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BizReport : Blogs & Content : December 04, 2012

How content will change in 2013

While most eyes are focused on how mobile and social advertising will change advertiser's bottom lines in 2012, content should be included in the trends. The Internet is rapidly becoming a place not just to show ads but to engage and interact with customers. Here's how one expert believes content will change 2013.

by Kristina Knight

Kristina: How should content be approached as we head into a new year?

Ian Truscott, VP Product Marketing, SDL Content Management Technologies Division: As more companies direct their attention toward improving the customer experience, traditional marketing roles will see a shift in responsibilities and expertise to engage in effective multi-channel marketing. Marketers will need to understand and incorporate the technology that enables marketing through new channels and engagement tactics (whether that be through mobile, social, or other channels). Thus, content management tools that were once in the IT department's domain will increasingly be used and brought into the organization by marketing professionals.

Kristina: As content changes, how can brands do a better job of offering a well-rounded content base?

Ian: Content management will no longer be limited to the Web. Corporate websites aren't the only types of content that contribute to a consumer's experience with a brand. Enterprises will need to tailor their content management strategies to encompass everything from social media and mobile content to traditional user manuals, troubleshooting guides and other types of product information. As a result, mainstream CMS tools are evolving beyond publishing just Web pages to support multiple types of content across a multitude of channels.

Kristina: Will this change how we look at customer service?

Ian: With social media sites like Facebook and Twitter now acting as key customer service channels, enterprises will have to make sure that their customer care department is aligned with the marketing communications team. Customer care professionals have had their own tactics for managing uncontrolled conversations in public forums, but in an effort to deliver a consistent brand experience across multiple channels, marketing functions will need to merge with customer care to handle social interactions in a similar fashion with similar goals (i.e. improve the customer experience). This shift will make way for the rise of the Customer Experience Manager--a hybrid role that sits across marketing and customer care departments, offering a holistic understanding of the customer journey.

Tags: 2013 content trends, content trends, SDL Content Management

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