What Is Web Content Management?
Web content management, when reduced to the lowest common denominator,
comes down to the basics of working with content. By Web content, we mean any
information or data on the Web. We must identify the types of content we need
to manage and how content assets relate to one another. We must define the
roles that need to be supported as we work with content. We must identify
formal processes required to enable managed workflow based on these roles.
Although we can probably enable Web content manage- ment with manual processes
for small volumes of content, we will need a supporting sys-tems architecture
and Web content-management tools to handle content efficiently as the volume
and variability of content grows.
Web content management does not have an out-of-the-box definition or
solution. In fact, the definition of content management must be based on the
characteristics of the content and the business model. For some organizations,
content management is a straightfor-ward publishing process—from a database to
the Web. Other organizations rely on sophisticated content assembly that
supports the automated, dynamic generation of a Web site. In some organizations,
content management is limited to managing text files. In other organizations,
content management requires structuring of large volumes of mul-timedia
collections based on metadata attached to each rich media asset. Some
organiza-tions are only concerned with the management of newly created content.
Others must consider management of legacy data as well. As you can see, Web
content management requires human understanding of the business process,
content analysis, and system design. Investment in information modeling and
design are critical to the success of a Web content-management solution.