Content’s role in the digital revolution?

The well-documented corporate quest to transform itself digitally could reach the estimated amount of $2 trillion in expenditures in 2019 as the pursuit of greater insights into customer relations is the main focus of nine out of ten companies. A lot of companies invest millions in mobile apps, and big data analytics that are cloud-based to allow targeted, relevant services -which is also known as improved “customer experiences.”

Based on the findings of an IDG Research report on the digital revolution, “Some 43% of organizations expect digital business to drive revenue growth.” However, to date only one-third of respondents has seen growth in revenue through these efforts. However those who have seen improvements report a positive 23% growth, according to IDG.

But what about the remaining two-thirds of the companies and how can they get a decent ROI from their substantial investment in digital technology? In many organizations the success of digital transformation can be measured through indicators such as the increasing rate of satisfaction and engagement with customers. Without a customer engagement development strategy, however, many companies will not see an adequate ROI and the digital department heads could get a roll.

Although marketers are able to improve engagement technologists could realize that a well-oiled marketing machine could become an element of risk management as well. Promoted correctly the appropriate content can increase the performance metrics, like customer satisfaction, which can be used to justify the digital transformation even though it tackles the problem in a completely different manner.

A Penny for Your Thought Leadership

Marketers are eager to take advantage of the benefits promised by digital transformation. They are working on “golden records” that roll together multi-channel customer experience information which can be analyzed to boost engagement. Analytics that make use of this data provide an understanding of the buyer’s intent that pays off by giving marketers the correct information to potential buyers as they move from awareness at the top to the level of consideration prior to making a purchase.

Content marketing strategies are changing in the same way as technologies that are driving digital transformation. Certain marketing tools employ machine learning and artificial intelligence to filter data and improve the user’s experience by suggesting relevant content. This concept of personalizing engagement is in tune with the kinds of innovations that drives digital transformation.

Digital transformation initiatives focus on building an improved platform, content marketing programs, in conjunction with influencer and earned media programs, go beyond the corporate to increase demand. It’s because a large part of the ‘customer conversations’ today is conducted on social media platforms. It’s a good thing for businesses who are investing in automated marketing technology as sharing content via social media is the data-gatherer’s goal, connecting with potential customers through multiple channelsalways looking for what motivates them to buy, share or even respond.

In 2018, for example live streaming on social networks (similar similar to webcasts) is thought to be an effective method to promote your brand’s thinking leadership. The next year could see virtual reality or Augmented Reality tools that create excitement. In another perspective these projects are great touch points for customers and are an opportunity to be element of the experience for customers your business might be investing heavily in today.

Engaging content is available in many kinds of audio, video and written materials However, it is essential to show the organization’s thought of leadership on topics relevant to its clients, whether they are current or potential. This kind of program needs an effective content strategy with a distinctive voice and an alignment with thought leaders within your company. The majority of organizations’ content strategies have existed prior to the advent in digital departments, and much more traditional, however, they could be revised to make use of new channels and the concepts of customer engagement which are vital to the success of an organization.

The Payoff

Customers who are interacting with a digitally transformed company will appreciate the thought process and creativity that is required to reinvent the experience for customers. The process may need repeated more iterations or refinements through trial and error instead of happening immediately upon the time of launch. A lot of digital transformations are about using automation to create cost savings or other efficiency however, achieving revenue growth could require breakthroughs in customer experiences and genuine business model advancement. While a program for creating content can’t offset a failed digital strategy, it can aid in generating more revenues or increase engagement, giving an incentive to brands looking to build stronger relationships with its customers.


A great user experience is the key to the modern digital. Companies that are able to transform their business operate by putting their audience’s requirements ahead of their own. When asked what factors affect the decision of a company to adopt the digital transformation plan almost half of companies cited customer experience and satisfaction as their top motivations.

Since content is the driving force that is the engine that drives not only modern sales and marketing, but also customer satisfaction It will be in the middle of the users’ experience in the near future. So , why don’t we make it an integral component of the transformation process early on? There are three major issues to consider:

1. Marketing professionals view content as a cost, not as a valuable asset to businesses.

If you’re unable to demonstrate the value of your content marketing efforts it’s hard to assess content as a driver for business. As per the Content Marketing Institute, only 5 percent of B2C marketers believe their efforts in the area of content as “very successful.” Of the most ineffective content marketers just 16 percent have a written content strategy. Without an defined and documented strategy for content it’s nearly impossible to connect the sales and marketing teams with the company’s mission and convince them to hiring the appropriate people, tools and processes to implement the plan.

2. Content creation happens in the absence of departments, and they have different objectives.

A study conducted by eConsultancy showed that 40% of marketers stated that departments have distinct goals, while only 29 percent claim to collaborate. If teams produce content in isolation it is nearly impossible to monitor the success of content within an company.

3. Marketers tend to be too focused on quick-fix sales to consider the long-term benefit of an approach to content that is centered around the user.

Pressure from the market on quarterly profits has proved to be a stumbling block for businesses looking to improve and transform their business. Marketers are focused on short-term outcomes and strategies instead of creating long-term strategies for the future.

The companies have become so enthralled with achieving transformative growth that they’ve lost sight of the reason they initiated this procedure in the first instance: to assist their customers and supply them with services and products that aid in solving the problem.

Incorporating content into your transformation

It is crucial to establish a strategy for content within your company and introduce content earlier in your journey to transformation. How do you go about it?

1. Be aware of the needs of your target audience prior to you address your own.

Instead of pouring all of your efforts into tools and technologies you believe you require, concentrate on identifying the type of the people who are your customers actually want and how you’ll determine its value. Once you’ve identified your target customers is clear, you can make smart investment into the tools and technology you require to connect with them effectively.

2. Find the content that is relevant to the right people in the correct format.

You think it’s easy, but isn’t it? But it’s not. Otherwise, every company nowadays would be doing this. Plan your customer journeys based on your target audience to be able to anticipate what content they’re searching for at every step. Don’t limit yourself to content topics and channel. Think about how the structure and format of your content will differ in order to be appropriate for every stage of the customer journey.

3. Be a leader within your industry.

If you create content that benefits your target audience, you’ll emerge as an authoritative source of information that is useful, pertinent and relevant. By becoming the top authority within your industry your audience will soon look to you for answers.

4. Removing the focus on short-term thinking to allow space and time for planning.

One of the biggest issues with modern marketing is that it doesn’t spend enough time on strategy , and instead following the same strategies and campaigns each quarter. It’s certainly not feasible to sit for one or two years before the launch of a new strategy allow yourself the time to reflect, consider and plan more regularly. In order to truly transform your company and foster creativity and innovation it is essential to leave ample time for strategies.

5. Reduce silos.

Engage your content strategy teams with your transformation initiative early. Make sure your strategy is communicated throughout the entire organization so that everyone is aware of the goals and vision, and can contribute ideas.

Your content should be prepared to make it ready for the future transformation

Content affects every department within an company including SEO to UX as well as product development and marketing and sales. Therefore, it’s important to understand the ways that content can impact the existing processes as well as to assess whether it’s in the right place to play a the central part in the transformation you’re planning. Strategist Rahel Bailie’s model for assessing the maturity of content is a fantastic base.

In the meantime you must also commit to gaining a thorough knowledge of your target audience. This is the first crucial step to an ongoing process that will allow you to develop strategically designed content experiences that appeal to your target market. It’ll also determine your decisions regarding channels, media measuring, the people you work with, tools and technology.

The quality of your content is the key in establishing your company’s distinctness from the rest of your competitors. If you want to succeed, you have to be thinking about this early in the process of change, so you are able to offer customers the services they desire.



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