Digital asset management (DAM) software company Bynder has acquired content operations platform GatherContent. The move adds workflow and editorial processes for content creation to Bynder’s DAM offering.
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With GatherContent, Bynder aims at providing a full lifecycle of content creation for marketers, spanning text creation to structured content ready for distribution.
The GatherContent capabilities will be sold as a distinct product to Bynder users as GatherContent by Bynder. According to the company, it will include:
- A centralized platform for content teams to collaborate on creating structured content combining text and digital assets
- The ability to use templates and reusable components to scale up production of text content
- Custom workflows, allowing teams to maintain confidence in the quality of content as they scale up
- The capability to deliver content towards all channels used for your customer experience
Based in the U.K., GatherContent currently claims approximately 1,100 customers, including Intel, Volkswagen and Vanguard.
In 2018, Bynder acquired Webdam to create a global DAM powerhouse.
Why we care. There are two significant challenges that face content marketers today and they are related – how to create the high volume of content required for a proliferation of digital channels, at scale, and how to get the content distributed across these channels.
The GatherContent by Bynder appears to meet these challenges by streamlining the workflow and editing processes, and also by providing some of omnichannel delivery.
At the heart of this evolution in content creation is the experience to the audience who engages with the content. One term sums this up – digital experience (DX). By pulling together content operations with a DAM platform, marketers can access the content their team is creating in a single place with a unified workflow. One advantage in having the DAM as part of the environment is the ability to use other existing assets on the DAM, which isn’t the primary function for a CMS.
Read next: Does your marketing team need a digital experience platform (DXP)?
About The Author
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
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