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Where now for Content Management?

Today it appears that Content Management has been ‘the next big thing’ for several years. So with much of the press speculating about the imminent collapse of civilisation, or at least of severe constraints on IT project spending, it’s a good time to ask what the future holds for the wide ranging potential of managing content effectively using IT systems.

In the past the widespread use of content management systems has been confined to a few industry sectors or within specific departments of large enterprises. Typically these have included legal departments or others that have specific, often external requirements that necessitate, or at least encourage, the use of electronic content management systems.

However it is not unreasonable to believe that there is potential for growth in the use of content management systems. As has already been stated much of this is caused by the increasing burdens on organisations to meet external legal requirements concerning the discovery and lawful disclosure of information when so requested by the authorities and / or industry regulators. But is there room for growth beyond these “traditional” markets? I believe there is and that these lie in many areas across business.

But in order for the use of content management to extend much further beyond the existing base the challenges for the purveyors of these solutions are varied. At one level they need to encourage their existing customers to deploy the solutions beyond those specific business functions for which they were acquired. Whilst the scale of this task should not be underestimated it is fair to expect that existing users should be aware, at least to some degree, on where benefits might be accrued by expanding system usage. It is interesting to speculate on whether the vendors have a similar awareness.

A far greater challenge will be to find believable business cases to encourage new users to start deploying content management solutions in green field settings. This requires the vendors to put out much stronger business related examples of material benefits that can be achieved by organisations. The vendors also need to educate potential customers on how they can get results in a short time scale, a matter that has even greater import in this economically challenged period. I would add that this applies in spades when it comes to proffering content management to mid-scale enterprises.

The early adopters have picked up content management, although this has taken longer than might have been expected. Can content management now become a mainstream offering in all areas of business and in all sizes or organisation? The jury is still out and the vendors need to adopt new tactics to reach new markets.They also need to ensure that potential customers are aware of any process changes they will need to make to exploit these systems.

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