Repositioning to be relevant to both audiences and advertisers is crucial. Here are three critical steps content companies should take to meet their consumers changing expectations.
Relentless focus on reducing customer complexity
Despite escalating investment in content and user experience, many consumers are turned off by the complexity of choices currently available to them. Content services that create solutions to alleviate these pain points will benefit from enhanced perceptions of value and trust.
Accelerate reinvention to remain relevant
Research shows how much traditional channels remain an important part of the overall content mix, but the stakes are getting higher. They need bigger and bolder innovation strategies that are built on their current strengths but not constrained by them. Without clear action, they will quickly lose ground as competitive dynamics shift.
Make your consumers part of the solution
To maximise the advertising opportunities, content companies need to educate consumers about the value of their data. This will enable the sharing of greater amounts of data and enable a wider suite of options for advertisers. Revenue grows and the user experience improves.