The fifth dynamic forcing the need for content automation is the speed of content. With the wide options for content creation and consumption, the speed of content has increased to such a speed that companies cannot keep up. Look at the transformation of media. It used to be that content came in scheduled timing and accepted formats. Now, when a situation occurs, it is spread widely across the Internet in a matter of moments. News organizations cannot keep up and have had to change their business models to adapt.

[youtube]http://www.youtube.com/watch?v=LQ_zQ-2l3T8&list=PL1DF09DD7D6A0738F&index=2&feature=plpp_video[/youtube]

Check out the rest of the series on content automation and be sure to follow Butch Stearns and Stephen Saber on Twitter.

The fourth changing dynamic that is driving the need for content automation is that the consumer expects corporate generated content. Previously, there was a clear distinction between the content creators and the sponsors / advertisers. However, with the social network generation and the introduction of user-generated content and user generated reporting, consumers have changed their habits for content consumption. In doing so, consumers have become accustomed to content being generated from multiple sources including organizations.

[youtube]http://www.youtube.com/watch?v=iVZcDahgnsc&list=PL1DF09DD7D6A0738F&index=1&feature=plpp_video[/youtube]

Check out the rest of the series on content automation and be sure to follow Butch Stearns and Stephen Saber on Twitter.

In the part two of this series, I explained that marketing communication is no longer about messaging but is instead about content creation.

A third changing dynamic driving content automation is the new reality that companies must engage everywhere. It used to be easy to understand the channels that consumers used to connect with companies. The digital consumer now consumes content in multiple formats and on multiple devices. As businesses, we need to tailor our content marketing strategy and messaging to the consumption format that the consumer is using at that time.

[youtube]http://www.youtube.com/watch?v=zlj7I7BamCw&feature=context&context=C375e87eADOEgsToPDskKYVVEhIDChylZJTVMI4K1R[/youtube]

Check out the rest of the series on content automation and be sure to follow Butch Stearns and Stephen Saber on Twitter.

In the part one of this series, I explained that the first step towards creating a content automation strategy is to understand that all companies are media companies. The second crucial lesson to learn is that communication is no longer about messaging but is instead about content. Content creation is key and the substance in the content is what will drive the engagement. Before, communication was about the offer – communicate the offer and establish a relationship for future business. Now, communication is about creating great content – educate the consumer with valuable content and in doing so you will connect with them.

[youtube]http://www.youtube.com/watch?v=Pgs9KgTkUq4&feature=bf_next&list=PL1DF09DD7D6A0738F&lf=bf_next[/youtube]

Check out the rest of the series on content automation and be sure to follow Butch Stearns and Stephen Saber on Twitter.