Automation is today’s business trend that’s reshaping how we work, collaborate, and do business. It is as transformative as industrialization in the 18th century. Jobs that were essential 30 years ago are now obsolete. Automation has been affecting industries for decades but now we are see it making waves in the digital space: automated content solutions. And now content creation is feeling the effects of automation.
In the next 20 years, artificial intelligence (AI) driven automation will continue to impact industries in all sectors of the economy. Many of these innovations will spread since they simplify workflow while also reducing business expenses.
Content automation is one area where asset management firms and legal compliance divisions will see how content automation can streamline their workflow.
What is Content Automation?
Content automation may sound like a confusing term to businesses. Sure, it’s easy enough to understand how a packaging machine in a food processing plant facilitates workflow automation. The machine can do the function of several full-time workers at a fraction of the long-term costs. We’ve all seen images of car production plants where swift-turning robots seamlessly build an automobile on the assembly line.
So what does it mean to automate content? Large enterprises that generate lots of content usually have an enterprise content management system (ECM) where content can be entered and pushed live onto its website or onto that of a client. For a company that is publishing articles or blogs a web-based CMS like WordPress is often all that’s needed. But for financial asset management companies and organizations with large legal, marketing and compliance divisions that are producing lots of legal documents, factsheets, and reports will be overwhelmed by manual processes unless they have good component content and automated publishing platforms.
Automating Document Management Across the Enterprise
To understand content automation, you need to think of content production not as a single event but as a multi-stage process.
1) Do you even need to create content? A simple question that could save you hours of work. Content analytic tools can scan your content database to determine if you already have the content that you need.
This is a crucial tool of the content automation process. As you need to make sure you are only creating content you absolutely need while leveraging and editing content that already exists. Our tool Appasense, for example, continuously scans a content library to generate analytics, reports, and real-time notifications of similar or duplicated components.
2) Deploy a component content management system. By atomizing content and enriching it with metadata, you can easily repurpose and automate many of the manual assembly and distribution tasks. DocuBuilder, our document management solution, simplifies content production by turning content into granular, reusable components and overlaying custom business workflow and assembly rules to reduce effort and save time.
3) Seamlessly publish from an approved source to all channels and consuming platforms. By creating intelligent content and separating the presentation and content layers you will be able to deliver the same or sub-packages of assembled content without any manual intervention. Users should not be wasting time waiting for others to process the same content into another package.
A good example of how this can work is a fact sheet. Much of the content used for a fact sheet is repurposed to websites, sales enablement, CRM, Marketing Automation and a host of other downstream platforms. In many shops each of these handoffs represent a separate task that can create time delays and inject risk into the publishing process.
But, if you automate the content that goes into a fact sheet, once it’s approved, it can be delivered to all of the above mentioned consuming end-points at a click of a button.
As a result, you will have an end-to-end process that delivers lean, on-message content, reduces the amount of time your teams spend on content creation and preparation, while enhancing delivery across the enterprise.
Our innovative plugin AppaWeb takes approved content from a content hub that has been approved within a factsheet or other documents and automatically delivers it directly to your web CMS. Why spend time on manual content entry if you can automate it.
With these types of tools, your workflow will be streamlined, assembly time reduced and document and digital publishing time to market improved.
Hey, automation isn’t all about robots on an assembly line. It’s also about transforming your workflow on digital channels. So start thinking about ways to automate your content production, assembly and publishing processes.
Let’s have a conversation about how content automation can improve your process.