Where is your content hiding?
Let’s identify some of the usual suspects that hold pieces of content we can use in our content marketing.
Marketing & brand portal
Agency
eCommerce
Creative project management & collaboration tools
ERP
CMS
DAM
Documents
Marketing content hub
AGGREGATE
CHANNELS
MRM
CRM
Supplier
Apps
Marketing content respository
Enterprise search
PIM
ERP Enterprise Resource Planning systems are owned by the older, more serious, and well-established layers of the organization. They are designed primarily to hold financial and logistical information. ERP platforms are generally unsuited to accommodate typical marketing information, such as, commercial product benefits in 17 languages. And in the rare cases ERP systems are able to accommodate such information, a release cycle of 12 months is usually a poor match for a marketing organization that needs to respond swiftly to ever-changing conditions. Nevertheless, with respect to best practices in master data flow, ERP is the origin and owner of some pieces of marketing content that must flow downstream to ultimately end up in a publication channel. Typically, you will want ERP to provide product structures (e.g., brands, product families, SKUs, organization of products in a catalog) and the availability of products to markets or retail customers.
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