Content-as-a-service in digital marketing
For decades, the saying “content is king” has reigned true in digital marketing. However, the way brands create and leverage content is evolving. Going forward, the new paradigm will be “content-as-a-service.” Rather than each brand developing unique content in isolation, the future lies in centralized content production and distribution on-demand.
This new content-as-a-service model promises to benefit both brands and customers. For brands, it reduces duplication of effort and allows laser focus on core competencies. No longer does every company need to hire writers, develop strategies, or manage content platforms independently. They can outsource production while maintaining oversight and branding. For customers, it enables access to fresh, vetted material constantly without information overload.
Why is this shift occurring now?
Several factors are converging to make content-as-a-service an idea whose time has come. Specifically, the explosive growth of content and data online. Additionally, new AI techniques for automation and personalization. Furthermore, widespread adoption of APIs and embedded content across ecosystems. All this has made the centralized production and on-demand access model not just possible, but indispensable for the future.
To understand how content-as-a-service could work, envision a company that specializes in constantly creating several types of pre-approved content such as blog posts, social updates, emails, web pages, etc. on a specific topic area. Meanwhile, brands sign up for access via plans with set monthly volumes. Then they log in to search, access, customize and integrate materials as needed through intuitive interfaces. They may receive ready-to-use graphics, text, videos, even interactive assets formatted for their preferred channels.
An important part of this model involves personalization at scale.
By understanding each brand and their customer base, the content provider analyzes patterns to serve the most relevant material. AI is useful here for matching content to a client’s voice, values, and targeting parameters without losing proprietary control. The goal is to offer a leveled-up version of what any individual brand could achieve alone – with the same quality but far greater speed, variety and ROI.
Some may worry this approach could dilute unique brand voices or encourage copy-paste content recycling. However, with the right guardrails it need not be so. Proper safeguards, versioning, and oversight would still permit brands to modify content as they see fit before publishing under their own imprint. The content provider also has incentive to continually innovate new material within pre-defined brand frameworks – not just recycle existing assets indefinitely.
In closing, content remains foundational to digital marketing success. However, how we produce and deliver information must evolve with the times. A centralized content-as-a-service model presents an efficient, scalable and collaborative solution for brands and customers going forward. By outsourcing production while maintaining control, both stand to gain access to more relevant, compliant materials to grow and better serve their audiences. For businesses and end-users alike, content on-demand looks poised to become the dominant paradigm.