Put content at the center: the copernican revolution of the Intelligent DAM

Antonio Comelli
Marketing Officer @ THRON

It is a convergent evolution that is animating B2B and B2C.

The new paradigm for communication is represented by content, the “arrow” in the bow of those brands that want to build a relationship with their audiences.

After all, it is as easy as a mathematical equation: the greater the value that content can bring to those who use it, the greater the trust that we will be able to generate from it, alongside the earnings.

Let’s not forget, however, that the digital context has brought about the creation of a myriad of virtual “squares” where interaction can occur with the end user. It has never been so difficult to reconstruct the browsing journey, especially now that, due to content shock, there is content online – so much, too much – that will never be viewed.

For this reason, in the extremely short period of time that a potential customer introduces themselves to one of these channels, we need to be there with a piece of content that meets their needs.


The Content Industry


The production of content is not far from an industrial production process, and it requires accurate planning. But, the majority of companies find themselves in difficulty when managing it, with digital assets scattered across different platforms.  

Let’s take a quick look at the stages in the life cycle of a piece of content: after its “birth”, it needs to be enriched with metadata in order to be “understood”, otherwise, finding it will be a disaster. This is a manual job, which is time-consuming and costly, and is often overlooked by companies or entrusted to low-level employees.   

Following on from this is its “procedure”, which continues with an approval process where different individuals, sometimes external and sometimes masters of different tools, intervene. It is here that, at the time of publication, critical issues and inefficiencies start to emerge, with duplicated or out-of-date content, etc. This represents a threat to the integrity of the message published by the brand.

And this leads to costs, especially in terms of the amount of time spent by employees looking for content or carrying out repetitive tasks. So why not optimize and automate the entire process?


The solution: The Intelligent DAM

The answer to all this is almost Copernican in its simplicity: we need to put content at the center and this can only be done with an Intelligent DAM (Digital Asset Management) system, one which is able to centralize all the assets on a single platform.

In fact, this tool is able to follow all the stages in the life cycle of a piece of content, involving the right people at the right time with the necessary accesses. What’s more, archiving and classification occur in an unambiguous way. This means that content, for which there is a single version, is published from a central point across all the channels with which the brand communicates. This represents an advantage for the consistency of the message.

And that’s not all. Given that the relationship is two way, with the Intelligent DAM, companies can get something from the content they distribute in return: information on the user who benefits from it.

After all, if “we are what we read”, by going to analyze how the user has interacted with the content, thanks to Artificial Intelligence, we can find out:


- which topics interest them the most

- which types of content they look at the most

- which channels they interact with the most


If we then go to integrate such data with tools like CRM systems, we get a full holistic view of our visitor and can use this lever to activate extremely effective marketing automation mechanisms.


THRON’s Content Intelligence


AI’s ability to extract information from content, which enables it to be categorized to make it reusable over time, as well as its ability to collect data in order to profile the users who benefit from it, is known as Content Intelligence.

Let’s take THRON, the Intelligent DAM, as an example that integrates it natively.

Its AI engines work on two levels. The first involves the generation of keywords (tags), through semantic analysis, which identify the predominant topics of each piece of content. This classification process, which is increasingly refined thanks to machine learning algorithms that “learn” and improve the tagging activity, becomes automated, saving a large amount of time.

This is without considering the fact that strategic concepts for your own business can be introduced, feeding AI with a taxonomy that contains them.

When it is distributed across all the channels from the single platform offered by the Intelligent DAM, the centralized, classified and automatically organized content intercepts people’s interests in return, whether they are profiled or anonymous.

So, let’s take a quick look at the advantages to be called upon from THRON’s Content Intelligence, which were illustrated during the event “Brand Marketing Commerce for What’s Next”, organized by Websolute:


1) More efficient processes

The centralization and classification of content enables brands to regain full control over their management of it. It can be searched for and reused easily.


2) Simplification of infrastructure

Thanks to the Integrated Content Delivery Network, content is published quickly across all channels and can also be updated or removed in real time.


3) Increase in engagement and retention

Knowing the preferences of users, you can communicate with each of them in a personalized way.