“The immaculate reception” and “the silo smasher”: A content playbook that works

The following is a selection from IBM’s Digital Experience Playbook. Download the full guide here for a set of tactics and tools to rein in your content-led digital experience.

The scramble to create content and provide experiences on every platform available has created chaos — but some companies are finding ways to get a handle on where the right opportunities are for their brand and their consumers. None of that happens by accident.

Of course, in the digital era, chaos is the norm. Departments crash into each other, or —  just as bad — work in isolation. Redundancies pile up; jobs simply take too long. Surfacing and acting upon informed insights in real-time — operating as an efficient, well-oiled machine — requires a lot of coordinated action, and an organization-wide understanding of what the company’s goals are and what resources are available to help reach them.

Below, we’ll explain how marketers can use AI-driven technology to surface content and act upon informed insights in real-time through two situational plays. Once you have these down, download the full playbook for interviews, confessions from those in the weeds, additional plays and more.

The problem: Metadata overload
Content tagging and organization: It’s a deeply unsexy topic. Time-consuming, dull —  the last thing anyone in the company really wants to be thinking about.

It’s also crucial. It’s the difference between summoning the video, image, or text you need at a moment’s notice or doing so in days or weeks. It’s the difference between reaching users right when you need to or missing them entirely.

The solution, as Vivere Travel discovered, is to automate the process of content tagging, using visual recognition to recognize the specific characteristics of any given content —  for instance, the gender or age of an individual in a photo, or the color of an object — and then filter that information onto an accessible platform. Then, with nothing more than a keyword search, anyone throughout an organization can summon exactly the content they need.

Solve it with: The immaculate reception
An organization’s disparate content, at first floating in various locations throughout its cloud ecosystem, is filtered onto a centralized platform and tagged. The tagged versions of the content are then made accessible to consumers.

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The problem: Versioning vertigo
“Content” comes in many forms. Your first thoughts might go to Instagram photos, Facebook videos, copy on a news site. But internally, content can mean anything, from the HR team’s employee data to the marketing team’s repository of customer email addresses.

In an inefficient digital environment, an employee seeking out a certain type of content runs the risk of surfacing multiple iterations of it. Take Tinker Federal Credit Union, which helps issue PIN resets and new debit cards. Multiple business divisions within the company often work with the same debit card data.

In the past, that data was entered into the company’s system multiple times, and in multiple places, often with minor differences. When employees needed to go back and surface that information, they usually had to search through several different databases or make multiple phone calls before they could determine which version to use.

So Tinker created an employee portal that concentrated all versions of any given piece of content onto a single webpage, making it far easier for employees to peruse various versions of the same content and pick out the best one.

Solve it with: The silo smasher
As in The Immaculate Reception, The Silo Smasher begins with an organization’s content floating freely and disparately on various servers and cloud platforms throughout its ecosystem. All versions of that content are then integrated onto a single platform, at which point they’re made accessible to marketers and customer service reps through easy-to-use portals.

Download the full playbook for access to interviews, confessions from those in the weeds, additional plays and more.


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