Connect with us

MARKETING

Effective Uses of Chatbot For Your Business to Grow

Published

on

Effective Uses of Chatbot For Your Business to Grow


The use of chatbots in business is on the rise. But why chatbot for business is crucial. They offer a number of advantages that can be hugely beneficial for businesses. From making customer service more efficient to streamlining marketing efforts, chatbots are revolutionizing the business arena.

In fact, a recent study found that nearly 60% of businesses plan to adopt chatbots by 2023. That’s a pretty staggering number, and it shows just how impactful chatbots can be.

Chatbot use cases are varied and include everything from providing basic customer support to helping businesses automate complex processes. The benefits of chatbots are many and businesses are quickly realizing the value they provide.

One of the most impressive aspects of AI chatbots for business is their ability to scale. As more and more businesses adopt chatbots, the technology will only become more valuable.

Plus, chatbots are a great way to improve your customer experience. They can handle simple tasks like answering customer questions or providing information about your products and services.

They can also be used to book appointments, make sales, and more. They’re also a great way to keep your customers engaged and can help increase conversions.

So, if you’re curious about how business intelligence bots can benefit your business, or if you’re just starting to explore the possibility of using them, read on.

This article will explore the many ways chatbots are changing the business landscape and how you can take advantage of them.

Do You Want These Things In AI Chatbots For Business?

There are a number of reasons why chatbot might be the right solution for your business. Many businesses are using chatbots to provide outstanding customer service faster. For example, the banking sector has started using chatbots for enhancing customer support, making transactions faster and hassle-free. Banking chatbots can answer customers’ questions promptly and accurately. They can also help customers complete transactions faster.

Additionally, AI chatbots can be used to collect customer data, which can be used to improve marketing and advertising efforts.

However, why do you really need a chatbot for your business? Go through the following questions below to know why you need business intelligence bots;

1. Do you want to provide better customer service?

You will be needed the best chatbot software for your business to provide smooth and outstanding customer service. Intelligence chatbots are computer programs that mimic human conversation. They are designed to help businesses provide faster, more efficient customer service.

By automating some of the more simple tasks, chatbots allow customer service representatives to focus on more complex issues.

There are many benefits to using chatbots for customer service. Chatbots are available 24/7, which means they can always help customers.

They can also handle multiple conversations at the same time, making them more efficient than human customer service representatives. Chatbots are also able to learn, which means they can adapt to the customer’s needs over time.

If you want to provide better customer service, then a chatbot may be the right solution for you.

2. Are you looking for a way to reduce customer support costs?

If you’re looking for a way to reduce customer support costs, a chatbot is a great option. Chatbots can help you automate many of the tasks that customer support staff perform, which can help reduce your expenses.

In addition, chatbots can also help you improve customer satisfaction by answering common questions or providing directions, which frees up customer service reps to handle more complex problems.

3. Are you looking for a way to increase engagement and conversions?

There is no doubt that chatbots are changing the way businesses interact with their customers. But what are the specific ways that chatbots can help increase engagement and conversions?

Businesses need to provide a great customer experience in order to stand out from the competition. Chatbots provide an engaging, instantaneous, and personalized experience that is perfect for the modern consumer. They also allow businesses to collect valuable data about their customers’ needs and preferences.

Here are just a few of the ways how AI chatbots can help your business;

  1. Chatbots can help increase engagement by providing an interactive and personalized experience for customers.
  2. AI chatbot can help increase conversions by automatically collecting customer data and providing personalized recommendations.
  3. Bots and businesses are merged to reduce customer support costs by automating simple tasks and providing 24/7 support.
  4. Chatbots can help increase sales by recommending products and services based on customer preferences.
  5. Chatbots can help create a more seamless customer experience by integrating with existing business systems.

How to Use a Chatbot for Business?

  • Identifying the objectives of your chatbot. Before you can use chatbots for your business, you need to identify the purposes of your chatbot. What do you want it to do? Do you want it to answer customer questions, provide customer support, or sell products? Once you know its purpose, you can determine the best way to use chatbots for your business.
  • Selecting the platform. There are various chatbot platforms to choose from. Each has its own strengths and weaknesses. You may even create a Facebook chatbot for business or business intelligence chatbot for your website. It all depends on your audience and brand preferences. You must have to come to a conclusion that which platform your targeted audiences are using mostly. You need to select the platform that will best meet your audience’s needs.
  • Designing your bot. There are three ways to make a chatbot: custom development, using a chatbot builder, or using a chatbot provider. Each has its own benefits and drawbacks. You need to come to a conclusion which is best for you. If you are looking for a hassle-free chatbot provide then contact Reve Chat. They offer a chatbot that is tailored to meet specific needs and helps to achieve your customer engagement and conversion goals.

