But first things first. How did we get here? There are many similarities with the data chaos you might remember from the past (if it is indeed already in the past).
Content is scattered throughout most organizations as a result of the channel-by-channel approach. Every piece of content that you and your content colleagues create is presented on multiple locations on your website, pasted into documents, promoted on social media, and coded into your business’ mobile app. You and your colleagues have edited and published every piece of content several times, for multiple systems in different locations. Various people create and approve the same piece of content, as different systems require specialized editors and channel owners who all have distinct roles and rights. You might not be aware of it, but you’re constantly duplicating activities.
At the same time, the demand for content is growing exponentially, while budgets and resources lag behind. You might feel you can never meet the immense demand for compelling and relevant content—including its velocity —if you keep creating and managing content the same old way.