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A Data-Driven Approach to Content Management and Publishing

Gain Control of the Content Chaos.


You’ve heard it a million times: Content is king. But who knew content could also be a tyrant? Between prospectuses, fact sheets, pitch books and other product sales materials — not to mention new content channels in which to deploy them — today’s asset management and investment firms produce and distribute an ever-growing amount of content. To do it well, you might hire an in-house army of content managers. But even then, the process is tedious and time-consuming. And there are still too many ways for things to fall through the cracks, resulting in errors and content discrepancies — or worse, regulatory actions. Imagine, for example, if a departed portfolio manager is still listed as a fund’s skipper on some of your marketing materials. You thought you accounted for all the updates, but a pitch book was missed. What’s more, prospects might question your attention to detail and choose to do business elsewhere. That’s hardly the brand image you want to project. That’s why forward-thinking asset managers look toward data-driven solutions to manage their content. When used properly, technology can save time and money. It also can help firms version and reimagine content in entirely new ways, freeing up your content teams to pursue strategic endeavors.

So Many Updates, So Little Time

In highly regulated industries, such as asset management, the content demands can be challenging.

Content about each investment strategy or product has multiple distribution channels — be it on a website, prospectus, pitch book or quarterly performance report — each with an increasing level of customization. For example, every time a legal disclosure is made or updated, it means updates must be made in an endless number of locations. You may need to have the web operations team change the website; your creative team update InDesign files; and your presentation team update presentations and pitch books. And don’t forget to email the RFP team so they can update your proposal system. Quarterly performance updates and other changes to data attributes in your content add to these demands.

As your firm’s investment capabilities grow and you expand into different content distribution channels, the complexity of your content grows, too. The do-it-yourself approach that served you well in the early years may no longer get the job done. Getting bogged down with the operational and administrative tasks of content management can impede your growth and increase your expenses.

A Central Content Repository

Because different people have control of different aspects of content, it’s not uncommon to have multiple versions of the same content.

Making matters worse are the multiple content management systems that teams purchase to tame their content. Many of these systems manage content within their application well, but then they’re not able to integrate with other systems. Rather than create cohesion, they just become an additional hiding place for content.

Marketing teams need a holistic way to view their content. A central content repository — one that’s discoverable, searchable and can provide a single version of approved content.

A Data-Driven Approach to Content Management

To understand the possibilities of content, it can be helpful to think of content as data. From that standpoint, content can be broken down into its components, so it’s made up of multiple building blocks that can be repurposed and reused.

As data, content can be organized with metadata, a crucial step for understanding its taxonomy — how the data will be organized. Content taxonomy allows you to apply intelligence around the content so that it’s discoverable. What good is the well-crafted manager bio if every member of your team doesn’t have access to it when they need it?

For content to be the most impactful, it needs to go beyond the format where it will appear. It needs to exist as data components that can be used in multiple ways and in multiple locations.

How Content Automation Can Help

The manual approach to content creation and updating leaves too many potential ways for things to go wrong. You need a platform that allows for collaboration, manages workflow and provides one source of compliant content.

Broadridge’s Content Management Solutions for Asset Managers solution offers a central repository for content creation, curation and extraction. Marketing teams and other content authors can make updates to content components in minutes, assuring the most up-to-date content is being used, delivering faster production values with reduced risk. Content can then be sent to a variety of downstream individuals and systems, including web content management systems, RFP systems and, of course, DocuBuilder, our own document composition and automation platform that assembles the content components into completed documents.

By effectively managing your content components, you have an unlimited ability to package and deliver completed content and documents. An automated process reduces the time it takes to create content for websites, compliance documents, financial reporting, sales materials, client reporting or marketing. And it’s scalable. Additional products — and their disclosure requirements — no longer add greater workload to your content teams.

Learn how forward-looking marketing teams are optimizing their content with Broadridge’s Content Management Solutions. Visit Broadridge.com/ContentHub or visit https://www.appatura.com/realtime-content

Additional resources:
https://www.appatura.com/content-workflow-automation-reduces-cost/
https://www.appatura.com/content-automation-across-the-enterprise/
https://www.appatura.com/build-content-governance-across-enterprise/

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