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When Bill Gates said, "Content is the King" in 1996, he predicted that the future would be the Internet-based, and that the one who provided the correct and targeted content on the web would win.
The variety of interactions between consumers and companies has increased tremendously since then. Many vehicles have been re-evaluated and re-designed under the main umbrella of digital transformation. In addition, many new communication methods have entered our lives. Mobile usage and social media are the environments where we consume the most content as individuals. The number of channels and content we are exposed to have increased so much that personalized messages and target audience-focused content are now attracting more attention from individuals.
Digital Publishing is one of the interaction channels that have entered our lives during this period. Today, we are in interaction with many screens outdoors, in shopping malls, and in our workplaces for information and guidance purposes. The fact that content suitable for the purpose of our location is offered to us and that we, as consumers or employees, are interested in this content means that digital publishing has achieved its purpose. On the other hand, screens with content that is not of interest to us or that is outdated may be construed as that their installation purpose cannot be achieved.
Today, the organizations that adopt digitalization as a vision and use the possibilities of technology to improve the experience of their customers are positively differentiated from their competitors. Research shows that with the right use of digital publishing, brand awareness increases by 47%. Depending on the content, the recall rate of brands is 83%, and the effect of this on customer growth is 24%, a considerable increase!
Even though content management in companies is managed by corporate communication departments, agencies that provide professional services in this area also operate in the sector. Both creations of content and providing of professional reporting on these contents mean that organizations get maximum efficiency in their interactions with their customers. In this way, customer satisfaction, enriching the experience, and increasing loyalty become possible.
It is only possible to deliver the right message to the right audience at the right time through the right content management. For example, it is important to provide content suitable for the profile of people visiting a bank branch during the day, both to make waiting times less boring in the eyes of customers and to introduce appropriate campaigns and services to them. Similarly, making appropriate campaign referrals using screens at a shopping point also has differentiating importance in terms of increasing sales. What is accurate is that the content in these and similar examples should be managed with a "constantly feed and enrich" perspective rather than "set it up and forget it". If outdated content is presented, the digital publishing power of organizations becomes a wasted investment, and there is a risk of creating a negative image in the eyes of customers with the possibility of the content may be misleading.
Content is still the king, still important. It will continue to be equally important in the future. With the right strategy, investment, and content management, it is possible to take great advantage of the opportunities of this technology.