By definition, the content lifecycle is the process that any piece of digital content goes through - it is the beginning, middle and end of data creation. Content lifecycle is dynamic and looks vastly different from one part of the content to the next.
Content lifecycle has four steps:
Find Ability - Can the user find the content? Most of the time, the user can’t find content due to the absence of Meta tags, Alt tag of the image, right format of content.
Brand Consistency - The content is created by different groups or departments; each group creates its own content. Later, they store and publish it in different mediums or channels, without any standard or brand tone.
Campaign Management - In traditional content management, all content is managed in a disorderly manner. Video, audio image PDFs, web content, have their unique creation, management and deployment challenges. Additionally, multiple pieces of content are often used to associate with a single campaign and need to be deployed together and available for future reuse.
Creativity / Collaboration - 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. This hinders creativity and makes it challenging to come up with a quality- finished product when needed.
Usage Rights Management - When assets are created or purchased, these 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 a piece of content unknowingly.
Scalability - Just the sheer volume of content needed to support personalization efforts across channels and touch points elevates this situation from mere annoyance to full-blown crisis.
To resolve the content crisis, marketers need to start working in synergy, not in silos:
Sitecore Content Hub allows marketers to resolve the content crisis by setting up content creation and delivery as a supply chain.
Aggregating from multiple data sources within the organization, into the hub, and then publishing on the various channels is crucial.
Once the content is built and approved in the Content Hub, it’s ready to be shared in personalized and elevated experiences across all channels, through Sitecore Experience Platform, and also used to drive conversions using Sitecore Experience Commerce.
Data about how content is used, its effectiveness in engaging audiences and targeting segments is then passed on from the Experience Platform to Content Hub, where content planners and strategizers use this information to make informed decisions for creation of content.
Having a centralized content hub benefits everyone in the marketing organization and beyond: from content creators to digital marketers, to marketing ops, merchandisers, and even the IT department.
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