The publishing industry today is in the throes of a massive change. We know that it is time to accelerate web strategy, redefine content marketing, and clarify customer engagement. For busy executives, the challenge is to create and deliver highly optimized and contextual experiences for an increasing online audience.
In an action-packed 24x7 world, most publishing or media firms need an instant connect with their global fan base. There is a multiplicity of channels available, yet the wisdom to selectively discriminate and manage ideas for a mass audience is understandably difficult. With many companies pitching their own brand of nirvana, customers have to identify internal, external and hidden costs of the current system.
Dreamfire’s extensive research reveals that there are usually seven stages in a typical web content lifecycle; organization, creation, storage, workflow, versioning, publishing and archival. As an industry veteran, we lay great emphasis on building customized solutions for clients. Increasingly complexity in content governance means that there is no simple answer in sight. Professionals know that sometimes technology is very frustrating.
Lack of clarity, absence of well defined roles, and unclear process governance metrics can wreak havoc in the steadiest setup. The publishing industry is now at a very interesting crossroads. Closing the loop when it comes to content strategy depends on a multitude of factors including converging, integrating, componentizing, recombining and syndication.
Emerging, dynamic markets are facing a real dilemma; an increasingly tech-savvy audience, bridging the digital divide and revamping their legacy solutions. The onus of creating a niche in the domain is a topic of heated debate in boardrooms.
As a trusted partner, Dreamfire understands that systems are usually specific and organic. We understand the bigger picture; implementing strategies to follow a repeatable system that governs content throughout its lifecycle.
In a typical publishing scenario, content publishing is only the first stage in a vast iterative process. Typical artifacts in this stage include workflow models, setting transformation guidelines, and instituting review and retention phases.
Many developing multi-lingual countries also face the problem of non-homogeneity. In some countries, literacy is also an added consideration. Making publishing accessible to the vast majority is a matter of wise erudition, and vision. With new capabilities and applications being built in new solutions, the publishing industry globally is looking at added functionalities, greater analysis and faster time-to-market.
The Viral Network
With ideas going viral instantly on social networks, vendors need to provide for a “publish once, view anywhere” approach, and provide tools for stakeholders to obtain “first-mover” advantage.
The sales funnel has clearly shifted, with a marked emphasis on rapid landing page development. Innovative content and production tools can assist in altering the equation. As website authoring, collaboration and administration becomes more a part of the work psyche, there is a need for even more dynamic real-time tools. Web Content Management became a part of the IT lexicon in the late 90s and now it is more focused on user experience.
In simple words, the lifecycle is about creating, editing and deploying web pages. In emerging markets, the sheer energy of an exploding industry makes the potential market attractive to the global sales force. Consolidation, an aging demographic can be a hindrance elsewhere. More established markets however have guidelines to more effectively streamline solutions. There is no simple answer when it comes to a democratic debate on the implications of strategic WCM for the publishing industry. The reader takes it all.