Four Roles Needed To Support Persuasive Content Management Initiatives

When Forrester introduced persuasive content in 2005, we described it, along with transactional and business content, as a different way for information and knowledge management (I&KM) professionals to look at their enterprise content. Looking at content based on its usage reshapes Web content management (WCM) technology evaluations. And it forces many marketing and eBusiness operations professionals to rethink how they operate and support the "essential plumbing" of their persuasive content management initiatives. Many persuasive content management initiatives fail not because of technology, but because the enterprise doesn't have the right operations in place, contributing to poor customer experiences. I&KM pros in these marketing and eBusiness operations groups need content technology knowledge managers, experienced program managers, content-knowledgeable technologists and architects, and dedicated resources to help manage content on behalf of business people.