Content management and digital asset management have traditionally been approached as distinct operations. There was limited interaction between content and assets during editorial development mostly coming together as print layouts were created and finalized. Workflows and tools were developed to address the separate requirements around the two components. However, the emergence of digital publishing has greatly increased options around how and what to publish. No longer are publishers constrained to print deliverables. New hardware devices, Internet applications, social media sites, and communication opportunities offer rich opportunities for publishers to use content in a variety of new ways. To take full advantage of this, publishers need to adjust the tools and techniques employed to manage content.
What is needed is a platform in which publishers can manage traditional assets (e.g., .jpg, .gif,.mov, .mp4, .mp3, etc.) to coexist with what was traditionally content (e.g., Word, XML, PDF, etc.). This platform should house both items natively. This becomes a strategic content hub that can be deployed either as a replacement for or as a layer over the existing tools and workflows that may still be required to support existing publishing channels. However, such an approach requires unique characteristics not seen in traditional CMS or DAM systems.
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