by Markus Latzel, CEO Palomino Inc.

Well now we are officially knee-deep in a recession. This is the time when marketing budgets are slashed, advertising grinds to a halt, production gets cut and expenses double-checked, in an effort to brace for worse times to come.

Should content management really be a priority at this time? How important is online content in particular? Do our clients see Content Management as part of their declining marketing efforts or rather, as an essential business process?

For the record, I have not noticed the recession yet. At Palomino, we have monitored requests for our services very closely since beginning of the “downturn” talks. To date, the total amount of monthly web-content management (WCMS) deployments has not decreased, but rather accelerated.  

What I find is that most of our clients in fact do see Web Content Management as a vital part of their business. In many cases, business processes such as customer relationship management, information dissemination, account management, eCommerce and online fulfillment are very tightly integrated with online content.

Not surprisingly, WCMS is involved in all of these processes, playing a guiding role in a well-designed online work flow. In fact, for many information-centric organizations, online content is an asset that on it’s own presents value to their customers and stakeholders.

How can you determine how much importance your organization should attribute to it’s online content?  

The following questions should be considered to help in that evaluation:

1. Does online content assist in gaining new business or increasing your subscriber base?
2. Does content integrate with your online business processes?  
3. How much can BPM and online collaboration increase effectiveness of your organization?
4. Do your existing clients value your content and information and without ongoing content updates, would your client’s perception of your organization change?

Naturally, every organization is unique. However, I believe that globally, online content has made the transition from being an accessory to marketing, to an integral part of online business processes. Everywhere, these transitions are contributing to more effective process management and therefore help in times of tight budgets.

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