In 2018 41% companies worldwide connected revenue impact directly to content.
Today, marketing departments do not own the exclusivity regarding content strategies; sales, customer services, business consultants, the IT department and product management have stepped in and contribute to content creation and distribution. In addition, 47% of the companies worldwide shifted away from relying on creative agencies to develop content; instead, they have brought it in-house (Altimeter, 2018
). This creates the ultimate necessity for a unified environment in order to coordinate internal teams efficiently with the corporate content strategy. That is because when it comes to prioritize the content you need to produce, a seamless editorial workflow wins a lot of arguments.
20% of every day is spent searching for lost files on emails and folders.
So, companies that view content as an asset need easy access, for better collaboration and increased productivity. That is when the notion of a centralized Digital Asset Management (DAM) tool come into the discussion. Many companies worldwide are using specialized software solutions for digital content management, social media listening, data insights and web personalization. According to Alimeter’s 2018 State of Digital Content Survey
, tools that focus on personalization are currently in use at 54% companies worldwide, however (DAM) tools are expected to see the most investment in 2019-2020.
In 2019, Artificial Intelligence and Cloud Computing services are predicted to transform managing and optimizing content archives from “an overwhelming chore to a lucrative discovery and revitalization” (R.Jones, Marketing Land, 2019
The Artificial Intelligence factor
Ιndustry experts place AI on the top of 2019’s tech trends in content management software (J. Betz, G2 Crowd, 2018
). Forward-thinking companies will use AI to bring content and information management together and better evaluate, cross-check and extract their content. As Rick Jones very eloquently stated in his “10 trends in digital content for 2019: Management is vital to success
” article, AI’s benefits include “richer search, deeper digital content links, automatic elimination of duplicate content and automated content extraction”. In particular, enhanced Text Analysis techniques are applied to support sentiment analysis of user generated content and features like Named Entity Recognition, clustering and automatic classification. Hence, a Digital Asset Management (DAM) environments, thoroughly supported by AI aAI attributes, moves beyond files and folders, making content easy accessible for everyone within an organization, thus providing instant access to news and market insights, customer needs, behaviors and more. .
The Cloud Computing Services factor
Cloud Computing is a fast growing technology that many companies adopt in order to enable their digital transformation. To be more specific, Gartner’s latest report
revealed that the cloud tech services market is projected to grow from $175.8 billion in 2018 to $206 billion in 2019 and by 2022, 90% of companies will be using cloud services.
Digital content should be stored in valid locations, not only for faster processing and remote access, but also for organizational compliance regulations. As nowadays the working process is becoming more flexible and many people are working remotely, it is imperative for companies to provide data access to their employees, even when they are not at the company’s premises. Cloud computing gives businesses the power not only to access their data faster from anywhere, anytime, but also have full functional, role-based access to the respective content management system; the only things needed are each user’s login credentials and an internet connection!
Another advantage of Cloud technology is that it reduces both OpEx and CapEx, since organizations do not have to invest much on hardware, installation and support.
Where do companies stand on this new Content Management quo?
In today’s content driven world, workflow automation is the new norm
. DAM systems have enabled businesses to become more organized, productive and efficient. Nielsen’s 2018 CMO Report
pinpointed that most cross-functional businesses indicated that having a more unified, easy-to-use marketing, data management and measurement stack , is the best case scenario for a better alignment within their departments. As a matter of a fact, Nielsen’s Report compared this adaptation with the Darwinian evolution; the companies that will upgrade their content management process, the quickest they will evolve and thrive.
Moreover, both workflow efficiency and productivity are increased with actionable metadata
. Their use can help professionals run locate the desired content via rich filter and search capabilities. Something important that we have to keep in mind is that DAM users not only benefit from built-in tags, but they can can add their own. In this way, every department can not only access, edit, categorize and distribute digital assets faster, but also can receive alerts on projects’ statuses and thus can avoid missing reviews and deadlines.
To recapitulate, 2019’s businesses need a solution that
- brings content and information management together,
- in a collabotative environment to enable synergies between the internal and external stakeholders,
We must point out though, that implementing an advanced content management solution is not just an installation of a software; it requires careful planning within the teams, as it must abide with the business’ whole organizational culture.