#1: Integration
For modern content operations, organizations need a digital asset management (DAM) solution that can:
- Integrate into their martech stack (e.g., with MRM, CRM, PIM, and CMS solutions)
- Move past serving as a content repository to power planning and review
- Enable content automation that scales
That first piece is particularly important. As content operations grow, organizations can’t be locked into a one-size-fits-all solution or an all-in-one tool. They need customizability. As a result, they should seek out a DAM and other content management tools that can integrate with any other solutions they’re currently using — or may use in the future. With a technology-agnostic DAM, you unlock agility and flexibility.
#2: Intelligent automation
With the current state of the marketing industry, automation is all but assumed. But smart automation isn’t guaranteed. With AI-powered tools, you can get more of the work you like least off your desk.
This level of automation can help with everything from project management tasks to easy asset findability, boosting reuse. With it, you get to market faster, then see a higher ROI.
#3: User-friendliness
Aprimo calls this “metadata, findability, and experience,” but it all comes down to your team’s experience working with your content assets. Ultimately, can they easily get what they need when they need it?
As your content repository grows, features like automated metadata tagging become increasingly important. That’s even more true as content becomes more and more modular.
Fortunately, the historically burdensome task of tagging assets can now largely be handled by AI. Layer on smart fixes like metadata templates to make it faster and easier to tag similar types of assets and your team can work smarter, not harder.
#4: Scalability
Between decentralized content operations, inflexible technology ecosystems, and an overall lack of process automation, it’s no surprise that marketing organizations struggle to scale their content operations. To really drive the point home, consider this Forrester-reported statistic: 67% of surveyed companies would rather learn how to deliver and reuse existing content than create new content.
To see performance at scale, organizations need flexible, integrated stacks that deliver process automation while centralizing and streamlining content operations.
#5: Omnichannel orchestration
Getting to modern content ops means having full control over your content — from ideation to delivery and reuse — while staying close to your customer. To orchestrate omnichannel experiences, you need to lay the technological foundation that will align people, content, and process, giving you a full view of your content ops.