Our Director of Design & Transformation, Ross Robinson, has had his latest thought leadership article published in Decision Marketing, discussing why businesses must rethink their approach to content creation and management. His article challenges the common saying “don’t reinvent the wheel,” explaining that when it comes to modern content, the old ways of working just aren’t good enough anymore.
Ross makes the case that content has moved beyond being just a marketing tool – it’s now essential for personalisation, customer engagement and business growth. He explains why making small improvements to existing processes won’t deliver what companies need. His article presents a fresh perspective on how businesses can transform their content approach to meet growing customer expectations and drive meaningful engagement.
Key findings from the article:
- Traditional content approaches might have worked before, but they can’t handle today’s needs for speed and personalisation.
- Success comes from bringing together strategy, operations and engineering, rather than treating them as separate things.
- Companies need to produce and manage content differently, making processes faster without losing quality.
- Using automation and smart delivery systems helps meet the need for personalised, real-time content.
- Businesses that stick with old content methods won’t reach their full potential.
The piece concludes that content can no longer be treated as a tick-box exercise, and companies that want to make the most of their personalisation technology need to completely rethink their approach. Ross draws on his extensive experience working with major brands to provide practical insights into how businesses can start this transformation journey.
If you’d like to discuss how these ideas could help your business, you can email Ross at [email protected] or get in touch through our contact page here.
