By introducing a centralized database into your content workflows you will create efficiencies, increase consistency, and realize time savings. For more than a decade, we have been developing and using databases for our own and our clients’ content. From our experience, here are some considerations.
Use a Map to Get Your Bearings
Many companies make the mistake of implementing a new content database without mapping where and how their database will be populated or how it will deliver this content to web or print. By incorporating this step into the planning process, you will be able to identify potential roadblocks, reduce detours, and ensure that the content arrives to its intended destination without costly overruns or delays.
One Size Doesn’t Fit All
One of the first places that can create challenges is the content itself. Most legacy data is not up to current standards when it comes to search engine optimization or automated page flows. A good start is to identify the differences of your content and move away from the “one size fits all” mentality. This becomes apparent when looking at product descriptions and attributes coming from an inventory/accounting system which tends to combine everything on a single line while limiting the amount of characters that can be used. This method works well for Twitter, but today’s content needs to be flexible and separated into individual fields so that it can be recognized by search engines and implemented into mini-logs and catalogs.
A Solid Foundation is Crucial
Just like constructing a house, it all begins with a good foundation, and content is no exception. Product content needs to be structured with categories, groups, and sort orders, as well as matching this content to corresponding images. This means a blue image for a blue product, red image for a red product, etc. In addition, images should be organized by product numbers so they can be matched to the corresponding product data and be easily identified.
Having your content in a centralized database is appropriate, and by implementing these practices you will create content flexibility and consistent delivery.
