Sitecore Content Hub

Sitecore Content Hub

Five modules and their user benefits

 

The importance of marketing to any business can hardly be exaggerated. But all too often, campaigns are hampered by inefficient flow of information, disjointed content management networks, incompatible technologies and time-consuming obstacles such as rights issues. Meanwhile, monitoring and analysis of projects, from planning workflows to putting schedules in place and assessing results, are processes that can always benefit from streamlining.

 

That’s where Sitecore Content Hub can whip your marketing operations into shape. It creates a 360-degree view of your marketing campaigns, focusing on five distinct modules: Digital Asset Management, Content Marketing Platform, Marketing Resource Management, Product Content Management and Web to Print. Below we take a closer look at the benefits these can offer marketers.

1. Digital Asset Management

Sitecore DAM aims to help marketers create a “one-stop shop” for all their marketing assets. Often, it’s only when you really start to really look into your content creation processes that you realise how many different sources, software systems, company departments, channels and formats you interact with in order to draw a project together and keep tabs on its schedules, workflow and results. Sitecore DAM stores and labels a wide range of assets (documents, video content, images, branding, slogans, etc) directly within the Sitecore cloud. This enhances brand consistency and helps asset searches and performance analysis thanks to metadata tags. Redundant or outdated content can be stripped away, budgets can be centrally monitored, and problems of usage rights and permissions don’t arise because assets within the hub are already pre-approved for use.

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2. Content Marketing Platform

Some of the more time-consuming stages of marketing campaigns occur in the planning, delegating and distribution of projects. In Sitecore CMP, a strategy board can be used to match target audiences to suitable content, then define structure and timings for the content production process. This helps minimise delays in sharing objectives and schedules, and preparing teams for different tasks. This way content will always be ready when required, regardless of the channel, the target audience, the type of campaign and its regional focus. Meanwhile, the process allows not only for uploading of content and assets from creatives, but also comments and reviews to help quickly fine-tune the campaign. Potential delays or gaps in the chain can easily be identified and addressed, and final campaigns can be approved.

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3. Product Content Management

The bigger your operation, the more data you are likely to be managing. Product Content Management (also sometimes known as Product Information Management or PIM) aims to create a Single Point of Truth (SPOT) for marketing campaigns, so you can trace any asset to quickly establish where and how it is being used right across a campaign, a CMS or an application. This helps ensure that all content elements – from branding styles or colour palettes to copy and images – are up to date and easily accessible. This way, data can be updated, amended and added to. The potential to integrate product data from third party systems helps further streamline your content hub and allows for multi-channel publishing of campaigns.

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4. Marketing Resource Management

Getting a campaign up and running can be a slow, stop-start business. But the creation of new marketing projects can be overseen far more efficiently with the project management tools of Sitecore MRM. Resources can be allocated, budgets put in place, and clear and concise project briefs can be created to establish clear goals and strategic blueprints everyone can work from. Once all this is in place, the content development process can begin and collaborations can be arranged, all while progress can easily be monitored by colleagues and managers through the Sitecore MRM Dashboard. With everyone on the same page from the start, the campaign progresses more directly towards a shared goal – with every step clearly visible to all involved.

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5. Web to print

While digital content plays an ever-increasing role in the modern marketing landscape, traditional channels and content formats should not be overlooked or undervalued. Marketers often need to convert digital assets into printed marketing materials, for everything from brochures to poster campaigns or booth graphics, taking advantage of the renowned haptic appeal of print and its importance in face-to-face “real world” communications. And converting web materials to personalised print collateral tightly in tune with your campaign is easy with Sitecore’s W2P facility. Customisable templates on the Sitecore browser allow users to create printable artworks tailored to multiple variants based on language or channel requirements. Conversely, traditional graphics used in print campaigns can be integrated into smart templates for use in digital channels. Meanwhile, the central content hub ensures brand consistency and minimises errors across the whole campaign.

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