Business Scaling

How To Deliver Business Content With Precision At Scale

John Thomas serves as chief strategy and innovation officer at Relay Network, a complete customer engagement solution for the enterprise.

It’s hard to overstate the role content occupies in today’s society. It’s everywhere, and content options are limitless. We can hunt online for vacation rentals, sift through product offers, read the news, watch Netflix, listen to Apple Music, scan Instagram and sweat along to a 30-minute Peloton workout. All before breakfast.

Today, people expect content producers to have what they want when they want it, delivered in the form that they prefer to consume it. And they want unlimited choices.

As a chief strategy and innovation officer at a company that offers customer engagement solutions like scrolling feeds, I see the best consumer content providers, by and large, do what people ask. They not only have the massive content libraries we crave, but they also have the technology and the good judgment to give us access to these libraries without overwhelming us with tons of spam. They do this either by employing sophisticated algorithms that target the user (social feeds), by offering customer choice (direct-to-consumer companies) or by a combination of both (streaming platforms).

Content Delivery In The Corporate World

The corporate world, of course, is trying to play the content card, too. One could argue that companies are struggling to make the right kinds of connections because the content delivery systems they use aren’t built for the tasks they’re trying to accomplish.

Take corporate apps, for example. Apps work well for customers who want to conduct transactions: i.e., filling out an insurance claim or checking a bank balance. Apps are good for displaying products and offering access to services that improve customer satisfaction. But they fail as content delivery systems.

Corporations also have the ability to send marketing content to their audiences through email and other push marketing channels, but these channels also have limited reach ceilings. While email is still a standard form of business communication, it’s no longer a preferred format for most users. People don’t scroll their inbox to snack on content.

Plus, push notifications have limited ability to support multi-media, and push vehicles only reach the people who have enrolled in the app. What’s more, the content companies deliver may present corporate views in their voice, not the engaging, informative material consumers might seek out. Corporate content delivery does a good job of targeting, but, in my opinion, it may not provide wide-open, well-stocked libraries to browse.

Content Delivery In Society At Large

I find content is delivered much more effectively on social platforms. Social media has been at the forefront of modern, scaled content delivery systems. Although they may have their down sides, their delivery experiences are addictively engaging.

Content consumption behavior is dominated by scrolls and carousels. TikTok, Twitter, Facebook, Instagram and YouTube each arrange their content in a scrolling format, giving the user the ability to cover a lot of ground in seconds with a flick of a finger. Netflix’s carousels package up offerings in categories that are easy to navigate: up and down, side to side. Plus, all of this is targeted at scale using relevancy algorithms. They’re updated continually, presenting new content as it breaks and elevating older content when applicable based on engagement trends and the user’s behavior.

These platforms’ success speaks for themselves. Their global usage statistics are staggering and still growing. It goes to show that socially driven content mechanisms are connecting with wide audiences. I believe they offer a wide assortment of content and are targeting it reasonably well.

Modern Business Content Delivery For Tomorrow

While the business world was relatively quick to adopt the internet and mobile apps, I find it’s been slow to adopt the past decade’s content consumption behavior—scrolling feeds. The scrolling feed’s combination of personalized targeting, massive content libraries delivered at an individual level, reach beyond apps and portals and a scrolling format can alter the B2C interaction landscape as much as social feeds altered C2C interactions over the past decade.

A scrolling B2C feed content delivery system curated and arranged in a business appropriate manner may drive much deeper levels of engagement between companies and customers, resulting in better outcomes for both parties in the interaction. It requires no behavioral change from the consumer. In fact it could be a welcomed interaction format. It also can be delivered at a low cost and may improve companies’ flexibility in loading content and in supporting multiple content formats.

Businesses shouldn’t crowdsource content like YouTube, but they can provide customers and prospects access to material produced by influencers and experts in various fields. Pick a domain: A healthcare provider could provide third-party content from the likes of the NIH or the Mayo Clinic; a bank from the likes of Cramer, Warren Buffett or bankrate.com. A business feed solution can curate the expertise and then make that expertise available in a feed format that engages users and enriches their customer experience.

How Businesses Can Incorporate Scrolling Apps

So, how do you get going? The first tip is to start slow and not try to boil the content ocean. Don’t start feeding content from a wide variety of sources on day one to serve multiple campaigns in the organization. Starting with the data and the campaign triggers you already have allows you to focus on specific needs. As you generate results, pull in more content from more sources and continue to create content that’s relevant to pain points you’re trying to solve.

The biggest challenge is to resist the temptation to make a feed exclusively targeted to product sales. Getting spammed repeatedly by product-focused content is one of the main reasons customers tune out of corporate communications. Focus heavily on education and advice-based content that may not be reaching your desired audience in your transactional app or website.

Businesses will always be looking for the next best way to engage with their customers. Emulating social media’s methods—serving up business content in a near unlimited organized, bucketed, curated, simple manner—represents a step toward modernizing and improving business-to-consumer interactions.


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https://www.forbes.com/sites/forbesbusinesscouncil/2022/10/31/how-to-deliver-business-content-with-precision-at-scale/

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