Content Management

April 17, 2007 at 10:28 am | Posted in Reading | 1 Comment

I’m late with this due to travel. . .  Met an interesting guy as part of a technology tour at Galileo High School in San Francisco yesterday.  More on that in another post.

Like Barrie, I hope that the article by Megan Santosus in CIO was the correct one.  It brought home the absolute value of an automated content management system in spades.  Imagine that BCBSRI is updating 3,000 articles monthly from the renowned Mayo Clinic alone!

The salient point of the article is that the various business units take more responsibility for their content and the process of publishing.  Through the use of ECM, they are able to turn around new or revised content more quickly; at the sametime the IT staff fills more of a role as guide-on-the-side or helping to troubleshoot any hardware or software interface issues.

More and more, business is putting the tools of communication management in the hands of those closest to the topic, thus eliminating more of the “information passing” role that is found in traditionally hierarchical organizations.

Looking at “Manage, Don’t Mangle. . .,”  I drilled down on the HBO DAM process and found that they use Interwoven software just like BCBSRI does for management, though in a different fashion – one for content generators and one for consumers of content; however, to the multi-point suggestions made by Coursey, by-and-large they’re good guidance.  The notion that more and more information is free, of course, hits the nail on the head.

However, I’m not certain that I agree paid content is more difficult to search. . .  I currently have an annual online subscription to Consumer Reports and I find it very easy to search and locate articles/content.  On the other hand, the Verizon corporate intranet leaves something to be desired in that arena, but that’s a different product than a paid internet-based content system.

I also like the point about ‘secret shoppers’ – those who work in your company and go to your website and  pretend to be users or hiring or asking others who do this to visit your site and give feedback.  It is so easy to overlook the limitations of your site just like in writing – you rewrite something so many times that you are blind to whether it ultimately says what you wanted it to say in the first place.  A fresh pair of eyes always helps you refine your message! 


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  1. I agree with you about the paid for content. For my money, it depends on how savvy the content provider is in builiding their site for the viewer. Does not seem to be an instance of free or pay, it has more to do with paying attention to your customer.

    I also agree about the fresh pair of eyes but mey question is why don’t companies listen to those people. I see it in my own job and you obviously have seen it in yours.

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