Dynamic channels, creative teams, and an exciting array of products and services: today’s content reality offers much. However, delivering top-notch content in a professional organization isn’t straightforward: devices and channels multiply, and users expect to relate, share, and update information quickly. Let’s explore some of the challenges. 

1. The multichannel maze

Ensuring consistent content across all channels is a major challenge professional content organizations face. Content for various channels is stored in multiple locations: one colleague works in Word, another uses Notes on their MacBook, and a third types directly in your Content Management System (CMS). Existing content often includes components that can be efficiently reused on other channels. However, the reality is that editors of different channels often duplicate their efforts due to the lack of centralized content storage and management. 

A lack of oversight makes it hard to execute your content strategy and ensure a unified customer experience since each channel demands its own unique approach, content format, and audience engagement strategy. This increases the workload for content creators and poses a challenge in maintaining consistency and coherence across all platforms. 

2. Dozens of content professionals 

Miscommunication or gaps in information flow can result in ineffective workflows or content slipping through the cracks and being published without the necessary oversight. Your content professionals work for different channels, different business lines, and different team leaders. 

And we don’t have to look far for an example. Yours truly used to brief our copywriter on blogs using Word documents. The copywriter would also write the first draft in a Word document and emailed it back to me. Next, I uploaded the file for feedback, and after receiving the feedback, I downloaded the file and emailed it back to the copywriter. Did this work for us? Yes. Did we improve our workflow? Yes.  

As a content editor, you have to create, authenticate, upload, optimize, and publish content in various tools — a CMS for web pages, an Email Service Provider (ESP) for email campaigns, social media management tools, and the list goes on…. Meanwhile, your colleague working for another business line is probably doing the same. You guys meet maybe twice a year— at annual content meet-ups you organize—while cooperating more closely together could be way more efficient.