Written by Ana Canteli on 6 March 2020
The accumulation of information and data that occurs in any organization today makes it essential to determine how much information is valid and for how long it is. From there, it can be determined what is not needed and therefore get rid of it. In addition to identifying valid information, companies must know when and how to use it. Properly manage the information that will improve relations with its customers, and even the work experience of its employees, which will result in benefits and advantages for all involved. The need to improve results leads many companies to implement enterprise content management solutions, or ECM for short.
An enterprise content management system is software that serves to access and manage information, whether structured or unstructured, to achieve the organization’s goals efficiently while ensuring regulatory compliance. Enterprise content management covers the needs of document management, web content management, business process management, and collaboration needs. In the beginning, enterprise content management ECM was limited to websites. Over time, more functionalities were added, giving the ECM solution a new dimension. Thus, at present, the management of enterprise contents can be defined as the set of services, technologies, and functionalities that control and manage the entire life cycle of the contents. This process starts with creation or capture, then edition, revision or approval, and ends with recovery, distribution, preservation, or elimination.
Without a means to capture and organize business content accurately, the flow of information within the organization can stagnate or even be the source of more serious problems. Enterprise content management must offer complete coverage of the documentary life cycle; otherwise, outdated documents can create confusion and be the seeds of future incidents.
The number of cases in which an organization can be involved can be summarized as follows:
Choosing the best ECM solution for the company depends on several factors, some of them environmental and beyond the control of the organization. Still, others are not, and those are what the organization must take into account when deciding on a business content strategy.
The enterprise content management system must allow the entity to achieve a triple objective:
OpenKM, as an ECM system - enterprise content management - can contribute to the achievement of this triple objective through:
The distribution of content must be considered sensibly, especially when you have worked hard to create quality content and do not want it to be set in a corner and forgotten. To do this, creating a content plan is a step, without which, the marketing strategy of the organization will be hard-pressed to reach its objectives. The content plan helps to be more creative and effective in distributing content and achieving various goals, such as improving brand position, creating influence relationships, benchmarking, audience engagement, and creating and maintaining a trustworthy and reliable digital reputation.
The OpenKM document management system can be used as a platform for content creation and distribution. Our employees and collaborators can access the system and, in their session, create the contents, without the format or extension being a limitation. Also, through automation, we can set quality protocols or approval of the new content, to make them accessible to the general public when they have reached the final version. Even thanks to the integration of OpenKM with Twitter, we can tweet the new content and contact in real-time with our audiences in other social networks.
The creation of content by the marketing and sales area can be distributed to current and potential customers as well as to other series of beneficiaries that could well go unnoticed. The contents can be a source of high-quality information about our products and services that enrich the commercial arguments and arguments of the sales staff. In the relationship with our customers, the distribution of content can help us educate, nurture, and improve the relationship of commitment and even neutralize the possible misunderstandings you may have. The follow-up of the relationship with our clients can also be a source of continuous improvement for the organization.
By creating a close relationship between marketing and sales, we can create mutually beneficial relationships so that content creation prepares and paves the way to identify potential customers. It could lead to an interview to include in new content. At the time it is distributed, it is advisable to share it with them, it will improve the relationship while they will appreciate the opportunity to be cited.
The creation of quality content for subsequent publication, in many cases, involves the investment of a considerable amount of time and resources in obtaining relevant data that corroborate the information we prepare, whether for the commercial department, marketing, or in The preparation of proposals. It is recommended to cite the sources used, but you can also take the opportunity to report your conclusions based on internal studies. And it is the OpenKM document management software, with its reports functionality, that allows us to obtain reliable data concerning any aspect that is of interest to us.
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