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