Integrations - the foundation for content hubs
The concept of content hubs takes into account the fact that communication-relevant systems can no longer be viewed singularly today. At least this is true for companies whose product and brand communication has become very complex due to an extensive product portfolio, different markets and/or target groups or due to a rapidly growing and dynamic channel landscape. Due to the increasing importance of online marketplaces and social commerce in numerous industries, this now affects the majority of companies - both in the B2C and B2B sectors.
The exponential increase in information flows has made it impossible for companies to manually manage the compilation and distribution of appropriate content. Automation is not only a significant efficiency booster here - it is the prerequisite for effective and consistent communication in a world where consumers expect the same information on TikTok, Instagram, Amazon and in the online shop. This information, in turn, comes from very different systems. Product data comes from the product information system, the associated product images and videos from the digital asset management system and the marketing texts are provided in the content management system, for example.
Integrated systems for closely meshed data flows
The solution for an effective compilation of relevant information from different systems is called Content Hub. A content hub is basically a network of communication-relevant systems that are so closely interlinked that the processes and data flows around the creation, provision and distribution of content can be optimally designed - without system boundaries slowing down or complicating these processes. The relevant systems include, for example, digital asset management, product information management and content management. This allows product information to be seamlessly linked with the associated digital assets and content and played out directly in the intended channels. At the same time, if the digital asset management system has robust licence management, deep integration ensures that images and videos subject to licensing are always used safely and correctly.
Integration of creative tools
System integration is one thing - but efficient processes and workflows require something more. Today, modern digital asset management systems go far beyond the mere administration of images and videos. Through the direct connection to creative tools such as Adobe InDesign or Photoshop or even Microsoft Office connections, designers, marketing staff and also external freelancers can access and edit the managed media files directly from their familiar working environment and no longer have to jump back and forth between the individual programmes. External platforms such as Shutterstock, Getty Images or Adobe Stock can also be connected via integrations so that image and video material can be searched for, found, licensed and purchased without any complications - directly in the DAM system. This saves time and directs the focus to the essentials: The creation of great content.
Real added value thanks to integration
In a well-integrated content hub, assets, information and tasks are closely linked, which has many advantages. For example, it simplifies the search for relevant assets and related information - especially if the DAM system offers strong features such as contextual search. Combined with a clever metadata strategy, this saves a lot of time when searching for relevant material, for example from a campaign. In this way, content that has been created once can be used multiple times across channels and countries and thus effectively for consistent communication. On the one hand, this pays off for brand building and on the other hand, less content has to be produced, which in turn saves time and money. Marketing managers thus get a powerful platform that optimally supports them in strategic brand and communication development and can also positively influence the ROI of their measures.
Open for the future
The integration capability of digital asset management systems not only plays an important role in the one-off creation of a high-performance and flexible content hub. Modern systems build on cloud-based architectures and an API-first approach, which also ensures that all necessary integrations can be enabled in the future. This is important because, on the one hand, new relevant output channels are added regularly - whether online marketplaces, social media or apps - and each of these channels often brings with it very specific requirements for digital assets and product information. On the other hand, the system landscape of companies can also change again and again over time. It is therefore important to rely on systems that can flexibly integrate with new solutions. This makes integration capability a key feature for future-proof systems.
