How to move from content creation to content automation – and improve engagement

Content marketing is naturally a vital process in terms of telling your customers – existing or potential – about your message, as well as become a lead generation tool in itself. But the content method can be industrialised through an ���intelligent content supply chain’, according to a new study. The findings appear in a report from content management firm SDL and analyst Forrester. The study, titled ‘Today’s Content Supply Chains Prevent Continuous Customer Journeys’, argued many organisations’ content gathering processes don’t just need tuning up, but a complete rethink. “To reach the desired end state of intelligent content, companies need to build for the future today,” the report notes. “They need to rethink their current processes, technology, and organisational structures to be prepared for a future where the strategic value of content continues to grow and determines the difference between company success and failure.” The report advocates six strategies in order to streamline the content and engagement process: Take control of your content supply chain: The report suggests enabling a ‘global content operating model’ (GCOM), potentially moving businesses to an automated and autonomous model of creation, translation and delivery. As brands continue to create more and more – 93% saying they will produce more content in the coming two years – this step is a necessary one,.