content platform

Finding the Right Content Platform for Every Team

by Jackie Davis

Creation, execution, analysis – the lifecycle of a marketer. Marketing teams, especially in recent years, are not only tasked with creating engaging, personalized digital content that produces results but analyzing those results for sales intelligence. These three phases bring together the marketing, design, sales, and IT teams – making content marketing collaborative. As these teams intersect, enabling marketing approaches that not only create captivating content but also work for each individual team member becomes crucial.

When we dive into the challenges marketing teams face, data is high on the list. According to a recent Forrester report, marketers rank data, not just analytics, as a top challenge. This is where content collaboration tools that offer an analytics dashboard come in. With the Sitecore Content Hub, marketers – and every other team in the organization – can get a full overview of the content, channels, and performance of each campaign. And content is where marketers must keep their focus – a focus on creation and distribution.

“Content is arguably your greatest weapon in your fight for the most enticing digital experience in your industry,” said Jose Santa Ana, Product Marketing Director at Sitecore in a recent article. “The last thing you want is for your content to get “stuck” in one channel, which is what happens when you create content for a website or application in most legacy CMSs.”

Creating a great content flow starts with a CMS system that streamlines data and assets.  “A well-designed content hub will leverage proven, modern approaches and technologies. It will be built on a scalable integration model that’s able to accommodate corporate requirements around security and reliability,” said a recent Sitecore report.

Today’s CMS systems and content hubs are single models that interact with multiple platforms and reduce institutional friction – enabling marketers on their creation, execution, and analysis journey. These systems sync platforms, update data, and uncover silos that hold valuable information to better the customer experience.

All teams will have more time to focus on high-value tasks and stop wasting time on storing, finding, and distributing content – the Hub handles it all. “Improved marketing operations ultimately result in increased ROI and added value for the company. But operational excellence can deliver other strategic benefits, too,” stated the report.