A Fresh Look at Web Content Management: Mastering the Core Capabilities of Contemporary Platforms

In the age of digital engagement, the conversations about web content management (WCM) have shifted over the years from version control and WYSIWYG editing to content scoring and digital marketing automation. Contemporary WCM now refers to traditional capabilities augmented by native or deeply integrated analytics, social media management, ecommerce capabilities, learning management and/or marketing campaign management among others. Yet many organizations continue to struggle with the basic challenges WCM set out to remedy. This paper takes a fresh look at the core aspects of today’s WCM systems. It explores the five foundational tenets of WCM, arguing that without a solid grasp on them, organizations will not be in position to capitalize on the modern-day offerings afforded by contemporary platforms.