There is a large amount of content that is being produced by multiple departments of the same organization. This difficulty in generating this content is brought about by various departments using multiple tools, disjointed systems, convoluted processes with the inability to collaborate, plus poor visibility into how the content is performing. The challenge in generating content efficiently, coupled with the huge demand for it, has led to today’s content crisis.

In addition, a staggering 79.3 per cent said that lack of integration between their organization’s content management system and core business applications was a real stumbling block.

And finally, 70.5 per cent said that scaling out information management systems to other processes beyond its original deployment was also proving an impasse. To solve the problem of content crisis, organizations need to effectively plan, deliver and monitor content across all the touch points. This is where content hub solves the problem of content crisis and content duplication.

Sitecore Content Hub integrates digital asset management with digital rights management, marketing resource management, content marketing, and product content management in a single collaborative platform, enabling the entire marketing department to work in synergy, not isolated in silos:

• They need to streamline their processes for strategizing, planning, creating, approving and publishing content across all channels – and be able to manage these processes and workflows.
• To support these streamlined processes, they need one unified platform so that time, energy, and resources are not wasted trying to locate the right version of the right asset that needs to be created, reviewed, approved, or published to the right channel at the right time.
• They need to be able to work together, understanding what team member is doing at any given point of the project, not in a vacuum throwing content “over the wall” for someone else to work on
• And they need to understand what content is working - and what isn’t - to better improve the strategizing and planning process for the next round of projects

Sitecore Content Hub™

The vision of Sitecore Content Hub is to set up content creation and delivery as a supply chain – “The Content Supply Chain”. It's time to look at content creation and publication as a process, and then provide a technology platform that allows for the execution of this process.

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Key components of Sitecore Content Hub™:

Sitecore content hub is a unified platform for bringing together diversified content to a single base, enabling multiple teams to make the best use of the content assets. This Sitecore CMS aims at making the lives of marketers, campaign managers and other teams easy. Content hub simplifies efforts of marketers to seamlessly integrate content and commerce.

1. Sitecore DAM^™ (Digital Asset Management) - Sitecore DAM^™ simplifies storage, management, distribution and control of digital assets.

• Manage virtually all digital asset file types
• Reduce time to tag, locate, use, and share assets
• Machine learning helps tag your content
• Preview images, videos, layouts, and other file types in context
• Reduce risk by enforcing DRM

2. Sitecore MRM^™(Marketing Resource Management) - Sitecore MRM^™ manages, budget, and control every phase of a marketing project.

• Plan and execute campaigns across channels, markets and brands
• Steer teams to achieve key production targets on time with intuitive collaboration, review and approval tools

3. Sitecore CMP^™(Content Marketing Platform) - Sitecore CMP^™ streamlines content strategizing, planning, creation, and publication.

• Effectively plan, manage, and collaborate on content strategy
• Streamline production by orchestrating many simultaneous task streams of different content stakeholders
• Optimize content usage and distribution to target audiences across channels
• Elevate visibility and governance

4. Sitecore PCM (Product Content Management) - Sitecore PCM stays on top of all your product content for ecommerce and other downstream apps.

• Centralize and automate the management and maintenance of all product-related content (assets, descriptions, SKUs,etc.)
• Create relationships with all relevant objects

5. Sitecore W2P (Web-to-Print)-

• Generate custom printable product sheets using all available content
• Enforce brand guidelines even outside the organization

And once content is built and approved in Content Hub, it’s ready to be shared in personalized and elevated experiences across all channels through Sitecore Experience Platform, and used to drive conversions with Sitecore Experience Commerce.

Data about how content is used and its effectiveness in engaging audiences and target segments is then passed back from the Experience Platform to Content Hub, where content planners and strategizes can use this information to better inform their decisions for what content to create next. All these solutions are part of Sitecore Experience Cloud – the end-to-end solution for managing your content lifecycle

Benefits of Sitecore Content Hub

Using content hub benefits everyone in the organization: marketers, content creators, content editors, human resource team, marketing ops, merchandisers as well as the IT department teams.

• Marketing Operations: Easily manage operations, projects, and budgets across teams: from strategy and planning to execution and analysis – with data and content governance.
• Digital / Content Marketer: One platform for efficient access, management, and distribution of content at scale – across all channels.
• Content Creator / Web Editor: Facilitate content creation and collaboration, with visibility across the entire digital marketing workflow and feedback on content performance.
• Merchandiser: Always use the latest product content at any given time through seamless integration between CMS, PCM, and DAM.
• IT Director: Easily integrate to the rest of the marketing tech stack while maintaining 24x7 operations, security, data & privacy and other governance and compliance requirements.

Managing content and digital assets is a primary concern for organizations undergoing digital transformation. Effective information management is not only an issue for the IT departments but also central to the overall business strategy.

Recently the very scale and nature of content management has changed – as well as the volume, richness and diversity of data needing to be managed, requiring a re-think in the way data, content and information is perceived in organizations by using a CMS like Content Hub

Altudo is a Sitecore Platinum partner with 500+ Sitecore projects delivered for 45+ Fortune 500 brands, across 7 industry verticals

We help you realize the true potential of your marketing efforts, speeding up the Time to Value by leveraging CX strategy, 1:1 personalization & our global delivery expertise.

Ashish Kapoor Director Technology Solutions

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