The Power of Content Management and Eloqua

April 3, 2023 Stan

As marketers begin to laser focus on personalized customer experiences, we are faced with an ever-increasing amount of content. Processing, managing, and updating these assets is becoming more important, especially for larger organizations. Often, assets need to go through a process of approval before use, creating complex workflows to edit, review, and approve digital content. At the same time, marketers need to share this content across various business units and regions, ensuring proper access and channel approval. Utilizing a central repository is crucial to maximize governance and efficiency. That’s where a strong content or digital asset management system, such as Oracle’s Content Management (OCM), comes into play.

What is Oracle Content Management?

Using Oracle’s description, “Oracle Content Management offers marketers, developers, and business leaders a robust content management system built on an API-friendly platform. It offers security and efficiency for creating, managing, storing, and delivering digital assets and sites that scale to keep up with your growing business needs and complexities.” OCM is an all-inclusive way to build, store, manage, and maintain your digital assets across a wide variety of channels. Although this post is not intended to dive deeply into all facets of the tool, it’s helpful to understand its main pillars.

Oracle Content Management offers capabilities across three main areas: digital asset management, document management, and digital experience (website content management solutions). Document management provides a corporate-wide repository for all of your documents, files, and digital assets, managed through folders, security groups, and permissions. Digital experience allows you to develop and deploy websites with its headless content management system. Although the above capabilities each warrant their own post, this article focuses on the digital asset management portion and its integration with Eloqua.

As Jen Yurman stated in her blog post, “Oracle Content Management – What it is and how it can help support a successful content marketing strategy,” “With Content Management, you can create, edit, collaborate on, share, and publish customized content directly from within the tool where the assets are stored, streamlining processes, saving time, and allowing your team to be more creative and collaborative by removing guardrails created by working in multiple systems and tools.” Digital asset management gives you the ability to store, categorize, tag, and edit your assets, all from one location. With its built-in security and workflows, it also gives you the ability to limit who can edit, view, and use specific assets. It also streamlines governance to ensure consistency and brand compliance throughout your organization. You can integrate OCM with tools across your marketing technology stack, including Eloqua, so these same assets are used as they’ve been approved.

Why is OCM useful?

As mentioned above, Oracle Content Management gives you a central location to store and manage all of your digital assets. As it relates to Oracle Eloqua, this is most useful to centralize and govern your images. Although Eloqua provides marketers with the ability to adjust permissions and access to certain assets, limitations can make it difficult to fully govern the creation and approval workflow. That’s where Content Management shines.

When you use Content Management in conjunction with Eloqua, OCM becomes your central hub for stocking and accessing your imagery. Instead of uploading images directly into Eloqua’s image gallery, your image assets are added into Content Management. Within Eloqua’s image gallery, you will see an additional tab to access these images. From there, the process to add them into your emails and landing pages is no different. Using this tool for your images gives you greater control over the workflows, edits, approvals, and publishing of images, ensuring your governance protocols are followed. Plus, if you need to update and refresh an image, any published changes from OCM will be reflected within the Eloqua assets in which you’ve placed those images.

From an organization perspective, using Oracle Content Management provides additional capabilities for harnessing various asset types across your marketing technology stack. With Content Management, you can publish assets across multiple channels providing a unified look and feel across your customer’s experience. You also get the added benefit of OCM’s analytics, which provides detailed reports on asset usage

How does Content Marketing Integrate with Eloqua?

Once integrated with Eloqua, Content Management’s repository of assets becomes available to insert directly into your landing pages and emails. You will see a new tab labeled “Content and Experience” in your Image Chooser. The image below is taken from Oracle’s integration instructions, which also provides more details on how to properly integrate the two systems.

The integration itself is simple. Assuming you already have an instance of Oracle Content Management (OCM), you’ll need to open a ticket with Oracle Support to enable the integration. When you open your ticket, you’ll need the following information from your OCM instance: OCM domain name, Repository ID, Channel ID and Channel Token. Once that has been provided, you will need to adjust a few settings in OCM to ensure the platform can share content with Eloqua. Once that is complete, the connection is made.

One important note is that Oracle recommends you utilize Chrome or Firefox when using Content Management with Eloqua. Using Internet Explorer may cause an error when trying to embed content from OCM into your landing pages and emails.

Final Word

There are a litany of benefits when using Oracle Content Management to centralize and manage your digital assets. Integrating with Eloqua gives you access to these capabilities. All of your images and digital assets can now be centrally created, updated, tagged, and published according to your brand and process guidelines. If you’re interested in learning more about this platform, Relationship One is here to help.

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