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With the major trends in the WCM space being “engagement” and “social,” I chose to relate those trends to the application of a Web Content Management (WCM) system during my speaking slot at TFM&A earlier this week.
Applying WCM to centrally manage content, apply governance and enable auditing for more channels than just the web seems like a no-brainer from a theoretical perspective. Making this happen in the real world, being hampered by technology that creates all sorts of barriers, is of course, still quite a challenge. Watch the presentation to see how it can be done – with some real examples – then consider the 5 questions below.
How would your organization answer the following:
1. Which digital assets need to be managed, now and in the future? Think in terms of web, mobile, email, social, print, TV, kiosks, games
2. Does your current Content Management System lend itself to manage content for non-web page purposes? Consider making this a criteria for a future (W)CMS selection process
3. Do the systems you use across other channels (email, social media) allow content – needed to engage – to be managed centrally? Try to avoid siloed systems and content duplication
4. Can you combine analytical data from various sources to get insight? This is necessary to build an engagement strategy toward the individual
5. Are you prepared to take down internal walls in the organization? Restructure your teams to get rid of the (legacy) split between web, email, social, campaign management and customer service / CRM
Hopefully this gives you something to think about. If you have successfully applied some of this in your organization already, what have you learned during that process?
