Uncoordinated channels
Many companies create and manage their content with a focus on that content’s intended channel. In fact, in many cases, the content is created on the specific channel.
That brings up two major issues: redundancies and inconsistencies. If your team is creating similar content for different channels, you’re probably wasting time and resources. It’s more effective to create content, then adapt it for the proper channel.
Similarly, creating separate content on separate channels opens you up to inconsistencies. If content needs to get adapted, will your team remember to go back to it on each relevant channel to complete the update?
As the number of channels on which content is published grows, a lack of coordination across them becomes more and more daunting.
Undefined processes
With different types of content being created for different channels by different teams, it’s not surprising that many companies feel they lack a seamless, streamlined content process.
In fact, we’ve found that even when organizations do have defined content flows, they’re often siloed by channel or audience.
This makes it much harder to implement new workflows, assets, and channels. To keep up with the rapid pace marketing now demands, companies need a defined, easy-to-follow process for content planning, creation, review, distribution, and measurement.
Unconnected assets
Theoretically, your content should integrate assets that are available organization-wide. Once approved, the content should become a new asset itself that different teams can leverage. All too often, though, assets and content don’t sync.
When something gets updated in your PIM, for example, does the new info get pushed to your content? Once content is approved, is it distributed so that different teams in different markets can localize and use it?
Organizations need to consider their content system as just one piece of their enterprise-wide technology stack. And the content system needs to integrate seamlessly, allowing information and assets to flow both to and from the content team.
As Sitecore’s implementation partner, we can help you leverage their industry-leading CMS to solve your content crisis. If you want help building the best content process for your team or setting up a CMS, don’t hesitate to contact our content marketing specialists.
