The Solution: Embracing a Two-Pronged Strategy
Double-edged swords require two-pronged responses. Brands need to strike a balance between content creation and moderation to pave the way for real storytelling.
First stop, moderation. If businesses want customers to essentially live on their platforms, they must first make them a safe place to inhabit. That starts with effective content moderation.
The key to successful content moderation is a balance between both human and machine. AI is great for proactivity and speed, but the human touch is still required in order to stay ahead of today’s digital threats. AI requires the additional context – including societal, cultural, and political factors – that human moderators provide. This approach underpins Sutherland’s Content Moderation solution, which blends the strengths of humans and AI to moderate content at scale and create safe and trustworthy online environments for organizations and their communities.
Once your space is secured, fill it with blogs, whitepapers, images, video – whatever helps readers make educated decisions and forge bonds with your brand. However, content creation must be done thoughtfully – this isn’t throwing spaghetti on the wall and seeing what sticks. It’s understanding your buyer personas and what kind of content is meaningful to them. Tailor your content and production strategy to add value and enrich online experiences.
A thoughtful content creation strategy is a universal best practice, but specifically valuable for e-commerce companies. With buyers now exclusively online, timely and accurate content and product info can make or break a sale. 98% of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content, according to Episerver.⁸
A successful content strategy pays dividends in the long-run but is no easy feat. Many businesses overpromise and underdeliver on their approach, struggling from lack of expertise and bandwidth to produce content that engages with key target audiences.
The good news? Organizations don’t need to carry the full responsibility and scale of content production alone. To keep up with high demands, partner with a content service vendor, such as Sutherland, that produces and manages compelling content at scale. By leveraging a service provider, businesses tailor and customize content to address their unique needs. The provider handles creation so the business remains focused on outcomes.
By striking the right balance of content moderation and creation, of human and AI, businesses successfully wield the double-edged content sword. From there, brands and customers connect without skepticism or consequence. You get back to real storytelling – to building connections and engineering experiences for the future.