By Jason Ocker
You must feed digital transformation or it dies. Once you’ve gone through the Herculean work of integrating the tech stack, designing and developing great new experiences, and shifting the processes and culture of the organization, it’s time to make that sleek new high-performance machine move as the salesperson promised.
So, you’ve got to fuel it, and that fuel is content. After all, how do you create a continuum of experience across all customer touchpoints without the content to fill that continuum? Where do you get the data to create a detailed picture of your customer if not through the content they access (or the content they ignore)? How do you maintain relevancy in the two most important digital channels, search and social, without content?
A digitally transformed organization is a content organization. With that much content, telling a disciplined story that is clear and consistent is more important than ever because the alternative is a big, blatant mess of a brand and an incomplete pool of data.
Your story moves at the speed of digital
Keeping a story accurate and consistent across a sales force and an ever-growing array of marketing channels has always been difficult. But digital transformation drastically changes the scale of both delivery and consumption.
Now, your story is going out; not just at the rhythm of a campaign, but continually across your marketing channels. Your social feeds are voracious, thought leadership constantly sought after in complex and changing industries, and you’re launching new experiences to stay competitive. And just as fast as it’s being delivered, it’s being consumed. To be top of mind with a customer is to be on top of your content game.
As your story goes out across all those channels at velocity, it’s also going out in numerous forms, from the few characters of a tweet to the pervasive language of an interface (yes, even your interface is telling a story) to the conversational interaction of your talking head videos. You need to ensure that your story not only can be adapted to those forms but that it is being done so appropriately all the time.
Finally, while your story is everywhere and moving at the speed of digital, so is everybody else’s. Your story needs to cut across the cacophony of competitor noise and the general digital deluge of information and experiences that your clients always face. That takes the continual distribution of an exactingly created, consistent story.
Your story is getting personal
Not only is the story spreading across more channels faster and more often, that story will probably have multiple versions. Digitally transformed companies are now set up to deliver and capitalize on personalized content, so a story needs to be more than just broadly relevant to a market and a field. It needs to speak directly to an audience segment and, more often than not, to a specific individual.
And even though these individuals and segments often differ in their challenges and how your organization can solve these problems for them, those messages cannot be at odds with …read more
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