Here’s why a disciplined story is so vital to digital transformation success


Digital Marketing / Content - 65 Views 0

You must feed digital transformation or it dies. Once you’ve gone through the Herculean work of integrating the tech stack, designing and developing great new experiences, and shifting the processes and culture of the organization, it’s time to make that sleek new high-performance machine move as the salesperson promised.

So, you’ve got to fuel it, and that fuel is content. After all, how do you create a continuum of experience across all customer touchpoints without the content to fill that continuum? Where do you get the data to create a detailed picture of your customer if not through the content they access (or the content they ignore)? How do you maintain relevancy in the two most important digital channels, search and social, without content?

A digitally transformed organization is a content organization. With that much content, telling a disciplined story that is clear and consistent is more important than ever because the alternative is a big, blatant mess of a brand and an incomplete pool of data.

Your story moves at the speed of digital

Keeping a story accurate and consistent across a sales force and an ever-growing array of marketing channels has always been difficult. But digital transformation drastically changes the scale of both delivery and consumption.

Now, your story is going out; not just at the rhythm of a campaign, but continually across your marketing channels. Your social feeds are voracious, thought leadership constantly sought after in complex and changing industries, and you’re launching new experiences to stay competitive. And just as fast as it’s being delivered, it’s being consumed. To be top of mind with a customer is to be on top of your content game.

As your story goes out across all those channels at velocity, it’s also going out in numerous forms, from the few characters of a tweet to the

Read from Channel: Content Marketing – Marketing Land