It’s more than Digital Asset Management
Most marketers get introduced to the concept of a Content Hub through a DAM system. It’s now an established category and, as a consequence, marketers often label projects in their back office as “DAM.” That is, at least until we start digging into the underlying business case, use cases, and specific requirements. More often than not, the project then takes a different turn. While a DAM is usually present in some form, we often find that customers are dealing with serious challenges around content marketing and omnichannel delivery. This is far beyond the traditional scope of DAM. But in scenarios like this, a seemingly minor mislabeling can have major consequences. By the time the RFP is released, the project has been locked in the DAM mold. Short lists have been made of DAM vendors. Budgets have been matched to DAM implementations. Internal stakeholders, sponsors, staffing, and governance are all expected to match a DAM business case.
“A more accurate project label might read, ‘We have serious challenges around content marketing and dealing with omnichannel.’”
Fixing these issues in-flight can often be complicated and costly. In the end, companies are often left with a compromised project that fails to adequately address the business problem. Not only that, time, money, and momentum have all been lost. To educate future clients and prospects—and to anticipate and avoid the pitfalls described above—this guide describes the business case for a Content Hub, and compares it with both the traditional DAM business case and the situations we most often encounter when we enter through the DAM door.
Over 80% of global respondents say that ‘relevant content is what gets customers to come back.’ 1
1 Econsultancy and Sitecore: Reinventing Commerce 2019: [https://www.sitecore.com/en-gb/resources/index/ analyst-reports/reinventing-commerce]
4
Made with FlippingBook Learn more on our blog