Speak to the crowd
A second, outer layer around the marketing content repository is the marketing portal. This is our most attractive asset. Essentially, it is web content management (CMS) functionality that allows us to embed the application in a website. This site is not the final publication channel for content, nor a consumer-facing site. It is the marketing portal that is targeted at the extended marketing community of strategic and production marketers, agencies, product managers, sales staff, and anyone who works on or around marketing content. Editorial content and context The marketing portal serves two main purposes. Where the marketing content repository deals primarily with structured data, the marketing portal allows you to add other types of data. It adds editorial content and context. A good example of context for the structured data is a conventional brand or corporate identity guide. Instead of just providing company and brand logos, visuals, and graphical devices, they are introduced through their conceptual background and accompanied by instructions on how to properly use them. Editorial content is the content that fits the form of text and web pages rather than data or files in a metadata structure. Good examples are news items, blog posts, or even microsites describing upcoming campaign concepts. Set up a dialog The second purpose is to set up a dialog with your marketing community. Now that you have a channel where marketing people gather, you should use it. The dialog can be a very practical one, but we prefer to focus on the more inspiring part—remember the mood board we discussed earlier. This is the place where we can challenge and inspire marketers and agencies that operate far from the central marketing organization or the cradle of marketing strategies to benchmark their work and learn from peers.
39% of marketing leaders say budget is their biggest barrier to delivering more personalized digital content. 6
6 Sitecore and SoDa: Trends in Personalization report 2019: [https://www.sitecore.com/landing/corp/ 2019-sitecore-soda-trends-in-personalization-research-report]
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