Content is still “king” – and we need more of it than ever before.

We now have a proliferation of channels that brands can use to reach their customers, from websites and apps to social media, email, push notifications, chatbots, voice assistants, and more.

On top of this, we have more devices than ever that consumers can use to access brand content – desktops, laptops, smartphones and smart watches, each with their own specifications and restrictions – with yet more looming on the horizon.

How can brands and marketers create bespoke content for each one of these formats and channels, all while making sure that this content is future-proofed for any new media that might develop in the future? Creating dedicated pieces of content for each individual medium becomes labour-intensive to the point of being unworkable.

In order for marketers to be able to continue to reach consumers using the latest technology and channels, all while incorporating cutting-edge developments like dynamic personalisation, content itself needs to operate in a whole new way. Enter Content as a Service.

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