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Gaining Quality, Gaining Time: How to Strengthen Your Content Management

Day in, day out there is no shortage of work to be done among retailers, brands and businesses alike. The constant to-do-list among these companies can be overwhelming – yet the need to create compelling content that captures their target audience has never been more important. Keeping this in mind, how do busy brands build their businesses while delivering content that’s worth taking notice of

Gaurav Julka of Electrolux understands this challenge firsthand. Julka had an end goal of reaching more consumers through communication – yet it was the right communication that mattered most to him.  Among his goals? Capturing customer attention, sharing timely and relevant content that pertained to the Electrolux brand and engaging consumers between purchases. To help do this, Julka began using Watson Content Hub from IBM – a cloud-based CMS featuring AI (artificial intelligence) –  in August 2017 in an effort to streamline and support his goals of connecting with consumers while also strengthening brand engagement.

On-Demand content has been a key success factor for us. It is really about the speed at which we can now create content and deliver it straight to consumers,” explains Julka.

Achieving content success is no easy task, however. Julka recognized this challenge and as a result, welcomed Watson Content Hub into his content organizational strategy.

By using Watson Content Hub, we streamlined our efforts and efficiency. Additionally, the content organization is based on filters and dynamic searches, aided by automatically tagging the content with AI visual recognition, helping with search and organization factors,” explains Julka.

Expanding on this, Julka points out that “Watson Content Hub is really user friendly, and uploading media is as simple as drag and drop. Watson takes care of the rest, allowing my team and I to take care of what we need to do, as well.”

Easing business responsibilities is always a goal among savvy business leaders, with

Vivere.Travel – a destination discovery platform combining exclusive content and existing data that helps travelers find the right destinations according to their preferences – agreeing with Julka that ease and efficiency is essential for business success. CEO Matteo De Santis had searched for this type of efficiency to help save his company time while still delivering valuable, engaging content for his consumer audience – a must, as he pointed out, in today’s busy and competitive marketplace.

Saving time and gaining work power is important for us,” shares De Santis.

Holly Schalow – Program Lead of Worldwide Sales Transformation at IBM – knows the value of time saved yet performance gained, as well.

Using Watson Content Hub, we were able to streamline our content publishing while also gaining the ability to better utilize our time. Rather than spending hours tagging, cataloguing and updating content, we are able to focus on collaboration, creativity, design and messaging,” explains Schalow.

This key factor in time management is an important one to consider as you identify your own content goals. No longer can businesses ignore the reality that technology can ease their operations – and more specifically, technology can strengthen their content and communication efforts while saving time, as well.

Users of the CMS can dismiss tags they don’t want to use, but over time – as Schalow explained – the system learns the context of the content uploaded and the process becomes almost too easy. With responsive delivery via the cloud, IBM’s Watson Content Hub continues to gain insight and improve upon what is already working great.

My biggest time-savers are powered by Watson AI technology. Watson Content Hub assists me with managing my assets and automated tagging gets better and better as the system learns the context of my content,” shares Schalow. Additionally, Schalow explains that “we realized how much time we spent on manual processes and were able to replace that time with collaboration that has increased the quality of our content.”

When it comes to connecting with customers, building brand awareness and highlighting your unique company’s authority in the consumer marketplace, there’s no more powerful way to do this than by content. Whether shared on social media, via email marketing, through text messaging, on your website and more, content leads consumers to decisions… including sales. Help your brand generate more visibility and more revenue while saving time along the way. Explore Watson Content Hub to experience firsthand how you can strengthen your content goals in 2018 and beyond.


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