How Sitecore provides the process and technology that CMOs need to win at omnichannel
Marketing leaders today are constantly challenged by the demand for more content required by their organization’s many consumer channels. Publishing personalized content faster and cost effectively is a priority for over 95 percent of global marketing leaders. But the proliferation of digital channels — websites, social pages, blogs – has made it impossible to create and deliver all the content needed, with quality and speed.
The difficulty in generating this content is brought about by marketing departments using multiple tools, disjointed systems, convoluted processes with an inability to collaborate, plus poor visibility into how the content is performing.
This is made worse by the fact that content is generated in multiple areas of the organization: the web team, the social media team, the product/merchandising team, the advertising, print media, and other teams are all creating their own “stuff” – sometimes duplicating and seldom reusing content.
The difficulty in generating all this content, coupled with the huge demand for it, has led to today’s content crisis.
This crisis can manifest in several ways:
- Even though there maybe lots of content lying around the organization, it’s hard to find exactly what you’re looking for, when you need it, in the right format for the channel it is headed for.
- When content is created by different groups in silos, it is hard to maintain brand consistency across all the published content.
- Several simultaneous campaigns in motion all need their own versions of content for different audiences and touchpoints. Marketers struggle with the process of prioritizing and allocating resources: which content to create first, for which campaigns, for which audiences, and so on.
- The process of creating content and collaborating through the review and approval process can be tedious, with multiple tools, disjointed systems, and convoluted processes and workflows.
- When assets are created or purchased, they have to be controlled as to where and how they can be used. Marketers struggle with enforcing property rights and risk exposure when using the wrong asset or piece of content unknowingly.
- Finally, just the sheer volume of content needed to support personalization efforts across channels and touchpoints elevate this situation from mere annoyance to full-blown crisis.
The content crisis can be solved in 4 easy steps:
- Get content out of the channels. Move content creation and management out of the channel to a place in front of all the channels.
- Reimagine the content creation process. Break it down into a few large steps – plan, author and collaborate, manage, curate, publish, and measure effectiveness.
- Integrate the content supply chain with the rest of the enterprise landscape.
- Define content ownership and governance by defining process and platform.
Marketing leaders know that success depends on choosing the right platform to support an intelligent, content management process that is fit for the omnichannel era.
Sitecore Content Hub enables marketers to solve this content crisis by setting up content creation and delivery as a supply chain. Aggregating multiple data sources in the organization, into the hub, and then publishing out to various channels. Sitecore Content Hub looks at content creation and publication as a process, and is a technology platform that allows for the execution of this process.
Sitecore’s Content Hub is made up of five components:
The first is a digital asset management (DAM) tool, Sitecore DAM™ that allows the entire organization to simplify storage, management, distribution, and control of digital assets. Unlike other DAM products, Sitecore’s offering leverages machine learning to take the pain out of tagging, locating, using, and sharing content– or even visualizing it in a variety of formats and layouts.
Next, it features a marketing resource management (MRM) tool, Sitecore MRM™ to help manage, budget, and control every phase of a marketing project. The MRM not only ensures that organizations plan and execute campaigns across channels, markets, and brands more effectively, but also helps streamline the process with intelligent review and approval tools.
Aside from the leading DAM and MRM solutions, Sitecore’s Content Hub also features an intelligent content marketing platform (CMP) Sitecore CMP ™, product content management (PCM) functionality, and web-to-print (W2P) functionality.
Together, the five components of Sitecore Content Hub enable organizations and their marketing teams to manage their content lifecycle end-to-end, to deliver personalized digital experiences.
Businesses that realize the old way of doing things isn’t working, know the smart thing to do is to invest in a platform that not only helps bring more structure to their process but also allows them to scale up their ability to create effective, on-brand content, consistently, to meet growing demand in the digital world.
From Singapore’s Ministry of Manpower to Village Roadshow in Australia – organizations across Asia Pacific trust Sitecore to help them deliver a better digital experience by providing the right content, at the right time, through the right channels.
Any company that wants to ensure they put their best foot forward when interacting with customers needs to start with Sitecore’s Content Hub. To initiate a conversation with their team, just use their web form and have a consultant help you evaluate your needs and build a suitable roadmap now.