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Table of contents
Content is king. This is THE motto in online marketing. You know it, of course. However, the best content is of no use, if it is not available for the intended target groups.
This is where a content hub comes into play. Hub originally means hub of a wheel and is today mostly associated with the distribution of traffic. For us, this usage is also suitable, because similar to this, we are concerned with the targeted and at the same time efficient distribution of digital goods. I deliberately say “goods” because content that you deliver through a hub should add value to retail product marketing or branding. One therefore also speaks of digital assets. There is, of course, the case where digital assets are the actual commodity of a business, e.g., e-books, stock photos, or music files. However, we are not talking about digital sales platforms here. We see a content hub primarily as an information interface and marketing tool.
Using a content hub has many benefits for businesses, so the purchase should pay for itself quickly. In the following, we have listed the most important advantages so that you can get an initial overview.
With a content hub, you ensure that your digital assets do not “gather dust” in the archive. Important content is always kept up-to-date and centrally available.
By activating additional multipliers (both internal and external), campaign reach is maximized and the associated brands, people or cultural assets are made more visible.
With AI-driven image recognition routines, content can be processed so quickly that targeted delivery to members of the press or other stakeholders can be made while an event is still in progress. Not only does this make reporting more current, but it can also be maintained in times of pandemic.
Only those files that have been previously checked and approved are delivered via a content hub. This way, you always maintain control over your digital assets.
Customizable authentication defaults can be used to secure the content delivery environment for specific purposes.
By using tracking technology, it is possible to track who has downloaded or accessed which content and when. Statistics modules are used to process and analyze this data so that valuable conclusions can be drawn about user behavior.
A good content hub is characterized by its ability to display all common data types, from vector graphics to MP4 video, from PowerPoint presentations to PDFs, from raw formats to Photoshop files.
The user interface of a content hub can usually be individualized and adapted to the desired corporate design.
The nonstop availability of a content hub reduces email inquiries from external stakeholders looking for specific content. This leaves more time for creative work.
Let’s start with the simple things. A high-performance content hub requires a lot of storage space, enormous computing power and high bandwidths. What used to be done by local servers is now increasingly being realized via data centers. A content hub therefore normally uses a cloud infrastructure. The content provided can usually be accessed via an address on the Internet or intranet. So you only need a modern browser and no additional software. A content hub differs from a normal website in that you have to authenticate yourself or at least leave an e-mail address in order to access the desired content.
What you see as an end user from a content hub is just the front end of a larger complex. If you want to learn more about the backend and the systematic management of media content, we recommend this article on Digital Asset Management. We focus here on the interface through which approved content is delivered.
The stakeholders who create, manage, and share content typically come from corporate departments such as marketing, PR, or sales, while external end users can be divided into the following categories:
For larger companies, the front end of a content hub is also often used by their own employees, as it can also be used for internal communication.
Depending on the target group, this can be very different content and formats.
Basically, the differences are marginal. Of course, the name “Content Hub” sounds a bit more modern. It’s so fancy! ;)
Other possible designations, depending on taste or purpose:
The content hub that we have developed at teamnext fulfills the above functions to a special degree. Well-known customers such as the German Olympic Sports Confederation, the German Handball Federation or the traditional furniture manufacturer THONET trust in our solution.
If we have aroused your curiosity and you would simply like to try out the various functions of our solution, the teamnext | Media Hub with Media Portal, then you can get started almost immediately by starting a free 14-day test phase. In addition, you can of course book an appointment for a free online product demo with one of our experts at any time. Simply use our contact form for this purpose.