I genuinely believe that we have to change the way we discuss enterprise content management. We have to move from purely content-based to a “getting-the-attention” discussion.
Let me explain that step-by-step. When talking to colleagues from companies —regardless of their business department, role, and position— everyone agrees on the fact that the technological world is changing faster than ever.
Today’s Technology Is Creating Challenges
We are fortunate to live in a world that offers these vast opportunities when it comes to technology. However, the emerged possibilities created two challenges.
Firstly, people feel confronted with information or content overflow. People literally feel bombarded with information through various internal and external sources: email, chat, mobile apps, etc. That leads to the situation that employees are drowning in information. Subsequently, they select the content they consume carefully.
Secondly, time —more than ever— is considered as a rare good. Time’s precious. Employees have the feeling (and obviously it is the truth) that they have to do more at the same time. Moreover, they to concentrate on several, different topics instead of focussing on only one.
Employees Treat Content Carefully
Both aspects lead to a situation that employees treat content carefully. Carefully in this context, means that the consumed content not necessarily is the most important. However, it is the content that can be easily absorbed — easily in terms of required time and gathered information.
Enterprise Content Management Has To Adapt To Today’s Environment
Now, there is one thing an enterprise must understand. From my point of view, it is the single most important thing when it comes to Enterprise Content Management. Although enterprise content is essential for employees, it is in a constant battle for attention. And your opponents are called: Facebook, Instagram, Twitter, smartphone apps, news sites, podcasts, other internal information sources, etc. Actually a whole bunch of content and information that floods employees continually.
Accordingly, enterprises have to develop concepts that enable them and the content they provide to stay on top of employees’ information funnel.
Unfortunately, the truth looks different when it comes to Enterprise Content Management. The problem I observe is that lots of time is spent to discuss content down to the very, very last detail. Every enterprise wants to achieve the goal of 100% perfect content. However, since everyone —really everyone— has an opinion on content, this turns out to be a never-ending story.
Stop Overthinking Enterprise Content And Start Executing
Overthinking enterprise content to the very detail leads to a huge problem. It prevents enterprises from thinking about how to get the attention of their audience. And as mentioned in the beginning, this is the real challenge of Enterprise Content Management in today’s world.
You can have the perfect, most comprehensive content — as long as nobody pays attention to it, you’ve just wasted time and money.Benjamin Walther
Having high-quality enterprise content, of course, is essential. Nonetheless, getting attention for your content or creating awareness for your content is even more critical.
Enterprise Content Management Is About Day-Trading Attention
When I think about enterprise content management, the first term that comes into my mind is “day-trading attention.”
This is what the content challenge really is about. What are the measures, the solutions, the functions you implement that make employees pay more attention to your content than to other sources? Sources, that —from an enterprise point of view— are less important.
How can you achieve that employees take a look at your content whenever they have a minute. At the time, how can you prevent your employees of checking their Facebook timeline instead? Employees have to see a higher value in enterprise content than in information from other sources.
And I’m repeating myself: Value isn’t only represented as importance. It is also reflected in the way one can consume the content and the time they have to spend to consume it.
That means enterprise content management is no longer solely about developing content. It is about developing measures to ensure that your content is on top of employees’ information funnel — at all times.
As already mentioned —and unfortunately— most enterprises don’t pay attention to that aspect. They concentrate on developing, debating, and discussing content. And meanwhile, they keep wondering why nobody is paying attention to it.
There Are Fantastic Opportunities — You Just Have To Make Use Of It!
The thing is: There are fantastic opportunities available today that enables an enterprise to win this race.
- Seamlessly integrated enterprise content apps across all devices (mobiles, pad, etc.)
- Solutions that pays the highest attention to visualization, making it easy and “fun” to consume.
- Additional functions that constantly brings employees back to your solutions (push notifications, alerts, etc.)
And these are only a few examples.
Summarized — Why Getting The Attention Is So Important?
Wether you like it or not: Companies have to rethink Enterprise Content Management radically. Creating awareness for enterprise content is no longer about defining and setting up content only. Quite the contrary, enterprises that solely focus on that aspect will lose the game in the long-run.
Creating awareness, in today’s world, is much more about day-trading attention and developing solutions and functionalities that keep your enterprise content on top of employees’ information funnel.