How Leveraging Chatbot Solution Is Right for Your Business?

There are a number of reasons why chatbot may be the right solution for your business. No matter what your business size is; perhaps you need a way to automate customer support or you want to create a more engaging customer experience. A chatbot can help you achieve these goals and more.

Chatbots are convenient – Chatbots allow customers to communicate with your business in a way that is convenient for them. They can access your chatbot through their favorite messaging app, and they can communicate with you whenever it is convenient for them.

Chatbots are efficient – AI chatbots for businesses are able to handle a high volume of requests, so they can handle the load of customer interactions for your business. This saves you time and resources that you would otherwise need to spend on customer service.

Chatbots are personal – Chatbots can be personalized to fit the specific needs of each customer. This means that each customer will have a unique experience when interacting with your chatbot.

Why You Should Use a Chatbot for Business?

When it comes to customer service, chatbots never take a break. They are always available to help customers, which is a major advantage over human customer service representatives.

There are many reasons you should be using chatbots in your business. Let’s take a look at the main reasons;

24/7 customer support:

24/7 customer support is a critical part of any business. But what happens when you’re closed or your customer service team is unavailable? That’s where chatbot comes in.

An AI chatbot is always available to help your customers. That means no more missed calls or emails. And since the chatbot is always online, you can rest assured that your customers are getting the help they need, when they need it.

Chatbots never sleep, which means they can always be there to help your customers. Plus, they’re equipped with all the knowledge they need to help your customers with whatever they need.

So if you’re looking for a reliable way to provide 24/7 customer support, a business intelligence chatbot is the perfect solution.

Drive more sales and conversions

As more and more businesses turn to chatbots to provide customer support and drive sales, it’s important to understand how they can help to increase your conversions and sales.

When it comes to online shopping, customers want instant access to information that can help them make informed decisions. A business intelligence chatbot can provide that information and recommendations by engaging customers in real-time conversations. This helps to increase customer satisfaction and drive more sales and conversions.

Plus, chatbots can help you by providing your customers with helpful information and recommendations, which can help to convert them into paying customers.

They can also help you to keep track of your customers’ behavior and preferences, which can help you to provide them with a more personalized experience that is likely to result in more sales.

Handle multiple customers at the same time

A chatbot is a perfect solution for businesses because it can handle multiple customers at the same time. With a chatbot, you can keep your lines of communication open and ensure that no opportunity is missed.

If you’re running a business, you know that every customer counts. That’s why chatbots are such a valuable tool – they can handle multiple customers at the same time, so you don’t have to worry about missed opportunities or busy signals.

This means you can get more done, without sacrificing customer service. So if you’re looking for a way to take your business to the next level, chatbots are the answer.

Collect and analyze data

Chatbots are a great way to collect and analyze data because they can keep track of everything that is said in the conversation. This information can be used to improve your customer service and product offerings.

Besides, if you want to track your customer behaviors and their preferences then a chatbot can be a great option for you.

If you want to get better analysis and insight then you will be needed the best chatbot for business.

Personalize customer conversation

Chatbots are artificial intelligence (AI) systems that can mimic human conversation. They are quickly becoming an essential customer service tool for businesses of all sizes. A chatbot can help your business by providing a personalized customer experience.

Chatbots use natural language processing (NLP) to understand the user’s intent and then reply in a way that is tailored to the individual. This helps to create a more personal connection with the customer and can result in increased customer loyalty and satisfaction.

Chatbots can also be used to gather customer data. This data can be used to create a profile of the customer and to personalize future interactions.

By understanding the customer’s needs and preferences, a chatbot can provide a more customized experience that meets their needs.

Automate many processes

A business intelligence chatbot is a program that simulates human conversation. It’s designed to make automated tasks easier by automating them through conversation. Many businesses are finding chatbots to be a valuable asset in automating many processes.

AI chatbots for business are becoming more and more popular, as they can save businesses time and money. They are also a great way to connect with customers and keep them informed about your business.

