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The 5 Pillars of Sitecore Content Hub: Explained
Unless you’ve been living in a cave for the last ten years or so, you’ve probably heard the term “Content is King” more times than you care to recall. It might be a well worn trope, but there is truth behind it.
These days, organisations face a huge challenge in managing their assets across channels, storing and organising content that is used across websites, social media, email, point of sale, packaging etc. This is a challenge that’s compounded when aiming to personalise content at scale.
Many organisations use a DAM, or Digital Asset Management solution, to manage all of their assets. But many DAMs are clumsy to use or don’t genuinely unlock the potential of the assets they store.
This is where Sitecore Content Hub comes in.
While many people might simply think of a DAM when they hear about Content Hub, it really is much more than that. A DAM is certainly an integral part of the platform’s offering, but Content Hub’s superpower lies in the added functionality and extendability of the system as a whole.
Think of it like the central nervous system for all your asset and content needs, whether that’s storage, creation, or utilisation.
It sits in the middle of all the platforms that you use and can manage both upstream and downstream flow. That includes all the content and assets coming into your organisation from agencies, suppliers, ERPs etc. Also, it oversees how that content gets distributed to a CMS, CRM, social media channels, or wherever else it needs to go, through a host of out-of-the-box connectors or customised integrations.
To truly understand Sitecore Content Hub, you need to understand the 5 Pillars.
Digital Asset Management (DAM)
The Sitecore DAM is where all your assets are stored and where users can view and download them. Assets can be uploaded to the DAM and given feedback by a reviewer directly in the system itself before being approved and made widely available to other users.
One of Content Hub’s secret weapons is the level to which rich data can be attributed to assets, giving users a better view as to how each asset sits in the wider context of the organisation, and what relationship it has with other assets — not to mention making assets easier to find in the system.
Access to assets can be controlled by user groups and permissions, so only the right people can see or download the assets that are relevant to them. Digital Rights Management (DRM) restrictions can be applied so that assets are only used in certain regions, at certain times, or across certain media types. When it comes to distribution, assets can be shared individually or in batches, aka Collections, to other users of the system, or even outside the system via public links.
Product Content Management (PCM)
The Sitecore PCM manages all of an organisation’s product information. Companies with hundreds or thousands of SKUs have a mammoth task of managing the assets and information relating to their products but, with Sitecore PCM, all of that information is in one place and there is a single source of truth to call upon. Product information can be stored in the system itself, or pulled in from third-party channels to be used on product assets (e.g. the nutritional information on a product’s packaging) or on the company’s website or that of third-party retailers. If it needs to be pulled in from an external channel it can be updated automatically so there’s no need for updating the information manually in the system.
Marketing Resource Management (MRM)
Sitecore MRM manages the projects and jobs as well as the related resourcing and budget. MRM is where you can plan and execute campaigns across channels, markets and brands, and steer teams to achieve key production targets on time with intuitive collaboration, review and approval tools.
It can give senior team members a bird’s eye view of the content that is being created across the organisation, making them aware of any potential content gaps or new content opportunities. With content becoming a more and more sought-after resource, especially when it comes to personalisation across customer segments and regions, it’s never been a bigger need for organisations to be able to plan for it accordingly.
Content Marketing Platform (CMP)
The MRM works in conjunction with the CMP which covers the content creation, including the collaboration, feedback and approval process. A good way to think of it is that the MRM is where the work is set up and planned, and the CMP is where the work actually happens.
Content creators can submit ideas for content, create content that has been assigned to them, work on any feedback that has been given, and set the distribution method for that content all within the CMP features.
Last but not least is the Web-to-Print module which basically deals with sending assets for print – whether that’s for product packaging, brochures, or OOH advertising etc. It’s not what many companies would call a sexy tool, but like with the PCM system, if your organisation has lots of products or produces lots of material that needs to be printed, the Web-to-Print function can be an invaluable tool, especially when used in context with the other asset management and content creation tools available with Sitecore Content Hub.
More than just a DAM
Managing content and assets has never been more important. If your organisation deals with a lot of assets or creates content, then you should be thinking long-term about your content needs and considering something like Sitecore Content Hub.
If you want to find out more, or discuss anything related to Content Hub, feel free to reach out and we’ll talk you through how it might be able to benefit you
Robert is a digital strategist that lives and breathes Sitecore and was named a 2022 Sitecore Strategy MVP. Originally from Dublin, he recently moved to London after 11 years living in Dubai, UAE. Robert is passionate about technology and marketing, and how they both interconnect in today's digital world to influence business and consumer behaviour.
Outside of work Robert is an avid reader and write about tech and marketing, having featured in publications like WIRED, Campaign, Entrepreneur, and Forbes.