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Exciting days at Alterian! For my line of business, Web Content Management, we’re announcing a major new release today: Alterian Content Manager v7. It’s part of a bigger story though: Alterian Alchemy™, which puts it in the context of a framework for Customer Engagement. This framework is about listening to your customers, learning from them, then creating relevant messages for them and delivering that message to them in the right context via the right channel, ultimately building engagement (that is, if you do it well).
What makes the launch of ACM v7 special, in my opinion, is the changing role that Web Content Management systems will play in the future. No longer is it just about managing your websites; content needs to be managed for many more channels these days, but the technology to do so is diverse and fragmented. If you don’t have a proper strategy, you might end up with many content silos based on the channel that you need to communicate to. Not easy to manage or to enforce compliance, I’d say. Hopefully, we all agree we don’t want to go there.
With ACM v7, we deliver an excellent best of breed WCM system with many great enhancements in terms of user interface, Microsoft Office integration, extensibility/customization and much more (kudos to all the teams involved in making that happen!). But moreover, we are making big steps in terms of putting Alterian Content Manager at the hub of your engagement strategy, by allowing you to manage content for web, social media and email, all from within the same environment. This allows you to apply workflow, access rights, content tagging/categorization and much more at the content for all your customer engagements, without the need to duplicate content or store it in disparate systems.
We already see companies seeking for such solutions, like a car manufacturing brand that recently came to us, asking if we could help them manage the content creation and approval process for their 20+ Facebook pages centrally. I’m sure more companies face similar challenges. Luckily, with ACM v7, we can empower these marketers and make their life a lot easier. But as always, with more power comes more responsibility, so keep in mind what you’re trying to achieve: engagement, building trust and a long term relationship. And that is not just about having the right technology, but also about applying it in a sensible way.
