Avoid a Content Catastrophe with Sitecore Content Hub.


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.

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.


Naomi Harper

01 Nov 2019 - 7 minute read
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