Businesses today are completely overwhelmed with the need to create more content quickly and customize it for customers. This, coupled with decreasing time, resources, and budgets, makes quite a stressful situation for both organizations and their content creators. Further, with multiple content creators to design, create, and distribute information, there is always a risk of inconsistent branding and unclear messaging. Even when great content is being created, it gets distributed over a variety of channels and platforms – social media platforms, content reading apps, video players, podcast platforms and so on. Keeping everything managed and updated is a nightmare.
And then there are your users! Your audience has a relatively small attention span, little patience and likes to be immersed in a great story that captures their imagination!
A unified content experience can help organizations navigate such situations, thus reducing the costs of creating, distributing content and also ensuring that content effectively supports both organizational and customer needs. The opportunity presented by a unified content experience is the opportunity to tell a coherent story. No jumping around from place to place. No distractions. Just an immersive multi-modal storytelling experience.
This blog aims to explore the concept of unified content experience in more detail, along with top use cases where such an experience is a must.
Importance of Delivering a Unified Content Experience
A unified content experience is primarily a process of finding out overall content requirements up front, followed by creating consistently structured content for reuse. Further, it also includes managing that content in a definitive source and assembling all content on-demand to be able to meet specific customers’ needs.
Delivering a unified content experience is important for organizations as it fits everywhere, including the website, product training/support, customer relationship management, corporate policies and procedures, and e-commerce.
Benefits of Unified Content Experience
A unified content experience ensures a coherent content strategy, where organizations can fully rely on content being the same wherever it appears, offering both internal and external customers a consistent message, accuracy, and brand.
It also ensures that organizations do not have to worry about contradicting themselves with varying information where duplication occurs, as it is the same content everywhere. Among other benefits of unified content, experience includes-
- Faster time to market through shorter content creation and maintenance cycles
- Reduced costs of creating and managing content
- Improved quality of content in terms of both readability and usability due to consistent structure
- Optimized use of resources because of reduction in the repetitive processes of content creation and maintenance
To leverage all these benefits, organizations need a platform such as Kytes that allows multi-format content sharing along with DRM protection security and benefit of all formats in one place for a unified, hassle-free, and cost-effective experience.
Use Cases Where Unified Content Experience is a Must
Here are some of the key sectors where valuable information is shared in various formats, thus requiring a robust platform that supports them all in one place and offers adequate security.
Among these sectors are-
The Pharma industry produces an enormous amount of content which includes vast amounts of data. The data and content are produced by many people over several months or years. Pharma companies are typically under tremendous time pressure to get all this information out as quickly as possible without compromising its accuracy, and one of the ways to do this is a structured and unified content strategy that enables companies to scale. With structured content, pharma companies can also eliminate unnecessary redundancy from their content and processes.
A unique use case with Pharma is e-detailing for doctors, HSPs and HCPs. Healthcare Providers and Health Service Providers are presented videos, brochures etc. by pharma sales reps, using tablets custom-made for the purpose. The medical sales rep then leaves the doctor’s office leaving behind old-fashioned glossy paper brochures. The doctor then cannot refer back later, at his own leisure, to the high-quality digital content and information that the rep had shared. Doctors would love to be able to access all the high-quality audio, video, PDF and PPT content shared by the reps at a time of their own convenience. Imagine that this could be done from one source – easily accessible via a simple web-browser – with all the content in one place! The doctor can then spend a Sunday afternoon fully immersed in the end-to-end story and data pertaining to a new experimental drug – without leaving the comfort of his sofa or of a single platform!
To fully realize their omnichannel potential and deliver a consistent and hassle-free experience for all of their customers, the retail industry needs to have a consistent and unified content experience onto a single platform. Whether a retail customer chooses to shop in-store, via their smart device, or on a desktop computer, they should have a platform that makes their content journey uniform, consistent and intuitive.
- HR and training
When it comes to the HR and training sector, engaging and communicating with employees is not simply about emails or meetings. It is more about having a strong content strategy, event hashtags, and more. A unified content approach in such a scenario can become a strategic tool for both internal HR communication and recruitment.
In the manufacturing sector, there is little to no scope of being wasteful, as rework is costly, and various bottlenecks can lower productivity. This requires a unified create strategy considering each component not just as an individual piece of information with value, but also as a part of a much larger information product or part of more than one information product.
This would ideally mean that content creators will be able to concentrate more on creating high-quality content that can later be reused in multiple information products and channels.
Higher-ed institutions today are constantly looking for various ways to engage prospective students better by putting up engaging and exciting videos of the campus, student voices, and more on channels such as on Spotify, YouTube, college websites, and other places.
An integrated or unified content approach here can be instrumental in effectively sharing videos, documents, and brochures to better serve the community and also help students to be better informed.
BFSI sector selling new products to clients and the world constantly require information to be shared securely and sometimes confidentially. Ensuring a unified content experience in the sector can help build trust with your investors through personalized and sustained communication. It will also ensure that you share sensitive information such as financial reports, research reports, video of recorded presentations of company performance, and more securely.
- Real Estate
In the real estate industry, if a buyer doesn’t instantly find the information they require or is not able to reach an agent about a property, they will quickly move on to the competition. Managing such client expectations require more and more real estate firms to turn to unified content strategy to be able to offer them the features and capabilities that allow them to stay connected and remain competitive as well.
- Publishers and associations
Although publishers and associations face their unique challenges, one of the common traits among these organizations is a lop-sided content strategy. This leads to digital publishing expertise, including that of editors and authors being concentrated in just the marketing department. A unified content strategy here can help to effectively navigate this disparity in expertise between the digital channels.
- Small/Medium Businesses
For small & medium businesses, the importance of creating content that is flexible, translatable, and seamlessly displayed on any medium is huge. This is key for these businesses to be the first to market, thus reducing both complexity and cost.
- Travel & Airlines
With multiple touchpoints to engage with, different ways to facilitate and enhance the customer’s journey, and a range of customer pain points that businesses need to overcome, content strategy in the travel and airline industry needs a consistent approach. A unified content experience in the travel & airline field can offer excellent opportunities to add unique value for customers in the long run.
To Wrap Up
With a rapid increase in the content delivery channels, there is a dire need to put the right content (based on appropriate context) in front of a user. A unified content experience offers a strong foundation for an organization’s content strategy, ensuring it covers all of the key areas, including web, CRM, commerce, print, and email.
Here we have discussed some of the most important sectors where a unified content experience, as well as the security of the content, is very important.
Kytes is one such platform that offers a uniform content experience to organizations, thus ensuring that the audience sees all the content together in one place, without any sort of distracting recommendations. Further, the platform also prevents the content from being manipulated and discourages plagiarism and theft. With Kytes, you can be assured of simplified and hassle-free content distribution and consumption.