Expert Advice for Medium and Midsize Businesses

4 Ways to Drive Customer Engagement with Omni-Channel Content

Guest Author

By Kellsey Ruppel, Principal Product Marketing Director, Oracle

Today's SMB’s know they must provide valuable, engaging, and consistent content across an ever-increasing array of channels. Yet many are ill equipped for this communication revolution.

Some SMBs rely on an assortment of poorly integrated systems that make managing and collaborating on content difficult. Others spend valuable time and resources recreating content for each channel. Some even rely on their IT departments to facilitate digital interactions with stakeholders. These scattered processes create subpar experiences for employees, customers, and partners.

To fully realize the many benefits (including opportunities for innovation, growth, and value), SMBs need a unified platform for delivering engaging digital experiences across multiple channels. A cloud-based content hub or Content Management System (CMS) puts digital at the center of the business—empowering every aspect of process, content management, innovation, and customer experience.

A well-implemented CMS can lead to new modes of business across operational, strategic, and commercial domains. It can harness data-rich, data-driven insights, and invent, incubate, and launch new digital experiences that drive innovation and maximize value.

Here are 4 key ways a successful omni-channel content strategy can transform digital experiences for your customers, employees, and partners.

1. Facilitate Collaboration

Collaboration is critical when sharing knowledge and developing content. A best-in-class CMS provides a platform to create, manage, and share content. It also will provide anywhere-access to documents, digital assets, conversations, and people. It should include editing, communication, and reviewing tools such as real-time coauthoring, social messaging, annotation (even on video), and approval processes, with full accessibility on mobile devices. And it should leverage familiar tools such as Microsoft Office.

The system should also secure collaboration beyond your company's walls, allowing you to work with various design agencies and partners. Other helpful collaboration features include role specification for asset accessibility; version control and rollback; embeddable content business objects; metadata management; and integrated process management for workflows.

2. Aggregate Content

Customers often need to access content and information about your SMB that might be stored in multiple places and across multiple channels. Your CMS should connect seamlessly to content and data from existing sources, including legacy and cloud content repositories as well as external content through Content-as-a-Service (CaaS). By bringing all your content onto a single platform, you simplify search and discovery, facilitate new cognitive connections, prevent wasteful content recreation, and ensure everyone across the business works with (and delivers) the most up-to-date information.

3. Omni-Channel Content Delivery

Modern customers have far more choice in how they engage with SMBs than their predecessors did. The customer journey no longer follows a single, linear path, but rather traverses contexts, channels, and devices.

Omni-channel content management delivers relevant and consistent content that serves the customer's needs across many touch points. Your CMS must serve multiple types of business documents, digital assets, editorial content, and conversational content throughout the entire content lifecycle. This can be accomplished efficiently with a headless configuration that manages content separately from display modes, so it can be easily deployed across multiple channels. Features such as metadata/taxonomy, review, moderation, workflow automation, and publishing also facilitate multi-channel engagement.

4. Provide a Seamless Experience

Throughout their journey, customers will likely interact with numerous areas of your SMB. They don’t care if they’re dealing with marketing, sales, or service. That’s why your CMS should integrate tightly with other content management systems and solutions, such as marketing, social media, sales, and commerce. This provides a seamless front-end experience. It also simplifies asset sourcing and channel-specific approval.

An API-first delivery approach with channel optimization, business integration, and content analytics provides consistent, relevant, and up-to-date content for sales enablement, marketing programs, commerce, website, and mobile promotions—all available within the context of the channel.

Why Oracle Content and Experience Cloud?

Oracle Content and Experience Cloud drives omni-channel content management and accelerates experience delivery. Powerful collaboration and workflow management capabilities streamline the creation and delivery of content and improve customer and employee engagement.

With Oracle Content and Experience Cloud, you can rapidly collaborate internally and externally on mobile devices, including content approvals, and build contextualized experiences. Built-in business friendly tools make it a breeze to build new web experiences with stunning content. For developers, content APIs (application program interfaces) and SDKs (software development kits) are available to enable consistent experiences across any channel.

Learn more about modernizing customer engagement, and discover how we can help your SMB grow and move forward. GO chat with us.


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