The business of content management is all about connected customer experience. Businesses have started putting customers and their experiences first and the content management industry has started focusing on customer engagement, instead of content management systems. 

Business enterprises need a content management system that helps them manage knowledge repositories effectively and communicate consistently with amplified speed. In 2021, the economic growth the world sees today comes from knowledge-based business. In the years ahead, people’s use of knowledge-based products both as consumers and on the job will be critical to their economic success.

It is clear that the scope of content and its management is expanding more than ever before. The point to be noted is that every expansion comes in with an increase in complexity. There are too many business barriers when trying to find and reuse the latest information and if the content is trapped within documents or scattered across repositories, productivity suffers. 

Portals, intranets, and CRM tools are good starting points for basic document storage, but they face unpredictable limitations when being accessed by multiple users. 

So what we need is more than a file sharing and storage solution - The need of the hour is to a Content Management System that helps organizations to discover, classify, assemble, deliver and track all the content needed to work more effectively.

Highly preferred is a content management system that enables instant access to “templatized modular content’, which can be used to build documents by teams across an organization. The system should enable various teams across an organization to publish and maintain master versions of information for sharing and reuse and to ensure “freshness” of information.

Modular content blocks are the building blocks of content

Modular content is made up of distinct, separate chunks of writing. Much like constructing a building, these chunks can be assembled to make a longer piece of content or left as shorter pieces by themselves. Examples of modular content blocks could be responses to RFP questions, legal sections of contracts, product inserts into collaterals and so on. 

Most often, repeated content is used in multiple documents. The ideal content management system must help to modularize such content for reuse- into content blocks. Ideally, the content blocks should be templatized using variables to tailor parts of content in the document assembler. These content blocks must serve as “precise knowledge nuggets” that provide relevant information depending upon the context. 

The larger objective, of course, is more convenient access, reuse of information and increased productivity. Atomized content or knowledge nuggets are more precise and are easy to repurpose and customize and facilitate granular analytics.

From what we have discussed above, we can infer that organizations are looking for a content management system or a content management platform that helps achieve speed, consistency, and control in their communication, along with:

• Convenient access to relevant information
• Enhancing employee productivity through the use and reuse of content
• Differentiated and personalized communication on any device
• Ensuring a single voice

To achieve highly productive results, businesses across industries require a knowledge automation, collaboration and communication platform that makes accessing information easy with just a few clicks and without having to navigate complex portals or to other web based systems. 

The focus of the content management system is on key benefits such as:

• End user productivity
• Personalization at scale
• Superior customer experience
• Message consistency
• Brand compliance

• Sales representatives spend only 32% of their time selling, with the remainder of their time spent on admin tasks like updating CRM (20% of the time) and looking for/creating content to include in a sales presentation (31% of the available time).
• On an average, representatives spend 8 hours per week searching for content. For most representatives, it takes more time to find a piece of content than to just recreate it from scratch or recreating content from scratch is faster than finding it today. This explains how the time which should effectively be spent on sales pitches is wasted re-creating the existing content again.
• Sales reps waste 10 to 20 hours per week on unproductive tasks (re-creating existing slides, curating materials for presentations, searching through documents) related to information retrieval. In a 1,000-person company this leads to $50M in lost revenue opportunities and a waste of more than $5 million in annual salary costs.

Content search and utilization are seen as the top areas for driving representative’s productivity by 84% of the respondents, but only 35% of sales leaders are tackling the content problem.

Content management challenges

• While sharing the information snippets with team members, if the members belong to different geographic locations, the translation and localization of such information to make it useful and accessible for them is a challenge.
• Any changes or updations to the content must be simultaneously updated in the shared snippets space, otherwise different versions of the content may exist within the teams at the same time.
• There is a plethora of content sources to search from, as no organization has a single place or repository such as a content management system to store all its content. This leaves the user wasting the efforts in finding and using the content from such different locations, rather than focussing on the messaging and business activities.
• Typically, the content source followed in organizations is the same and not aligned to role-based or need-based access, leading to incorrect information passed on by individuals.