Top Benefits of a chatbot for business

Using a chatbot for business is one of the best decisions you can take today. Chatbots are revolutionizing the business world by providing a way for businesses to communicate with their customers in a more efficient and cost-effective way. Chatbots can provide your business with a number of benefits, including:

Cut operational costs

Chatbots are a great way to cut costs. They can help to automate many of the tasks that employees are responsible for, such as answering customer questions or processing orders. This can save businesses money on things like payroll and web hosting.

According to studies, businesses can save up to 30% on their operational costs by using chatbot technology. This is because chatbots are able to handle simple tasks quickly and efficiently, without the need for human interaction. As a result, businesses can free up their employees to work on more important tasks.

Business intelligence bots can also help to save money on shipping. By automating the process of selecting the best shipping option and calculating shipping costs, chatbots can help businesses to save money on shipping costs.

Expand the audience

Chatbots are a great way to connect with more people and grow your audience. Around the world 1.4 billion use chatbots on a regular basis. They can help you reach more people than you would be able to on your own, and they can help you engage with more of your audience too.

In fact, a recent study showed that chatbots can help you reach up to 3X people. That’s a lot of potential new customers for your business! So if you’re looking to expand your audience, chatbots are a great way to do it.

Boost sales

A chatbot can help boost sales in several ways and it can be a great part of your sales strategy. First, a chatbot can help you understand your customers better. By analyzing the data collected by your chatbot, you can gain insights into what your customers want and need. This information can help you improve your products and services, and boost your sales.

Second, a chatbot can help you increase your sales conversions. According to the business leaders, chatbots raised the average sales by 67%. By providing a friendly and engaging interface, a chatbot can encourage your customers to buy more products or services from you.

In addition, a chatbot can also remind your customers about the products they’ve shown interest in, which can help increase your conversion rates.

Third, a business intelligence chatbot can help you improve your customer service. By providing 24/7 support, a chatbot can help you serve your customers better.

In addition, a chatbot can also provide automated customer service, which can save you time and money.

Enhance customer experience

Chatbots can be used to provide engaging and personalized customer experiences. This can help to improve customer satisfaction and loyalty levels.

Retailers are increasingly using chatbots to interact with customers. For example, you can use a chatbot on your website to answer customer questions about products, shipping, returns, and more. You can also use chatbots on social media platforms to drive traffic to your website.

Summary

There are many benefits of using a smart chatbot for business. Some of the most important benefits are that chatbots can help you save time and money, and they can also help you improve customer service.

Chatbots can help you save time and money because they can automate tasks that would usually need to be done manually. They can also help you reduce customer support costs because they can handle customer inquiries 24/7.

Plus, it can also help you improve customer service by providing a more personalized experience for your customers. They can also help you collect data about your customers, which can be used to improve your marketing efforts.



Source link

MARKETING

A Digital Practioner’s Guide to Starting the New Year Right

Published

on

A Digital Practioner’s Guide to Starting the New Year Right



It’s that time of year again – the holiday excitement has faded as we fall back into the workweek. With a year’s worth of work stretched in front of us, there can be both a sense of opportunity and overwhelmedness 

Because transitioning back into the swing of things can be daunting, We’ve gathered key takeaways from the previous year, global Opticon Tour, and how we can successfully apply those learnings in 2023.  

1. “Work about work” is holding teams back. Take this chance to declutter.  

Consider the reality of what most digital teams are up against. When it comes to managing the content lifecycle, draft documents that are stored in separate places and disparate tools that don’t work together are the norm for many. With no centralized point of communication and cumbersome workflows, it can take forever for teams to create and approve content, and work is often duplicated or unused.  

After work is completed, it can be easy to dismiss the headaches caused by inefficient, siloed workflows and processes. But the long-term effects of inefficient and bulky collaboration can be detrimental to a brand’s digital experience – and bottom line. (Those who joined us in San Diego at Opticon might recall this concept played out via ). 

Digital teams with unwieldy content lifecycles can take back control using , saving countless hours and frustration over the year.  

2. Change is constant. Set your team up to be adaptive. 

We all know how difficult it is to create amazing customer experiences these days. The world is moving faster than ever, and change is constant and chaotic with uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations (thanks, Amazon), and a tight talent market.  

To not only stay the course but to also grow in this unpredictable environment, it’s important that teams constantly stay on the lookout for new ways to drive more sales and increase loyalty. In other words, consistently deliver modern, relevant, and personalized commerce experiences.  

