As you prepare your business for 2022, I encourage you to review your MarTech stack and consider whether your platforms enable omnichannel content delivery.
Do you have the latest Digital Asset Management (DAM) technology on hand? Do your applications share data to enable omnichannel customer experiences? Do you have brand consistency across all of your marketing channels?
If you answered ‘no’ to any of these questions, I recommend you consider upgrading your MarTech stack to prioritise omnichannel delivery and highly automated delivery using systems integration. It is no longer enough to ‘make do’ with content management platforms that restrict you to publishing on one channel or prevent you from managing campaigns end to end.
Instead, I recommend implementing an omnichannel content platform designed to meet the needs of our changing digital world.
How the latest DAM technology supports omnichannel content delivery
As the world becomes increasingly digital, businesses are looking for ways to meet consumers where they are. Your focus should be on delivering omnichannel CX across multiple channels, including websites, social media, print materials, and more. So, you need a DAM system that can handle the complexity of omnichannel content delivery.
Traditionally, DAM systems have not possessed the capabilities for managing content in an omnichannel fashion. In the past, DAM operated in a centralised storage manner where people uploaded content to an online server accessible by some people in the team. This setup works well when you have a single web-based marketing site to publish assets. But what happens when you want to publish your content across social channels or email?
New DAM technology has emerged specifically designed to handle this challenge.
Digital Asset Management 3.0 is the latest and most advanced version of DAM technology. It supports modular content management and omnichannel delivery across various mediums, including apps, print, web, social media, e-commerce and mobile devices. It also allows you to easily create and manage numerous versions of your content for each channel, so that you can consistently deliver the most up-to-date version to your customers on the specific channel they desire.
Omnichannel content delivery with a Content Marketing Platform
Sitecore Content Marketing Platform (CMP) allows content delivery across print, email, social media and mobile channels. With Sitecore CMP, you can improve your ideation and planning processes for each of these mediums. The tools available allow you to pinpoint gaps in your strategy and then plan the content you need across audiences, channels and regions.
Sitecore CMP enables you to personalise content across your channels to deliver the right content to the right audience no matter where they are in the customer journey. Moreover, you can monitor the performance of your content so you can pinpoint your most effective components on each channel.
Sitecore CMP is an effective tool in your omnichannel content stack to help you deliver quality content across different channels. It includes modules that allow you to research, plan, and execute your content marketing strategy across multiple channels. This platform also allows you to publish content into a Content Management System (CMS), which you can then publish to a range of social media networks.
In addition, Sitecore offers Content as a Service (CaaS) for easily creating content once and then publishing it anywhere. CaaS integrates with Sitecore CMP so that you can create powerful omnichannel campaigns in one place.
Marketing Resource Management optimises content delivery
Marketing Resource Management (MRM) supports strategies and workflows for content marketers. It provides an integrated environment for managing and centralising full-blown campaigns and even one-off tasks.
MRM optimises content delivery to reach customers through multiple channels at once, which can greatly improve brand consistency and the customer experience. It is a unified platform with workflow management capabilities for planning and scheduling to ensure everyone works in tandem.
Successful campaigns need good workflows behind them. MRM optimises workflow management across internal and external teams so that everyone can share, collaborate and approve content. MRM also leverages Digital Right Management (DRM) workflows to safeguard you from using content outside your permissions. For example, if you have permission to use photos in print but not on social media, MRM with DRM capabilities will provide you with this information.
Rather than relying on outdated and ineffective methods, MRM unifies the planning, creating and tracking of marketing content across all channels to bring products and services to the customer in an omnichannel world. It makes up part of DAM 3.0 as it connects omnichannel content stored in the DAM system with any workflow or text-based data stored in the CMP. MRM enables you to manage the entire customer journey, from campaign planning to delivery and analyses data from various sources to ensure you deliver campaigns at the right time and to the right audience.
How Integrations as a Service drives omnichannel content delivery
When it comes to omnichannel content delivery, you need to ensure your content platforms talk to each other and automate manual tasks you do not have the time and scale to manage anymore. One method of achieving this at scale and low cost is through Integrations as a Service. Utilising the SiPHON platform, we can connect the content databases, product data, pricing and workflows you leverage to manage and publish content across all of your distribution channels.
Integrations as a Service takes care of connecting the applications in your business to make it easier to manage and coordinate your content and data in one place. It also makes it easier for you to send and receive information between different applications. When your content delivery platforms speak to each other, it eases data coordination and content delivery across multiple channels.
Beyond content delivery, Integration as a Service enables you with the right tools for connecting with your customers by managing customer interactions and the data collected from these. It also reduces the steps in both staff and customer journeys by eliminating manual or repeated tasks for both parties. In turn, you can create personalised and streamlined experiences for your customers based on their past interactions with your company.
Creative Folks enables omnichannel content delivery
At Creative Folks, we specialise in content management systems for omnichannel delivery. We are a Gold Partner of Sitecore, a brand at the forefront of omnichannel content platforms, and are Sitecore Content Hub Specialists. Please view our Sitecore Content Hub product page for more on how we can meet your marketing and content needs.
Creative Folks are also the Aussie experts when it comes to all things integrations, so check out our Integrations as a Service page or get in touch to start your journey.
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