2 min read

2022: The Year of the Content Renaissance

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Every company we speak with has a digital transformation initiative underway. There is simply no going back to the strategies of the pre-COVID era. We believe this year will be remembered as the "Year of the Content Renaissance" for enterprise software. Videate has not only built a platform that allows you to scale software video production using AI and automation, but our team also has extensive experience having previously built authoring tools, digital learning platforms, and multi-channel publishing solutions for technical documentation and customer education.

What do we mean by “Content Renaissance?” Simply stated, this is the time of fundamental change concerning how content is created, managed, and consumed. Some people will say, “I’ve heard this before,” but then again, that was also said about electric vehicles just a few years ago, and EVs are now clearly the future. So what has happened in the content world that leads us to believe that things are finally changing from the past?

Here’s a great article by Patrick Bosek, CEO of Herreto, about what is different for content in today’s digital-first world. It’s not about instructor-led or online education, or print and web delivery formats (how many software users download PDFs to get help anymore?). Today, it’s about omnichannel, including a lot of videos and driven by robust integrations with popular applications such as Salesforce and ServiceNow. It’s all about delivering content in situ, in the end user’s workflow.

If you look back over the past 20 years, what started with the promise of single-source content development ultimately became focused on transforming content for PDF and HTML. Discussions about how to deliver content to a user when they needed it in the format they want meant text-based content, leaving out the fastest-growing format, video. In the latest research from TechSmith, 83% of respondents said they prefer watching videos to accessing information or instructional content via text or audio.

For SaaS companies, keeping video content up to date with continuous releases is a difficult and expensive problem to solve. Software companies are very different from physical goods manufacturers or services companies that update products and processes much less frequently. Several solutions have come to market recently that combine images and text and automatically turn them into videos adding text-to-speech narration. And while these solutions may be fine for physical goods or services, they don’t meet the challenge of ever-changing software products. Keeping training, product support, and in-application videos always up to date as the user interface changes are critical to the future of customer success.

Don’t believe a Content Renaissance is happening right now? Just look at the level of investment in the last year in the tech docs, customer education, and knowledge management space. Articulate, Madcap, and Zoomin Software are just a few of the familiar names with substantial new investments. Videate just announced a new round of venture funding and we are extremely well-positioned to be a leader in this Content Renaissance. And you don’t need to know anything about XML or video editing (although you’re just fine if you do).

As Leonardo da Vinci said, “Learning never exhausts the mind.” If you’d like to learn more about how to scale your software video production process, contact us

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