Due to the competitive nature of the financial services industry, content automation has become a strategic priority for many. With a finish line goal to improve scalability, risk management and brand compliance, the race is on to improve marketing and sales operations. The challenge firms face is knowing how to approach content automation. Is it better to build or buy? What are the differences between the leading vendors, and their approaches?
In 2017, we commissioned some research on how asset managers are automating content production. The research found 3 common models: Fully outsourced, DIY, and hybrid. Here’s a brief description of each and the pros and cons.
When discussing content automation goals, buzzwords like ‘streamlining’, ‘consistency’, and ‘efficiency’ are often tossed around. These are good goals to strive for, but can be difficult to achieve due to business reasons beyond marketing’s control. After all, the products represent different strategies, ages, data, and audiences; therefore, the literature has to reflect this. In the end, the main goal of content automation should be to make the process as simple as your firm’s business rules and product nuances will allow.
As we discussed in a recent post, the complexity of your fact sheets is one of the main driving factors behind the cost of implementing and maintaining an automated solution. In this blog post, we’ll identify and discuss the top 3 factors that complicate fact sheet automation:
In a budget-conscious financial services industry, marketing spend is a top concern. That’s why, when we meet new firms looking to invest in automating their fact sheet production, one of the first questions asked by marketers is, ‘How much will it cost?’. Before digging into their business requirements, our dreaded answer to this question is, “It depends”, as there are many factors to be considered and one size does NOT fit all.
Among the major dependencies affecting the cost of automating your marketing documents are:
- The complexity of your designs
- The number of templates and variations you have
- The complexity of your data
- The extent of your language requirements
- The amount of flexibility you have with requirements
- The number of documents to be produced
The complexity of your fact sheets and flexibility of your firm’s operating model will ultimately determine the cost to automate them. To give you a better idea of what this means, let’s look at a few common scenarios. These are actual case studies of companies who have implemented Fact Sheet automation recently and how much it cost them.Read More
As Ben Franklin once said, “By failing to prepare, you are preparing to fail.”
Preparation is critical to the outcome of a content automation initiative. There’s always a possibility implementations will go awry if the project plan is disorganized. Organization and planning are challenging, for it takes specific business and leadership skills to run this kind of technical project. Many departments need to get involved, including marketing, IT, sales, and compliance. Stakeholders from each department must re-examine their processes and work together to re-create them for automation. The goal is to improve the process fundamentally and permanently within the boundaries of a systemized solution. More often than not, this is easier said than done, and may require professional assistance. Here are 5 best practices to prime your team for content automation.