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There’s a Better Way to Manage Content

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What if your content management system knew your content? Learn more about cognitive content and Watson Content Hub here.


As I meet with brand leaders, I hear their stories about how they’re managing content. At IBM, we strongly believe in the power of content. Great content is key to attracting, inspiring and converting customers. Your words have to inform, your images have to inspire and videos should allow the viewer to immerse themselves in your products, services, or solutions. Now that businesses have become digital, channels have multiplied and consumers have become empowered, you need great content to deliver amazing customer experiences. And that amazing experience has to be consistent across all channels, no matter where customers interact with your brand.

As brands struggle to outpace their competition and capture consumer mindshare, they’re generating more and more content. The marketing team is tasked with much of that production — 72% of marketers say their staff plays a primary role in content marketing. But really, because of the great demand for content on so many channels, many functional groups across an organization collaborate to produce content. Think about the last piece of content your team produced – how many team members, in how many different locations, made a contribution before the piece published?

Have we gone too far? Is there such a thing as too much content?

The answer is “no.” Some analysts are predicting that customer experience will be the next key competitive differentiator. You need engaging and relevant content to create exceptional experiences in this noisy, cluttered marketplace. Different customers have different needs and interests, so you need highly targeted content.  Both marketers and merchandisers need great content to make their products come alive, and to keep consumers coming back to see what’s new. Content is used to educate, to entice and to help move a purchase forward. We need the right words and images in our content arsenal to hit the mark.

Brands need to understand the depth and breadth of the content they have on hand, learn how it’s performing and determine how to optimize it. And they may struggle with the sheer quantity of digital content they have to manage.

At Shop.org, IBM is introducing a content management tool that will help you tame the content beast. The IBM Watson Content Hub is the first release in our new intelligent content management system. There is a better way for your teams to manage content.

The way it is

Marketers often have digital assets spread across multiple systems such as shared drives, box/dropbox folders, web systems and other repositories, with indexes manually maintained in spreadsheets or other documents. It can be hard to find just the right piece for a particular campaign, hard to keep track of what assets you have, and nearly impossible to reuse assets across marketing campaigns, ecommerce channels and other customer touchpoints.  Team members in both marketing and merchandising operations are often scattered worldwide, and so is your content. You might disrupt that consistent, cross-channel customer experience you’re striving for, just because you can’t find something.

And even if your content is in one place, tagging it manually is labor-intensive, which can lead to inconsistent classification or no classification at all. Then there’s the effort required to create and maintain those tags. The net result is that a lot of manual work is needed to keep track of everything and keep channels consistent.

The way it can be

Organizations are realizing that in order to optimize digital channels for commerce, channel owners have to be empowered to more directly control content. That’s why we’re focusing our efforts on bringing forward a new generation of content management tools that allow business teams to manage content creation. Gone are the days when you have to rely on IT to make changes.

Large-scale enterprise CMS products are sometimes a sledgehammer to crack a nut, when all a marketer really needs is a flexible, shared content repository that can be accessed from multiple locations. With a content management system that leverages cognitive capabilities, you can go from struggling to manage, find and reuse your content, to being better able organize, tag, reuse and target it.

IBM Watson Content Hub is a cloud-based, intelligent content management system leveraging IBM Watson. With Watson Content Hub, marketing and merchandising teams will be able to transform volumes of disorderly brand assets — documents, images and video — into a comprehensive library of content, assets and intelligence that can be easily searched and applied across channels. Not only that, assets are cognitively tagged as they are uploaded, so the content you worked so hard to produce can’t get lost.

Since the Content Hub is a cloud-based offering, there’s no worry about siloed content, or access issues. You or any member of your worldwide team can retrieve and upload content from work, from home or on the go, as long as they have secure access. Working with collaborators in locations around the world becomes easy.  If a colleague in Australia wants to use the product images you produced in the US, finding and accessing those assets is easy. If you want to use an infographic you produced last year for your web page — no problem, you can find it. As your organization grows, the system can scale to meet your expanding requirements. And you pay based on your specific content storage and delivery needs.

Even more exciting is the potential for IBM Watson Content Hub to leverage cognitive capabilities to analyze and automatically tag content as it is uploaded to the system, using cognitive services from IBM Watson. This tagging process analyzes each asset individually and provides a wealth of information about each item stored in the repository.  When it comes time to create a message, authors are able to quickly and easily filter through massive quantities of content to find the specific piece they need.

You get recommendations from the system — what content will work with a new targeted buyer segment or what new content is needed to fill in gaps. And, the system improves as you use it — as your team adds or delete tags, the Watson Content Hub continues to learn and understand your content, so its recommendations get better. Look for additional Watson-based features to come online quickly after launch, such as Tone Analysis, where the system will be able to evaluate the sentiment of content, adding in another layer of intelligence.

Finally there’s a way to engage all the creative minds across your organization in content creation, and at the same time, deliver consistent and ever-more-amazing customer experiences, that earn you more customer loyalty and repeat conversions. It’s a much better way to manage content.

Please visit our site for even more about cognitive content.


Vice President, Strategy & Offering Management, IBM eCommerce and Merchandising Segment

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