Управление контентом: процессы и структуры

Process of managing information or experiences built with an audience in mind

Content management (CM) are a set of processes and technologies that support the collection, managing, and publishing of information in any form or medium. When stored and accessed via computers, this information may be more specifically referred to as digital content, or simply as content. Digital content may take the form of text (such as electronic documents), images, multimedia files (such as audio or video files), or any other file type that follows a content lifecycle requiring management. The process of content development and management and is complex enough that various commercial software vendors (large and small), such as Interwoven and Microsoft, offer content management software to control and automate significant aspects of the content lifecycle.

Content management expert Marc Feldman defines three primary content management governance structures: localized, centralized, and federated—each having its unique strengths and weaknesses.

By putting control in the hands of those closest to the content, the context experts, localized governance models empower and unleash creativity. These benefits come, however, at the cost of a partial to total loss of managerial control and oversight.

When the levers of control are strongly centralized, content management systems are capable of delivering an exceptionally clear and unified brand message. Moreover, centralized content management governance structures allow for a large number of cost savings opportunities in large enterprises, realized, for example, (1) the avoidance of duplicated efforts in creating, editing, formatting, repurposing and archiving content, (2) through process management and the streamlining of all content related labor, and/or (3) through an orderly deployment or updating of the content management system.

Federated governance models potentially realize the benefits of both localized and centralized control while avoiding the weaknesses of both. While content management software systems are inherently structured to enable federated governance models, realizing these benefits can be difficult because it requires, for example, negotiating the boundaries of control with local managers and content creators. In the case of larger enterprises, in particular, the failure to fully implement or realize a federated governance structure equates to a failure to realize the full return on investment and cost savings that content management systems enable.

Content management implementations must be able to manage content distributions and digital rights in content life cycle. Content management systems are usually involved with digital rights management in order to control user access and digital rights. In this step, the read only structures of digital rights management systems force some limitations on content management, as they do not allow authors to change protected content in their life cycle. Creating new content using managed (protected) content is also an issue that gets protected contents out of management controlling systems. A few content management implementations cover all these issues.