What is a Managed Content Service?
A Managed Content Service (MCS) is a combination of highly skilled people and well-planned data processes that optimize your marketing operations.
Done right, an MCS enables automation, speeding up your activities so that content can be leveraged by downstream, customer-facing systems.
“Marketing operations are dependent on an operational strategy that includes dedicated resources, the right metadata, rigorous quality standards, and a focus on transforming technology tools into products that enable automation,” says Kelly Pepper, Global Head of Managed Content Services at ICP. “When we start working with clients, they are often burdened with manual work to get content through their ecosystem, and some have the unrealistic expectations that marketing or agency resources will take on the work of asset uploads, metadata quality assurance, or training AI models.”
This unfortunate and oftentimes stifling situation is usually the result of purchasing technology tools only, without the equivalent investment in strategy and resources. A holistic approach to marketing and creative operations involves not just the procurement of tools, but building an entire program around those tools - a complete content ecosystem that’s a service to the enterprise.
