Content Hub Seller and Marketing Fundamental

By Er. Pranshu Katiyar (Software Engineer) -


Content Hub Seller and Marketing Fundamental

Introduction: Production and Distribution Process

Ø  Create - Creation

Ø  Manage - Management

Ø  Publish – Distribution

Fundaments:

Ø  Right Content

Ø  Right Channel

Ø  Right Time

Sitecore Content Hub Lifecycle (360 Degree View) :

Ø  DAM (Digital Asset Management)

Ø  CMP (Content Marketing Platform)

Ø  PCM (Product Content Management)

Ø  MRM (Marketing Resource Management)

Ø  W2P (Web To Print)

Sitecore DAM: Simply Storage Management , Distribution and Control of Digital Assets.

Ø  Control Metadata

Ø  Eliminate Redundancy

Ø  Ensure Compliance – Preview images, videos, layouts and other files.

Sitecore CMP: Streamline Content strategizing, planning, creation and publication.

Ø  Planning

Ø  Creation

Ø  Distribution of marketing content

Sitecore PCM: Stay on the top of all your product content for ecommerce and other downstream apps.

Ø  Product – Image, Colour, Campaigns, Description, Sizes.

Ø  Integrate existing Product data into new market content like – Product images, Labels, Videos, Illustrations, Documents

Sitecore MRM: Manage, Budget and Control every Phase of a Marketing Project.

Ø  Project Management Tools

Ø  Resource Managements – Resources, Budgets, Campaigns, Blueprints

Sitecore W2P: Allow User to Self-Serve and Automate Collateral Creation.

Ø  Brochures , Posters, Booth Graphics

 

Solution To Address the end to end Content Cycle:

Plan – Create – Deliver – Optimize

                                                      Show Personalized Content

                                                                            |

       Build Relevant Content   -- Content Data (Customer Interaction Data) -- Drive Outcomes

                                                                             |

                                                       Measure Content Effectiveness 

CONTENT CRISIS: 

Multiple Tools, Disjointed System, Convoluted Processes, Inability to Collaborate, Poor Visibility into Performance and Sheer volume of content needed.

Ø  Findability

Ø  Brand Consistency

Ø  Campaign Management

Ø  Creation / Collaboration

Ø  Usage Rights Management

Ø  Scalability

Solving the Content Crisis:

Ø  Content Feedback – Understand content effectiveness across channels

Ø  Streamlined Processes – Strategizing, Planning, Approvals and Publishing across all Channels

Ø  Facilitate Collaboration – With Visibility across the entire digital marketing workflows

Ø  One Unified Platform – For efficient creation , management and distribution of content at scale

Siloed Content Creation And Management In The Channel:

Ø  CMS

Ø  Commerce

Ø  Social

Ø  CRM

Ø  POS

Ø  Apps

Ø  Retails

  CRM – CONTENT – PUBLISH – MANAGE – COLLABORATE – PLAN – AGGREGATE 

Aggregate:

Ø  ERP

Ø  PLM

Ø  Agency

Ø  DMS

Ø  OEM

Ø  Contract

Ø  Legancy

Content Hub Used:

Ø  Planning

Ø  Content Curation and  Collection

Ø  Collaboration

Ø  Content Management

Ø  Resource and Project Management

XP (Experience Platform) Used for :

Ø  Omni Channel Delivery

Ø  Personalization

Ø  Analytics

Ø  Testing Optimization

Ø  Email Marketing Automation

Content Hub Directors:

Ø  Technical Buyer

Ø  User Buyer

Ø  Economic Buyer


 Content Hub Seller and Marketing Fundamental QA for Exam 

1.      Which one of the Following asset types does the DAM mange and store?

a.       Video files

b.      Images

c.       Audio files

d.      All of the above

e.       None of the above 

2.      Which of the following does MRM help marketers with?

a.       Crop images

b.      Budgeting

c.       Convert resolution of video files

d.      All of the above

e.       None of the above 

3.      CMP helps marketers ---

a.       Remove silos and streamline the content production process

b.      Elevate visibility and governance

c.       Improve the planning and strategy for content creation

d.      All of the above

e.       None of the above 

4.      Several products make up the Sitecore content hub. Which one is Not one of them?

a.       DAM

b.      CMP

c.       CMS

d.      PCM 

5.      Which of the following is NOT a target persona for Content Hub?

a.       Marketing Operations Manager

b.      Director of Digital Marketing

c.       Financial Planning and Budgeting Director

d.      CMO

e.       IT Director 

6.      Which of the following Statement is false?

a.       CMP is a standard alone product

b.      MRM can only be purchased as an upgrade to DAM

c.       DAM and CMP are separate products with different UI and asset repositories

d.      All of the above

e.       None of the above 

7.      Which of the following statement is true?

a.       Digital assets from the DAM can be accessed and used from within CMP

b.      Digital assets from the DAM can be accessed and used from within XM/XP

c.       Digital assets from the DAM can be accessed and used using public links

d.      All of the above

e.       None of the above 

8.      What do Sitecore’s customers need in order to personalize their digital experiences?

a.       Customer data and segmentation

b.      Channels

c.       Content

d.      All of the above

e.       None of the above 

9.      To address our different customer’s sizing needs, we have different editions for content hub subscriptions. Which one do we not offer?

a.       Professional Edition

b.      Midmarket Edition

c.       Enterprise Edition

d.      All of the above

e.       None of the above 

10.  Which one of these companies are direct competitors to content hub : either DAM, MRM or CMP?

a.       Percolate

b.      Aprimo

c.       Bynder

d.      All of the above

e.       None of the above


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