Content rules the world. Content in all of its forms: news, information, video, audio, etc. 

With the rise of the internet —and especially social media platforms— the way we consume content changed completely. People are consuming (and producing) content in today’s world almost 24 hours a day: On Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest, etc.

I know many people (me included) who’d prefer not to drink or eat for one day instead of going without the internet and social media. And undoubtedly, without denying the downsides, the internet and social media have changed everything:

  • It changed the way we consume information and content.
  • It changed the way we communicate.
  • It changed the way we create content.
  • It changed the way of sales and marketing.
  • It disrupted entire industries.
  • And so on.

Personally, the part I’m super-thrilled about is the possibility of accessing a sheer limitless content world. Regardless of looking for the latest news, business information, data, or anything else — social media and content platforms hold an unlimited amount of content.

Company’s content creation seems to be stuck in 1995

Now, why I’m telling you all this? I’m genuinely convinced that we’ve witnessed an unprecedented development over the last years when it comes to personal/private usage of content. 

However, when we get granular on companies, the creation of and access to content seems to be stuck in 1995. This particularly accounts for mid-sized and large companies. Email still is the number one communication tool. Indeed, many have started to use video conferencing and enhanced communication tools. However, when it comes to content and information distribution, the intranet is probably most-common. And only a few companies are creating content at scale. Even worse: Many of the companies I’ve talked to haven’t even understood the power of content creation.

Let’s get practical — internal content creation OR the power of state-of-the-art Enterprise Content Platforms.

From my perspective, companies have to explore concepts to create content that is relevant to their employees at scale. Subsequently, they have to establish solutions to distribute content through a personalized newsfeed app (similar to Facebook, for example).

I’m pretty sure that the first question that comes into your mind is something like, “what kind of content is he talking about???”

I’m talking about every piece of content and every information that is relevant to the particular employee. Every content/information he/she needs to have a superior level of situational awareness. Every content/information he/she needs to perform tasks even better, more efficient or reliable.

Certainly, the specific information and content are different from industry to industry. But to give you an idea of the content I have in mind, here are examples from an airline:

  • Key Performance Indicators
  • Newsfeeds from websites
  • Social media news
  • Internal news
  • Weather information
  • Airport information
  • Financial information (oil, currency, etc.)
  • Etc.
Snippet from a Tea with Me session I had. Thought it perfectly fits that blog post.

Automated Enterprise Content at Scale

However, there’s one significant difference I see compared to social media and content platforms. The initial content creation should be mainly automated. Although the possibility of creating manual content should be available, I believe that at least 90% of the content has to be created automatically.

There are two reasons why: First, employees still have other responsibilities than creating internal content, and second, you need content at scale.

Creating automated content at scale provides the possibility to deliver very personalized and tailored information to each employee. Here’s an example from an airline content platform we’ve built.

But why do companies need that content stuff?

Besides lots of small benefits, there are two killer arguments why companies have to go down that road.

First of all, information is an absolute competitive advantage. Imagine a company where every employee is entirely aware of what’s going on in operations. Secondly, tailored content at scale will lead to super-contextual communication. 

The combination of perfect awareness/information and contextual communication will positively disrupt enterprises. Most likely, in a way, we can’t imagine right now — as no one could imagine the impact social media is going have ten years ago.


Q&A Session — A very special, personal edition!


Why your airline needs Key Performance Indicators now more than ever?


Benjamin is an aviation-enthusiast, a content-maniac, and CEO of Information Design (in this order). His daily business revolves around pioneering solutions with the aim to change the aviation industry. His visions are based on expertise gained in more than 15 years in the industry, and working with renowned airlines such as Lufthansa, Emirates, Air India, Aegean Airlines, Saudia Airlines, S7, Icelandair and many others.