But keeping pace doesn’t necessarily mean working harder. Optimizely’s Monetize solutions, teams can drive sales and loyalty with fewer costs and efforts.  

3. Data fuels a great customer experience. Test and optimize every touchpoint. 

As practitioners, we all know that the best customer experience wins.  

When teams don’t clearly understand what’s happening and when, they miss the mark. With little patience and high expectations, today’s customers will simply switch to a competitor that better understands them and provides a more personalized experience.  

But when teams work together to inject data across silos, they have the insight needed to make the right decisions and create with confidence.  

For instance, take the marketing team: with access to a slew of customer touchpoints and experimentation data, marketers should be a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions.  

With customer-centricity at the heart of any great digital experience, the best experiences are fueled by data uncovered by high-velocity experimentation. Consider the power that Optimizely’s Experimentation products can have on your entire team’s ability to unlock personalized insights and better connect with customers.  

Hopefully, your new year is off to a great start – but if you’re feeling a little off track, contact Optimizely today to learn more about our DXP can impact your business and set you up for a successful and productive year.  

A special thanks to our sponsors at Opticon London – Microsoft, Google Cloud, Valtech, and Siteimprove – and Opticon Stockholm – Microsoft, Google Cloud, Valtech, and Contentsquare. 


Source link

Continue Reading

MARKETING

Top 6 SEO Tips for Bloggers that Will Skyrocket Google Rankings

Published

on

Top 6 SEO Tips for Bloggers that Will Skyrocket Google Rankings

The majority of blogs rely heavily on search engines to drive traffic. On the other hand, there is a misunderstanding that creating “SEO-optimized content” entails stuffing keywords into paragraphs and headers, which leads to barely readable blog articles.

But that’s not what SEO is all about. In this article, you’ll discover the top 6 SEO strategies and how crucial they are for improving your blog posts rank in Google search results.

How Important Are Google Rankings For Your Blog?

Search engine traffic is essential if you’re blogging in hopes of growing your business. After all, what’s the point in writing content if no one is going to see it? The higher your blog post ranks in Google search results, the more likely people will find and read it.

And the more people who read your blog post, the more likely someone will take the desired action, whether signing up for your email list, buying one of your products, or hiring you as a coach or consultant. So, it is essential to have SEO optimized blog.

How To Incorporate SEO Into Your Blogs?

It would help if you started putting these six pieces of constructive SEO advice for bloggers into practice immediately:

1. Write For Your Readers

The standard of blog writing started significantly declining when “SEO content” became a buzzword. Instead of writing for people, they began to write mainly for robots in search engines. Unfortunately, some bloggers still express themselves in this way nowadays.  

But luckily, things have greatly improved, especially since the Hummingbird update and the rise of voice searches. The Hummingbird update was developed to assist Google in comprehending the purpose of searches.  

For instance, Google would understand that you are seeking nearby restaurants if you Googled “places to buy burgers.” It influences SEO because search engines are now more geared toward providing answers to queries and supporting semantic search rather than merely focusing on keywords.

You typically utilize Google, Bing, YouTube, or even Siri to find answers to questions. Take that idea and use it to improve your blog. Your writing should address the concerns of your intended audience in detail.

Your blog shouldn’t exist solely to help you rank for a particular keyword. Instead of concentrating on keywords, shift your attention to creating content that addresses the issues of your target audience.

2. Link to High-Authority websites

Don’t be scared to use external links when you construct your blog content. In addition to giving blog visitors more resources to read and learn from, linking to reputable websites demonstrates to search engines that you have done your research.

Research-based statistics from reputable websites are the best way to support blog content. Using compelling statistics will help you create a stronger, more specific argument that will help you win your readers’ trust.

3. Design a link building Strategy

Your search ranking is significantly impacted by link building. Why? Consider search results a contest where the people who receive the most votes win.

Google considers every website that links back to you as a vote for your website, elevating your content’s credibility. You will move up in ranking as a result. Here are some starter ideas for your link-building:

  • Communicate to other bloggers in your niche and offer to guest post on their website. Include a link back to your blog in your guest post.
  • Participate in online and offline community events related to your niche. For example, if you blog about fitness, you could attend a trade show related to fitness or health.
  • Create helpful resources that other bloggers in your niche find valuable, such as an eBook, cheat sheet or template. Include a link back to your blog on these resources.
  • Leverage social media to get your content in front of as many people as possible.

