Published: 01 November 2019

With more marketing channels than ever before and a demand for personalised content that is crippling teams, businesses must adopt a content strategy that centralises their efforts and removes the existing silos around planning, creating and publishing content.

For years marketing teams have adopted a disparate approach to content with copy and assets stored in a multitude of locations from hard drives and the cloud to desktops and spreadsheets. Now with consumers demanding a seamless, cross-device customer experience that is personalised to their wants and needs, and on the channel they choose, brands need to rise to the challenge.

In a bid to meet these demands, CMOs need to enforce a change in mindset for creatives who may not currently follow set processes and instil an operational approach to content. With over 75% of executives saying that content is the strategic key to growing customer lifetime value, 'working hard' isn't good enough, it's time for brands to follow a clear, concise strategy that merges content and channels. And, with current marketing systems failing to keep up, CMOs need to invest in a platform that facilitates this change.

Working from a single source of content and merely tweaking messaging based on location, demographics and channel means brands will save time, reduce costs, limit mistakes and optimise impact. Having content all in one place enables marketers to generate, create, revise, approve and publish content effortlessly and reuse pre-approved content again and again.

The Sitecore Solution

Sitecore's solution for this is the Sitecore Content Hub. Not only does a centralised hub give marketing teams a 360-degree view of all content, but it also gives CMOs piece of mind when it comes to delivery, quality and operational outputs.

With Content Hub, marketing teams will be able to centralise their digital assets, media, products and related content, capitalise on personalisation, leverage artificial intelligence and machine learning as well as plan, schedule, organise and deliver strategic content all in one place!

Sitecore Content Hub's calendar will allow you to plan the production and publication of content for several channels all in one place, allowing businesses to identify what content is going out where and when. The platform covers the entire content lifecycle from creation to publication though to personalisation and analytics; ensuring companies truly understand how their content is performing.

Not only will the platform centralise content, but it has the potential to streamline and optimise business' operational efforts:

Greater speed and lower costs

With publishing content faster and more cost-effectively a priority for 95% of global marketing leaders, putting it all in one place means marketing teams can be agile; leveraging multiple tools to speed up time to market. Further to this, integrated tools improve efficiency as time and labour previously spent planning and producing disparate content is now able to be used to create content that can be tweaked and reused continuously.

Optimised operations

With marketing teams better positioned to estimate their speed to market, business leaders can make more informed decisions making it easier to scale, predict and achieve strategic goals.

Sitecore's Content Hub also redefines several traditional marketing tools including Digital Asset Management (DAM), Content Marketing Platform (CMP), Product Content Management (PCM), and Marketing Resource Management (MRM), which means that businesses can address their challenges surrounding content and deliver on the quality that consumers have come to expect.


It appears that, for CMOs, Sitecore’s Content Hub really does hold all the answers and investing in such a platform could give them the opportunity they need to truly digitally transform the way they ‘do content’ and to survive the current content crisis facing brands.

To find out more or to speak to one of our consultants, get in touch at or call us on 020 070 7820.


Sarah Dennis

Head of Marketing & Communications

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