A recent survey of marketers cited an adequate supply of marketing content as their number one concern. In that survey nearly everyone agreed — 97%! Placing ideas and information in different folders or digital asset management (DAM) may have worked for a while but as the momentum to churn content out keeps getting faster, it’s become an impossible situation.
When marketers realized that the only reasonable options were to either keep upgrading versions of DAM or figure out a way to refine their patchy filing systems, along came a potential solution. Enter a marriage between cross-channel content (or omnichannel) and content marketing called the content hub.
Putting The Pieces Together
At the moment, it’s likely your content data lives in numerous places. It could be living in several different channels including your CRM, folders, and old enterprise resource planning systems, to name a few. And that doesn’t even include your advertising agency if you have one, as well as DAM and your suppliers!
Consider investing in a content hub. It’s an extra investment but will save you time and frustration in the long run. There are several on the market and choose one that best fits your goals.
Planning the Reunion
If you invest in a content hub program or are in the market, consider the following and how you will achieve them. The first and most onerous task is to identify where all your content is and gather it all up. Besides the likely places identified above, don’t forget to consider other sources like your MRM (marketing resource management) and PIM (product information management) systems as well, if you use one or both.
You can use the same platforms. The difference is that everything will be under one umbrella. You can also add data and even metadata and new platforms. One of the best features is that you can define and identify relationships between these platforms, much like a dotted line in a diagram. This greatly helps to maximize content.
That’s Just One Part
Obviously, getting better organized doesn’t fulfill you marketing mission. Carrying it out is yet to happen. Here’s where your content hub can assist.
If you intend to compete with the major global marketplaces, one survey showed 65% of respondents saying content that is personalized is much more successful. That’s one way to leverage your content hub if you’ve been gathering information on your customers.
And besides organizing content, another feature of a good content hub is being able to bring everyone together under the same canopy. Project management and other collective efforts can be managed here to improve the flow of work and understanding between different functional roles.
A big feature that a good content hub will bring you is the ability to insert the app into your website. This ability expands your reach by permitting you to insert additional data as well as different perspectives, blogs corporate identity guide, and even microsites.
You can also establish private communication with your marketing team where they join in a free flow of discussion. Even your agency, if you use one, can join in.
Armed with all your gathered data, the big challenge is where to publish it. What goes where and in what format? The filters in your content hub can help guide that.
One of the other important features of a good content hub is its time to market. Take advantage of that. Employed wisely, your ROI and operations should excel.