Is it worth spending money on a Content Collation system? 

Is it worth spending money on a Content Collation system? 

In January 1996, Bill Gates wrote one of his infamous essays, titled Content is King. This came out at a time when the World Wide Web was just starting to reveal what years later would consolidate as one of the biggest inventions of the 20th century. 

Bill Gates’ essay was innovative at the time, but it was only announcing what was already set to happen during the previous decade. Marketing was going under a revolution, and commonly used platforms such as TV, radio, newspapers, and boards (what we know as traditional marketing), were giving way to today’s predominant form of marketing: content marketing. 

Fast-forward to 2017 and content marketing is one of the fastest growing industries in the world. The reasons for this growth are numerous, but all can be summed-up in the following: content marketing works.  

How content is collated for publishing online has traditionally been the preserve of email and platforms like Google Docs or Microsoft Word or Excel. 

Is this still the best way or should you be looking a Cloud Solution that also integrates with your Content Management System (CMS)? 

What benefits do these Cloud-based Content systems offer? 

  1. Centralisation of your content  
  2. Real-time collaboration  
  3. Website and page structure  
  4. Workflow 
  5. Team roles and timescales 
  6. CMS integration 

The centralisation of your content can be extremely useful to keep track of the latest version of different documents and pieces.  

Google Docs and Microsoft 365 both offer: 

  1. Centralisation of your content  
  1. Real-time collaboration  

Being able to replicate the structure of your website is an interesting feature. How useful this is depends on if you creating a site from scratch or rebuilding it. 

If you are building or re-designing a website from scratch, and especially if you are taking a content-first approach, content management tools allow you to play with the structure of modules and define a more effective content hierarchy without having to make any definite changes. 

However, if your site is already built and has dozens – if not hundreds – of pages, you will have to spend a huge amount of time replicating every web part and module of your site. This might not be ideal if the content updates don’t happen that often or if it’s only a few pages or blog posts that you add or edit on a regular basis. 

Let’s look at workflow as well as roles and timescales. This functionality is useful if the content production process involves a big team and the roles are clearly defined.  

If there are 1 to 3 people involved, you will do as well with using email or Google Docs, and they will prove as efficient.  

Finally, the integration of these platforms with your content-management-system, or CMS, can be a tricky one.  

Remember our previous point about replicating the whole structure of your site, module by module? The same applies for mapping. 

And no, this is not an automated process, at least not at first. You will have to invest your time and efforts, mapping module by module – after spending a few hours doing this, the room for error increases as your patience/will to live decreases. 

The good news is that going forward this will no longer be required, so again, if you’re building a site from scratch or re-designing it, or it is simply not too big, it might be a useful feature, otherwise sticking to the copy-paste may save you a few tears. 

In summary, currently it is only worth looking at these Content Collation solutions if your Workflow is complex and you are creating a site from scratch. That may change of course, but until then it is worth saving the money. 




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