August 16, 2021 | Aprimo Blog
This blog post is adapted from Stop Thinking ‘Digital Experience’ and Start Thinking ‘Brand Experience’ written by Sam Chapman and appearing at CMSWire.com.
Building a brand that delivers incredible customer experiences takes more than imagination and grit. It takes exceptional content—and exceptional content strategy. Content is the one thing that companies make most of, yet content creation isn’t typically seen as a strategic function of the business. Despite the fact that customers, both potential and current, experience a brand through the content brands put out there, setting processes and technologies in place to streamline content production is often overlooked.
Operationalizing content, as it were, setting rules, guidelines and protocols to the set of processes, people and technologies for strategically planning, producing, distributing and analyzing content helps your team think 10 steps ahead, gives them a data-backed idea of what they should be spending their time on and where the content they create should be distributed to reach the right audience.
All brand experience efforts require an operational model in order to deliver surgical, personalized experiences that capture an audience, turn them into customers, and eventually into advocates. To truly stand out among the competition, brands need to be bold—and a content operations solution that enables a robust content strategy is exactly how to do it.
Here are 7 tips for building a bolder brand experience using content operations:
Take Control of the Brand Experience
Any good experience-driven journey begins with clear goals, defined by measurable data points. With data in hand, your brand then becomes not only an idea, or a notion, its “why” can be measured—and what can be measured can be improved. Content Operations give transparency to brand experience. And with useful data at their fingertips, marketing leaders can ensure all campaigns are aligned to corporate goals.
Brand experience is a call to action: It’s time to think of how to take end-to-end control of the content that powers your customer experiences that are mission-critical to the health of your brand.
Sign up to receive our latest content on best practices, trends, tips, and more to elevate your content operations.