Omni Content: Big CMS Deal? Nope, SOP for OCCP
December 17, 2019
The struggles of content management continue. Like analytics platforms and enterprise search, vendors of certain types of enterprise software have struggled in the last five years.
The reasons are not far to seek:
- CMS, search, and analytics offer silver bullet solutions, but more frequently turn out to be blanks
- Zippier, more CxO grabbing technologies sweep up utility functions. There’s AI, quantum computing, the cloud, and umbrella solutions like Salesforce’s hybrid of sales management, marketing, and content
- Old wine in new bottles works until the corks are popped at a festive occasion. The stylish bottle and label cannot change vinegar back to Bordeaux.
“The Rise of Omni-Channel Content Platforms” is a rebottling effort. I urge you to read it and consider these questions:
- Why is CMS scrambling to be more than software originally designed to generate Web pages going back to the gym, signing up for yoga classes, and buying Pelotons? Answer: CMS does not work very well.
- What content is not included in the omni channel content platforms? Answer: Streaming data, engineering diagrams with attached data sets, and those lovely chemical structures which are much loved by the pharmaceutical industry, to name just three omissions.
- How are the New Age CMS systems dealing with specialized access controls required for some classified projects, legal eDiscovery data, and data regulated by various government entities? Answer: Not very well.
Can CMS vendors and consultants stage a revival? Will the jazz band attract paying customers to classics from the 2000s before Billie Eilish was making When We All Fall Asleep, Where Do We Go?
The frightening, no, terrifying answer, may be, “Yes.” Like enterprise search, CMS stakeholders have more to lose to reinvent themselves. New labels, plastic corks, and high-style bottles are a much easier, cheaper, and simpler solution.
In short, CMS cheerleaders are buying new sweaters and sneakers. Game on.
Stephen E Arnold, December 17, 2019
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