It’s [content] the key
with which you purchase
attention from your audience.
central nervous system or a big data lake but it’s
nigh on impossible.”
“Can there be a single over arching platform?” he
asks.” My sense is by the time you build it, it will
be redundant because the reasons you use it and
the way that you use it will have changed.”
Instead, he suggests, content management systems
which focus on a specific need might provide
a better outcome.” We do a lot of marketing
automation for instance and we use external
partners and it is a very decent fit-for-purpose
solution compared to say other use cases.”
Companies have always produced voluminous
content but go back two decades and there was
little consideration for content management simply
because much of the material was not digitised.
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That is all changing. Gone are the days of
mere text and photos. Video is increasingly
critical. Sales presentations which once could
reliably be found in a power point presentation
might now be spread across multiple apps and
even multiple clouds.
According to Darren Guarnaccia, Sitecore’s
US based EVP of Customer Experience,
“Organisations nowadays produce a tremendous
amount of content to communicate with their
customers, prospects, partners, and other
stakeholders. From websites to emails to mobile
experiences and applications – all of them need
content. In many ways, content is the currency of
the modern marketer.
“It’s the coin with which you purchase attention
from your audience.”
This content, he says, whether it be text, images,
documents or other types of content assets – needs
to be managed and packaged up for delivery
across a multitude of channels.
“This is the core function of Content
Management Systems today (or what we believe
should be, anyway).”
Historically, brand managers and other lineof-business employees simply needed to create,
maintain, index, and update content for their
websites, especially text and imagery, says Sunil
Menon, the Worldwide Head of HP TeamSite.
According to Menon, digital channels are
now central to interacting and engaging
with customers, partners, and employees.
People and organisations produce more