Ecommerce sites should create their content strategy around People, Technology and Process.
Brands should employ the right people, along with the proper process and technology to make their content strategy efforts work. Brands can allocate specific roles like content strategists for mapping out the customer journey and developing consumer persona for content planning.
This article says that AI and automation can further help brands to incorporate different functions of content marketing like analytics and email marketing. Martech can also help marketers analyse search data on consumer behaviour and identify gaps in the consumer journey.
The author contends that by employing the right roles for content marketing, brands can avoid redundancies and engage with the other departments of the company more efficiently. Editorial calendars and content inventories can document content ideas, approvals and submissions of the content marketing teams.
[10 minute read]