Content Intelligence Network
Establishing the temporal validity of a content, i.e. the time frame within which an asset can be used or made public, is made possible by assigning a specific metadata in THRON.
In this article you will find out:
- What we mean by "validity" of a content, and how it is can be used in Digital Marketing
- Why you need a centralized content management and distribution
- How THRON meets these requirements: automatic classification and integrated CDN
- What a content shareboard looks like: the tag list and the validity metadata
- Practical cases from the world of Fashion and Automotive
The temporal validity of content
Companies produce a huge variety of content on a daily basis, in order to attract and engage users. To be effective, however, a brand must have full control over the temporal validity of the published content.
Some content needs to be disclosed with a precise timing, for reasons of exclusivity, or because it is associated with products not yet on the market, or as related with certain promotional events.
The problem is that within organizations, assets are fragmented across different systems and software, so it is difficult to ensure their coordinated distribution on different channels all while respecting precise time requirements.
Among the many needs that may arise, a company might need to not make some content public on its channels before a certain date, or only during a short period; one might want to manage the copyright of an asset, making sure that the time limits are respected (e.g. a photographer or creative agency).
Digital Marketing and timing control
A fashion house, for example, has large numbers of pieces of content to publish (articles, photos, videos, etc.), related to the collections it presents during the year. It ranges from Haute Couture creations, to ready-to-wear variations, passing through the cruise collections.
In the latter case, there are pre-collections for spring/summer (resort collection) and winter (pre-fall collection) that are revealed a few months before the main collections, through photo shoots which are distributed to fashion magazines and then relaunched on the brand’s own channels.
To publish simultaneously on all the brand's proprietary sites - which can be as many as a hundred, differing from country to country – while respecting the various DRM policies and sending the material to those who need it (press agencies, media, PR, etc..) within a set time frame, means the Digital Marketing teams have to navigate across multiple systems and platforms with many difficulties.
There is a real risk of confusion and noncompliance with editorial programs. This is a congenital danger in any business with a multi-channel communication which, according to Forrester's research, can be solved through a centralized distribution of content.
Content centralization: the THRON model
THRON is an Enterprise Content Platform that guarantees companies the reduction of data silos, through a centralized management and distribution of content.
The centralized distribution is supported by AI, which understands and organizes digital assets semantically while filing them in an archive in a single version; then, they automatically feed the various channels without the need for manual intervention to adapt the files.
In THRON, this process takes place in steps:
1) Content upload to the platform
Content of any type (audio, video, pdf, 360° product pictures, html pages), can be uploaded to the dashboard from local or imported from third-party systems (ERP, PLM, PIM etc.) through APIs. For details, see link.
At this point, the semantic engine comes into action and automatically classifies content. The AI has been previously trained with a specific taxonomy, i.e. the dictionary of the tags (keywords) relevant to the brand.
To see the tags describing each piece of content (which can also be added manually by editors), just open the content shareboard.
2) Content organization
With AI removing duplication, approval processes are much easier because there is only one version of each file to work with. THRON allows to organize the entire content life cycle in folders (work in progress, to be approved, etc.), assigning to each folder different user visibility and editing rights.
3) Content distribution
Once the approval process is complete, the file is moved into the "published" folder, and into the specific channel folder (blog articles, intranet, media, product pages etc.). The publication on the frontend channels can be automated.
THRON can do that thanks to its integrated CDN that distributes content directly from the platform, delivering it in its best quality, taking into account the bandwidth available and the device in use.
Files are automatically transcoded, so the platform prepares multiple versions of the same asset and chooses which one best suits each single experience. This means that the Marketing teams will save the inconvenience of manually resizing files for the destination channel.
4) Setting the time frame
The distribution of content can observe a precise timing. From the content shareboard, you can add to the existing tags a special metadata that sets a time frame.
Once the metadata is inserted, a window will appear in the shareboard where to establish the period of publication of that piece of content. You can set the date before which it cannot be disclosed, or a time frame (from... through...) in which it will be made available and usable.
This is especially useful when you need to manage the copyright of an asset. For example, a well-known photographer allows the use of a shot limited to a certain advertising campaign, and with THRON you can set a term beyond which the photo will no longer be public.
A practical use case
The ability to assign a temporal validity to content is the ideal feature when presenting a product or a new collection.
For example, a well-known Italian automotive brand has this new hybrid model that is to be released on the market in 2020, and there are high expectations for its debut.
The company has to spread the first official video across its channels (social, website, etc.) and send it to the journalists on the same day, and the same applies to the brand’s dealers.
With THRON's metadata applied to the promotional spot video content, the brand won't have to worry about anything leaking out before the debut day, and the channels are guaranteed to be updated simultaneously, with an instant publication at the desired time.
Once the zero hour is reached, the content moves directly into the publication folder, becoming immediately available on all the channels and countries where the content is to be disclosed.
But there’s another advantage in using THRON: every piece of content exists in a single version, so its replacement on the platform means that it is automatically updated on all the channels. So, if the car's promotional video happens to contain any errors, the brand will just need to re-upload the new version of it once and the asset will be updated everywhere.
In terms of KPIs, this saves up to 99% of the time previously spent on the manual updating and publication on the single channels.