When creating and curating collections, it's important to think about what kinds of things you can do to ensure your great marketing content gets utilized. You've spent so much time creating the perfect content--now you just need to empower your teams to use it! As we've worked with customers of different sizes and across industries, we've learned a thing or two about making a collection successful.
Think About Who Will Be Accessing Your Content
As a marketer, you're trained to think about content a certain way. But that may not be the same way content is categorized and searched for across your company. Are you curating a collection (or 10) for your sales team? How does a salesperson think about content? Here are some questions you should ask anyone who will be accessing content through your collection:
- What are you doing when you find yourself needing content?
- When you need a content asset to support your activities, what are you looking for?
- How do you look for content today? Are there specific content attributes you are looking for? What data about the content do you need?
- What are your top 5 go-to assets and why?
Choose the Right Content
After thorough discovery starting with the above questions, you'll want to start thinking about what content is right to include in your collection. Best practice is to keep your number of assets around 75-100. Beyond that, searching becomes unwieldy. Plus, (no offense) most of your content consumers will find their ten favorite assets and use them over and over. This means you'll want to pick your content carefully. This is a good time to think deeply about making less content matter a lot more.
Customize the Filters
Remember those great discussions you'll have with your teams to understand how they use content? Use that information to inform what filters you make available. Maybe it's important to be able to search by vertical and product line. Or maybe knowing if the content is a presentation or a video is important. Whatever data they need, make it available as a filter. The key here is also to adjust which values you include in the filter. For example, if the content type is important, (presentation vs. video) there are likely content types your team uses that should not be included in their filter choices. Make sure to exclude values that will just clutter your collection. For instructions on how to set up your collection settings including the filters, click here.
Don't Forget a Description
Make sure to guide your Gallery visitors to the right collections with good descriptions. Keep these short, simple, and to the point. Most likely, people aren't spending a lot of time searching through content, and they need to get to the right place quickly.
Consider using colors to create a visual marker of the collection type. For example, maybe blue means a collection of internal content and red is a collection of external content. Other examples include color-coding by team or use case.
Ensure Permissions are Correct
Nothing is worse than distributing a link to your brand-new collection only to discover that people are unable to access the page. Decide if you want your collection to require a login, and if so, which team members should have access.
Pin the Most Useful Content
Hopefully, as you were conducting interviews with your team, a few content assets that were identified as incredibly high performers. Make sure to pin those so they are always at the top of your collection. You will be thanked! You can also consider pinning new or hot content your marketing team wants to make sure everyone prioritizes.
Set Rules Moving Forward
This is the only tip strictly for you. Using rules will help make sure your collection will be maintained in the future. You'll want the freshest content to be available as soon as it's ready. Rules make that happen! For detailed instructions on how to set up collection rules, click here.
Following these best practices will ensure that your content gets organized in a way that makes it super easy to find. After all, the easier it is to find, the more likely it will end up in front of the right customer at the right time.
And don't forget! Our team LOVES hearing from you. If you have questions, don't hesitate to reach out!