Digital transformation of content production for an ecommerce age

The chaotic impact of the global pandemic has left businesses with no choice but to transform. As long ago as 2015, the CEO of Cisco Systems predicted that 40% of all businesses “will die in the next 10 years… if they don’t figure out how to change their entire company to accommodate new technologies.” This challenge is now more urgent than ever before. In a piece recently showcased on Forbes, Jellyfish identified four key pillars of effective digital transformation: culture, data, technology and creativity. Quill’s seamless integration into Jellyfish is largely down to our aligned view of the digital landscape, and the fact that these pillars underpin our own tech and network-enabled content creation model – making it possible for us to deliver high-quality content at unparalleled speed and scale. 

Culture

A digital transformation of content production requires an agile culture that embraces change as an opportunity and relentlessly strives for (measurable) excellence. 

We’re operating in an ever-changing world; creating solutions for fast emerging and evolving platforms to help our clients meet rapidly shifting consumer expectations. In such an environment, standing still is tantamount to Jeff Bezos’ Day 2 (i.e. decline).

That’s why we need to constantly strive for results-driven excellence. ‘Ok’ is no longer okay – and gone are the days of churning out content without measuring its effectiveness. CMO’s today need a scalable, truly global content production capability that delivers high performing content 24/7/365, so we’ve built our model to meet those needs – and we apply a ‘Formula 1’ approach when it comes to perfecting it. 

We are continually tweaking individual elements of our processes, technology and how we work with our global network of content creators to improve quality, speed and efficiency. Combining these small, incremental changes has a cumulative effect, ultimately enabling us to produce content 75% faster and with 40% more savings than in-house teams.

Data 

Data readiness enables ecommerce companies to employ data strategically, identifying what resonates with consumers, so that they can respond with agile decision-making. 

Our focus, at Quill, is on Performance Content – the content that delivers measurable improvements against key ecommerce metrics – generating higher revenues and improving ROI on all the activities that drive traffic to your ecommerce website. We can chart and forecast uplifts from critical data points, such as conversion rates, basket sizes or search-driven sales – demonstrating the enormous impact of optimised Performance Content against these metrics. 

With access to critical data insights, we continually test, adapt and refine our clients’ content, moving the needle on each metric, with recurrent measurement and optimisation. 

The efficiency of this approach has been demonstrated time and again, delivering conversion rate uplifts of almost 35% for clients like TM Lewin and Aspinal of London, through the creation of thousands of product descriptions that consistently outperform those previously produced by even the most experienced in-house teams.

Technology

It’s impossible for marketeers to succeed today without innovation and enabling technology. While technology isn’t the answer to every question, a technology-first mindset is critical to being able to efficiently scale and stay ahead in the digital age. That means approaching each challenge by first asking if there is a technological solution. 

So, for instance, while we know that AI isn’t advanced enough to create content on its own, technology can make the content production process more efficient. It can automate parts of the freelancer recruitment process so that we can set up teams of hundreds of content creators within days. It can streamline the process of concurrently producing thousands of pieces of content and it can supplement human quality assurance with a variety of automated checks for things like typos or character/ word count.

At Quill, our advanced, proprietary technology has revolutionised the content creation process and enabled us to create over 5 million words of content every month. This scale means we can help our clients achieve things that would otherwise be impossible. For instance, we delivered a 67% uplift in search traffic, and a corresponding 54% uplift in search revenue for MATCHESFASHION, ‘simply’ by producing huge volumes of content for their category pages.

Creativity

While technology plays a substantial role in the digital transformation of content creation, there is no substitute for human creativity. We conducted research in which we blind-tested product descriptions translated by humans versus machines. The results showed that while consumers find machine and human translations equally easy to understand, 80% of them are more likely to buy a product after reading the human translation.

While technology can create intelligible content, it isn’t able to infuse that content with the persuasive, creative and emotive elements that are so central to generating positive sentiment and purchase intent. That’s why we apply a “humans in the loop” approach to content creation, using technology to remove some of the repetitive, and time-consuming aspects of the creation process, such as work allocation and the more objective areas of QA, such as trawling through lists of banned words in multiple languages.

By assigning some of this heavy lifting work to technology we are optimising creativity by freeing up the human talent in our global network to focus more efficiently on what they do best – creating persuasive, on-brand content, that resonates and generates measurable results.

The bottom line

The events of the past year have highlighted that digital immaturity represents a new kind of opportunity cost for many businesses. In a fast-evolving commercial landscape, there’s no time for digital complacency: businesses need to adapt and do it now.

If you’re interested in an assessment of your organisation’s digital maturity, or the extent to which your Performance Content is likely to achieve your digital ambitions, please don’t hesitate to get in touch or request a Quill Quality Score audit.

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