Services | Enterprise Content Management Process

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In today’s world, as predicted by Viacom founder Sumner Redstone and popularized by Bill Gates’ 1986 Microsoft memo, content is king.

High-quality content consistently attracts attention and audiences, some of whom may become customers.  In addition to generating revenue, the “long tail” created by great content can reduce your reliance on expensive, time-consuming outbound sales campaigns.  Instead of identifying and pursuing them, customers come to you.

Give all this, it’s important to understand what content really is and why it’s important to invest in managing it efficiently and effectively.

Content Management Lifecycle Diagram

Content is information that is expressed or delivered to an audience via a specific medium (e.g. speech, writing, still or moving images, etc) for the purpose of expression, communication, or commerce. Content may be created and edited for the public by authors, subject matter experts, and other content creators. However, not all content requires creative or authoritative authoring or editing.

Information is objective data with added meaning, enriched using relationships, organizational structure, etc.

Media are the means or channels of general communication, information, or entertainment in society, e.g. print media (books, magazines, etc), broadcasting, digital media, advertising, the Internet, cinema, television, radio, smartphones, documents, and live events (speeches, conferences, stage performances, etc).

As illustrated by the diagram, content management is a cyclical process.  Creating or acquiring content involves specifying, drafting, or revising content and then reviewing, approving, and publishing it.

Once made available by publishing, content delivery may involve personalization, recommendation, targetingsegmentation, and subscription.

Once delivered, analyzing things like interaction/engagement, effect (e.g. conversion, purchase, registration, etc), and the total value of these effects may lead back to the revision of existing content or the creation or acquisition of new content.

Lots of commercial and even custom software products include some content management capabilities, but  each works differentlyhas different capabilitiesmust be administered separatelydoesn’t integrate well, and therefore don’t form the basis of a consistent, reliable content management process.  This is the role of enterprise content management.

Beyond selecting (or designing and creating) an appropriate enterprise content management system, identity management and authorization is crucial here to define and enforce roles and permissions in order to effectively support different teams’ needs while maintaining a separation of concerns, as are standards for drafting/revising, reviewing, and approving content.

Let’s standardize and centralize your content management capabilities, and create a long-lasting collection of compelling content that will attract customers and generate revenue!

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