Image: content, audience, relevant, target spelled out in Scrabble tiles

What Is Content Management?

Large companies usually know what the term “content management” means, but not so many small-business owners or start-up entrepreneurs. Well, folks, it’s all about information. Content management comprises processes and technologies for the collection, maintenance, and publishing of information — whether online and/or in print.

How do you do content management?

You manage content with a content management system (CMS) such as Adobe Experience Manager (AEM), OpenText TeamSite, or WordPress. Selecting the right CMS for your organization depends on your needs — a simple, free one like WordPress for a start-up or a more complex, more expensive one like AEM for a larger enterprise.

Once you’ve chosen and installed a CMS, you need to set up users, permissions, rules, and processes to enable company employees, consultants, partners, and/or vendors to manage content. Then, you need to monitor the CMS to ensure that it functions as intended and that users have their questions answered quickly and accurately.

In addition, we recommend building content templates to make it easier for users to publish content as well as to ensure that it’s consistent with your organization’s brand and voice. Also, setting up a collaborative workspace to enable team members to work on the same content and creating workflows will make content development an easier and smoother experience for your team members.

Content management roles

Your organization needs to determine your team members’ content management roles:

  • Author—team member responsible for creating content
  • Editor—team member responsible for reviewing the content and ensuring that it has no
    spelling errors, is grammatically correct, and in accordance with the company’s brand,
    voice, and style
  • Publisher—team member responsible for publishing the content (also known as “pushing
    live”)
  • Administrator—team member responsible for setting and managing access to files, often
    performed by IT, and assisting users with any issues
  • Localization/Translation producer—team member responsible for localizing or translating content

Can I do this on my own or do I need help?

As long as you’ve set up a CMS and are disciplined about website maintenance, you can probably manage content on your own. However, it might keep you from focusing on your customers and doing business development and other important tasks. Letting an experienced content management company such as Mendo Digital may work out better for you in the long run.


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