Three cool things for marketers

[A blog post originally puiblished by IBM
for their discontinued software product, Watson Content Hub.]

IBM Watson Content Hub is a great tool for storing structured content and assets in a cloud-based repository available to all your users, including your marketing team. Here are three reasons why Watson Content Hub is cool for marketers.

1.    My content is structured

As a marketer, I always need to find and create the same types of marketing materials; images, videos, promotional copy, brochures, and more.

When it’s time to curate all my marketing material, I select Product Campaign as the type of content I need to compose. My information architect has designed this kind of content to include all the fields I’ll need to include in my marketing campaign:

  • A banner image.
  • A hero image.
  • A generic image.
  • A promotional video.
  • A PDF brochure.
  • Landing page copy.
  • Hero copy.
  • E-mail campaign copy.

So, when I create my new product campaign, all I need to do is complete these fields. I upload a banner image and hero image from my creative team. I select a generic product image from an existing image asset. I also upload the promotional video and PDF brochure my creative team provided for me. And finally, I write some copy for the landing page, the hero text, and an e-mail campaign. The content form acts as a checklist for everything I need to have ready to launch my campaign.

2.    Watson Content Hub Helps Me With My Assets

When I upload my files to my new product campaign, a few things happen.

Firstly, IBM Watson makes a first pass at tagging the files I upload. Sometimes I’ll agree, sometimes I won’t. I’ll accept the tags I think are correct, reject the others, and add some further tags if I think it’s necessary.

(As an aside, all the files I upload into my product campaign are also added to the asset library for easy reuse.)

But not only does IBM Content Hub tag my files, it also creates different renditions of the images I’ve uploaded. When my information architect first set up the Product Campaign type, they also created some image profiles that define the different renditions required for each image. For example:

RenditionWidthHeight
Desktop1600450
Tablet1024400
Smartphone768280

So when I upload an image into the banner field, three renditions of that image are automatically generated by Watson Content Hub. I can choose to keep the suggested renditions, or adjust them to suit my taste.

3.    I don’t need to worry about the end-product

Once I’ve finished uploading my files and creating my content — and once I’m satisfied everything is perfect — I change the status of my product campaign from draft to ready. And that’s all I need to do. My developers can take it from here.

Using the Watson Content Hub APIs, my developers grab all my product campaign content and add it everywhere it needs to be displayed. As a hero image and text on our website. As information on the product’s landing page and in our online store. As new content on our mobile app. And even in an e-mail campaign.

Because I composed my content using the Product Campaign type that my information architect created, my developers already know exactly the kind of content available to them, and also the image renditions that are available for different media. I don’t need to tell them what content I’ve uploaded and how to use it.

Meanwhile, while all this is happening, I’m already working on my next campaign.