Optimize Your Content Supply Chain: Collect Data & Create High-Performing Digital Experiences

Content plays a critical role in the modern marketing strategy, with 90% of marketers using it to connect with customers, create brand awareness, and widen reach. Effective content marketing is proven to help increase lead generation, and customers who engage with content are three times more likely to stay loyal to a brand.

But successfully creating, publishing, and managing massive loads of top-tier content — the kind that resonates with customers and keeps them coming back for more — is easier said than done. Even for the most experienced marketers, putting out relevant, timely content can often feel like a big, time-consuming guessing game.

After all, an SEO strategy or competitor analysis can only get you so far. What your brand really needs is data that tells you when content is hitting the mark — and when/how it needs to change. This powerful tool effectively guides decision-making and the creation of hyper-personalized, resonant content over and over again.

Leveraging Adobe Content Supply Chain for Better Digital Experiences

Customer data is the main driver of success in content marketing. Yet many brands struggle to conduct and interpret their own research, which is why a content supply chain is so crucial.

Adobe’s Content Supply Chain tools streamline customer research by quickly revealing what’s working and what’s not. Testing and personalization features allow you to compare multiple variations of content at once, while success metrics and reports show which version best resonates with audiences.

The 6-Step Strategy for Creating Content That Converts

It’s clear that Adobe Content Supply Chain is the missing link between customer data and better, more personalized content. But which Adobe tools will best meet your organization’s needs, and how do you go about implementing them?

Here’s a plan of action to help you establish a solid foundation.

1. Orchestrate Content Creation

Leverage Adobe Workfront to coordinate digital content creation. With built-in Creative Cloud integrations, you can allow creators to stay within their system of choice while seamlessly managing their task load. You can also define workflows to ensure content is compliant and publish-ready.

2. Collect Data

Once your content is live, it’s time to collect the data to ensure it’s resonating with your customers. Adobe Customer Journey Analytics (CJA) is the ideal tool for collecting customer data from across all engagement channels. Adobe CJA standardizes and connects data to form a complete customer journey, so you can understand where your content is working and where it’s falling flat.

3. Enable Adobe Target

Now it’s time to implement Adobe Target, a solution focused on testing and personalization. Adobe Target leverages data from Adobe CJA so you can put your content to the test by targeting specific audiences, running A/B tests, conducting multivariate tests, and more. Advanced machine learning algorithms can even automate content personalization, delivering the best combination of images, copy, and other elements to each user.

4. Use Analytics To Define the Problem You’re Looking To Fix

With the right tools in your hands, you’re ready to dive into the real task at hand: discovering how you can improve your content to get better results. Whether you want more conversions, purchases, or leads, let the data lead the way. Analytics will reveal important insights to identify where you’re losing your customer’s attention.

5. Setting Up Activities and Personalization Within Adobe Target

Once you’ve identified potential areas to adjust your content and drive customers to action, you can leverage Adobe Target to create Activities that test your theories on what's working (or not working). Activities could include experimenting with special offers, calls to action, or product positioning with an easy-to-use, marketer-friendly interface.

6. Review Results of Activity

After implementing a new Activity, Adobe Target’s success metrics and reports will help you determine the success of your efforts. Review these reports for insights on customer engagement, purchase funnels, and more. Then use those insights to decide when to end a test or further tweak your digital content, until you find the winning combination. Those findings should inform future content creation, creating a cycle of ever-improving, high-performing content.

The Value of the Content Supply Chain for Creating High-Performing Experiences

Creating high-performing, personalized content at scale is a challenge. Reviewing, publishing, and managing that content long-term is even more difficult. Thankfully, Adobe Content Supply Chain streamlines the task with a comprehensive suite for collecting data, gathering insights, testing and personalizing, and then managing content over the entire lifecycle.

Want to improve the speed, scale, and ROI of your content supply chain? Talk to Rightpoint to learn how we can help you optimize Adobe tools to the fullest. As experts in Total Experience, we’ll show you how to harness data, maximize the impact of personalization, and create more efficient, effective content workflows. Contact us to get started.