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by Calvin Scharffs
There’s a new truth when it comes to content: Integrate or drown. As more companies go global, social and mobile, the amount of web content they must deal with multiplies exponentially. In order to stay productive (and sane), marketers and others who deal with content must streamline their workflow. Given the volume of both consumer and business apps used in the enterprise today, the only way to streamline is to integrate.
Streamlined workflows don’t happen naturally. In fact, the world seems to conspire against them. From social media channels to mobile apps, cloud storage to CRM, every new addition to your stable of capabilities brings interfaces, stakeholders and needs. Add to that the need to continuously update content and translate it (and update that translated content)—and you face imminent death, by drowning in content.
The key is to integrate your different channels and services into one place. Like gathering a fancy dinner on a table, you must plug all of your different applications, all of the pieces that make up your content, into a single platform. Having all your content in one place gives you a single place to edit and update. Of course, this assumes your content management system (CMS) supports all the platforms you want to deliver your content to.
Having a single source of content in a single location becomes particularly important when you consider translation. The web makes it easier and cheaper than ever to go global—and more of a content headache. You end up wrestling with your original content workload, multiplied by however many languages you want to translate into, plus the number of pages you must constantly update in each language, plus any social- and mobile channels unique to each country.
At this point, you face a decision. You either hire more people to manage your expanded workload, or you find a way to plug in your content into a central platform and automate as much as possible.
This reality changes the way that you select software. If your CMS can’t support most or all of the channels you play in, it might not be worth the effort. Conversely, if your business applications -- from customer support to translation -- won’t plug directly into a CMS and automate, they might not be worth it either.