For many companies, product content management (PCM) is the new form of content marketing par excellence, and it’s especially useful in omnichannel businesses.

Keep on reading to discover the benefits and how you can organize the platform so that your business has better tools when it comes to achieving business objectives.

What is a PCM?

The term PCM or product content management platform is a specific website, different from the corporate site, where you share content with your audience. It is a kind of central hub around which all other channels revolve, such as the blog, the facebook page, Twitter, Instagram and others.

What are the advantages of a PCM?

  • A stronger authority: A different platform, focused on the publishing house, is an effective support for companies that seek to become a reference in their field through content.
  • A more noticeable conversion:Many companies not only do this to improve their brand awareness, but also as a beneficial tool for conversion.
  • Greater visibility to the business: The visibility of your company and employees is a frequent indirect benefit of a content platform. This space shows where the experience in your organization is.
  • A larger community: The platform itself can stimulate people to interact based on their content. Even more possibly, if this content was produced by real collaborators.

PCM in omnichannel businesses

The omnichannel method emerges as the most successful response to changing consumer behavior. This strategy aims to create a customer experience where each channel supports and strengthens the other, where the silos disappear, giving way to an optimized and customer-centric journey.

The challenge is daunting: creating a unique and fluid customer experience. Online and offline activities converge to better understand customers, refine their profile and offer personalized and effective offers.

PCM platforms play a significant role in this task, as they are a space where all the contents that a company has to offer converge.

The omnichannel approach requires everyone’s commitment and an internal update. Each employee must be aware of the impact of their actions on the customer experience.

The success of an omnichannel approach is based on a deep knowledge of the client. Therefore, it is a question of collecting, centralizing and especially treating all the information collected through the various channels to provide a quick, relevant and personalized response, whatever the point of contact or the client’s request.

It is not a multichannel strategy that has changed its name, as the customer is really at the center of the company’s concerns. And it does not seek to facilitate transactions or communications, but to create a unique, integrated and consistent experience.

Here the channels are not simply interconnected, they are unified and they become tools of the same experience, without interruptions, perfectly homogeneous.

PCM is the future

Content platforms have a remarkable future in omnichannel businesses because they better reflect the experience as a company. The platform is not limited to providing a clear context and making the content a whole, but also gives a clear profile to content marketing.

If you are not afraid to think innovatively, a PCM can help you take a real advantage over your competitors with an optimal, homogeneous, relevant and attractive customer experience.

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