Web CMS is not a new technology by any stretch of imagination so why do so many still struggle with content management: on a personal basis, as a small-to-medium business or a large corporation? The cause of the struggle more times than not are the content silos and multiple Web Content Management Systems (Web CMS) used within one organization. We know these content silos suck up both time and money, but we still continue to create them.
One Record of Truth
I'll give a personal example. As any person who pays attention to personal branding and manages a digital presence across multiple locations, I need to manage numerous content silos. I made a professional change, so I had to go into 10 or more separate sites/applications to update my bio. There are the trade magazines I publish in, LinkedIn, Twitter, my about.me, my personal site irinaguseva.com, Slideshare, my WordPress blog, Google plus and probably a few others I am forgetting about. All of them are separate repositories, and all of them have separate “CMSs” to manage content.
It is moderately painful to go into all of these outlets where I tell the “Irina story” and copy/paste from my golden source of truth (which happens to be LinkedIn). I would like to integrate all my “publications” under the umbrella of one “system,” but that's logistically impossible -- given the breadth and depth of my personal brand and digital presence. It would be nice to at least have some integration points for feeding content from point A to points B, C, D and X. And preferably without having to spend months on coding such integrations.
In the enterprise, this is exacerbated by the multiples: more processes, more people involved and more money spent on technology.
Taking It to the Enterprise Level
Think about how much more complex and time-consuming this issue of multiple CMSs and multiple content repositories can be for an SMB, for a larger organization, for an enterprise -- where multiple systems, dozens of people and countless processes are involved.