Enter Canto: An All-In-One Research Hub
Aberdeen now stores research reports, knowledge briefs, webinars, infographics and interactive content in their Canto library. With a centralized, easily searchable location for all assets, the Aberdeen team and external stakeholders are empowered to self-serve.
Aberdeen’s Canto library is organized into 12 albums for the 12 unique market segments they serve. From there, they rely heavily on custom metadata to ensure the assets are easily searchable for internal and external stakeholders.
“The metadata includes the analyst who wrote the piece, the client who it was originally written for, the research type as in a report, knowledge brief, webinar or infographic, and also recommended use, as in how our clients could use this throughout their marketing funnel,” says Sarah.
“And then the format of the document, if it’s public or private, file size and number of pages,” says Joshua.
Each piece that Aberdeen produces fits into two or more market segments, depending on the topic. Canto enables the team to put these pieces in different albums without duplicating the asset in their library.
Search and Filtering
With over 20,000 digital assets in their library, Joshua is glad to have the advanced search and filtering options that Canto provides. It’s now easier than ever for the Aberdeen team to find the exact asset they are searching for.
“If someone reaches out and they’re looking for something in a general or specific topic, client success managers or salespeople can go into our internal research hub and type in those keywords to filter and provide the client or future prospect with what they’re looking for,” says Joshua.
Content Sharing Through Portals
Canto Portals play a huge role in how the team delivers content to Aberdeen colleagues, clients and prospects. Employees throughout the company have access to the private Canto Portal, known as the “Internal Research Hub”.
They’ve also set up a public Portal so that anyone can access and view research through the Aberdeen website. The team goes above and beyond and even makes custom Portals for their clients.
“We branded each Portal for each client. So if there is a new asset for a company that we do business with, we’ll upload it to their Portal and the client success manager will be notified,” says Joshua.
Sarah and Joshua conduct research (yes, research on research reports!) and collect data to gain insights on the assets that are performing well in both the private and public Portals. This data allows the team to optimize the content they produce in the future. To analyze performance, Sarah and Joshua don’t even have to leave their Canto accounts – they do all the reporting directly in Canto’s dashboard.
“In terms of the operations standpoint, with the dashboard I see what content and keywords are working, what’s not working, what type of content people want and what they’re downloading,” says Joshua.
Dedicated Customer Support
The Canto team has shown support every step of the way, from setting up Portal configurations to discussing the development of new features.
“The whole Canto team has really helped with our Portal organization and addition of features that are useful for us. They’ve just been really great in helping us with this unique use case,” says Sarah.
“Some of the newer features that have rolled out are things we’ve discussed with the Canto team in the past. It’s nice to see that these things are actually happening or they’re in the pipeline. The team is very receptive to our needs,” says Joshua.
Canto definitely makes things a lot easier. Now everyone is comfortable going into Canto themselves and finding what they need because they can find it just as easily as we can.