{"id":2118,"date":"2011-05-20T07:00:21","date_gmt":"2011-05-20T15:00:21","guid":{"rendered":"http:\/\/www.formtek.com\/blog\/?p=2118"},"modified":"2011-05-20T07:00:21","modified_gmt":"2011-05-20T15:00:21","slug":"ecm-forresters-four-content-types","status":"publish","type":"post","link":"https:\/\/formtek.com\/blog\/ecm-forresters-four-content-types\/","title":{"rendered":"ECM: Forrester's Four Content Types"},"content":{"rendered":"

Businesses need to deal with four types of content:<\/p>\n

Transactional <\/strong>— content that typically originates external to the enterprise from customers and partners. \u00a0Transactional content is typically related to a business process and often is a central part of a business workflow.<\/p>\n

Business<\/strong>— content that is essential to the running of day-to-day business activities. \u00a0This type of content is frequently contained in emails and office documents. \u00a0It includes reports, presentations and spreadsheets.<\/p>\n

Persuasive <\/strong>— content that is generated to influence external audiences. \u00a0This kind of content is used in marketing, customer self-service, ecommerce and lead generation. \u00a0Web content management and eCommerce content also fall under this category type.<\/p>\n

Foundational <\/strong>— content that cuts across more than one of the above three categories.<\/p>\n

At least those are the four categories of ECM that Forrester Research identifies in a report called Plan Your ECM Strategy for Business, Persuasive, Transactional, and Foundational Needs<\/a>. \u00a0The idea is that people are too focused on thinking that they need to use a document management system for managing office documents, a web content management ecommerce and online content, and a records management system for managing corporate records. \u00a0People should develop content management systems based more on the use case for how the content will be used.<\/p>\n

Maybe it is just me, but I don’t see what’s wrong with using a document management system for managing office documents and a records management system for dealing with records. \u00a0I can’t see how people w0uld say “let’s put that powerpoint in our Persuasive content system rather than into our Business system — or, on second thought, it really it should be in a Foundational system because it really has both persuasive and business elements.”<\/p>\n

Steven Powers, principal author of the Forrester report, said <\/a>that “Don\u2019t be afraid that you might have to source specialized technology for a specific need. \u00a0You may have one ECM vendor that supports foundational [content] plus one or two other types. \u2026 Our clients don\u2019t generally have a single ECM suite in place, and there\u2019s no need to have a goal of having a single ECM suite.\u201d<\/p>\n

Centralizing all content into a single repository is often an impossibility that at many large companies may not be worth the effort of pursuing. \u00a0Most ECM systems are not deployed on an enterprise-wide basis but by department, project or team. \u00a0The report recommends companies to not worry that much should they decide to use multiple systems for managing their content.<\/p>\n

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Businesses need to deal with four types of content: Transactional — content that typically originates external to the enterprise from customers and partners. \u00a0Transactional content is typically related to a business process and often is a central part of a…<\/span><\/p>\n

Read more ›<\/a><\/div>\n

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