Evaluating Web Content Management ROI - Slide 10

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Improved online branding

Distributing highly sharable content is extremely important – and a significant time investment without WCM. With WCM, a company can create content once and publish it everywhere. Fresh content can be pushed to social media outlets, such as Facebook and Twitter and YouTube, as part of the publishing model. This results in the presentation of a consistent brand experience across diverse channels.

The picture becomes even rosier when email campaign management comes into play. Email campaign management is often handled by a separate program or department, or even outsourced to an entirely different group. Today, companies can design email processes that leverage their WCM and the assets within the WCM to develop, store and manage email campaigns.

And what about those brand-consistent mobile phones and tablet devices? Many WCMs enable the automated publishing of content through these channels, and some even go a step further to manage print collateral and content. For example, a Siteworx client in the insurance vertical utilizes a WCM system to manage their print assets. When copy and graphics are entered in the system, they are stored and managed in standard and native formats and then assembled outside of the WCM system as camera-ready art. Thus, any print assets created once as content elements within the WCM can be transformed seamlessly to deliver a consistent brand experience across platforms, including the Web, social media, email and print. This translates to considerable savings, as well as the maintenance of a consistent brand experience.

Companies in a variety of vertical industries are rapidly adopting Web content management (WCM) systems, and every vertical has a unique set of business drivers. Media and entertainment companies turn to WCM for content delivery and monetization (digital advertising, digital video, digital signage, in-game advertising, podcasts, etc.), while global brands are investing in WCM to extend their brands digitally both far and wide (i.e., cross-device/platform, social media, transactional marketing, etc.). Financial services, government, business-to-business (B2B), manufacturers, and healthcare/pharmaceutical companies are also investing heavily in the WCM category.

According to Siteworx, Inc., an interactive agency specializing in WCM and CMS deployment, search and analytics, while there’s still room for significant growth in the category, by all accounts, we’re entering the late-majority phase of WCM adoption. Businesses that fail to seriously consider how a WCM solution can drive business value will soon find themselves at a significant competitive disadvantage.

WCM represents a significant investment, which is why a comprehensive understanding of return on investment (ROI) measurement is vital. Ideally, companies will conduct an initial ROI calculation prior to their first implementation. This calculation can be difficult given the significant unknowns associated with re-engineering business processes and understanding target audience needs. However, an attempt should be made to create a baseline from which to assess future scope and enhancement decisions.

This slideshow features the key areas Siteworx recommends examining when calculating WCM ROI.

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