Content Management
Hart and Davidson define content management as “a set of practices for handling information, including how it is created, stored, retrieved, formatted and styled for delivery”. From a practical, every day, business point of view, what questions need answering here:
Created: Is there an understanding among content writers/contributors about how content is created? can the content be reused?, what platforms are suitable for the content?, how do individuals in the business collaborate to create content? is a style guide needed to support writers/contributors? How is content to be reused?, Is the concept of single sourcing employed.
Stored & Retrieved: Where is content stored ?, Does everybody have access to the content?, Is there a policy around retrieval and publishing?, how is content shared across the business/organisation? Is there a need to use component content management techniques? Is there a repository for symbols and logos? What content management systems are used?
Formatted and Styled: Is there a style guide? How are colour and imagery used to enhance accessibility? What tone is used across the content? What language is used for inclusivity among users? What writing style is preferred?
Content Strategy
Anne Ballie defines content strategy as “the analysis and planning to develop a repeatable system that governs the management of content throughout the entire content lifecycle”. As with content management let’s explore content strategy via typical questions a business would need to address
Which content is published and why?, Where will the content be stored and why? Is there a process to retrieve content?, Who is going to monitor and manage the content life cycle?, Who will explore emerging media’s and new platforms?, Who will review content and against what criteria?, How is content impact measured?, How is readability and accessibility measured and monitored?
My Experience
In my own experience having worked in a number of companies, there was a general understanding of how guides, manuals, support document’s, videos were created usually supported by a generic document around font, colour, logos etc. With the best intentions staff created content to make a contribution in areas that they were expert in, however in most cases there was no clear strategy as to how to maintain content and change content when needed. In essence there was a solution based approach to content and managing same. Neither was there an awareness of topic based writing in order to reuse content or to engage users around topics for their input. Hence any business needs to adapt content management and content strategy into their business plans.