WCM is not just about publishing Web pages any more. Managing Web content is now a means to an end. To compete in the digital economy, we actually need to use content to power useful applications for the enterprise. These are Web apps with a business purpose: They are designed to produce insights for decision-making and to deliver results.
What should be on the roadmap for building useful Web apps?
First, we need to get beyond the page-oriented Web by identifying the right level of granularity for information resources and then managing the underlying metadata using business-oriented terms. Web apps are increasingly moving from self-contained content silos to a more open and interconnected environment that leverages the links and semantic relationships among different content types.
Moreover, our requirements for managing Web content are changing. It’s important to view WCM not as a predefined (and bounded) system but rather as a set of middleware services that powers an organization’s content infrastructure.
Great posting on the importance of quality content and the new role of Web Content Management. Bill Ives adds under the headline Aligning Web Content Management with Digital Business Goals Inside and Outside the Enterprise:
It is ironic that taking Web 2.0 tools within the enterprise tended to make them more productivity oriented and less marketing driven. Now perhaps some of this productivity focus might moving out into the Web. The smart companies are aligning their external Web and social media presence with their internal use of social business so this may be another source of the crossover. This alignment is one reason I like the term social business over enterprise 2.0.