New age marketing poses new challenges for any organization looking to create content that is tailor-made not just for a diverse target audience but also for the various media channels in vogue now. To top that, widespread cellular network penetration has led to a surge in the way content is viewed on handheld devices. It means that organizations can no longer just plan for content creation for print and digital formats, but also have to consider how to present it in this mobile-friendly environment. In this scenario, creating content by the old method of collaborating with third party agencies has become very challenging.
Smart organizations have begun to use technology as an enabler in this endeavor. Technology can reduce both, the turn-around time in creating content, and the cost of engaging with third party agencies. They have started adopting Authoring and Publishing environments in-house where the internal teams collaborate to create content. These environments are proving to be easy to learn and can be used by people with mixed, even meager, skill sets.