Content Lifecycle Management (CLM) 101

Content Lifecycle Management (CLM) 101

What is Content Lifecycle Management (CLM)?

You probably don’t need reminding that we are living in a content-centric world. If you’re reading this – you’re likely already in the content trenches, whether that’s commissioning, creating, supervising, approving or funding that content. You also don’t likely need reminding about the volume of content being created and how quickly it becomes challenging to manage.

We see more and more enterprise organizations embracing the philosophy of Content Lifecycle Management (CLM), even if they are not yet sure what to call it. It’s a natural progression since CLM is the evolution of Digital Asset Management (DAM) systems which focuses on connecting the marketing and brand ‘dots,’ across all content, systems, and users, at every stage of a digital asset’s lifecycle.

The difference CLM makes: save time, money and headaches

But why does managing the content lifecycle matter so much? Back in the day, you had some print, maybe some web, with a few pieces of content thrown in for good measure. Now, with the proliferation of marketing channels – social media, video, paid digital advertising, email, web banners (corporate and display!) – a campaign’s assets can quickly grow into the dozens – if not hundreds – once you layer in other variations such as languages and locality.

Despite the availability of Digital Asset Management in the last 20 years, many organizations still struggle to effectively manage their brand assets. They don’t have a clear picture of the creation, review, distribution or use of that content, let alone tangible metrics about asset and employee performance. The stakes are high: poor return-on-investment, wasted dollars, wasted time, asset duplication, not clearly understanding what should be re-used – and more importantly what shouldn’t – what’s out of license, when brand regulation is being breached – the list goes on and on.

While traditional Digital Asset Management (DAM) solves the core challenge, the conversation has changed. DAM now must connect to every aspect of an enterprise’s marketing activities, at every stage of the content lifecycle. Whereas Digital Asset Management deftly serves as a content repository, Content Lifecycle Management connects everything and every step in the marketing technology stack. The added value of CLM to today’s creative or marketer is a unified dashboard that connects all the tools required to create, edit, approve, store, distribute and measure assets and campaigns.