Manage content introduction
Content is your number one digital marketing asset. Using it effectively stands at the core of managing digital experiences.
Xperience by Kentico can serve as a repository for all your digital marketing content. Xperience applications can power different marketing activities, from sharing business information and increasing brand awareness to promoting new services on campaign pages.
The Content management essentials will teach you about:
- Content and content types in Xperience.
- Applications you use to manage your content.
- Different digital marketing channels in Xperience.
- Editing content in Xperience.
Content in Xperience
Xperience by Kentico is a highly customizable solution that helps marketing teams achieve their goals. Commonly, one Xperience by Kentico implementation differs from another. Marketers have different ways of managing their content. They will use other tools to create marketing campaigns or share content on various channels. Depending on their business requirement, they will leverage integrations with different solutions.
Say a company hires you to run digital marketing in their application built on Xperience by Kentico because of your previous experience with this platform.
If different agencies implemented the applications, the new and the old applications might contain various features. For example, the content types might completely differ. Alternatively, similar content types will have additional properties, such as Article, which might have different editing fields or available properties. Each website will also contain other widgets that dictate how to work with content in the new Xperience application.
However, no matter the implementation, several things stay the same.
Your content is based on a content type
You can imagine a content type as a cookie cutter for every content item. As you can create cookies of the same shape with one cookie cutter, editors use one content type and make the items with the same characteristics. The content type defines what data you’ll input and how Xperience displays this data across different channels, such as websites, emails, or app screens.
For example, the Article content type allows you to create any number of articles that will always have the same properties.
Similarly, if your Featured content content type contains a Title, Short description, and Asset/Media fields, every individual content item created with this content type will have the same properties.
Content types define the content model that defines the structure and relationships between the content types. As an editor, you’ll work with types your developers prepare. If you realize some content types don’t suffice or identify where you can improve your editing workflow, you can ask your developers to enhance your content types.
You can learn more about how you can store and present the data in Xperience applications by seeing Content modeling guide in the documentation. (Please note that the linked guide covers the topic from a more technical perspective.)
Types of content in Xperience
You can classify marketing content from different perspectives. Let’s simplify this topic for this tutorial and say that in Xperience, you’ll work with two types of content: structured and unstructured.
What’s the difference?
Structured content (or structured data) is data without any information on what this piece of information will look like when it’s displayed to consumers. Since every digital marketing channel has different data display requirements, storing data in structured format makes your content reusable. Unstructured content stores the data and information about what the data will look like which ties the content to a specific marketing channel.
In this tutorial, we’ll discuss these two options in Xperience. To learn more about types of content, see the Content modeling guide.
Working with your content in channels
Xperience by Kentico is a digital experience platform that comes with set a of out-of-the-box to edit your content and display it on websites, in emails or headless applications.
Application * | Application’s purpose |
Content hub | Serves as the central content repository for structured content. Content in the Content hub is reusable across different marketing channels. |
(Website channel) | Custom website channels represent a website or a microsite within your digital marketing channels. For example, the Kbank demo website has three channels Business Banking, Personal Banking, and Mortgages microsite. |
(Email channel) | Custom email channels contain email newsletters, automation emails, and other types of emails. For example, the Kbank demo website has one Marketing Emails channel to store all email communication. |
(Headless channel) | Custom headless channels allow the distribution of content into headless apps. For example, the Kbank demo website has one Mobile Banking App. |
*Application name in brackets (Website channel) means the name depends on your company’s naming schemes. For example, the image bellow shows website channels in Kbank
You’ll learn more about the Content hub and other applications in this tutorial.
Next step
You have learned about different options for digital marketing channels in Xperience and what types of content you’ll work with. Learn how you can work with structured content to make all your content reusable in the Manage content in Content hub.