In this age of interactive web, organizations can no longer afford to serve ‘content’ the old fashioned way. Aiming to expand their online presence rapidly, technology savvy organizations are using Web 2.0 techniques such as wikis, blogs, RSS feeds and even, enterprise mashups to engage users with multiple touch points. Corporate blogs are being used to strengthen stakeholder communications, while RSS feeds are making it possible to automatically push personalized and customized Website updates to consumers.

However, the same level of flexibility that has made internet so powerful has also brought forward a host of new challenges. The whole point of Web 2.0 is to be able to listen to our customers, prospects and partners and respond accordingly. So in a world where information changes this rapidly, Websites need to be monitored and constantly updated. This is extremely crucial as seldom do users (and search engines) revisit Websites that have stale content. Manual configuration and updating of Websites can take a long time, and are expensive too. The problems increase exponentially if they involve integration with multiple systems such as a campaign management or a CRM system. Further, as content management involves a host of tasks including usability, design, and information architecture – most organizations find it extremely challenging to ensure that the Website reflects the dynamic needs of their business. Web Content Management– the way to serve and manage content

Web content management systems have matured to answer some of these questions. Quite simply, a web content management system is a tool that enables and eases the creation, maintenance and management of a Website. The biggest plus point is that it allows non-technical subject matter experts to manage different aspects of a Website such as navigation, page layout and links without any knowledge of programming tools or languages.

Increasing the speed and ease of publishing content

The benefits of a CMS are far reaching. Organizations can now accelerate their speed of publishing content by giving subject matter experts tools that are simple to use. Maintaining the same look and feel across the site is also far simpler as content specialists can focus more on creating content than worry about formatting changes.

As an example, consider the marketing arm of a technology services firm that has just found out from its sales team that there is an SAP implementation services contract coming up, and the company awarding the contract is checking the Websites for understanding the capabilities of vendors before it shortlists likely vendors. Under normal circumstances, the marketing team would have hurriedly caught hold of the developer and asked him to put up a few links of SAP whitepapers hidden deep inside the site on the home page. Now, if the same company had a Website CMS, the subject matter experts could have instead created a micro-site with content on the fly just by pushing a few buttons. Due to the ease of uploading content, the same team could have also added some more newly created whitepapers. Where time is at a premium, Website CMS prove to be invaluable.

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