Experience Management (Read: Content Delivery) is Trumping Content Management

By Deane Barker

I feel like I’ve been saying this for a while now. The future of content management is not in management, but in delivery.

Forrester report: Customer experience management defines WCM today

According to a new report by Forrester Research, The Forrester Wave: Web Content Management For Online Customer Experience, Q3 2011, traditional web content management activities have become commoditized and the new differentiator is in the growing area of customer experience management.

The report is paid, so there’s not a whole lot of information there, but the core message is pretty clear.

I said something similar last month:

[…] core content management is a somewhat solved problem. The actual management of content – the mundane, repository-level things like creating content, updating it, applying permissions to it, sending it through workflow, etc. have really been solved to a degree of acceptability in 99% of use cases. I’m certainly not saying there’s never room for improvement, but a lot of what we want to do in this area has been done.

I’m not much of a prognosticator, but if I had to identify one undeniable trend of content management, it’s that content delivery, “Web Experience Management,” whatever you want to call it – this is where markets are going to be gained and lost from this point forward.

Furthermore, I think there’s ample room in the market for a pure content delivery play.

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