"You can build once and build great, but you can't build once and build right. 'Right' is always changing. Build so you can optimise."
Naomi Le Get
Analytics Principal, Lens10
In a digital world, content is dynamic - reusable and changeable for the different types of experiences you're trying to deliver to your customers. Yet curating the best content and composing experiences that can adapt to your customers' personal preferences remains a challenge. You may have thousands or even millions of digital assets you need to sift through to find the right content - and that eats up precious time when you need to deliver your content in near real time.
With intelligent tools that use sophisticated algorithms embedded in a CMS, you can quickly optimise your content by automating many of the steps involved in creating content across all lifecycles - including discovery, management, creation, personalisation, delivery and performance. This will help you to build more fluid experiences for your customers.
For Informatica, a data management company, dynamic tag management provides flexible metadata control and reporting to identify content by type, product, solution, industry and strategic value. Accordingly, content producers internally and from outside agencies purposefully tag every asset, whether it's a white paper or a data sheet and whether it's used at the top, middle or bottom of the sales funnel.
Dynamic tag management also gives Informatica the flexibility to manage web content easily from companies they acquire. For instance, some had legacy platforms for live chat or live agent interaction on legacy pages. However, because each page has unique tags, Informatica can maintain a legacy live-chat platform to support products acquired from one company while also providing live agent interaction on another segment of pages.
Similarly, using smart tags makes it easier to search and manage the thousands of digital assets your organisation owns. And, for content creation, an intelligent CMS allows you to easily automate creation efforts like changing colours, removing objects or identifying different themes. Intelligent delivery tools can also help automate the content publication by identifying and automating the formatting of the content to fit different screen sizes or pixel requirements based on the device or channel.
Not only do these AI- and machine-learning-driven tools speed the creation and scale of content published, they ensure that the experiences you deliver are relevant and compelling for any device or channel.