Business Content Strategy business-content
Content is a major factor in driving engagement. In the pre-sales phase, it is important to define a business content strategy that considers how the application use hardware, software, and connectivity resources to deliver the intended value to your client’s customers.
A well-defined business content strategy sets a path to create, distribute, and track the usage of content in relation to the buyer’s journey and the marketing touch points in the sales funnel. Getting the right message to the right customer at the right time is crucial.
Consider how the Screens application can help to achieve this and determine KPIs to help measure the success of the application in delivering that content.
Review and answer the following questions when building a content strategy for your AEM Screens project:
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Who is the target audience and what is the anticipated dwell time?
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What content must be shown to them?
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Where do you anticipate content to have the most impact?
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When is the ideal time to engage the audience?
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Who is going to create the content?
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Why should the target audience care about the content?
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What problems is the content helping them solve? (For example, does the Screens application help a customer find the most suitable shoes to wear for extreme mountain climbing or a perfect appliance for their new home?)
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How does the customer interact with the application or how is the user experience?
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What is your update and upgrade strategy?
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How often do you anticipate the creation of new, needed content?
note note NOTE During the pre-sales stage, begin asking questions not only about what content is going to be shared, but where the content data currently resides. How is it going to be used in an AEM Screens project? Dig deep into content during implementation but establish upfront what data is available and in what format.
Important Considerations important-considerations
Follow these important considerations regarding content data :
- Where is the content coming from?
- Is it up-to-date, accurate, and a source of truth or is it prone to inconsistencies and errors?
- Is there an existing integration that can be used for collecting data?
- Is there a data feed and is it reliable?
- In what format is the data?
- Is the data all present? If not, what data is missing and where can it be found?
- How often is the data being added to or updated?