By Tammy Michalek, Senior Solution Consultant, IO Integration
Too often, businesses spend significant amounts of money on content that is used once, or maybe twice at most, before being archived and forgotten about forever. Approaching content in this way is both ineffective and illogical: it’s like ordering a three-course dinner but only eating half of the starter.
On a graph, the engagement of a piece of content roughly resembles a bell curve. For example, an article will typically gain the most engagement shortly after it’s been published — not as soon as it’s been published — before quickly petering out as it disappears from people’s social media feeds and timelines. Once this engagement comes to an end, many brands will consider the article as expired.
But in almost all cases, this content is far from dead. In fact, marketers are missing out on huge opportunities to extend the shelf life of all its content while accelerating communications and further increasing customer engagement as a result. The key to unlocking these benefits lies within content management platforms, which can help marketers realise the true value of what they’re creating.
Here are five benefits that can be enjoyed through this technology:
Easy editing and brand integrity
While not all enterprise content management platforms are enabled with this feature, the best options allow users to store all content using an easily editable agnostic format. This means it is far easier for users to make any necessary amends or edits to files — whether it’s a Word document or a PDF — without the complications involved in opening up each one using different programmes and saving them down as different file formats.
Teams are able to adjust content to fit specific markets, and quickly see the benefits of this. The page layout and vehicle details may never change, but the lease fees and percentages per month may vary wildly. Marketers feel confident brand integrity is maintained while local branches create promotions that suit the needs of their market — and provide additional opportunities for engagement with new audiences.
Ease of locating content
We all know how frustrating it can be to spend 20 minutes searching every folder on the corporate network for a single piece of copy or a Photoshop file. This is complicated further if the network is shared across multiple sites or international offices. Voyaging down the black hole of lost content is a dark path. To know something exists, yet cannot find, it has been known to throw marketers off a cliff.
With enterprise content management technology, however, what used to take 20 minutes can be reduced to a matter of seconds. Each piece of content can easily be tagged with metadata, which can then be used to search for the desired piece of content using relevant keywords of phrases. This is particularly useful for companies producing content for a number of different localities, as the metadata can be used to differentiate an article written in French, for example, from an identical article written in English.
Effective repurposing of content
Imagine that a client has booked in a photoshoot to promote its latest product. Once this is finished, most agencies would work with the client to choose a small selection of the very best photos before using them to run a campaign on a certain marketing channel. This is all well and good, but there’s also a huge swath of perfectly good photos that are being neglected, and they shouldn’t be.
By uploading all of these photos to a content management system, users can easily get a good glance at each shot and determine which ones could be repurposed as an additional part of the campaign on a different channel. Certain systems will also allow you to preview how the content might look on that channel to help determine its effectiveness.
Add in relevant metadata and supporting documentations about usage rights and you are on the road to proper rights management.
Transparency across all sites
For companies with multiple sites across multiple countries, it can often be extremely difficult to ensure all content being created retains a universal consistency and tone of voice, especially with so much being created on a daily basis. Importantly, content needs to be relevant in order to resonate.
This is why many large clients use content management platforms as a kind of ‘brand hub’, allowing them to keep one eye on everything that’s coming out of each office or locality. Any content that might be engaging for a certain audience can then be repurposed, while other pieces might simply serve as inspiration for future campaigns and/or activities.
Earlier this year, the Irish Herald published a story on its back page about the signing of a major football star to a new team, but accidentally used a photo of a rapper instead. This quickly provoked outrage across social media platforms, and the newspaper’s brand reputation was dealt a fatal blow.
Crucial mistakes such as these can be easily avoided with enterprise content management systems, thanks to the use of metadata and the intuitive organisation of all files. Content can also be shared, previewed and approved by others within your team to ensure any errors are corrected before being shared with an audience.
Content management systems are without a doubt the most effective way of not just boosting your content output, but ensuring all of it is engaging to your audience and of the highest quality. Whether you’re a business with a single office or a large brand with sites in numerous countries, this technology can adapt to the way you work and maximise the effectiveness of your marketing.
Tammy Michalek is a Marketing Technology Strategist who specializes in creating efficiencies between enterprise business processes and supporting technologies. Over the past twenty years, Tammy has assisted clients in Retail, Pharmaceutical and Automotive industries to maximize on innovative Customer Experience initiatives by ensuring the proper marketing ecosystems are in place.