Is content your friend or foe?

Is content your friend or foe?


Content today

Nowadays when referring to content colourful, bite-size articles with catchy headlines come to mind. Created by marketing departments and designed to engage and communicate with various audiences. But what does this buzz word really mean? And is it a perfect connector or distractor?

Accordingly to Content Institute of Marketing, “content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

But what about less shiny sales presentations, invoices, results summaries, financial reports all in varied formats: text, data, documents and pictures? Is it still content? And how can today’s  businesses manage the overall documents ecosystem and content creation space? Are new new technologies helping or disrupting when it comes to handling and producing documents process often referred to as enterprise publishing?

Where did it all start and how did we get into this mess?

Accordingly to a new report sponsored by Aquafadas (keep your eyes peeled – it will be available from next week), 5 key phases shaped today’s corporate publishing landscape:

  • Print
  • Web (1.0 and 2.0)
  • Apps
  • HTML5
  • Integration services

“The real revolution was the arrival of the smartphone in 2007, and the subsequent explosion of mobile apps that has redesigned personal computing. HTML5, in turn, opened the door for the kind of sophisticated online content we expect today”

But today, while technology keeps driving the need for more content and related services businesses and teams are struggling to catch up.

3  enterprise content challenges 

1. How to deliver engaging content fast, without compromising on quality?

“The real challenge for enterprise content is to manage the seemingly impossible task of combining the creative excellence demanded by our visually oversaturated world with the most efficient throughput possible. Enterprises need to stand out visually and they need to be efficient doing so.” Andreas Pfeiffer

2. How to optimise digital  documents production?

Working with international partners across the world, we run a survey to find out about the current state of content production in enterprise across the world. Respondents from Spain, USA, Japan, Brazil, Italy and France claim that 99% of their clients already produce various types of content (in various formats, creation flow and destinations), all designed to fulfil different organisation needs. But when types of formats and needs they meet vary, they all have one thing in common: producing content (in other words corporate publishing) is critical but it is expensive and hard to justify when it comes to ROI. Integrating content creation and automation of delivery are key to increase productivity while reducing spending.

3. How to engage, reach and distribute internally and externally?

“Trends like BYOD (Bring Your Own Device) are forcing companies to deal with the uncontrolled variety of mobile devices and laptops employees want to use to get their work done. “ This is one of the findings of our report available soon. Mixed with digital native Millennials entering workforce fast, ever so changing consumers habits driven by new technologies and skills gap, the challenge faced by every business today is enormous. 

Could code free apps technology be an answer? Perhaps intuitive authoring tools allowing for injecting sound, audio, image, actions buttons and more to bring flat documents to live? Or perhaps tools to integrate and automate the usage of existing (legacy) assets?

Read our report available soon to find out how others handled their content challenge (from a foe to a friend) and how they’ve driven results and engagement.