4. Learn About Google Webmaster Tools

Do you remember getting a warning from your teacher when you did anything incorrectly in elementary school? Your opportunity to clean up your act and get back on track to avoid punishment was given to you with that warning. In a way, Google Webmaster Tools serves that purpose for your blog.

Google Webmaster Tools will warn you when something suspicious is happening with your blog by giving you diagnostics, tools, and data to keep your site in good condition.

What you can observe in the Webmaster Tools Search Console is:

  • The percentage of your pages that Google has indexed
  • If your website is having issues with Google’s bots indexing it
  • If your website was hacked
  • How search engine bots see your website
  • Links to your site
  • If Google penalized your website manually

The great thing about Webmaster Tools is that it informs you what’s wrong with your website and how to fix it. To resolve any difficulties Google discovers with your blog, you can utilize a vast knowledge base of articles and a forum.

5. Include Keywords in your Meta Description

Does your post include meta descriptions? If not, you’re probably not providing your content with the best chance of being seen. Google also analyzes meta-descriptions to determine search results. The one- to three-sentence summaries beneath a result’s title is known as meta descriptions.

Use meta descriptions to briefly summarize the subject of your post, and keep in mind to:

  1. Make it brief.
  2. Use between one and two keywords.
  3. Since there will likely be other postings that are identical to yours, you should make your description stand out from the competition.

6. Establish Linkable Assets

A linkable asset is a unique, instrumental piece of content that’s so valuable people can’t resist linking to it. It’s similar to dining at a fantastic restaurant and a merely adequate one. You’ll go out of your way to tell everyone about the excellent restaurant, but if someone asks if you’ve been there, you’ll probably only mention the merely adequate one.

The ProBlogger job board is an excellent example of a linkable asset. For independent bloggers looking for compensated writing opportunities, it’s a terrific resource. The page is constantly linked in blog posts on monetizing your blog or websites that pay you to write for them. Why? Because it is rare and costly.

You can build the following linkable assets for your blog:

  • Free software or apps
  • Ultimate guide posts
  • Huge lists
  • Infographics
  • Online guide
  • Influencer tally reports
  • Quizzes
  • A case studies
  • Industry studies or surveys

Final Thoughts

By following these six SEO tips for bloggers, you’ll be well on your journey to improving your blog’s Google ranking. Remember that SEO is an ongoing process, so don’t get discouraged if you don’t see results immediately. The key is to be patient and consistent in your efforts, and soon you’ll start reaping the rewards of your hard work!

Source link

Continue Reading

MARKETING

B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research]

Published

on

B2C Marketers Treat Content Marketing as a Project; That’s a Mistake [New Research]

In The End of Competitive Advantage, Rita Gunther McGrath illustrates all competitive advantages are transient. She contends everybody understands that. So why hasn’t basic strategy practice changed?

As Rita writes:

Most executives, even when they realize that competitive advantages are going to be ephemeral, are still using strategy frameworks and tools designed for achieving a sustainable competitive advantage, not for quickly exploiting and moving in and out of advantages.

That last part resonates after working with hundreds of enterprise brands over the last 10 years. Most businesses think about how they can change content to fit marketing’s purpose, not how they might change marketing to fit content’s purpose.

Guess what? Your content will never be a sustainable competitive advantage or differentiator – all content assets are easily replicable and, at best, only transient in differentiated value.

In the newly released Content Marketing Institute/MarketingProfs B2C Content Marketing Benchmark, Budgets, and Trends – Insights for 2023, I see it’s time to feed the content giant that awakened last year. But be careful not to get so distracted by the food you fail to cook consistently over time. All too often, content marketers get wrapped up in content creation rather than in the ability to lead the capabilities to create consistently.

Content should be a strategic activity

Look at content operations as the catalyst that can change everything for your content marketing challenges. You should recognize the activities you perform are a competitive advantage. Success hinges on the ability of a team (of one or 100) to be dynamic and fluid – moving in and out of “arenas” (as Rita calls them in her book) of content and creating temporary advantages.

Here’s the real takeaway: Ask everyone in your business – including your CEO – if they believe compelling, engaging, useful, and dynamic content-driven experiences will move the business forward.

If the answer is yes, then the strategic value lies in your ability to evolve and coordinate all the activities to create those content-driven experiences repeatedly. It does not lie in the content or the distribution plans. Your team’s job is not to be good at content; your job is to enable the business to be good at content.

