Sitecore is the global leader in digital experience management software. Sitecore’s Content Hub offering is a unique, integrated solution that incorporates critical components required by modern marketing, communications, and product teams. It helps drive the Sitecore Experience (XP) platform with content to ensure improved personalisation and experiences.
Furthermore, Sitecore Content Hub can also help underpin content distribution platforms, such as Marketing Automation tools like Salesforce Marketing Cloud via the Sitecore Connect module.
Instead of managing multiple vendor tools to plan, manage, create, edit and publish varied types of content, Content Hub One facilitates a unified approach on a single platform with a shared data store and schema to provide maximum usability and efficiency.
Effectively handling content management is critical due to the increasing importance, diversity and demand for content across numerous consumer channels. Therefore, the ability to publish content fast and cost-effectively must be a priority. However, with the proliferation of digital channels, content is often lacking quality and quantity.
Challenges with generating content arise when marketing departments use multiple tools, fragmented systems, convoluted processes, and have limited content performance visibility. This dysfunctional process inevitably filters down into other areas of your team where the content crisis can manifest in many ways. Your social media team, for example, may create additional content that is not consistent with your brand. Moreover, if you do not organise your content, your team will struggle to find assets in the right format and for the correct channel. Many of your colleagues may struggle to share information with all team members, customers, suppliers, and partners adequately. The content crisis partly results from a lack of integration between the content management system and fundamental business applications. Therefore, it is vital to streamline your processes to strategise, plan, create, approve, and publish content across all channels. A unified platform saves time as it ensures all of your resources are in one place. You can quickly locate them, see what other team members are doing with the content and understand which content is successful so you can improve future strategies.
To overcome the content crisis, your department needs to work in synergy by choosing a platform that supports your content management process. The Sitecore Content Hub can help you achieve this goal because it connects everything. The five components of the Sitecore Content Hub help your team deliver personalised digital experiences while managing your content lifecycle. It gives you the necessary tools to find a direction while providing enough flexibility to accommodate how you run your business.
When you view content creation and delivery as a process, structured like a supply chain, providing a technology platform to execute the procedure can effectively manage the content crisis. It allows your marketing department to manage operations, projects, and budgets with data and content governance. Furthermore, it helps your content marketers manage and distribute content across all channels, and your web editors can facilitate content creation and collaboration. It allows for visibility across the entire digital marketing workflow and provides feedback on content performance.
We marketers are flooded with acronyms and jargon to the point that they lose meaning. What is the difference between DAM, PCM, and MRM? Let's review them one by one:
Digital Asset Management (DAM) is a technology solution that gives you the freedom of sharing, storing, managing, and distributing content from a central hub. It enables you to gain increased value from digital assets which can be anything from images, videos, photographs or audio clips. The ability to store, organise, and distribute your digital assets in a central location helps you to connect your digital assets with your team, enabling them to find these assets faster. An effective DAM solution ensures your brand remains consistent throughout each campaign.
A DAM system has several advantages; however, four main benefits are:
A Product Content Management (PCM) system enables the collection, management, enrichment of product information, marketing data, and associated assets. PCM incorporates PIM functionality, but it is much more than that. The purpose of a PCM is collaboration and unified information across sales and e-commerce channels, depending on your requirements and goals. Doing this ensures optimal customer experiences through the delivery of accurate, up-to-date information.
Like the DAM system, a PCM component has several advantages; however, three main benefits include:
Marketing Resource Management (MRM) allows you to efficiently manage the back-end operations and processes that run the marketing campaigns. Assisting with workflow, as well as having the ability to plan, track and allocate marketing resources more efficiently, a MRM system ensures you direct your time into the right goals.
A MRM system addresses the following process, which yields many benefits:
Sitecore Content Hub is not just DAM, or MRM, or PCM - it is all three. Your assets, data, and processes are synced and integrated into one platform, making it the Enterprise Marketer's dream tool by combining content management with commerce and customer insights.
With Sitecore DAM, you can quickly search for any marketing content or asset while storing and managing your assets. Moreover, with Sitecore PCM, different departments and locations can effectively manage product data that you need for your e-commerce website, as well as your product brochures. This helps you avoid typos and errors, support brands, and create transparency about the use of assets across various channels.
Sitecore MRM increases your colleagues' efficiency by providing the necessary tools to better plan, schedule, and organise content production. You gain control of marketing campaigns by planning your annual marketing calendar and organising your content production through streamlined processes.
With Sitecore Content Hub, you can streamline your asset management while simplifying operational marketing processes, allowing your marketing team to effectively and quickly plan, monitor, and deliver campaigns with rights-approved assets.
Sitecore Content Hub is a platform to deliver fundamental content process transformation that provides efficiency gains and better experiences for customers and suppliers. Creative Folks is uniquely positioned to guide organisations in the discovery, planning and implementation through our proven approach and 20+ years of experience in delivering successful content management solutions. Our technical consulting and integration services ensure that the data in business systems is augmented into the platform to add value and that the content reaches the distribution platforms with reduced steps. We focus on the outcomes and guide the change of management, so the business objectives are met on time and on budget.
Creative Folks is a Sitecore Gold Partner and the first authorised Content Hub Specialist in Australia.