The content ecosystem has evolved from text-based content in the 1990s to today’s short-form, engaging formats. Developing a consistent omnichannel content supply chain is crucial to meet consumer expectations. Read on to understand more on the challenges of developing a well-coordinated content supply chain, or get in touch.
The content ecosystem has evolved dramatically since the 1990s. Initially, the internet introduced digital content that was mostly text-based. Web 2.0 then brought dynamic, user-generated content, spurred by blogging platforms, smartphones, and social media.
The COVID-19 pandemic accelerated the shift toward the next generation of content preferences, favoring short-form, engaging, and easily consumable content. In this phase, which includes various formats such as text, videos, and AR/VR, the evolving content ecosystem continues to reshape consumption behaviors. As we move into a connected future, developing a consistent omnichannel content supply chain will not only determine which formats endure, but also drive the creation of new and more engaging content types.
Content is king! (but wait, is it really?)
In the ever-evolving digital world, content is the lifeblood of brand engagement and customer interaction. It drives awareness, consideration, search engine relevance, conversion, engagement, customer service, and even trains AI models. However, like everything else, content is governed by the laws of supply and demand. As content supply has exponentially increased on the internet and social media era, its value is diminishing, unless it is relevant and tailored to the consumer. While we do pay for some content with money, most of it is paid for with our time and attention—both of which are limited resources.
Is content still the king? Short answer, yes. Slightly longer answer: The right content for the right audience is.
In today’s world, personalization is crucial. Consumers now expect experiences tailored to their individual needs, preferences, and behaviors. To stay relevant and maintain a competitive edge, enterprises must create content that not only captures attention but also resonates deeply with their target audience.
However, enterprises face numerous challenges in developing a content supply chain, particularly in producing, distributing, and analyzing content performance to meet these expectations effectively.
Content supply chain challenges
- Content overload The sheer volume of content generated today can be overwhelming. With information pouring in from various channels, managing and organizing this content becomes a herculean task. Companies often struggle to filter valuable content from the noise, leading to inefficiencies in content utilization.
- Lack of quality content Amidst the deluge of content, maintaining quality becomes a challenge. Quantity often takes precedence over quality, resulting in content that fails to engage or provide value to the audience. Poor-quality content can damage a brand’s reputation and reduce customer trust.
- Misinformation and fake news The rise of misinformation and fake news poses a significant threat to content credibility. Brands must ensure that their content is accurate and trustworthy, but verifying information and combating fake news can be challenging.
Enterprise challenges
- Lack of modular integration Many enterprises struggle with integrating various content management systems and tools. A lack of modular integration leads to disjointed workflows and inefficiencies, making it difficult to manage content seamlessly across different platforms.
- Siloed communication Communication silos within organizations hinder collaboration and information sharing. When departments work in isolation, it results in duplicated efforts, inconsistent messaging, and missed opportunities for synergy.
- Excess manual involvement Manual processes around non-creative and laborious tasks drain resources and slow down content production. Automation can alleviate these burdens, but many enterprises are yet to fully leverage technology to streamline their workflows.
- Lack of strategy-led business objectives Without a clear, strategy-led approach, content efforts can become aimless. Enterprises need well-defined business objectives to guide content creation and ensure that it aligns with broader organizational goals.
- Managing change Orchestrating change management for the adoption of new tools, processes, and roles poses a formidable challenge for enterprises. Many organizations struggle with aligning their objectives with the impact on existing workflows, often facing difficulties in communicating the benefits and managing stakeholder resistance.
Technological challenges
- Maintaining omnichannel brand consistency Ensuring a consistent brand message across all channels is vital for brand recognition and trust. However, managing the content ecosystem across multiple platforms can lead to inconsistencies, weakening the overall brand identity.
- Lack of content organization Organizing content for easy retrieval and use is essential. Without effective content organization, finding relevant information becomes time-consuming and inefficient, impacting productivity.
- Archiving and retrieval difficulties Archiving content for future use and ensuring easy retrieval are critical for maintaining a robust content library. Many organizations face difficulties in setting up efficient archiving systems, leading to lost or inaccessible content.
How does this impact me?
These content management challenges pose significant issues for each stakeholder involved:
Content developers
Content developers often find themselves in a feedback vacuum. Without clear Key Performance Indicators (KPIs) to measure the effectiveness of their content, they struggle to understand what works and what does not. This lack of actionable insights prevents them from refining their efforts and aligning their work with broader business objectives.
Marketers
Marketers face hurdles in reaching and engaging their target audiences, due to a lack of relevant and precise content. The inability to tailor content to specific audience segments undermines the effectiveness of marketing campaigns. This not only reduces engagement rates, but also results in missed opportunities for driving conversions and building lasting customer relationships.
Enterprises
For enterprises, the inability to manage and scale content efficiently translates to untapped potential and lost opportunities. As the volume of content continues to grow, managing ithe content supply chain becomes increasingly challenging, often resulting in a chaotic and inefficient workflow. This disorganization limits the company’s ability to respond swiftly to market opportunities, optimize content for various channels, and ultimately drive business growth. Enterprises that cannot adapt their content strategy to scale risk falling behind more agile competitors.
Consumers
Consumers often bear the brunt of poor content management practices. When brands fail to deliver personalized and relevant content, consumers are inundated with irrelevant and annoying information. This not only leads to disengagement but also fosters a negative perception of the brand. Consumers today expect tailored experiences that cater to their individual needs and preferences. Brands that cannot meet these expectations risk losing customer trust and loyalty, which can have long-term negative effects on their reputation and bottom line.
The fragmented content landscape presents numerous challenges that hinder effective content management and impact various stakeholders. Addressing these inefficiencies requires a shift towards a seamless and interconnected content supply chain. Wondering how to make this happen? Stay tuned for part 2 of this blog series to understand the tools and technologies that need to come together to make this happen and fix the content supply chain.
If you have any queries on content supply chain, please reach out to Nisha Krishan or Prachi Rohira. You can also read our State of the Market report on revolutionizing the content lifecycle for further information.
