Are you wondering how to better develop or utilise content? Have you heard a lot about DAM or digital asset management? We certainly have, which is why we wanted to share some of our thoughts around both.
Research from Salesforce shows that customers expect consistent and intelligent experiences across every interaction or communication channel. 75% of consumers expect a consistent experience wherever they engage with brands – be it through social media, mobile, or even in person and 64% of consumers expect companies to interact with them without delay. These numbers show that there is a necessity and clear value in creating personalised conversations with your customers that adapt to best fit their needs.
Life sciences companies are experiencing an explosion in the volume of digital content produced. According to Accenture, 78% of marketeers in pharma and biotech say their organisation is producing a moderate to an enormous amount of digital content and assets, but only 13% of marketeers feel they are leveraging that content well. If you don’t have the right strategy or tools for all of your digital content across different platforms, it can be challenging to leverage content that is connected and will live up to customer’s expectations of personalised and real-time interactions.
In the process of structuring your content for intelligent multichannel customer and patient engagement, using a Digital Asset Management (DAM) is an important foundational element. Beyond that though, what kind of strategic thinking is important in order to build a meaningful content strategy? How can you increase collaboration and ease the internal stressors of compliance and time?
1. Know what your customers expect from you
Firstly, it’s important to understand that driving your business impact is increasingly about improving your customer’s experiences. You need to consider their experiences beyond the product because, however brilliant your product is, how they feel about you and their interactions with you increasingly affect brand preference. Your customers want simple, connected, and focused experiences that address their needs.
2. Learn the true value of DAM
DAM isn’t just about organising the content that companies invest so heavily in. In order to create the experiences that will resonate well with your customers, it’s crucial that you don’t keep your content siloed in various tactics that serve as content repositories, or in actual content repositories within DAM. Instead, you need to leverage DAM to drive dynamic digital tools that both serve your strategic and tactical goals. The true value of DAM is demonstrated when you start to develop content with the intent to adapt to customers and channels – a way to do this is through modular content.
3. Why modular content?
Modular content is a form of structured content that is designed, created and delivered as discrete components within the content whole. Creating a content strategy that organises your content modularly, appropriately tagged in your DAM system, allows you to be able to change your customer experiences into an ongoing, interactive and personalised conversation.
4. Reduce, Reuse, Recycle
An important thing to realise is that the concept of modular content doesn’t mean that you need to produce more content or build more expensive content. When you organise your content modularly, you’re building content as Lego pieces that you can take in and out as needed. It allows you to be more flexible because your content can be arranged in a variety of ways to best suit the given conditions. And this doesn’t just apply to an email template or an eDetail slide – it applies to all your digital assets. In a sense it allows you to make existing content go further and do more than ever before across channels. It also can make it easier to approve and adapt content when needed for markets, or for a faster reaction time to new customer needs.
5. The potential of current and future technologies
There are exciting current and future technologies that can leverage DAM and build on top of it, fully taking advantage of the potential in DAM. An example of a tool that intelligently can help you deliver approved and relevant content on demand is a simple chatbot. A lot of companies, including some in pharma, are starting to see the value in AI and the advantages with meaningful integration of this technology. AI is able to solve customers’ requests faster and more efficiently than a human ever could. In the world of healthcare, AI and chatbots are a beneficial way to become more patient-centric and improve customer experiences.
6. It’s hard. And that’s ok
The whole point of a modular content strategy is that you can adapt as you go. Your tools allow it, and your customers will expect it. The idea is that in the world we live in consumers expect more and more of a conversation, rather than a stream of sometimes not even relevant information. Building content strategies, like a modular content strategy, set you up to do just that. We all start somewhere, don’t be afraid to start now, learn from challenges and mistakes, and keep at it!
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