content management

Do You Know What You Don’t Know About Your Content?

How can you read 174 Newspapers a day? Seems like an impossible task, yet according to one study that is the print equivalent of how much information we are exposed to each day across all media, both traditional and digital.

So how can the actual news and information publishers compete and make their content stand out among such a data overload?  In previous posts I discussed the driving forces behind the changes in the publishing industry and how taking a content first hub based approach is the best strategy for underpinning the digital transformation needed to address the changing market. But what about the content itself?

Placing content at the center of the new business model, it becomes possible to move towards an iterative workflow across the organization, providing a way to address the challenges of digital transformation by controlling, enhancing, tracking, and leveraging assets that can be delivered across multiple channels and platforms. However any content-centric architecture also raises several issues that must be addressed when considering what approach to take and what technology solutions to adopt.

You need to know what you don’t know about your content so you can produce, manage, and distribute the most informative content via the right channels where it can deliver the most value.

The following represents the most common content-related issue statements:

  • Don’t know where all the content has come from: With today’s proliferation of information sources that lead to assets being copied and used without attached attribution, it is often difficult to track where an asset originated.
  • Don’t know what content we have: It is not unusual for organizations to have digital asset management systems with as many as one million assets stored. In the news and information industry, this may be tens of millions, with daily uploads in the hundreds of thousands.
  • Don’t know where all the content has gone: With a large number of assets, it is difficult to track what content has been used where, and what content assets are related to each other. When an asset is updated, it can also be costly and time consuming to ensure that out of date assets are replaced if needed.
  • Don’t know what we have the rights to use or the cost of using it: With licensed imagery, and image and news wire subscription services, an organization needs to keep track of what it has already purchased the rights for, where they can be used, and how that relates to the costs of those subscriptions.
  • Don’t know how to best leverage our content assets across platforms: In today’s multi-channel model, assets can be used multiple times across different delivery platforms. Often, they can be reused as-is, but sometimes they need editing, resizing, or combining to meet the needs of particular audiences and devices. It is essential to be able to track such reuse and the relationship between original and edited assets. The use of assets in external platforms could also be considered a potential additional revenue stream and as such, need to be tracked.
  • Don’t know if we are allowed to use it or who we owe money to: Where assets are obtained from external services not covered by existing licensing or subscription services, it is essential that news and information services ensure that they have the rights to use those assets, and if a usage payment is due, be able to identify who owns that asset and the costs of using it.

All of these “don’t knows” can be addressed with the OpenText™ Content Hub for Publishers platform.

OpenText™ Content Hub for Publishers

Content Hub for Publishers (CHP) is the platform for the receipt, enrichment, creation, packaging, delivery, archiving and syndication of all forms of publishable content. The platform is designed to handle the large volumes of content that newsrooms across the world are exposed to on a daily basis, and efficiently manages the repackaging and distribution of that content to multiple publishing channels, such as web, print, mobile and tablet.

About Alan Porter

Alan Porter
Alan J. Porter is the Senior Product Marketing Manager for the OpenText Customer Experience Suite. He is a regular writer and industry speaker on various aspects of Customer Experience and Content Strategy.

Check Also

Enterprise World

Want to Know What Your Peers are up to? – Join the Customer Conversations at Enterprise World

Attending conferences like OpenText™ Enterprise World provide some of the best opportunities for you, and your …

Experience Suite

OpenText Experience Suite EP2 Release Brings Powerful Features to Build Compelling Customer Interactions

The existing set of OpenText™ Customer Experience Management solutions across Web Content Management, Digital Asset Management, …

Leave a Reply

Your email address will not be published. Required fields are marked *