Today, we undeniably live in an era where innovation, speed, and scale are in the name of “game changing” for business. And to optimally achieve all three and more, and to stand out amid fierce market competition, technology is certainly playing a pivotal role in various industry sectors.
However, beyond the realm of core business operations and related decision-making, technology in a broad sense, and technology-enabled interventions in particular, are also gaining in importance in parallel. For example, the use of technology is leading to multiple late breakthroughs in terms of redefining media visibility, marketing, and content publishing, among other related aspects that are critical for building the reputation of modern businesses. .
That being said, within the content-media-business-connect ecosystem, there are several shortcomings and challenges to date. To begin with, the ecosystem lacks transparency, and furthermore, it is unfortunate that there is an overreliance on traditional ways of doing things using mostly outdated techniques and methods. But with the increasing application of technology and tech-enabled tools, things are changing for the better, enabling businesses to gain real-time visibility and insight into the systems and processes involved.
Speaking of bridging technology and/or sometimes even closing existing gaps between today’s content publishers (including but not limited to journalists, bloggers and influencers, etc.) and company stakeholders (including, but not limited to, CXOs, regional managers, marketing professionals and HR managers, and most importantly, founders and business owners, among others), let’s examine the main areas of impact in this regard:
- Community building: Today, communities, whether online or offline, are the building blocks of successful businesses. From building a community virtually to maintaining it effectively, technology acts as a major enabler at every level. Additionally, technology-enabled data collection can go a long way in attracting and integrating like-minded individuals or stakeholders into one’s community, as well as engaging with community members to derive insights. ideas and best practices.
- Automating: From bringing new products/innovations to market, social media posting, content creation and content publishing, to collaborating and engaging with and between internal and external stakeholders, the Technology-driven automation – made possible by new era automation tools or software – is today at the forefront of a plethora of reputation building and public and media relations activities. Not only does this automation help reduce human intervention and effort and improve productivity, but it can also help increase ROI, lead generation, and improved credibility with the amount of content developed and published for company visibility.
- Data analysis: Needless to say, today the importance of data-driven business strategy development and content visibility is well recognized, but modern businesses often suffer from a double-edged dilemma – either having too much data (data explosion), most of which may be useless to track or measure; or that of having too little data or poor quality and inconsistent data. In solving these two problems, once again, technology is the ultimate saviour. Through the use of technology platforms/solutions that provide optimal data collection mechanisms and real-time visibility for business stakeholders through clear and distinct data analytics, stakeholders are able to ‘identify relevant and high-performing content (that has an impact on their target groups), and continuously measure/record and measure data points to track results related to their content, campaigns, etc.
- Content monetization: Finally, technology is also playing, lately, a greater role in monetizing content. With the help of targeted content delivery and measurable results made possible by advances in technology and rapidly changing media and content revenue models, content creators and developers are now able to leverage more and more income opportunities, while being supplemented, supported. and/or sponsored by commercial actors. Additionally, recent years have seen a growing proliferation of third-party technology platforms that bring together relevant content publishers as well as business stakeholders, so that both parties can benefit and monetization can be enabled seamlessly.
In summary, the convergence of modern technologies with businesses and content players is ushering in a kind of unprecedented revolution and helping the ecosystem to become more “3P” oriented, i.e. more competent, productive and profitable. While creating and implementing technology tools and software is a great starting point for realizing the disruptive benefits of technology, we should also note that working with too many tools often adds complexity and complexity. overload. Thus, the need of the hour is to build a single platform that encompasses all the aspects mentioned above and helps to make the ecosystem smoother and better while helping every stakeholder to derive maximum benefit from the technological marvels. At the same time, we also need to focus on integrating technology and/or technology-centric approaches into the systems, processes and, of course, the people involved on a daily basis. After all, technology without people at its heart is indeed meaningless and useless in the end!
The opinions expressed above are those of the author.
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