, and it showcases that you know and understand what matters to your customers. Content makes your audience feel connected to your brand or business.
Any business that isn’t at the very least providing their customers with content relevant to their interests risks losing them entirely. To keep up with the demand, marketers need to produce mass amounts of quality content: content that applies to each of your audience segments, variations to test to see what is resonating best, and so on. All content needs to be fresh, timely, and accurate. It needs to be contextual, taking in not just demographic and geographic information, but history, trends, and seasonality. Depending on the diversity of a business’ customer base, this can prove challenging. The first step to delivering on the promise of personalization is to get your content under control.
Producing great content takes creativity, research, and a keen understanding your audience. These things require focus; this is where your time should be spent. However, if your content is spread out between different systems and siloed within different departments, that time is spent either creating content that might already be available or endlessly searching for what you need. With many companies running hundreds of sites, this can seem hopeless. The good news is, it’s not.
Acquia Content Hub can help.
Acquia has built Content Hub, a cloud-based content distribution and discovery service. Acquia Content Hub sits within your existing platform yet is separated from your site architecture and presentation layer. It enables secure authoring, searching and sharing of content across your sites, departments, and various technologies.
In this ebook, you’ll learn more about Acquia Content Hub’s bidirectional content distribution that enables users to access all available content from within the network. With content coming in from and going out to various sites and systems, Acquia Content Hub normalizes that content, serving as the central canonical source for all content. In addition, Acquia Content Hub has faceted search capabilities. Saved search filters help you find and distribute the right content for your audience by organizing your content around your audience's’ interests or segments (per your filters).
Acquia Content Hub can be a major asset to your organization; one that can save precious time, budget and resources all while giving your customers what they want.