Why Content Operations for Rich Media Digital Engagement

Customer and employee content expectations are growing. Most organizations are still ad hoc in how they manage content operations and workflows for their virtual events, campaigns, internal and external communication, web sites and others. A lot of one and done. A lot of waste.

Today communication professionals, marketers, leaders, and promoters lack the means, the automation workflows, and assistance to plan, program, and deliver their communication in a way that is simple, accessible, and that helps them assess the effectiveness of personalized digital content. Too often content needs to be created by external agencies, a creative process that should not need to be outsourced.

Video is the most compelling content today to drive higher retention and higher actionable conversions but is much more difficult to deliver to broad audiences in the form of video communication, internally and externally. The enormous volume of existing video content is either going unused, not used to its fullest capacity, or drive benefits for the organization. Most content ends up in storage and not repurposed or activated.

The outcome:

  • Hundreds of events and presentation video lay dormant on hosting platforms with no strategy to get more from the investment to create these,
  • Engagements like events are too often one-and-done,
  • After the event ends the team moves on to another project and nothing keeps the event’s rich conversations alive,
  • Video solutions intended to accelerate e-commerce and business outcomes are underutilized and underperform on the mission they have been deployed for.

Video has been too hard for individuals and teams to personalize causing extra cost and delays. Traditional approaches of disseminating information in the form of email, texts, Slack, company and internal websites, advertising and others are ineffective means of communication and knowledge transfer for these communities. Simply put, they lack context.

For most these digital touches only generate noise making it difficult to detect the information conveyed in the signal. Considering it takes on average seven touches before someone considers acting, a lot of noise gets introduced further exacerbating the situation.

Those tasked to interact and disseminate information and knowledge to their communities - the messengers - lack the means, the automation, and assistance to program their communication and media delivery in a way that is simple and accessible to them, and the means to assess their effectiveness. Marketers, leaders, and promoters need help to craft and automate the delivery of programs and initiatives that meet the broad set of goals of the communities or organizations they serve and do so over an extended period to meet the needs of their intended targets when they can consume it.

It's not surprising that most give up on the notion of managing and streamlining systematically the processes and workflows needed to effectively leverage rich media content for digital engagement.

End Content Stagnation

Content operations practices aim to break bad habits and content stagnation. They help you move from ad hoc content creation and dissemination into a practice that resembles a content factory by making the management of content registration, definition, and activation systematic.

Its goal is to help you eliminate bad practices:

  • Content strategies that lack focus, well-aligned roles and responsibilities, optimized processes, and devoid of a supporting content operations system,
  • Ad hoc creation and management of content creation and dissemination,
  • Teams tempted to skip formal operational planning and just start creating content.

Content operations practices are needed to help make more systematic the registration, management, and dissemination of rich media content for effective digital engagement. To extract and leverage the information to appropriately personalized for the audience, AI-services and workflow automation services are needed. Content operations needs to harmonize people, processes, and systems essential for the delivery of mature rich media content for effective digital engagement.

A Rich Media Operations Platform

A rich media Content Operations Platform provides the means, the automation workflows, and assistance to plan, program, and deliver communication in a way that is simple, accessible, and that helps assess the effectiveness of personalized digital content. It provides the means to register content, augment it using AI techniques to extract the information held, and automate and manage its lifecycle. It provides the means to curate and augment content, to create adapted and personalized content intended for various audiences and channels and offers means for teams to collaborate in the creative and release process. It integrates people and processes tasked with the sharing, distribution, activation, and tracking of rich media content.

It helps

  • drive digital engagement,
  • give teams a unified view of the rich media content it has at its disposal,
  • codify decision making, responsibilities, and team resources involved,
  • standardize team processes and procedures,
  • deliver the right, optimized, and personalized experience to audiences,
  • augment content using AI techniques to extract more value out of the investment required to create it,
  • unify content distributed across systems,
  • deliver aggregated insights to assess the effectiveness of communication and information sharing.

Organizations and people are constantly inundated and bombarded with content and messages, so status quo is no longer an option, neither is inaction.

AI-Personalized Rich Media Operations

The GLX Content Operations Platform empowers content professionals to simplify, streamline, and coordinate to create, repurpose, and share video content with less effort and an increased pace of delivery.

The GLX Content Operations Platform gives video content teams the tools to collaboratively produce, extract and convey information, and distribute quality content that delivers meaningful and targeted video content for their intended audiences. Platform services include content registration, content definition, AI-assisted repurposing, content activation capabilities, and the automation workflows to make it easy.

Content Registration Services

These include the abilities to import and integrate with content providers; AI-generated metadata and annotations of transcripts, attendees, key phrases, visual tags, highlights, and chapters, and the ability to share content./

Content Definition Services

These include the abilities enabling the creation, sequencing, and overlaying of video, audio, and images; video-select and clipping for new content creation; content curation and screening for review, commenting, versioning and release approval; and collaboration and notification capabilities with internal and external collaborators.

Content Activation Services

These include the workflows and services such as media pages and channels offering various layout options for content experiences, SEO, categorization, lead generation forms, social sharing, publication and notification APIs, analytics, and insights and distribution with 3rd-party platforms and repositories that deliver compelling activation experience.