Intelligent, adaptive content: B2B’s must-have content capabilities for an omnichannel, personalized world
Market demands have outpaced enterprises. It has never been easier to research suppliers and potential new relationships. Content is the cornerstone of modern business because it represents our brand when we’re not there, it serves as the collective memory of our staff, and it extends our reach across the globe. However, the proliferation of new channels, paired with constantly rising expectations of convenience, speed, and personalization on every touch-point is taxing even the largest budgets and enterprises in the world. The answer is a new approach to how we plan, create, manage, govern, and deliver our content. We need to evolve beyond traditional campaign- or channel-based deliverables to intelligent, single-source, omnichannel content. By staring down the modern reality and taking on the new required capabilities, it becomes feasible and economically viable to create content that can be personalized and contextualized on any device, take full advantage of artificial intelligence, and be localized to meet the varied needs of our global customers.