Content Intelligence Network
Content management costs are often underestimated, but they can have a significant impact on an organization’s budget.
If you own a shop, you can keep your activity’s financial situation under control at any time, through the inventory. But when it comes to content, which is for all intents and purposes corporate assets, how can you determine its cost?
Here are three useful metrics:
- The investment made on its production
- The People involved in its management
- The processes needed for its delivery, which are often redundant
This goes without saying, the value of content is in creating a direct relationship between a brand and its customers, determining the attractiveness of the brand itself. The tasks related to content management are many and diverse, so how to save on them without affecting the quality of the final message?
Economizing on content management costs: the most common problems
However, there are requirements that, once fulfilled, would ensure better control over costs as they can streamline content management processes. Those are:
1) Cross-channel search
Companies have objective difficulties in retrieving corporate content, cross-channel. This need is not limited to the users of a specific management system, such as a DAM, but also extends to external users who interact with the brand’s front-end channels.
This is the case when, for instance, a user looks for a way to clean their ear pods on the Apple official website. They can’t find it, yet Google shows the page they’re looking for in its search results, located on that very same website they have visited before. That’s the classic situation where corporate content had a cost, but afterwards it is not fully exploited.
As it happens, search engines like Google have accustomed us to a certain kind of information retrieval: we want an intuitive and instantaneous search, made on several million pieces of content by a single system, capable of analyzing different data sources (including multimedia) within the company, and sorting the results by relevance. Does it even exist?
2) Reduction of manual operations
Managing content also means a series of low added value operations which have to be done manually, such as classifying content with metadata and preparing multimedia assets according to the specifications of different channels. The issue is particularly clear in e-commerce, with pictures needing to be cropped from the background to highlight the product itself. Automating this work would really save some time.
3) Control over the customization of front-end areas dedicated to specific needs
Companies often need highly customized portals to make content available to single users, to a different degree depending on their roles. This is an expensive task, with investments for both implementation and maintenance, commonly outsourced to external agencies. Being able to do that internally with a single software would be cheaper.
4) Cutting down the costs of integrating the corporate Media library with the various CMSs
In order to make the publication of content easier, an interconnection of the different systems with the CMS should be encouraged. This requires once again investments of installation and maintenance, as each CMS has its own logic and there’s not a standard configuration for the integration with Media libraries. A solution in this sense would reduce costs.
One answer to many problems
THRON, an established reality in the SaaS panorama with its product, the Intelligent DAM (Digital Asset Management) considered by Forrester to be one of the 20 best DAMs in the world, is working to give an answer to all the issues we mentioned.
It is going to gradually release new features this year, aimed at improving efficacy of teams and making the software always readier to face the complexity of modern marketing.
What are these new features?
1) Intelligent Search Engine
The name speaks for itself, it is intelligent: thanks to advanced AI technologies, it is able to search everywhere, on tens of millions of pieces of content, including videos, audios and pages of owned websites, sorting the results by relevance. It will be extremely easy to use, assisting the user by auto completing and correcting the keywords entered.
2) Product smart crop
THRON already supports automatic content adaptation depending on the front-end channel, but in the e-commerce case the matter gets complicated as product pictures need to be uniform, and their cropping is usually carried out manually by workers. Thanks to AI, the system will automatically crop the images in real time, removing the unnecessary space around the product.
3) THRON browser plugin
It is a universal plugin allowing easy access to the media library without leaving the CMS. Of course, the access rights assigned in the library will be respected: nobody can publish content without the requirements to do so.
4) Front-end areas
The software is going to offer a series of templates and a single, centralized editor that will let you customize the experiences 360°, according to the specific function to be performed.
5) New AI engines: automatic classification
The time spent in classifying content will be sensibly reduced: the new AI engines will learn how to tag even from a small set of content and will refine more and more, automatically applying relevant tags to the following content. This learning by doing is based on the client’s taxonomy and employs semantic tags which, though invisible, will contribute to research purposes. Enough with the long, expensive, manual training activities! Just classify a few dozen pieces of content correctly and THRON’s automatic classifier will do the rest.
Useful, isn’t it?