The following article was written by guest blogger Richard Lee, Product Evangelist for Dynamicweb.
Content management is no longer just coordinating the messaging on your website. You now need to synchronize your publishing efforts across social media, email, collateral and online advertising. That makes content management in B2B and B2C markets far more challenging than it used to be.
The content management process also goes way beyond simply copying and pasting content from one channel to the next. Each channel comes with different audience types, mediums, and delivery mechanisms.
Audiences recognize the difference, for example, content posted on LinkedIn versus the same content posted on Instagram. LinkedIn tends to be text-heavy with hashtags whereas on Instagram, the content is more image-heavy. In essence, however, the content is the same—the image is the lure, and the hashtags are the keywords.
Streamlining Content Delivery by Supporting All Contributors and Consumers
If you are a content manager you are likely working within endless channels and a growing database of content, some evergreen, some pertinent only for the moment. Determining how to manage the content as whole pieces and as individual parts is critical; you need to scale your communications efforts.
This transcends the need for scheduling software, which precedes that effort. A key tool in taking on this challenge is a Product Information Management (PIM) system, which you can apply to a tangible product like a water bottle or an intangible product like online software. In both cases, managing the product information related to features is essential. This includes facets such as size, color, weight, platform-compatibility, and hosting requirements.
A PIM system streamlines the content management process by supporting all contributors and consumers of the information. Consumers can view the information as they wish—on any of the channels to which it is published and in the format native to that channel. The PIM system can also publish to each channel using any of the information it contains to support a particular piece of content.
When you have a large team of content creators and planners, staying on the same page and collaborating, using a bit of content from here or there, requires a modern system capable of managing the branches and leaves of the content tree. A well-crafted PIM system allows contributors to fold in their content while also making it available to marketing teams to use without having to reinvent any messaging. This takes creative licensing away from anyone who is not authorized to change the messaging.
PIM systems also pave the way of the future where content becomes blocks of content that can be mixed and matched for different audiences and different channels. This enables product teams to more effectively deliver messages that evolve over the lifecycle of products.
Discover How PIM Can Support Your Multi-Channel Publishing Process
To learn more about PIM, watch our OnDemand webinar, “How Product Information Management (PIM) Supports Multi-Channel Content Publishing.” Hear from a content management expert on how to manage and deliver consistent and accurate product information across your sales and marketing channels—including social media, websites, email and portals. You will also see how a PIM system helps keep your team organized.
The solution encompasses all the capabilities you need in handling product information with fewer applications, integrations and systems—to give you a 360-degree overview of your product information and a flexible data structure that ensures data quality. Contact our partner, Western Computer to learn more or request a personalized demonstration of Dynamicweb.
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