In fact, our recent ‘Experiences Customers Want’ report found that 74% of businesses have accelerated their investment in online experiences as a result of the pandemic, with 76% claiming their online offerings saved their business. We expect these trends to continue in 2021.
High on the priority list when it comes to online is adaptable content that can be structured and organised to create customised and personalised experiences. In a world where marketers are constantly pivoting their strategies due to the ever-changing COVID-19 situation, they need to be able to surface new products and get to market quickly with relevant offers and having an agile content strategy in place is imperative to achieving this.
Defining ‘content agility’
The term content agility describes a brand or organisation’s capability to optimise the end-to-end process of delivering customer experiences at scale. To become more agile, brands must remove the technical bottlenecks often associated with delivering content at speed.
This will mean getting several things right – from having the right tools and technologies in place to building a great author experience, so that content authors and agencies can deliver and update online experiences fast.
Source: B2B Marketing