20 Nov 2022| ONPASSIVE
An Easy Guide to Manage the Overlap in Your Content Marketing Technology
Since 1895, when the first edition of the content marketing magazine was published, brands have adapted to the vast opportunities to engage consumers with stories. The growth in online channels has continued to unlock storytelling possibilities for various content formats and channels. However, in a world of insufficient resources, content marketers require tools to efficiently manage content operations and effectively manage resources across channels to convey brand stories. As marketers come under tremendous stress to utilize more of their marketing abilities, content marketing technology providers join functionalities to place themselves as integrated solutions.
The marketing technology solution providers have developed platforms to direct some or all of the five steps of content operations: Ingestion and creation; organization and storage; planning; development and approval; distribution and measurement, and publication. The content operations environment, in turn, contains five separate solutions. However, accelerated transformations in the market have produced a natural progression of these solutions, resulting in the meaningful functional overlap between once-distinct practices.
The content operations space comprises of a range of pre-established and developing platforms. Marketing leaders must follow current abilities and environments related to their requirements and position for the opportunities produced by modifications to the vendor landscape. Begin by understand the digital asset management (DAM) – one of the most comprehensive platforms – and how DAM frequently overlaps with the other four standard content operations platforms. Marketers are required to understand the contrast between plan and solutions for functional mergers or convergence.
DAM helps the complete content process, from asset ingestion by development, publication, and measurement. DAMs can also manage all kinds of content (e.g., images, text, audio, and videos) and sustain various types of users (e.g., external agency talent, internal marketing talent, and non-marketing talent from customer support or HR). This variety accounts for their application.
MWM presents a sketch of every content projects initiated in the business and where they are in their workflow. These systems also make it simple to maintain the people concerned in a content project (e.g., agency staff, freelancers, in-house staff, etc.). MWM empowers marketers to produce content for one channel and repurpose it for another — which is crucial given parallel increases in the number of marketing channels and the diversity of content formats. The overlap between MWM and DAM systems comes from both directions, as DAM providers add easy workflow management functionality to their platforms, and MWM providers mix DAM abilities.
PIM solutions grasp knowledge about products or services from where it exists in the business’s multiple siloed databases. The platform takes information like product specifics and material inputs, structures that data, and makes it accessible to other systems, including DAMs. Integration with business systems such as ERP is unique to PIM, but obtaining profits needs significant IT support to execute the solution and maintain it. Some SaaS providers also try to profit on demand for PIM functionalities by offering integrated solutions with first DAM and PIM abilities. These might produce sufficient features for businesses with small-scale or immature content marketing programs.
CMPs present a variety of abilities beyond the complete content marketing workflow, from planning and ideation to production, publication, and performance analysis. Several CMP providers claim that their solutions can substitute a DAM. And they can, in few cases — particularly for businesses utilizing a DAM singularly for marketing and not for any other content-driven roles like HR.
MAM engines implement functionalities for creative teams that generate and edit audio-visual media. Notably, video editors can preserve storage space and time and lessen mistakes utilizing MAM. Few DAM vendors present MAM functionality as a component of their platforms or blend with partner solutions. Marketers must be transparent, which it is, and examine extensively to ensure the functionalities operate seamlessly. Few marketing teams will discover that integrated solutions help their goals; others need best-of-breed platforms to get all the features they require. The primary practice is to do an accurate inventory of requirements and use cases and use them to construct the cost-benefit examination of a given solution. It also pays in a fast-evolving ecosystem to hold contract timeframes short, so you can more quickly switch when content requirements outgrow your preferred platform.
More than ever, it’s essential to leverage the possible content marketing has for your organization. Implementing content in your marketing strategy is crucial to developing thought leadership and staying ahead of the competition. To do this efficiently, marketers must learn the technology behind the digital content they’re producing. This knowledge will make your content marketing technology and content curation strategy more productive.
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