Content integration refers to the ideas, assumptions, practices and great that are centered around reusing and adapting content from a core storage system for different uses and on other channels, or the opposite; the formation and intake of content from other areas into a core storage system. In other words, content integration involves using content in a myriad of ways.
Content integration was once a buzz word and idea; a word that was uttered by few and an idea that was seldom used. Today, however, content integration is no longer a buzz word and idea; it’s vital for organizations across various industries. Many organizations have already begun to see reap the benefits of content integration.
But what exactly is content integration? How does it work? What benefits does it offer? In this article, we’ll give you the basics of integrating content for content management and marketing.
Content Collaboration Defined
Typically, once content is generated, it is stored in a repository or storage space. Often, this repository doubles as a place to store content and also serves as a delivery channel. A perfect example of a content repository is a content management system (CMS). Content is created within the CMS, stored within it, and delivered from it. Frequently, this content remains sheltered within the CMS.
The complete lifecycle of the content within the CMS – its
- creation,
- management,
- delivery,
- storage
- and even its deletion – occurs within the system.
Content integration or content collaboration refers to the process of connecting content within a repository and using in a different way. This integration happens each time a content-based system it connected to other systems in order to absorb or to eject content into those systems. This makes it possible for the content to be created or consumed in other ways.
Content Integration Requires a Multi-Disciplinary Approach
To further elaborate on the definition of content integration, it is a multi-disciplinary approach that includes the following:
- A Philosophy. It requires determining that content can be separated from its original channel; in other words, the message of the content and its medium are not the same thing. The message of the content can be distributed through multiple channels. In order for an organization to incorporate content integration, this philosophy has to be adopted by an entire organization.
- Theories. The pattern of working with and utilizing content must be identified. An organization has to determine exactly what its content consists of, what repository it uses, as well as what channel it uses.
- Methods. The methods used for designing content that can be integrated should also be determined. Figuring out how content can be managed in a way that it can be re-used is vital for integration. This involves determining what benefits integrating content across multiple locations will provide.
- Tools. Determining what repository will make it possible to integrate content as easily as possible is crucial, too. The tools that are used for content integration include the channels, the content management systems, and the delivery systems.
Core Components of Integrated Content
It’s crucial for companies that are interested in utilizing content integration to understand the components that are necessary for success. Here’s a look at the components that are vital for the success of integrated content.
- The audience. Who is the content being written for? What are their interests? What do they want to gain from your content? What type of vernacular do they use? How do they make purchase? All of these details work in unison for creating a buyer’s persona, which is the first and most important step in creating and integrating content.
- Your Goals. What type of action do you want your audience to take? Do you want them to follow you on social media? Do you want them to sign up for a mailing list? Click on a link where they can find out more about your products and services? If your goals are not clearly define, it will be impossible to have your content deliver what you intend it to.
- The Content. The content itself must also be assessed. What type of content are you planning on sharing? What forms would benefit your organization the most? Blog posts and articles are certainly beneficial, but they aren’t the only forms of content. Landing pages, emails, infographics, and even videos are all considered important elements of content. The content your organization uses should be useful and meet the needs of your business. It must also be of high-quality.
- Content Creators. How will your content be created? Will you have an in-house team develop it, or will it be outsourced to freelance writers, videographers and graphic designers? Whomever you choose to create your content, make sure that you look at samples and references. Also, make sure you are prepared to pay top dollar for top talent.
Final Thoughts
Integrating a content management system can take content to a whole new level and offer tremendous rewards for an organization. In order to ensure that those rewards can be reaped, it’s important to have a firm understanding of what content integration is, how to develop a plan, and how to implement that plan.
