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Marketing teams have a lot of work to do in today’s workplace. Omnichannel requires that the same content be adapted for different channels and devices. On top of that, content not only has to be well written, but it needs to look sleek, professional and on-brand on the page. Finally, between articles, landing pages and website copy, marketing teams need to create a lot of digital experiences for a variety of audiences.
Marketers rely on web development teams to manage a backlog of content changes and design teams to produce the design components and layouts they use. This becomes an issue when design and development teams don’t have time in their schedule to address everything in their backlog. In this environment, content teams need a way to take over more content production duties and gain control over all the steps in the process — including the writing stage, the publication stage and any changes that must be made to a webpage once it’s already live.
Challenges in Today’s Content Production Environment
Web developers should not have to manage a backlog of content changes, especially when their time is better spent doing more interesting development work that makes for better functioning and more engaging digital products. Similarly, content teams should not have to be dependent on web development teams to post content, create digital experiences or make changes to a published page.
Some organizations have tried to solve this challenge by adopting solutions that allow them to democratize the content production process. This allows each of the many teams involved in creating great digital experiences to do their best work, in coordination, without being dependent on anyone else to get the job done. Content marketers don't have to be designers or developers to create powerful and effective experiences. The right tools will empower them to work in a straightforward and intuitive way.
However, not all platforms are created equal. Some technical solutions may not have all the features and innovations that marketers need to make the production process as seamless as possible.
Content Teams Need an Easier Way to Post Content
Thirty-two percent of marketers at enterprise organizations say that a major challenge they face when scaling content production is having no structured content production process in place, according to a recent report from the Content Marketing Institute. The survey also found that only 22% of enterprise marketers feel they have the right technology to manage content across the organization. To properly scale content production across sites and channels, organizations need the right technology that enables people to easily learn and execute parts of the content production process beyond just writing content.
Contentful Studio is easy for any employee to learn, and can readily be scaled across the organization. As a single source of truth for content, team members can access an asset and make edits and suggestions all in one place. This helps the team avoid any confusion around version control, on top of giving them a platform that lets them do their jobs without having to wait for web developers.
Inside Contentful Studio’s Latest Features
Content today is not created or designed for just one purpose. Marketing teams often must reuse it across digital channels, tailor it for different audiences and redesign it as necessary. Contentful Studio serves as a valuable platform for these teams, with its intuitive visual interface that any marketer can use to build experiences. This feature includes guardrails that ensure design components and content are on-brand and on-message, and at the same time it gives teams the freedom to create within that toolbox. Because users can build visually, it’s straightforward to use and easy to learn.
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Contentful Studio has also embraced AI to enable marketers using their platform to get the most out of the latest tech innovations. The AI content generator helps draft copy quickly and can translate it into many languages. Contentful Studio's capabilities also ensure that content adheres to brand guidelines, giving marketers reassurance that copy is brand consistent across pages and channels. These features, along with the flexibility to integrate a range of specialized tools and any public or proprietary large language model (LLM), give marketers the ability to further streamline content development and production.
Learn More About Contentful Today!
Creating and publishing content presents many potential challenges to content creators, but technology innovations in platforms like Contentful allow them to streamline and simplify the production process. With great ease of use and the flexibility to assemble pages that appeal to many types of customers, Contentful Studio gives marketers more power to do what they need to do in a timely manner. Learn more about this cutting-edge solution in the link below!
