In the finale of our five-part video series on the Future of Customer Experience, Accenture Interactive content lead for Australia and New Zealand Stephen Hamill talks with AdNews editor Rosie Baker about content strategy and how brands can best manage the welter of content produced today.
"Organisations that are doing really well and starting to outpace their competitors, they're really getting content right," Hamill says. "They understand content, they understand messaging, they're very clear on what it is they're trying to say to their audience and they're very capable, through analytics, of understanding what their audience's intention is and hitting the mark with that messaging."
Content is key to fostering engagement and trust with audiences, continues Hamill.
On the question of how to viably produce content that meets consumers' high expectations and cuts through the content clutter, Hammill stresses the need to "decouple" content production from content management by instilling efficient "industrialised" processes.
And like all messaging, content works the best when clients have a defined and well thought out strategy, he says.
This video is part of an integrated 'Future of CX' series in partnership with Accenture Interactive. Also see managing director Accenture Interactive ANZ Michael Buckley explore connected creativity, marketing services lead for ANZ Irwin Lim discuss the new breed of "Experience Architects" required today, Fjord APAC GM Bronwyn van der Merwe explain the 'Living Business' thesis and e-commerce practice lead Jason Ross explain how to supercharge service delivery.
You can also read more of Lim's thoughts on the architects of new marketing plus pieces from Buckley and van der Merwe.
And listen to a special edition of the AdNews Podcast where Buckley and van der Merwe have a wide- ranging chat with Rosie Baker about how to deliver highly personalised micro moments that are "cool not creepy", experience marketing, service design and the rising tide of liquid expectations. Find out more about Accenture Interactive here.
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