Tame brand fragmentation

Introduction

The Intelligent DAM is a unique tool designed to help marketing managers face the real challenge of the omnichannel digital experience: keeping the brand’s identity and the tone of voice consistent through all touchpoints, especially during one surfing session.

 

Good Content Intelligence Software does not only provide important insights about your audience, improving the efficiency of your content marketing and your sales or business development activities.

 

It also needs to help you to dynamically adapt content to any digital channel in real time, and tell you where the content has been published, who published it, and allow you remove it, if necessary.

 

But many companies today copy content across many different silos. For example, one content can be uploaded to HubSpot to be used in emails, in WordPress to be published in a blog post, in Adobe Experience Manager to be used in a website, or in Salesforce E-commerce for the e-commerce platform.

 

Having just one version of every piece of content will simplify marketing operations and ensure better control over content.

 

 

 

 

 

Steps: 

[dropdown:1. Create users]

The first thing to do is organize and prepare the environment by leveraging THRON capabilities such as Platform Roles management and workflow organization. To centralize content by taking control of your brand and reducing fragmentation, it is essential that all content is uploaded to THRON and distributed from there across all the touchpoints. This is why you will need:

 

  • At least one user acting as "Content Editor" who will upload the assets to THRON.
  • At least one user acting as “Content Intelligence Manager”, who will tag the content and publish it across all channels.

 

To create a new user, click on the menu button located in the upper right corner of your dashboard, and reach the “Users” section. Once there, create a new user by clicking on the specific button.

Give each user with the proper role, making sure you create at least one Content Editor and at least one Content Intelligence Manager.

 

In-depth information:

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[dropdown:2. Prepare the workflow]

Now that users have been created, make sure you set up the workflow for content approval.

In this example we will guide you through the creation of a simple workflow with just two steps: “To be approved” and “Approved”.

The first step is the folder where your content editor will upload the new assets, waiting to be reviewed and tagged by the Content Intelligence Manager who will then move them to the “Approved” folder, and then publish them from there to all other channels.

 

To create a new folder, click the “+” button which is located at the bottom of the folders’ column.

 

Make sure you enter the name “Content creation workflow” in the modal window, and leave “No folder” as the main folder, since we are now creating a new root.

Then click on “Edit access list” and add both the Editors and Intelligence Managers, but leave all checkboxes blank; you only need to give them the right to see the workflow in this phase. Save the modal and close it.

 

Now let’s create the two steps: click again on the “+” button to create a new folder; this time, choose the name “0 - To be approved” and make sure that “Content creation workflow” is selected as main folder.

Then edit the access list and include the editors by giving them the right to edit and publish content in the folder (Can edit folder and publish/remove content); then include Content Intelligence Managers and give them full rights over the content and the right to remove content from the folder (Can edit folder and publish/remove content).

Save and close the modal.

 

Finally click again on the “+” button to create a new folder, enter the name “1 - Approved” and make sure to select “Content creation workflow” as the main folder; then edit the list by including Content Intelligence Managers and give them the right to publish content in the folder (Can edit folder and publish/remove content).

 

In-depth information:

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[dropdown:3. Centralize all your content]

The fastest way to upload new assets to THRON is to drag and drop directly from your desktop.

Your editors will just need to select the “To be approved” folder from the left column and then drop files into the browser window.

You will not have to worry about formats or compatibility; THRON will automatically set up your content so that it can be delivered to any device.

Right after the transcoding process, Content Intelligence Managers will be automatically notified that new content is ready; they will be able to fine-tune the content by checking its basic information and tags, and once done, they can simply drag it into the “Approved” folder and remove it from “To be approved”.

 

In-depth information:

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[dropdown:4. Deliver your content via embed code]

At this point, your content is ready to be published across digital channels.

To do that, Content Intelligence Managers can use simple embed codes.

THRON Player is highly responsive and will automatically adapt to any size and device used to enjoy your content.

 

To create a new embed code, your Content Intelligence Managers will have to select content from the “Approved” folder and open its Shareboard.

Once there, they will just have to click the “+” button in the right column for external shares and select “Obtain an embed code”.

Make sure they always give a name for to each embed, so it will be easier to retrieve them from the Content Experience Manager. By selecting “Responsive Player” they will not have to worry about size since the Player will automatically fit its container.

 

In-depth information:

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KPI Check: Update any content centrally, on every channel

 

The distribution of your content is finally back under your control.

From now on, you can check where and by whom your content is used at any time.

The Shareboard shows a snapshot of all the shares that have taken place with each of your content, but that’s not all! Through the “History”, you can monitor all the actions performed on your content, and always see who has carried out which action, when and from which device/IP address.

 

But there are even more benefits to this: centralizing the content will save enormous amounts of time and money when you need to update any of it.

Instead of having to provide the new version of the asset to all the systems it is shared with, you will just need to update your content in THRON, and all the shares will update instantly and automatically. 

 

To update any of your content, the editors will just have to open the content in THRON and drag the new source file over the browser window.

THRON will immediately ask them if they are trying to create new content or if they want to upload a new version.

Right after the new transcoding process, the new version of the content will be public, and all embed codes will automatically update, simple as that.

 

 

In-depth information:

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