Content is the lifeblood of businesses in the digital age. It's how we attract new customers and keep existing customers engaged and up to date. It's also how we keep modern businesses ticking - enabling employees to share ideas, collaborate, and get things done. But, crucially, it's also a critical element of digital transformation which is a top priority for organizations today.
As content management has become increasingly complex, the industry has encouraged increasingly sophisticated ways to manage this content.
'Sophisticated' is key here - it doesn't mean complicated or convoluted processes that give you a headache trying to understand, let alone follow. Instead, it means taking a comprehensive and deliberate approach to managing digital content assets. And this is how the term 'Enterprise Content Management' was born.
Enterprise Content Management (ECM) is the process of managing the entire lifecycle of a company's content. Essentially, ECM doesn't refer to one tool, technology, or process but is instead an umbrella term that refers to a combination of techniques and tools that enable organizations to manage and deliver content as needed.
But what exactly is a content management process within ECM? It can be any of the following:
Strategies - Structured plans detailing how the organization will create, publish, and govern content and data.
Methods - The company's approach to finding the right solutions, managing an inventory, facilitating the right culture around content management, etc.
Tools - Any technology used to support effective content management. Examples include digital publishing, document management systems, workflow, and collaboration platforms like Batoi Space.
We typically divide content into two categories; structured and unstructured. Structured content is data that follows a contained and predefined format, such as databases and code repositories.
In contrast, unstructured data doesn't follow a predefined format. This content can be anything from Word docs, Excel spreadsheets, scanned images, PDF files, and emails. ECM also has several core tenants, including collaboration, reporting and analytics, capturing, managing, storage, preservation, and content delivery.
Managing data has become a top priority for businesses for several critical reasons in recent years. Firstly, data breaches are alarmingly common, with multiple high-profile events every year. With cybercriminals sharpening their tools and becoming increasingly sophisticated in their attacks, organizations are under more pressure to have a firm handle on their data. In other words, companies need to know where all of their data content is, who can access it, and how to tell when a security breach has happened.
Secondly, organizations today have more content than ever before, so a streamlined and effective way of managing this content is a must. Losing documents, having corrupted files, or working with outdated versions costs precious time and money.
Lastly, ECM promotes productivity, efficiency, and technological advancement. It does this through workflow automation, business analytics, business intelligence, and reducing dependence on paper documents or antiquated systems. With a robust ECM solution, employees don't have to switch between multiple applications, or worse, rummage through a filing cabinet to do their jobs.
Collaboration - Workflow automation and collaboration tools empower employees to get their work done efficiently. They also ensure that critical tasks aren't ignored or forgotten.
A Single Source of Truth - ECM software makes it easy to find and retrieve content and ensures the integrity of that content. Storing all content in one place or under one unified system reduces the risk of duplicates or erroneous files.
Return on Investment (ROI) - ECM systems typically have a high ROI because they reduce costs associated with manual content management.
Improves Customer Satisfaction - Effectively managed content allows businesses to respond quickly to customer events.
Improves Content Accessibility - A streamlined ECM facilitates better access to content across the employee base. Employees don't need to be trained on endless systems.
All medium to large enterprises need an effective ECM solution to meet the needs of both employees and customers. Implementing an effective ECM starts with finding the right digital services and tools for your business. It's also a good idea for smaller companies to think more carefully about content management because it's easier to implement a system early on that will scale as your business grows than moving everything across later down the line.