For Content & Collaboration Professionals

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Executive Summary

The conventional way of looking at enterprise content management (ECM) is from the enterprise's need to capture, manage, process, and store different types of content — scanned images, documents, rich media, corporate records, and Web content. But content can also have different uses. For example, content originating outside the enterprise can drive internal, back-office transactions; content created inside the business can capture knowledge; and content delivered externally can influence and persuade customers to take action. All enterprises should develop an ECM strategy, but many don't need an ECM vendor that supports the full range of content types. Instead, consider content use when developing an ECM strategy and evaluating vendors by looking at content from three perspectives: transactional content, business content, and persuasive content.

TABLE OF CONTENTS

• The Broad Spectrum Of ECM Goes From Fixed Content To Dynamic Media
• ECM Vendors Gravitate Toward Specific Content Uses

RECOMMENDATIONS

• Match Content Usage To Business Requirements
• Supplemental Material
• Related Research Documents

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