You hear and read a lot these days about “taking back control of your content” … but are you really in control of your content when its delivery is in someone else’s hands? Or when you can’t decide how you want to manage the content and its delivery? Anyone who delivers copious amounts of content, has unconventional needs or wants to create a solution that works to the advantage and convenience of their own requirements will recognize that it’s kind of an adventure finding the right balance.
“Not everybody does it but everybody should…” Okay, quoting George Michael circa 1987 won’t get us anywhere, and the truth is, not everybody should build their own content delivery solution. But you should know that the option is there if you’ve got the need. Some companies do indeed have a need, with clear cases for building a private content delivery solution for themselves.
As marketers, we've been trained and gained experience in creating cross-platform content that will reach and hopefully engage potential users and maybe even, if we're creative enough, go viral. We're using our budgets and creativity to develop multimedia, integrated marketing and advertising campaigns... but do we factor in the technical challenges involved in ensuring the delivery and performance of this content?
Companies across industries are facing the need to transform not just to digital but also to adapt to a diverse set of content delivery needs, which are constantly evolving. Our new partner, web traffic optimization experts, Cedexis, have described this evolution of content delivery strategies as moving from delivering content through external provider networks to becoming a more multi-CDN approach, to more do-it-yourself/private solutions or springboards for hybrid content delivery strategies based on the more specific needs of the user.