Tom Wentworth's Blog

Redefining the “M” in CMS and WCM

November 7, 2008 @ 11:03 am by Tom Wentworth

Everyone (I hope!) knows that CMS and WCM stand for “content management system” and “web content management” respectively.  The CMS and WCM acronyms have been used for many years to describe the content management market, management being the key word.  When companies think about CMS and WCM they are thinking about how to manage content for a website- WWW, intranets, extranets, etc.  Management most often implies how companies create, version, secure, and publish content. I think management is too limiting given the role content plays in driving measurable business results.  So, management doesn’t work so what should replace it?

I think the new “M” in CMS & WCM should be Monetization.

Historically companies have always emphasized the management of content.  Managing content is important- it helps companies increase productivity and meet content compliance and governance policies but I believe that content plays a much larger role in how companies generate top line revenue via the web.  It’s not just how you manage content, it’s how the content helps companies drive measurable business results- revenue, branding, customer satisfaction, call center, etc.  For example, Interwoven Web Content Monetization solutions (get used to it!) helped Loma Linda University Medical Center with some of their key KPIs including site traffic (1400% increase), SEO (attained #1 keyword ranking in Google for key terms), and new patient referrals (470% increase).

It’s all about unlocking the value of content.  Managing content is important but if the content is not helping drive business results, then why manage it in the first place?

Don’t just manage content- monetize it!

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