Wipro content management solution

Content management is the process of making the existing content more organized, versatile, and reusable. It is about liberating content that is locked away inside legacy formats and transforming it into a library of modular, dynamic content assets. Content management systems set you up to deliver intelligent content at scale.

Currently, limited solutions are available in the market which give customers the option to easier access to relevant content through self-service model that helps them incorporate diverse products into their designs, ultimately driving buying decisions.

In our decades of working with content, Wipro’s Knowledge Services team has developed a set of best practices that apply to any content management project. These best practices include:

• Dividing large monolithic content into nimble components.
• Standardized use of common tools and formats across the organization.
• Tagging content consistently, according to the metadata strategy.
• Eliminating duplicate content and replacing with reusable content.
• Restructuring and amalgamation of content to make it relevant for re-use in different scenarios and make it pertinent and user-friendly.

Wipro has a partnership network that enables a robust ecosystem to deliver customized and highly specialized content management solutions. 

Wipro content management platform helps in modular content management where the content is managed and consumed in manageable small snippets which are easy to disburse and consume. This helps organizations to communicate with content, which is standardized, in uniform template and style, and consistent with organizational and product needs by using common tools and common formats.

Through this solution, the users are provided option to keep a separate repository for the content which they do not want to share with the team as yet, such as content related to products in pipeline or under-production. This content can be separately maintained since it is not yet ready for consumption.

Implementation of content platform

Wipro brings in its solution partner for implementing a content management platform that would enable management of the documents and content and enable enhanced user experience with timely need-based content. Figure 1 shows how the solution works.

Figure 1: Wipro’s content management platform

Wipro’s content management platform helps by picking up content from different sources and mining through them to create snippets of content which help in building a single version of truth across the organization, making all content requirements standardized and predictable.

Wipro brings in right skills and experienced consultants in content management, Wipro’s domain and technology pool, language capabilities, as well as a crowdsourcing platform for global in-time staffing.

Any updated document or content goes through the following process in Wipro’s Content Management system:

• The document is updated in the client repository
• Content is synced up to all instances and documents that have any reference to the base content being updated
• Well-structured and tailored snippets are formed from the latest version of the document
• These snippets are then maintained and classified in a hierarchal manner for proper records
• The content is tagged properly to enable easy content search and accessibility for the end-users
• Snippets are then published across user facing formats, and users are provided role-based access to information to enable faster turn-around time

All the user is required to do is search for the required content using keywords, and the related content from across documents and sources is pulled up in no time. The user then selects the best suited snippet and uses it to get the job done. The complete process of visiting different repositories and manually searching for the content at every location is eliminated completely.

Effective content management

With the world entering a virtual inter-connected network, the workforce struggles with finding the right content at the right time with ease. Organizations have spent loads of money in storage spaces, but there is an impending need to invest in content management services as well.

Representatives from organizations end up re-creating the content instead of finding it and re-using the existing content. This wastes valuable time and effort leading to less productivity.

Wipro has capabilities to help businesses in achieving this objective of effective content management through its content management platform, which provides self-service option to the users to share, create and use snippets of useful information in different communications and requirements. The ability to adapt and scale operations as per the client requirements makes Wipro a preferred choice among large global clients.

If you are interested in learning how Wipro is helping our clients achieve their vision of a transformed content management system, connect with us.

About the Author

Vandana Wadhawan

Practice Head, Enterprise Content Services (Knowledge Services)

With over 13 years of experience in content management, knowledge management, and learning & development, Vandana leads the Enterprise Content Practice. The practice offers a range of services across the content spectrum – curation, consolidation, harvesting, migration, publishing, translation, and learning/instructional support to enterprises across multiple sectors – enabling content ops optimizations and efficiencies.