By Steven Dock, SVP CMS Research, Content, Natural Language and Publishing, Moody’s Corporation
You can hide a bad content delivery system and business process for a while but ultimately scale, internal controls and business growth will highlight the lack of strategy and capabilities
Build or Buy?I believe the Harvard Business Review got this right some 18 years ago when they said Buy What You Can and Build What You Must. That means buy a platform with full authoring capabilities, collaboration, supports visualization, approval and vetting and publishes at once to multiple channels both within your control and externally. My suggestion is to look for a platform not a product and from there you can start to build the future. More to come on that one!
Why a Platform?I have this discussion frequently with content management systems. Content creation is not a discrete manufacturing process that creates a single product for singular use. It lives and breathes inside your organization, your customers and the market as a whole. The ability to create, reuse and evolve content is endless. Content can be a market maker and if you do it well it can drive considerable cost reductions. Fragmented content production are some of the most expensive business processes in any firm. An ability to create new products both inside and out quickly on a platform is business changing.
What Can Collaboration Really Do for My Company?The definition of collaboration doesn’t just mean communicating and teamwork. It’s making all of the digital assets of the firm available to everyone at the right time to further your reach with your customers and build derivative product to meet their ever growing needs. When I speak about collaboration at conferences the example I like to give is that scene in the movie Minority Report. The detective has the ability to see all the evidence at one across all of the possible dimensions at once. He is quickly able to determine what is meaningful and not and zero in a few seconds on a conclusion. This is exactly what your customers want to do. They want to customize their journey through your content. I hate to tell you that this use case is not the future, it is absolutely the present.
What Is the Future of Content?The answer is Machine Reading, Machine Writing and Cognitive Content. Forget about responsive design. We will be seeing more Cognitive Design. Content will be facilitated for our personalized needs and we’ll be able to interact without in more meaningful ways. As we move into the world of machine learning and certainly machine driven content delivery, companies will need a sophisticated content delivery system that can plug in and keep up.