Repurposing Content--Extending Content Services
The Nature Of Managing Content
The following was contributed by Jason Taylor, president of eVIBE services. Formerly vice president of Canto Software, Taylor is an industry expert on content manipulation and management.
For a moment, let us ignore the products, features, pricing and all the detail with which vendors clutter your mind. Instead let's focus on what Content Management is: The centralized control of brand elements in the form of marketing messages, pricing, visual and audio, used by corporations across traditional and new media to create awareness, consideration and sales through the support of different value channels.
What is the difference between digital asset management (DAM) and content management (CM)? When does DAM become CM? Rather than tracking assets, which is a big task in itself, content management allows users to also apply media usage rules to assets and control many, if not all, stages of output.
Complete CM is a service business that should be based around repeatable, predictable processes that get executed time and time again. Corporations typically do not have the resources to execute these types of media-related tasks consistently. Also, corporations usually have limited access to all the current content because of reliance on their media suppliers in the past.
Corporations want to reuse the media investment they already have made in traditional print. This puts printers and prepress companies in a strong position to help them accomplish this goal. They can facilitate the infrastructure and expertise to make the process seamless to the customer. That is of huge value and worth money.
The majority of the national printers have already firmly established content management as a core part of their strategies. Among others, R.R. Donnelley has Image Merchant, a service for re-purposing content for the Web; Quad/Graphics has CM services within all of its main facilities; Quebecor World just announced major ownership in Nurun, a content and Internet service company.