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Adopting a Multichannel Content Management Strategy

Kellsey Ruppel
Principal Product Marketing Director

Authored by Mariam Tariq, Sr. Director, Product Management, Oracle

In my last blog post, I reviewed a survey on content management that showed that more companies are thinking of content beyond usage in web and email.  New innovative channels such as voice-activated devices, chatbots and augmented reality necessitate the rethinking of traditional content management and moving towards a model where content managers easily create and manage content for reuse across multiple channels.

It is critical for companies to think about a modern content management implementation namely, cloud-native CMS while reconciling the significant investments made in legacy Web Content Management (WCM) systems. Most legacy WCM systems run on-premise or at best as a hosted service. In my experience talking with many IT and Marketing executives, even those in regulated industries like healthcare and financial services, most recognize that a cloud implementation of WCM is the future.

WCM is one of the last holdouts when compared to other enterprise applications like HCM, ERP, and CRM that are not predominantly cloud-based. A cloud CMS solution enables freeing of valuable IT resources from installing, managing and updating the CMS.  Other benefits include elastic scaling and built-in caching.  Of equal or more importance in a cloud-native CMS, there is the opportunity for software vendors to innovate more quickly and release more frequent feature updates.

A gradual approach to adopting cloud for CMS is entirely possible. It’s not necessary or even advisable to rip and replace an existing on-premise WCM. A cloud solution can complement an existing WCM and be an accessible source of content for use across all applications. Developers of mobile apps, social marketers, campaign managers, commerce/merchandizing managers can all easily access the central content system to build experiences.

Watch the following videos to see how Oracle’s Content and Experience Cloud enables centralizing assets for use across multiple channels:

As shown above, there is one place to manage all content including digital assets and structured content. Content collaboration across teams, tagging, workflow, search, content definitions, and annotations are a handful of the features that support efficient content management. Content delivery is possible both through native integration of content into other applications and through Content-as-a-Service APIs.

An on-premise system should also be able to leverage the cloud content alongside any natively created content in the CMS. For example, Oracle WebCenter Sites has an asset reference feature that enables external content to be seen within WebCenter Sites and then accessed and dragged and dropped into web pages (shown here). Content managed in Oracle Content & Experience Cloud (CEC) is one example of referenceable content accessible from within WebCenter Sites.

Organizations should think along the lines of 'Plug and play channels' - central content management and content delivery into any experience.  Multiple, distributed applications - WCM, portals,  email, mobile applications, chatbots, voice devices, etc. - consume the content from one place to deliver experiences, thereby driving an efficient content operation.

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