By Tom Haunert
Content management is not new, but where and how you access applications that depend on content has changed significantly—and quickly—in the last couple of years.
Oracle Magazine sat down with Mariam Tariq, senior director of product management at Oracle, to talk about the changes in content management technology, content management challenges, and the latest solution from Oracle.
Oracle Magazine: What is driving change in content management today?
Tariq: One of the most recent changes in content management is that we’re no longer only talking about the web. With the advent of mobile applications, voice-activated devices such as Google Home and Amazon Alexa, and other custom applications, there are many places where content gets consumed. And with the addition of all of those channels, the thinking around content management needs to be broader than the web. It is also important to consider the customer journey across channels to create a consistent and connected experience through all stages of engagement.
One of the most critical concepts is having a content management system that’s agnostic of presentation.”
With many more content channels and ways that users get information and engage, we need to rethink how to implement content management for use across multiple teams throughout the enterprise.
Oracle Magazine: How, specifically, do these new channels affect content management strategies and systems today?
Tariq: One of the most critical concepts is having a content management system that’s agnostic of presentation. In the web world, content typically was tied very heavily to templates and specific page layouts for presentation, but with all of these new engagement channels, the content needs to be cleanly separated from the presentation.
Headless or decoupled content management is a new term that describes a kind of channel- agnostic content repository with API access to the content. Most traditional web content management systems have added API access to content in the repository. But there are other options that are built from the ground up to be channel-agnostic.
This leads to the idea of a content hub where all content is centralized for access across the enterprise. Web marketers, campaign managers, merchandizers, and social channel managers all have one central place to access approved content. Likewise, content authors contribute that content into this same hub. This idea extends beyond marketing and could include content used by Sales, Service, HR, and other departments.
Oracle Magazine: What are the major content management challenges in the enterprise that you see today?
Tariq: One challenge comes from companies that have either acquired other companies that use other content systems or that have many different departments within the same company that are using separate technologies for content. Therefore, a challenge for content hubs is how to work with, curate, discover, and aggregate content from other systems.
Another challenge is how to connect content with data. How do you take that content that you’re managing in your content hub and connect it with data that could include pricing data or description data stored in other systems? This is important because this data helps make the content more informative and useful.
One more challenge is how to deliver the best content that is specific to each individual’s interests and channel of interaction in order to drive a personalized experience. In retail, a customer’s past purchases can drive product recommendations the customer sees in a future engagement. In media, news articles or videos could be highlighted or suggested based on past content views. Personalization could extend to other industries such as manufacturing, financial services, and more. The goal is to make experiences more relevant and more personalized as well as context-specific based on the channel.
Part of the solution for personalizing content is to make the content smarter by using machine learning and artificial intelligence (AI) to tag content. This enables the ability to find the right content to target. In addition, analytics are important in providing essential guidance and reports to the business users about the success of these strategies as well as guided input to make improvements.
Oracle Magazine: What is Oracle’s solution for content management?
With many more content channels and ways that users get information and engage, we need to rethink how to implement content management for use across multiple teams throughout the enterprise.”
Tariq: Oracle Content and Experience Cloud is Oracle’s core content management solution. It supports the idea of a centralized content hub with all of the content created and located in one place plus the supporting content management features that comprise a content management system, including content creation, collaboration, metadata management, content workflows, and publishing. To account for content that exists outside this hub, content can be discovered from other systems, which include other content management systems, databases, catalog data, and more. All of the content is accessible via this hub through APIs, SDKs, and direct integration into other systems used to deliver experiences.
The content experiences can be built using the website building tools included with Oracle Content and Experience Cloud, but also through custom and mobile applications, voice-activated devices, and more. You can just grab content out of your repository via APIs and use it wherever you need to use it.
With Oracle Content and Experience Cloud, Oracle is doing all of this in the cloud, taking care of all of the heavy lifting of scaling, content delivery, network integration, and all those things that are challenging in maintaining a content management system. And by making it cloud native, the focus can be more on content creation and delivery—and not on maintenance of the software.
LEARN more about Oracle Content and Experience Cloud.
WATCH more about Oracle Content and Experience Cloud in action.
Photography by Jason Andrew/The Verbatim Agency