The rise of ECM systems

The previous chapter already covered the subject of companies, such as PepsiCo, that have placed their content strategy at the heart of their general corporate strategy. In fact, the Jyskebank in Denmark has adapted its business model completely by starting its own TV channel with financial news.

These are, of course, wonderful examples that speak to the imagination. Daily practice in the retail industry, however, is far removed from all this. Boards of Directors and Management Teams are often not easily convinced of the added value that quality content – sometimes called unstructured information – can bring to their business. This means they don’t have the nerve to make these radical choices, which usually results in the content ending up in the bottom drawer.

But even retailers who do realise that content in 2017 should be an integral part of the company’s (marketing) strategy often don’t have enough or the right people and resources available. Creating and updating content for a website in one language and for one device (e.g. desktop) may be doable for one person or a small team. But as soon as the content needs to get out there in several languages, for several countries and also has to be adapted to the different screen formats

(viewports), this process quickly becomes unmanageable. Let alone if that same content is also used in off-site marketing campaigns or in the physical stores.

An Enterprise Content Management system (ECM) could turn out to be a real lifesaver in situations like this. You can compare it to a PIM (Product Information Management) system, but more geared toward unstructured information that can’t be registered in a database. This information may include content such as (campaign) images, videos, audio fragments, but also Office documents or PDFs.

By using an ECM, it takes you a lot less time to get your content ready for multiple channels and, at the same time, saves you a small fortune in labour costs.

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