Content Operations Without the Chaos
Most content marketing strategies are hamstrung by inadequate content governance. Half of the problem is rooted in technology, and the other half in strategy. With the right tools and strategies, brands can benefit from structured content, a methodology that ensures content is centrally stored, searchable, workflow-friendly, and omnichannel-ready.
The Content Silo Problem
Organizations are faced with managing and creating an enormous amount of content for a plethora of digital and print-based delivery channels. That content can often be found (or lost) across a myriad of documents, digital asset management systems, local hard drives, cloud storage platforms, and so on.
With so much content scattered across so many different silos, marketing teams often lose content, forget about assets, or require extra time to find what they’re looking for. Since content can’t be easily found and re-used, it’s common for marketers to duplicate content for different devices or platforms, resulting in chronic inefficiency and a slower time to market.
How Structured Content Streamlines Content Operations
A structured content strategy involves migrating all content and assets into one, centralized, and searchable system. Further, that central system should enable edits, workflows, permissions, and content delivery to any front end — making it ideal for omnichannel marketing campaigns. Commonly, brands use a headless CMS as their hub for structured content.
As well as speeding up time to market and empowering marketers, structured content also enables personalization and localization. Marketers can quickly find, duplicate, and then tweak each piece of content to suit different personas or regions. Eventually, you’ll have multiple versions of the same content ready for when a specific persona lands on your website, or when your brand launches in a new part of the world.
Control Your Content Lifecycle
Making content searchable and editable is one thing, but structured content management goes a step further by helping you to see the entire lifecycle of each piece of content. So, when you find the content you’re looking for, you’ll find the latest version while being able to look back at who made edits, and when. You’ll also be able to see how far along the workflow the content is, so nothing ever gets published too early, or too late.
Content Bloom actively works with companies to create unified content strategies and implementations using industry leading enterprise management tools such as Adobe’s XML Documentation add-on for AEM and Tridion Docs. We’re also experienced with various headless CMS solutions, including Sitecore, Contentful, dotCMS, Adobe Experience Manager, and RWS (formerly SDL).