Seeing content as a business asset, companies beef up management platforms

Just about every organization these days is looking for ways to create, collaborate on, manage and distribute content securely while engaging with customers.

To pull this off, however, it’s essential to have the technology to do that: a content management system.

“Everyone’s been saying for years that content is king,” says Frank Radice, expert in residence for TheNewsMarket.com, a Definition 6 company. “If content is king, it’s no good unless you can get it out there to be consumed, and content management systems are a way to get it out there so that people can consume it in an organized way.”

A free new digital guide from Ragan Communications and Red Touch Media offers an in-depth look at how companies and brands such as Boeing, Blendtec and the EA FIFA game employ content to engage customers—and how they manage that content.

The guide, “here. It details how to keep content secure from leaks or industrial espionage while collaborating internally—and sharing externally.

In the new digital era, a company isn’t defined solely by the widgets its factories crank out or the services it offers. Content itself is an asset: video, audio, infographics, PDFs and other digital assets that customers and fans want to engage with.

Blendtec has scored viral hits for years by producing a video series called “Will it Blend?” to demonstrate how its high-end blenders can grind up just about anything. A recent video shows company founder Tom Dickson grinding up a toy figure of Jar Jar Binks from the “Star Wars” movie series, deftly cashing in on the “Star Wars” craze.

The goal is to use such content keep attention on the brand, says Mike Jensen, Blendtec’s senior content marketing manager.

“We work hard to create videos, because it’s video that essentially put Blendtec on the map,” Jensen says. “We’re also looking at different ways to use video on all our platforms in order to better communicate with our audience.”

Content management systems allow collaboration on a corporate document or video. Once content is finalized, organizations must store, manage and distribute it. A content management system helps a company to distribute a PDF, a training video or an ad campaign to teams in New York, Los Angeles, Latin America or Asia, among other locations.

“It’s become a huge, huge part of living in a digital age,” says Jim Newcomb, director of global brand management and digital strategy at Boeing Co. “It’s really difficult to operate without a good content management system behind what you’re doing.”

Content systems can also be a source of information about those who use it, whether they are clients or employees viewing a training video. The content management system provides an understanding of their interest level as they view the video, and it reveals whether they watched it all the way through.

“It’s a way of saying, ‘How interested is this third party in this piece of content?’ because when they access it, they’re accessing it through the content management system,” says Mike Santiago, vice president of business development at Red Touch Media. “You’re simply giving them permission to access it so that when they do, you can now see the interaction.”

The need for a management system is almost universal, says Radice.

He adds: “I can’t think of a major company that doesn’t have the need for it.”

Download “Content management and distribution” today.

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