Technology and Content: Chipotle’s Smart Approach for Winning Over Customers

With respect to disruptive commercial innovations, applications may seem outdated. Yet, Chipotle has just made the headlines by launching an improved application and a digital back-end. Plus, the fast and casual burritos supplier now offers delivery through a partnership with DoorDash. Its digital sales increased from 33% in a quarter and now account for 10.3% of the company's sales.

What matters in the end is consumer convenience, which is why Chipotle has achieved its technology-driven strategy. The more a product is accessible the more likely it is to be consumed. But it's not just a burrito delivery issue.

Good technology can supplant content distribution, too

Of course, a technology-dependent growth approach only works if the application or other digital portal you are using provides a convenient and enjoyable user experience for your customers. When companies do things right, this becomes one of the most powerful approaches to speeding up a business.

In a content-centric world, it's too easy to lose sight of dissemination strategies. Chris Bray, founder and CEO of the co-creation studio Bray Innovation Group says that the ubiquity of content will soon force companies to focus on the implementation and delivery of technology: level, will be less content-driven – it's everywhere – and more about companies looking for technologies that will allow them to be more competitive in this new media age. In other words, it's not just about you delivering it to whom.

Many people working in the field of content are not yet making the most of today's technology. Cision surveyed 425 marketing and communications professionals and estimated that 75% felt that their communication programs were inferior to the capabilities of modern technologies and data .

Given this lag, the use of technology to efficiently distribute your content can make a big difference in terms of brand growth and prestige. Keep the following points in mind as you move forward with your distribution initiatives.

1. Buy today's technology.

It is common to be caught in the hype of the new technology and adopt it, especially because you want a technological strategy in the future.

Too often, to buy the technology of tomorrow promises more problems than positives. Sophisticated advanced technology requires constant management and debugging, which creates additional costs for your staff. A proven technology that works well today is better than a brilliant new tech toy that could add value tomorrow.

2. Recreate content for this digital age.

Conventional content platforms like blogs are still useful, but in an almost world 80 million blog articles ] are published every month (and this is just on WordPress), it is essential to implement other options to compete for attention.

For example, turn your blogs into videos to reuse content and engage customers through multiple channels. Tools like Lumen5 and Content Samurai, for example, can help you turn a blog post into a YouTube video. Your viewer readers will appreciate good music, transitions, visuals and other features that will make your message stand out much more than a traditional blog post.

3. Measure your true range.

It is essential to know if your distribution of content makes a difference in your business . Vanity indicators such as voice share and total mentions look promising, but they do not provide a real indicator of business success, such as actual conversions.

Instead, follow the measures directly or indirectly related to the company's income. These may include data points indicating how the consumption of a content item has led to a purchase decision, an act of loyalty (eg, subscribe to a rewards program) or even a reduction of claims.

An intelligent distribution strategy will make it faster and easier to get content to the eyes and ears of your audience. This gives your content the best way to add value to your customers, improve the image of your business and strengthen your brand's advocacy. By adopting a technology-based distribution strategy, you can align your business to increase your revenue and growth over the long term.

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