Evaluating Web Content Management ROI - Slide 2

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Improved Efficiencies

When considering how to measure publishing efficiencies, it’s important to ask the question, “How much time does it take to publish a new piece of digital content within my organization?”  With minimal analysis, you may be surprised to learn that incremental costs of publishing can be excessive. It’s not unusual to find that large organizations require as much as 80 hours per piece of content without the aid of a WCM system.

If 80 hours per piece of content sounds like a high estimate, consider how many organizational layers each piece of content must travel: a writer, editor, manager (which may include different managers from multiple levels of management in varying departments), and legal. For multi-language sites, add translation times. All this effort takes place, of course, before the project even reaches a designer. Next, a designer will create the front-end look and feel of the content, and a developer or multiple developers will need to create front-end HTML and CSS and back-end database integrations as necessary. Then, the content will be published to Web and database servers.

A “best in class” WCM tool which effectively enables every individual to complete their required tasks efficiently and with minimal friction, can help companies reduce this time to as little as 20 hours per piece of content. A well-managed financial services company that rigorously analyzed its publishing process discovered that it was spending 320 hours (or 2 months of labor) on every piece of content generated. Capturing this wasted time can translate into phenomenal financial savings on a monthly basis.

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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