Thousands of technologies are now available to make planning, creating, delivering, and maintaining content faster and easier than ever before. 

But many organizations lack a strategy for a content technology stack. Developing one should be a top priority. Doing so will not only help you improve your content operation now, but also will set up your team for future success. 

I have no doubt technology will be able to do much more for content in the future,” says Colleen Jones, founder, Content Science. “No matter what those technology capabilities are, companies that view content as a system will be better able to accommodate the machine capabilities and shift the roles of people to make the most of those capabilities.”

Types of Content Technologies

Content technology is no longer just about content management. Below is a sample of the types available today.

For a robust list of content technologies, check out Content Technology: An In-Depth Guide

Trends

There’s more content technology available today than ever before, and its role inside companies has matured. 

Companies are creating content technology stack strategies. “How do you manage this complex [technology] reality? Develop a strategy for your content technology stack.” Colleen Jones, Advanced Content Marketing on LinkedIn Learning

Organizations are changing how they use content management technology. Today, there’s much less emphasis on using product lifecycle software and protocols for email retrieval to manage content. Content management systems enabling online collaboration, project management, and data storage are still very prominent needs from technology. — Content Science, What Makes Content Operations Successful?

Companies will continue to turn to cognitive marketing. It’s estimated that 50% of companies will soon use smart systems like IBM’s Watson to automate marketing. — IDC Research

CMS is evolving, helping brands to scale content and cover more devices and touchpoints. With headless and decoupled content management systems, companies can use any front-end tool to present and deliver content beyond websites and apps, “reaching any channel from kiosks to smartwatches and even inside virtual reality headsets.” — CMSWire

Content intelligence is a priority for major companies. Forrester’s Ryan Skinner calls content intelligence “technology that helps content understand itself—what it’s about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.” Right now, there are few content-focused AI platforms, but this new frontier has become a priority for major companies like Adobe and Salesforce. Curata, Forrester

CEOs see the benefits of incorporating advanced technologies. Over 80% of CEOs consider artificial intelligence and machine learning either “very important” or “extremely important” to the future of the company.  — Colleen Jones, The Content Advantage

Uses and Benefits

Although companies see the benefits of content technology, they lack a clear strategy for incorporating these technologies into their day-to-day operations. Advanced technologies like artificial intelligence and machine learning help companies personalize content and achieve their content goals. 

Automation and streamlining frees up bandwidth to focus on big wins “There’s a real opportunity cost to not being able to iteratively improve content. There’s also a real opportunity cost with not being able to innovate. You’re really going to be hampered in your ability to innovate if you’re bogged down in maintenance.” — Colleen Jones, Content Insiders

Technology helps companies scale content operations. As your content program scales, technology will be especially helpful in three areas: content operations, content intelligence, and content delivery. — Colleen Jones, Introduction to Content Marketing on LinkedIn Learning

Companies use technology to develop content supply chains. “The entire marketing team within Dun & Bradstreet is involved in the supply chain. We have been rapidly optimizing our teams and organizational structure to deliver on this. Its success depends most heavily on the quality of the handoffs between the teams, from input to creation to publishing to analytics. We use a content management platform as the plumbing for the supply chain, automating workflows and collaboration to make us as nimble as possible.” Creating Compelling Content at Dun & Bradstreet: It Takes a Village

Personalizing content is one key to a successful content strategy. “Advanced personalization technology can enable you to offer content based on your customers’ behavior, their roles, their preferences, or a combination.” Colleen Jones, Founder of Content Science 

Brands must be thoughtful in how they personalize their content. Creating personalized messages and experiences requires intimate knowledge of customer journeys, relevant content that drives action, and technology that helps deliver and measure experiences. Gartner, Rethinking Personalization for Maximum Impact 

Decoupling for multichannel content delivery. “A headless CMS is like a traditional CMS, but without any way to present the content being created and stored within it. It simply allows for the creation, reading, updating and deleting (CRUD) of content. That might sound counterproductive at first, but the idea is that — thanks to the lack of a front-end delivery layer — brands can use any front-end tool they want to present the content, meaning they can deliver content beyond websites and apps, reaching any channel from kiosks to smartwatches and even inside virtual reality headsets.” 34 Headless CMS That Should Be On Your Radar

Just 18 percent of marketers are currently using AI in their martech stack. Marketers who are willing to adopt artificial intelligence will advance ahead of their competition. — Content Science, AI and Automation: The Future of Content Marketing?

Companies that use advanced technology are more successful. Few enterprises (15%) use advanced technology like machine learning or AI for automated content delivery, personalization, generation, and measurement, but the companies that do are more likely to succeed. — Content Science, What Makes Content Operations Successful?

Power comes from marketing and IT working together, with the CMT as a liaison. “Today, companies can no longer afford separate silos between marketing and IT. The rapid collapse of these silos means that one person must be able to converse seamlessly between both groups.” — Marco Antonio Cavallo, The rise of the chief marketing technologist

Bottom Line

Content technology is evolving and improving at a rapid rate. Companies that are ready to take advantage of these tools and systems are seeing more success. They can get and keep their staff on the same page more quickly, produce higher quality content more efficiently, and develop messaging that meets their customers where they are more effectively. To accelerate content technology adoption at your organization, consider these technologies and tools for planning, creating, delivering, and evaluating your content.

The Author

Content Science is a growing content strategy and intelligence company and the publisher of Content Science Review. We empower digital enterprises for the content era by taking their content approach to the next level. Customers of our professional services and one-of-a-kind products (such as ContentWRX and Content Science Academy) include the Fortune 50, the world’s largest nonprofits, and the most trusted government agencies.

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