Page 2 - Guide for Optimizing Content Management Across Your Business

A Guide for Optimizing

Content Management Across Your Business

INSIGHTS FOR EMPOWERING INTERNAL TEAMS AND EXTERNAL
PARTNERS TO LEVERAGE CONTENT EFFECTIVELY AND CREATE
PROCESSES THROUGHOUT RETAIL ORGANIZATIONS

INDUSTRY TRENDS IMPACTING CONTENT MANAGEMENT

The digital content landscape is constantly evolving, requiring an agile approach from retailers and
brands looking to better connect with consumers. With more channels and more opportunities to
get your brand and its products in front of consumers, retailers must have a plan for how, when and
where they can build customer relationships by simplifying and digitizing processes throughout the
customer journey.

The increasing importance of content in retailers’ customer acquisition and retention efforts,
particularly digitally, is a trend being seen across the industry. Consumer expectations for
personalized and frictionless online shopping experiences are rising. As more digital channels emerge
for consumers to engage with brands and potentially make purchases (from traditional e-commerce
to social commerce to live shopping to the metaverse), it’s incumbent upon retailers to create an
omnichannel strategy.

At the same time, speed is of the essence for consumers, meaning retailers must act quickly to
keep up with demand. Products need to get out to market quicker than ever; employees need to
be onboarded and trained in as little time as possible and from anywhere; and timely marketing
campaigns must be carefully planned and executed across multiple channels. And content is part
of all these actions. While some industry trends, such as inflation and supply chain disruption,
remain largely out of retailers’ control, the need to quickly, securely and accurately manage content
for a variety of different business functions remains squarely within retailers’ purview. As such,
automating certain content management processes can improve workflows and meet the demand
of accelerated production cycles.

With digital channels more prevalent — both for internal and external communications — and
reports of data breaches increasing, retailers are rightfully looking for ways to more securely transmit
sensitive customer & corporate data and content. Retailers recognize that protecting their brands’
sensitive information is critical to any content strategy, whether it relates to employees, customers,
products, etc. Taking the necessary steps to secure sensitive information is a prerequisite for any
content management strategy.

Lastly, while retailers are facing a number of external consumer pressures, internally they’re dealing
with labor shortages — which has a ripple effect on all areas of their business. Retailers have been
hit hard by the “Great Resignation” and are looking to quickly ramp up their hiring and onboarding
processes to keep operations running smoothly. Helping employees to get onboarded and trained
quickly and effectively involves a great deal of communication and content management.

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