The Importance of Content Management in Business

Why is content management so important? Regardless of your political orientation, you have to respect the content management and corresponding data analysis behind the recent U.S. 2012 Obama presidential campaign. By meticulously working through their data and comparing different strategies, keywords, and image displays, the campaign managed to increase not only their donation pool but were also able to motivate more people to vote on Election Day in crucial swing states. This kind of meticulous analysis simply wouldn’t have been possible without the aid of a highly organized content management system.

In business, understanding what strategies are working and what ones aren’t can often make a crucial difference in closing sales and forming new partnerships with vendors. In the past, businesses relied on a looser analytical approach. A single leader or corporate department would determine business strategy based in part on “feelings” or intuition. While the human factor of decision-making is always important, data analysis helps eliminate many educated guesses. It’s also worth noting that until recently, complex content management systems were not fiscally feasible for small and medium-sized organizations. Now, the high ROI that these systems produce means that a business really can’t afford not to have some kind of content management system in place.

The question for an organization, whether it’s a national presidential campaign or a small non-profit, is how much value they place on engaging successfully with their clients and customers. A rigorous content management system allows companies not only to reach out to their markets but also to actively engage with them. Instead of spending enormous amounts of time and money testing out products or strategies that ultimately fail to excite customers, organizations can now cut down on their R&D spending while actually increasing their overall output. A content management system makes it possible to innovate and compete almost regardless of the size of the company. The corresponding data analysis means that companies are no longer at the mercy of the opinions of only one person or group. Instead, they have a sophisticated way of accessing data that can help them dominate their business, market, and even nation.

Christopher Smith. Canadian. CEO of opin.ca. We provide enterprise content management solutions for governments around the world.

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