There are an estimated 1.7 billion websites on the internet with 576,000 new websites added every single day, more than 600 million blogs, with over 7.5 million blog posts published per day in 2023. Google Images has 136 billion images, and by 2030 the number will go up to 382 billion.

These numbers showcase the value of content to help businesses stay at par with the competition and craft memorable customer experiences. Companies are committed to presenting the right content to the right audience on the right channel and at the right time to establish human-like CX. This requires optimizing the content creation process for greater efficiency, so that content can reach its intended audience before the market trends lose relevance and significance.

According to research conducted by CMI, a substantial percentage of marketers have achieved their respective goals through content:

• 88% have created brand awareness and built credibility and trust


• 80% have effectively educated their audiences


• 60% drove attendance to one or more in-person or virtual events


• 78% have built loyalty with existing clients and customers


• 72% have generated demand and leads

To achieve these metrics, leading businesses are using superior marketing technology stacks with advanced tech Digital Experience Platforms (DXPs) like Optimizely to support their team with the tools they need to battle the continually evolving digital space.

What is Optimizely?

Optimizely is a flexible, scalable, and user-friendly DXP, enabling businesses to create engaging digital experiences that drive customer engagement and revenue. It offers a versatile cloud-based Content Management System (CMS) that enables content creators to create and manage content from one platform, run experiments at scale, and take data-driven decisions.

Learn why Optimizely is the ultimate solution for content management.

Benefits of Optimizely CMS in creating content effectively

Content creation is a long process with multiple phases, which starts with an initial idea to its eventual publication and marketing to the right people. Many businesses encounter challenges to manage the content lifecycle, often relying on CMS primarily for distribution, leaving 85% of the process untouched. Optimizely CMS can help businesses shift this approach by assisting creators in every phase of the process, increasing efficiency substantially. Let's understand how:

 

Phase 1: Identifying what needs to be created

Photo by Scott Graham on Unsplash

To create content that fulfills the business goals, content professionals require tools that can help them bridge the gaps in their current content and the content their target audience is searching for on the internet.

Optimizely enables teams to collaborate across digital silos and streamline content management in the following manner:

• To learn what the customers are searching for, businesses need to identify the trending topics and target keywords. Optimizely's CMP provides real-time data on several SEO metrics, such as search volume, competition, and click-through rate, and also offers keyword recommendations based on a variety of factors, such as the user's content, industry, and target audience.
• Optimizely Content Intelligence compares content consumption versus content volume to help understand and address the gap in content availability. It provides insights about how content is being shared on social media to understand which content is resonating with their audience and hence make adjustments to their content strategy accordingly.

Apart from using these tools, marketing teams should collaborate with members from various customer-facing departments like sales to gather insights about the target audience and engage with the audience on social media, to discover the language their audience uses to talk about their needs and pain points.

Understand how successful marketers are crafting their content strategy.

 

Phase 2: Planning the content

Photo by Marten Bjork on Unsplash

With all the insights in place, the next stage is to brainstorm content ideas and plan the content that needs to be created. To streamline, businesses require a lot of collaboration tools and capabilities which Optimizely Projects provides:

• All ideas and tasks can be organized and accessible in dedicated workspaces.


• Writers can outline the article and page ideas directly in-context for a more practical and actionable content development process.


• Members can engage in embedded content discussions about the project or conduct specific discussions about individual content items for clarity in content planning.


• Improve communication and feedback flow with direct comments to specific team members using @-style mentioning or broadcast notes and updates on content to relevant channels as needed.


• Plan content in advance with the content calendar to ensure that content creation workflows are in sync with the publishing schedule and that all the necessary resources are in place.

Discover how to streamline content workflow with Optimizely CMS for maximum impact.

 

Phase 3: Creating the content

Photo by Jametlene Reskp on Unsplash

The three most important aspects of content are originality, clarity and presentation, because it’s not just about what we say, but also about how we say it. When the audience comes across unique and fresh content, they are bound to engage with it. So, businesses should ensure that their content creators have the tools that help them create such content consistently at scale. Here’s what Optimizely CMS offers:

• Library of pre-built content templates that can be customized to create professional and unique brand content.


• AI-powered content generation to generate a variety of content types, such as blog posts, articles, and product descriptions, etc. more quickly and easily.


• In-context content editing to create and preview content as it would appear in the final version, supporting creative experimentation and collaborative edits.


• Asset-scoped content creation to tie media assets, like images, to the lifecycle of specific content items, reducing the clutter in case the content is rejected or removed from the planner.


• Content version control to track all changes to content and easily revert to previous versions if needed.


• Approval workflows and project management to manage roles and permissions, use default or custom-built workflows, track progress, review content, and rely on notifications, alerts, and escalations to ensure each task in the sequence is completed.

Apart from content generation, streamlining content management for reducing, reusing and repurposing content is crucial. Optimizely CMS supports the following in-built tools for smooth content management:

• Centralized content library where creators can store and manage all of their content, including blog posts, articles, e-books, and videos.


• Content tagging to tag content with keywords and other metadata. This makes content easy to search for by filtering for specific criteria, such as topic, target audience, or publication date.


• Asset analytics to track asset usage download data to identify which assets are being used frequently and which ones are underutilized or unused. These assets may be suitable for review, repurposing, or archiving.

 

Phase 4: Managing brand content

Photo by Austin Distel on Unsplash

Once content passes the editorial stage, it moves to the next stage, i.e., delivery and refining. Optimizely CMS has following tools to streamline this:

• Publishing automation tool and integration capabilities for multichannel delivery. Content creators can create content once and then publish and promote it across multiple channels, including websites, mobile apps, IoTs and social media, for a consistent customer experience. For example, they can schedule social media posts that coincide with blog releases or email newsletters, maximizing the impact of their content.


• Real-time updates to push content changes in real-time across all channels, ensuring that the audience always has access to the latest information. This agility is especially important for time-sensitive content.


• Optimizely Web Experimentation to run different types of tests (A/B, Multivariate, etc.) on different versions of content to see which headlines, images, call-to-actions, and other elements of content resonate more with the target audience.


• AI-driven personalization to show different content to different people based on their demographics, interests, and behavior for more engaging and relevant experiences.


• Content analytics and third-party tool integration, like Google Analytics 4, Customer Data Platforms etc. to identify what content is performing well and what content needs to be improved.

Explore the benefits of advanced personalization features of Optimizely.

Conclusion

Success in the digital world depends on more than just having a website or outranking competitors on Google. Platforms change, algorithms evolve, and audience preferences shift. Staying relevant requires a willingness and technical capability to adapt to these changes, experiment with new formats, find innovative ways to engage the audience, deliver exceptionally relevant experiences across the customer's journey and achieve sustainable growth.

With all the capabilities we explored above and much more, Optimizely is built to empower content creators and businesses with the tools and technologies they need to excel in their craft and contribute to their enterprise digital transformation journey.

As a bronze Optimizely solution partner, we at Altudo are focused on creating 1:1 personalized, seamless experiences across channels and optimizing your customer experience. We have years of experience and expertise to help you implement Optimizely for maximum business impact. Get in touch with our experts today to start your digital transformation journey today.