Four factors for a successful Customer Journey - #1 Content

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Today, the real challenge for marketing strategists is to deliver exceptional digital experiences throughout the entire customer journey. There are several factors relevant to success. I have chosen these four:

This short blog series will explain in more detail what this means and how these factors can be taken into account and used in a technically appropriate manner.

Starting point content: A brief excursion through history
The history of content marketing is long. And depending on the source you look at, it began as early as the 18th or 19th century. One thing is certain: since the 1990s, almost every company has become its own publisher. Even at the end of the last century, it was no longer enough to have attractive products and services and hope that customers part time data would find them. The right content was needed. With WCM (Web Content Management) and CMS (Content Management System) solutions , companies were finally able to design and manage multiple websites and languages, as well as thousands of pages.

Web 2.0 was established primarily through social media. Content became faster, more dynamic and, thanks to mobile devices, accessible from anywhere. And just when people thought: "We can't go any further now," new content variants were created, which were reproduced across an ever-increasing number of touchpoints. Demands from customers and prospects increased. Major digital players such as Google, Facebook, Instagram and Co. set the standard for modern communication and information.

Content editorial team: still CMS or DXP?
To answer the question of whether a good CMS is enough for a company or whether the path inevitably leads to a digital experience platform (DXP), it is necessary to briefly consider the differences and similarities.

First of all, the common ground: content is king, both with CMS and DXP. However, the main goal of a CMS is to display website content in a professional and publisher-friendly manner. This also includes all the functionalities that allow for a responsive presentation of the design or scaling of the website as needed. Powerful CMSs are also able to guarantee multilingual and multi-client-friendly websites, for example for major brand presences in different countries.

Content management only becomes really complex when it is not just about the web presence, but about the entire marketing presence, any number of campaigns, internet presences, apps, social selling and much more. Complex, but consistent – ​​this is then a task for a DXP. Because: The special performance of a digital experience platform is to develop content with the help of a uniform, centrally managed database, which is reproduced on the various channels depending on the target group, language and need. And everything must be user-friendly for the company's editors. To put it bluntly: regardless of whether customers are in Turkey, Germany or the USA: They receive current and consistent information about products and prices from all over. If something changes, it is maintained centrally and can be accessed from anywhere.

It is clear that content plays a fundamental role in shaping any digital experience. A DXP has the following characteristics:

Websites and applications can be created with a consistent design and also modified without affecting the content.
Website publishers can intuitively manage campaigns , create relevant landing pages and content, capture feedback, and update and repurpose content to keep readers coming back for more engaging pages.
Creating digital experiences is an ongoing task. Here, however, the marketing team can be both reactive and proactive in introducing new products and services to the market through constant monitoring, thereby influencing sales.