Today, organizations need to continuously market their products to consumers through multiple channels such as internet, mobile, television and stores. While buying a product or service, consumers gather more information related to product or organization. Today, consumers like to be associated with product or service on a long term basis. Thus, organizations need to engage their consumers by delivering personalized and relevant information. More often organizations use content management system application program interface (CMS API) to publish information on internet. The information or content is fed into CMS API which arranges content in specific format and publishes it on websites. For publishing content in other channels, an organization has to coordinate with respective stakeholders of that channel. Thus, organizations struggle to make sure that their content is available in the right format at right time. Due to limited amount of time and budget, most organizations fail to maintain high quality content in multiple channels. This often results in losing brand equity of organization and probable customer base.
Content as a service provides solution to this by assigning some part of content management to third party service providers. Content as a service provider gathers and publishes relevant content as per the organization’s requirement. Content as a service basically works on a subscription based model. Content as a service providers are able to gather information and publish the content via multiple channels. As content as a service providers have a better understanding of market, they are able to target a large geographic area with different channels. Thus, organizations can focus on their core competencies and provide high quality service to their customer. Content as a service providers are able to target channels based on which industry the organization is serving. For example, a manufacturing company cannot effectively promote its content through television or mobile based application. A content as a service provider helps such company to publish its content through industrial magazines or emails which help to target probable customers. Therefore, content as a service empowers an organization to use sophisticated ways to deliver content appropriate channels. This simply reduces the cost of publishing the content across multiple channels as content as a service providers have tie-ups with respective channel stakeholders.
Content as a service allows an organization to examine content consumption across multiple channels. This tracking of content across different websites and web application programming interface (API) avoids duplication.
Content as a service increases visibility of the brand and facilitates lasting relationships with the consumer. Content as a service also helps to generate traffic to company’s website which helps in improving lead generation. Content as a service also helps customers to make purchase decisions more quickly by providing relevant information. Content as a service can be used by an organizations in areas of analytics & business intelligence, marketing effectiveness and strategy, product innovation, sales effectiveness, service management and social business. The growing use of multiple channels by consumer will enhance the adoption of content as a service by organizations in coming years.
Some of the companies providing content as a service are Vubiquity Inc, Contently Inc., Drupal Connect, Inc., Feed Syndicate, Contentful GmbH, Hippo B V, Influence & Co., Sitecore and eZ Systems AS.
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