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Why Content Is Vital to Business Resilience

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MarTech Cube
Why Content Is Vital to Business Resilience

The importance of adoption of change is what decides the future of any organization in the dense, dynamic and volatile market scape. At such times resilience of a business is the gamechanger. Thinking ahead in a similar fashion for a content-first approach is necessary for the relative ease and facilitation of content channelisation.

Lately with Content literally termed as the “King ” and content marketing termed as the flag bearer of inbound lead generation all what we need is Resilient businesses with a content-first approach.

Resilience is a characteristic that businesses must develop to stay relevant in the face of changing circumstances. In the book Resilience Engineering, Andrew Hale and Tom Heijer note that resilience encompasses “flexibility, coping with unexpected and unplanned situations and rapidly responding to events, with excellent communication and mobilization of resources to intervene at critical points.” From this description, one can see how important content capabilities are for maintaining a resilient posture.

In the current dynamic situation, businesses are promoting their relevance. They are focused on making the right content available to those who need it. And they are realizing they need to give more attention to their content production and delivery capabilities. How quickly can they produce or update content and distribute it where it’s needed?

Never before has it been more important for businesses to connect and integrate all forms of digital information. Enterprises from all industries need two critical capabilities:

  1. To integrate content about specific topics and issues with up-to-date information about pricing, inventory, and logistics
  2. To deliver this content to any channel needed, whether the web, apps, social, or email

Businesses Need to Run in the Cloud

Today’s turbulent situation coincides with a once-in-a-generation structural change in infrastructure: the shift from on-premises IT systems—including content management—to the enterprise cloud. This structural transformation will only accelerate as customers and employees depend on access to critical information online, no matter what events arise.

To address fluid requirements, enterprises must be able to coordinate the management of internal content for employees with external content for customers. It is difficult to keep these two in sync when they are managed by separate systems.

Resilient businesses are able to provide information seamlessly. Problems often arise when marketing content is managed in isolation from customer service content. We can see recent examples of firms that have pushed ahead with existing marketing plans, yet their business operations have been caught flatfooted by unforeseen events. Content about products needs to adjust quickly to changes relating to the supply of the product or the demand for it.

Recent events have also highlighted the importance of employees’ access to information. When critical information is held in local repositories and information systems, bottlenecks and disruptions in communications can result. Some companies are finding that support staff located in other countries aren’t able to report to their offices during an emergency, resulting in the entire company being cut off from vital information that’s normally accessed locally. They don’t have globally available content that can be accessed by employees anywhere.

In order to respond to urgent tasks, employees must be able to get answers online, without having to ask the person who’s the “owner” of the information. Resilient enterprises are supported by robust knowledge bases and employee portals that are up to date, complete, thoroughly organized and categorized, and easy for other employees to access, no matter where they may be.

Unfortunately, some less resilient companies are discovering the limitations of their digital transformation initiatives. They have emphasized high profile automation and data projects but have not modernized how they manage their content to adapt to the agile orientation of the enterprise cloud. Even when they have improved their productivity for specific business processes, they haven’t been able to unify their business operations because their content management is not connected to other IT systems.

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