In the last few years, customer experience (CX) has become more important than ever. For companies in nearly every industry, the pressure to efficiently scale content production is immense. In fact, 81% of companies surveyed by Gartner expect to be competing mainly on CX this year—so it’s not their products themselves that companies want to sharpen, but the experience of their brand that they deliver to customers.
But creating content—concepting, writing, designing, planning nurture streams, delivering, storing, and on and on—traditionally takes a great deal of resources. After the resources are spent, often that content gets used only once, even if the content could be used in other channels or to reach other customer personas.
Given all of that, how do companies meet the demands for personalization coming from their customers and the pressure to do more with a lower budget?