Evaluating Web Content Management ROI - Slide 9

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Improved online branding

WCM implementations can help to ensure brand consistency across multi-site deployments. A Siteworx non-profit client provides an example: the organization’s Web presence featured a home site belonging to the organization. This umbrella site for the organization served as the focal point for the nonprofit’s online brand. However, websites for state-based affiliates displayed a unique, variable Web presence without a consistent brand influence. WCM enabled the creation of content in a brand template, which was consistent from the national organization down to the state-level sites. State affiliates could create highly specialized content while maintaining visual consistency with the national organization, and could even present the national organization’s content if the affiliates did not have the resources to manage their own local content.

WCM implementations can also aid in maintaining brand-consistency across multi-lingual deployments that necessitate management of the brand across time zone, linguistic and national borders. At the enterprise level, WCMs can create numerous sites that can be managed from a single template in multiple languages. To give an idea of the complexity involved, the rule of thumb in English-Spanish translation is that 33 percent more content space is required to communicate the same information in Spanish than in English. Using WCM, templates can be automatically resized and rebuilt, with the Spanish content ported into the template. Users of the Spanish site encounter additional space on the site for a brand-consistent experience across the Americas.

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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