Inspire your organization with these 3 content personalization strategies
Content is king in today’s digital-first economy. Your customers want personalized content now more than ever, and your organization is feeling the heat to deliver the right content at the right time to any potential buyer, regardless of their location. Designers, marketers, developers, and sales must have smooth interactions and handoffs that bring content creation closer to experience delivery, stitching together creative workflows and market execution.
There is no doubt about the dramatic shift in the way we’ve worked over the past two years. We experienced this within our teams, the departments we collaborate with, the partners, and outside agencies that we leverage. While there are tools, emails, and repositories that can get the job done for one piece of content at a time, they cannot tackle complex workflows and scale for the personalization the market demands. And even with the slightest communication silo or slowdown, it puts the entire process behind. This is where the digital-first mindset has taken a sharp turn.
So how do we address this need? Seeking lasting solutions that are flexible as the market radically changes and preventing any rip-and-replace efforts. That means streamlining processes from creation to delivery and applying intelligence and automation to customize for many.
At this year’s Adobe Summit, which takes place March 15–17, we’ll discuss the details of these three content personalization secrets to help you optimize and scale your end-to-end content workflow.
1. Make collaboration effortless.
You want your organization to continue being creative, but you also need to address the ins and outs of managing complex content through its lifecycle. An all-in-one work management solution can help do this in a single workstream to capture the full lifecycle of the work. This strategy will help unify creative, product, and asset management to increase brand consistency, accelerate content velocity, and deliver personalized experiences at scale.
For example, your organization may be struggling to ensure everyone is getting a hold of the right assets at the right time. By connecting systems to enable metadata to flow from asset production to project management, this can help unlock dynamic campaigns. Another example: Perhaps your organization is falling behind when it comes to keeping up with creative changes and project updates from various teams. By standardizing workflows in one solution, creatives can edit assets with easy tool access, stakeholders can review those assets, and marketers can ensure those assets are approved and on brand and get delivered on time to the appropriate marketing campaign. Driving consistent experiences and workflow efficiency can benefit creative and marketing organizations of any size.
For more on making this vision a reality, register for Adobe Summit and check out sessions like Top DAM Innovations: Adobe Experience Manager Assets and How Lumen Drives Agility for Omnichannel Customer Experiences.
2. Automation is the winning strategy to scale.
You need a powerful content generation workspace to survive the surge of content demand, and you also need to find a way to scale asset production and delivery. Cutting-edge intelligence built into your solution is necessary to create, manage, adapt, and publish rich media for your content across every step of the personalized customer journey.
Let’s say you need to generate and publish thousands of personalized banners for an upcoming marketing campaign. If you go to your internal creative team to fulfill this request, they could be bogged down with mundane tasks such as removing background, replacing objects, cropping, and creating web renditions so it can be delivered for different screen sizes. But when you use outside agencies, it can rack up hours and budget. Enter digital asset management that contains intelligence and automation. This technology can automate the creation of certain types of content to save precious time for your creative team. For example, one file can be personalized for any device or screen size during the last mile of the content journey, making delivery much easier. Intelligence and automation will not only help you scale any custom work, but it can alleviate those manual steps in between the asset lifecycle.
Learn more about how automation makes it easier to scale in the Adobe Summit session Intelligent Content Automation and Delivery: Assets.
3. Build a solid asset foundation for your team.
Content architecture from workflows, permissions, and authoring models is a crucial part of the infrastructure needed to achieve content velocity. As we’re creating a huge ecosystem where content moves around, it’s important to expedite your workflow by defining the foundation through metadata and creating bridges between different systems. How can you ensure the people within your organization are able to work independently while also collaborating with their teams?
A key concept is reusability. Reuse of assets can come in two forms — content creation and content distribution. Content creation can stem from generating metadata through a creative brief or structuring your DAM to provide the right content, and it looks at how you can reuse assets through different channels or audiences. Understanding the main elements of content architecture that make up your digital ecosystem can help you build a solid foundation and help drive velocity and ensure effective collaboration.
To hear more about navigating content strategy systems, sign up for the Adobe Summit session Content Strategy and Architecture: Design to Drive Velocity.
The way to meet the demand for personalization is to bring people, processes, and tools in one place to create a single source of truth that makes collaboration easier. Intelligence and automation help condense the manual tasks in between the asset lifecycle from creation to experience, allowing your team to focus on more creative projects at hand. A solid asset foundation that establishes a strong content architecture can accelerate parts of your content workflow. And when you implement these three content personalization strategies within your organization, you can help set everyone on your teams up for success.