Content management business case
As relationships with customers grow increasingly sophisticated,
the demands made upon a company's web site become more complex and
the management of its content more complicated.
Before the emergence of the Content Management System, content
management was essentially a technical activity. In this old world,
content owners generate the information, but depend on the
Webmaster and team to publish it.
This is a slow multi-stage process that includes conversion of
the source material into HTML format, editing the structure of the
site, placing the new content on staging servers to allow
manually-driven approval processes (if approval is sought at all)
before final publication:
- time consuming and resource expensive
- leads to delayed business initiatives and excessive costs
- encourages inaccurate and unreliable information
- leads to inconsistent branding and dilution of the company's
message
- difficult site navigation
- frustration and doubt among visitors and customers
- loss of loyalty and missed sales.
Today, companies need to capitalise on new business
opportunities by reacting quickly to market changes and must be
able to do so while avoiding these issues. Their expectations
include:
- putting content creation and management into the hands of the
business user
- faster approval processes and publication of new content
- ease of extending services available to customers through the
web site
- more efficient site management
- maximised productivity of specialist technical resources
Above all, they seek to do all this while reducing web site
costs.