Content Management: What's in it for me?

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Before you can understand what you can expect to get out of Content Management it's important that you're sure that we all agree on what Content Management is. Depending who you are talking to, the word 'content' can conjure up several, very different, meanings. It could mean a Microsoft Word document, an Excel spreadsheet, a video clip, a scanned image, or information found on a website. In one form or another, all definitions could be correct. The other part of Content Management is the management piece. Same applies here, depending who you are talking to, the word 'management' can mean different things. From storing and retrieving content, to applying security controls to stored content, and to keeping track of where content may be in a business workflow process or on a website, all definitions could be correct. Put them both together and the term, 'content management' screams for clarification.

One of the challenges often faced with trying to understand content management is first realizing its different forms. In a logical progression of technologies deployed to help manage unstructured information (i.e. non-database type information), CM has evolved from such earlier technologies as document management, document imaging, and even micrographics.

Think of how much information resides on reams of paper or in a file cabinet somewhere, that information can be invaluable to an organization for many reasons. This type of information is referred to as unstructured information. The challenge of acquiring, accessing, managing, and distributing unstructured information are a significant reason organizations looked first to micrographics, then to CM, document imaging, and document management technologies to assist in that endeavor. Today, the Internet is driving an ever-increasing need to provide fresh, timely, and relevant content to their websites. To that end, Web Content Management (WCM) solutions have emerged to assist. So what's the difference in these technologies, simply put, that can be thought of in the following manner and purpose:

Management Technology	Primary Purpose
Document Imaging	Manage hardcopy paper by scanning into a DI system, allowing multiple user access by searching on predefined indexes.
Document Management	Performs document imaging functions, plus extends the management to electronic files like word processing files, spreadsheets, reports.  Some systems also allow library like functions to manage where documents are, who has them, and the versions of the documents. Advanced full text search is usually available in DM offerings.  Built-in workflow and compound document support are available with some systems
Content Management	Extends document management to be more focused on a wider range of content. Some CM systems offer management and delivery of newer content streams as digital media, audio, streaming video.
Web Content Management	CM for the web.  This technology is focused on helping organizations manage for websites.  Depending on the system, web content management solutions can offer tools and processes to create, manage, personalize, and distribute (post) content (or information) to websites, PDA, cell phones, pagers, and other information delivery devices.
Enterprise Content Management	CM nirvana. Less a product, more of a complete end-to-end strategy for managing all of an organizations’ content, no matter what it is and where it used.  Ex: CM and web content management combined.

So how do you determine which form of CM is right for your goals? Here are 5 areas that you want to think about as you begin your planning and search:

• What am I trying to do with CM?
• What does my current / planned IT environment look like?
• Should I build or buy?
• Am I transforming my business? What are the issues I need to think about?
• How will I measure success and value?

Let's explore each of these questions in turn.

What am I trying to do with CM?
Because there are so many different definitions of content management, it's important that you clearly understand what it is you are trying to accomplish - and what you are not. Maybe you want to better manage your website(s). Perhaps it's just as simple as you need to recoup storage space and looking for a 'electronic file room' to store your company's information.

As exhibited in the above table there are variations on the CM theme. All have a purpose and are designed help address different challenges. Before you consider technologies, and there are plenty claims out there, you should be able to articulate your vision for CM in plain language. And if can't yet, go back to square one and keeping working through it. Work with colleagues; obtain upper management support and sponsorship, understand your rationale and purpose.