#ContentMarketing’s strategic value lies in the ability to repeatedly deliver content-driven experiences, not the content itself, says @Robert_Rose via @CMIContent. Click To Tweet

Consider some highlights from this year’s research.

Struggle is real for content marketing strategy

Content marketing remains important.

Seventy percent of B2C marketers told us that content marketing has become more important to their organization over the last year. (Only 4% say it’s less important.)

Importance of B2C Content Marketing in the Last Year

With an increase in importance comes a need for more resources. When asked what they would change about content marketing in their organization, they say they want more staff, more budget, and better access to subject matter experts.

70% of #B2C marketers say #ContentMarketing is more important in their organization than last year according to @CMIContent #research via @Robert_Rose. Click To Tweet

Yes, content marketing is more important, but content marketers struggle to keep up with the demand.

Why?

Because so many businesses treat content marketing as a campaign-, project-focused effort that requires different “assets.” Content marketers are so busy churning out projects of content that they haven’t figured out how to make it a repeatable, consistent, and scalable process.

As far as their biggest challenges in content marketing, 57% of B2C marketers say creating content that appeals to different target audiences. Rounding out the top three: developing consistency with measurement (44%) and differentiating our products/services from the competition (40%).

B2C Organizations' Current Content Marketing Challenges

57% of #B2C marketers say they are challenged to create #content that appeals to different target audiences according to @CMIContent #research via @Robert_Rose. Click To Tweet

Solving all three of these challenges centers around strategic content operations – setting a consistent long-term strategy to differentiate, developing a measurement plan that stands the test of time, and scaling to meet the needs of different audiences. But most marketers aren’t planning to acquire the help to tackle those challenges. Among the resources they plan to hire or contract in the coming year, almost half (45%) say they will look to grow writers, designers, photographers, and videographers.

It’s like trying to design a bigger house by simply adding more bricks.

45% of #B2C marketers plan to hire content creators in the coming year. @Robert_Rose says that’s like designing a bigger house by adding more bricks via @CMIContent #research. Click To Tweet

But B2C content marketing is working

Despite their challenges, talented practitioners find success. Overall, 81% of B2C marketers rate their success as either moderately, very, or extremely successful. Only 2% say they were “not at all” successful.

How B2C Marketers Rate Their Organization's Overall Level of Content Marketing Success in Last 12 Months

And 86% say content marketing provides a “meaningful/purposeful career path.”

These results align with the research discovered in CMI’s Content Marketing Career & Salary 2023 Outlook (registration required). We found though content marketers are generally happy in their current roles, they would be happier if their organizations prioritized content marketing, backed it with strategies and resources, and invested in technologies to help them do their jobs faster and more efficiently.

The final bit of good news? Almost three-quarters (73%) of content marketers expect their organization’s investment in the practice will increase or remain the same this year. Only 3% believe it will decrease.

Different activities, not more efficient ones

The B2C research presents some interesting insights into the priorities for 2023:

  • Businesses must increasingly stop organizing and scaling new marketing teams based on platforms, technologies, or inside-looking-out views of the customer journey. The format and placement of those experiences on multiple channels will always be temporal. Success happens when the business becomes skilled and integrated at operating and managing all manners of content-driven experiences.
  • Businesses must stop looking at content from a container-first perspective – designed solely to support marketing tactics or initiatives. Success happens when the business recognizes content operations as a function, supporting the fluid use of content to fuel better customer experiences.
  • Businesses must not say, “That’s the way we’ve always done it,” when one experience no longer works. Success happens when the business can healthily disengage and dismantle experiences that aren’t working. They can constantly reconfigure their activities and manage portfolios of content-driven experiences.

Starting with the wrong premise

Often the first sign of trouble in any content marketing approach is when you hear, “How do we get more efficient at content?”

Efficiency involves changes to a process to remove friction. The question often assumes a working, standard operation providing value already exists. But if there is no repeatable standard operation, efficiency ends up meaning producing the same or more content with the same resources.

That rarely works out to be better for the business.

The more difficult task for content marketers is to determine the different activities necessary to create or augment the processes and identify the activities to undertake differently.

The content you create provides no sustainable competitive business advantage. But a strategic content operation just might.

Get the latest Content Marketing Institute research reports while they’re hot – subscribe to the newsletter. 

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Continue Reading

Trending

en_USEnglish