You know what's depressing?

When you have to create a bunch of content for a big campaign in a giant rush, go through a ton of approvals and revisions, and then, once it's sent out, it disappears, never to be seen again.

We had calls with two big apps today, and they both said the same things:

🥵 We often get a creative brief and have to write copy without much time to spare because there's the pressure of having new messaging ready every single day.

😖 Most of our copy is submitted in Google Docs or Sheets (or sometimes even just sent over in Slack). There's no order or organization.

😫 We end up creating new content every time because it's such a mess and takes too much time to go back and find what we wrote last time.

That’s our massive bottleneck today. It's scattered, it's not organized, it's not documented. You have to reproduce a lot of the content every single time. - Head of CRM, Food Delivery

See, while CRM teams are using fancy CDPs like Braze, CleverTap, MoEngage, and others, the tools copywriters have to work with are...much less advanced. (The most common tools we run into: Spreadsheets. Google docs. Emails. Slack Channels. Even notepad.)

Have you ever tried to organize a pile of spreadsheets? Yeech.

...and organization is only one of the problems these spreadsheets cause.

Here are a few others:

  • Your CRM team can't experiment and try new things, because they're constantly waiting on the content they need.
  • Your older messaging gets lost after the campaign ends and you forget to leverage all that great content with new customers.
  • It's hard to think strategically about your new campaigns because your historical messaging is stored all over the place.
If we wrote a message in the summer and then it’s lost somewhere in a spreadsheet, we just don't get to use it. -CRM Manager, Consumer FinTech

So, what's the solution?

A Messaging Content Management System

At Aampe we were recently pleasantly surprised to find that one of the features necessary for us to function (maintaining a large message library) turned out to be a huge benefit to our users.

See, when you write messages in Aampe, they're persistent. They don't disappear. We just keep pulling them and using them as they become appropriate to new users (I'll go into how we figure this out in a later blog). And this is how it should be.

As David Ogilvy famously said:

"You aren't advertising to a standing army; you're advertising to a moving parade."

So, with Aampe, your copywriters write directly on our platform, and what you end up with is a huge library of messages:

This app has 134 different message strings, each with anywhere from 14 to 2,000 variants, resulting in a big, sortable, filterable, searchable library of 9,295 messages. 📚🤯📚🤯📚

...and there are several other benefits too:

1. You can store all your content in one place. Tag it, label it, and find it with ease: 

2. You automatically recycle and reuse old content to compound your work and build out your catalog:

We don’t use campaigns, so your content only expires if you want it to. Aampe’s models figure out what’s working, and who to send messages to. If someone already got a message, that’s fine. We’ll automatically use the ones that work best with your new, incoming users.

3. You can get an overview of your content strategy with zero extra effort:

Aampe’s opportunity map lets you visualize your messaging and see the content gaps that you never would have thought of.
This is amazing. Just having this overview you can see, "Wow, we've actually never written anything about beauty products." -CRM Manager, eCommerce

4. You can get copy inspiration or see what you're already saying in other messages at the click of a button, so you don't have to start from scratch every time:

By helping you build a large message library and reusing your existing messages for new and newly relevant users, Aampe makes your content truly evergreen.

With Aampe, you don't have to worry about what to write today or try to find or remember what you wrote last year.

Now, you can easily search and find each message – and the performance metrics tied to each individual message – all in your message catalog.

Your creatives are too stretched to spend their time recreating the same messages over and over again when you have new users who haven't seen your best-performing stuff from last year yet. 🥵

Reach out and we'll help you fix that. 🛠

(Cover Image by vectorjuice on Freepik)