Creative content automation for omnichannel retail companies

Creating content for multiple channels, like social media posts, email campaigns, in-store signage, and product descriptions, can be overwhelming. The content creation demands of an omnichannel retail company can be huge at times. Relayter streamlines this process by delivering fresh, engaging content across all your channels.

Keeping up with the ever evolving needs of today’s omnichannel shoppers can be a significant challenge. They expect a seamless experience no matter where they encounter your brand. Relayter’s creative content automation allows you to create personalised content without a dedicated design or copywriter team.

Let’s discuss how content automation can help you create better content for every channel while keeping a consistent voice.

The challenge of balancing speed and personalisation

Imagine you are a marketing manager for a popular clothing brand. You have a new summer collection launching next month, and you need to generate a buzz across all your channels - website banners, social media posts, email campaigns, in-store displays, and the list goes on.

Now, the primary pressure is to create content that aligns with your target audience, but there’s a tight deadline and limited resources to complete the task.

This is a situation that many retailers go through almost every day. Constantly producing fresh content for different channels and ensuring the content perfectly maintains consistency with their brand identity is no easy task.

This can be difficult to achieve even if you have a large team of people working on content creation for multiple platforms.

How creative automation works

Artificial Intelligence (AI) and machine learning automate the repetitive tasks associated with content creation. Here’s how it works:

Smart Templates

These predesigned templates act as a foundation for your content. You can create these predesigned templates for different content types, like social media posts or email newsletters.

These templates can include your brand elements - logo, fonts, colours; so your content always looks polished and on-brand. These templates are customisable to fit your specific needs and save you time and effort.

Automatic Generation

Using AI’s algorithm and vast datasets, these platforms automatically generate content based on your product information, brand voice, and target audience. It could be product descriptions, social media captions, email subject lines, and even blog post outlines.

Automation lets you create dynamic content that automatically adjusts based on pre-defined rules. So your content always remains accurate and consistent.

Personalising Experience

Today’s customers prefer a personal touch in almost every marketing campaign. Automation comes to the rescue by analysing data to personalise your content and make it more relevant to individual customers.

For example, email greetings that address customers by name or product recommendation based on their purchase history can create a positive impact and help build a strong customer relationship.

The benefits of automating your content creation

Automation doesn’t replace your creative team. But it empowers them. Here are some of the key benefits you can expect:

1.     Increased Efficiency:

By taking care of repetitive tasks like scheduling your content across channels, automation makes sure you have enough time to focus on strategic marketing ideas to deliver unique experiences to your customers.

It can generate variations of content based on pre-defined templates and rules. So you can create content at scale and maintain consistency across channels while providing a fresh perspective.

2.     Enhanced Scalability:

As your business grows, so do your content needs. Content automation can effortlessly scale to meet your demands.

For example, you can generate product descriptions for a hundred new items. Automation can handle it easily without compromising consistency across your entire product catalogue.

3.     Omnichannel Consistency

Automation ensures that a consistent brand voice is maintained across all channels to build trust and familiarity with your customers.

Creating a consistent brand identity helps your customers navigate through your store regardless of the channel they interact with.

For instance, Eric Verwoert, Project Manager Promotions, said, “Thanks to Relayter, AS Watson is able to deliver all promotional content 52 times a year, for 5 different brands, on time and on-brand.”

4.     Data-Driven Insights

Automation taps into your customer data to create personalised and relevant content.

It can tailor product recommendations in your email campaigns based on past purchases or adjust social media posts to local customer interests. Data driven automation makes your content speak directly to your customers and increases conversions.

How to make automation work for you

Content automation is a powerful solution, but it’s not equally adequate for every business need. Here are some tips to make it work for your omnichannel needs.

·       Understand what you want to achieve with automation, whether it’s increased engagement, improved conversion or anything else. This will help you choose the right tools and strategies.

·       Automation can’t replace good and creative content. So, focus on creating high quality, engaging content that resonates with your audience.

·       Track the performance of your automated content and make adjustments as needed. Experiment and find what works best for your brand.

·       Don’t entirely rely on automating everything at once. Start with a few specific tasks like product description generation or social media post creation. Add human creativity to the generated content to make it more relevant.

Final words

Automation can never replace human creativity, but it improves the efficiency of the content creation process. When a tight schedule and lack of resources make it challenging to create thousands of content, automation comes to the rescue.

It creates consistent and engaging content to keep your customers hooked across every channel while your team can focus on strategic thinking and creative brand marketing activities. Use automation to revolutionise the way you approach content creation, not to replace human creativity.