How Content as a Service (CaaS) benefits your brand
Content as a service can provide several benefits to brands as it relates to bettering the customer experience.
1. Custom user interfaces for all of your channels
When content and code are tightly coupled together, then it’s difficult to break free and deliver content to the multitude of channels available today. Software and digital touchpoints have evolved, so brands need a way to provide content to custom websites, apps, or front ends like single-page apps (SPAs), progressive web apps (PWAs) and more.
CaaS is that way, as it allows brands to build and customize frontends to suit their needs and get the right content in front of their customers at the right time. CaaS also acts as a future-proof technology, allowing brands to create frontends for channels that aren’t as commonly used or have yet to be invented.
For example, many brands offer digital kiosks inside of physical locations. With CaaS, brands can build custom user experience on kiosks such as these and not just the corporate website or a mobile app.
2. Omnichannel marketing improves the customer experience
Customers of today want content delivered to them on multiple platforms. It’s not uncommon for a customer to begin searching for a product on a laptop then return to it later on their phone and then finally choose to order it using their tablet or smart speaker.
Consequently, brands need to be able to market to their customers at each of these touchpoints and do it in a synchronized way through omnichannel marketing. CaaS makes omnichannel possible through multichannel publishing and reusable content.
CaaS’s content-first approach means that brands can publish content to any channel they choose by using APIs.
It also means that content can be reused across these channels without too much additional work needing to be done by marketers or developers.
For example, take Apple’s suite of products: Mac computers, tablets, iPhones, watches and more. Many people will purchase all of these products. Each of these products also counts as a channel where a brand can publish content.
Through CaaS, brands can utilize omnichannel marketing to create a connected and personalized user experience across all channels, catered to the user. With omnichannel marketing, brands can then maximize their revenue through omnichannel commerce.
3. Personalized product recommendations and pricing strategies
To say that personalization is a vital piece of the marketing puzzle today would be an understatement. However, getting personalization right requires brands to have access to large datasets on their customers.
With CaaS aiding in the management of content for multiple channels, brands can gather more data on their customer’s preferences and then personalize content for them.
For example, one of our clients, Randy’s Worldwide shows different pricing based on different user groups. Here’s what a group sees:
But if the user belongs to a different user group, the price changes:
