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How to net top content tools for small firms
The worldwide web has grown up a lot since the late 90s and the dotcom boom when everyone just had to get a website, no matter what content went on it.
Today, websites are becoming an integral part of companies as more and more people chose to do business via the web.
The days of a site that acted simply as a static brochure are most certainly over. A corporate website is a powerful communications tool, a link straight to your customers and a vital part of the business model.
For many small to medium- enterprises (SMEs), the web can take your product or service to a potentially global market. However, cost is always going to be an issue and site management is an expensive recurring factor.
Paying your web design company each time you wish to make a change means the costs soon mount up and hiring a dedicated web designer is beyond the budget of most SMEs.
One solution is to introduce a content management system (CMS). Although it is still a developing technology, CMS has become the latest trend. A few years ago, CMS meant bespoke solutions purely for large corporates, but today off-the-shelf applications are coming to the SME market.
Our company, Realise, is aware of around 800 separate products available at the moment, although defining what a true CMS product is can be tricky, because the term "content management" can cover everything from putting up the latest press release to altering images and even document management.
Companies which only want simple text editing could find themselves paying over the odds if they go for a complete content management package.
Where CMS is really useful is for online editing and editorial control. You can preview changes before they go live on the internet and keep your site regularly updated without needing to pay a web designer to change the content.
This can lead to a substantial reduction in the cost of site updates and increased business flexibility - you can react instantly to price fluctuations or competitors’ promotions.
Responsibility for updating can also be redistributed to the business managers and content authors who know the business best, instead of a third party developer who will need time to learn your company culture.
The benefits in terms of saving time and money may be clear, but choosing the right system is not so easy. Too many businesses choose from a wish list of options or functions without clearly defining the business benefit they expect from CMS.
It is important to make this as clear as possible before you select any system. Even in such a crowded marketplace, the chances are you will not be able to find one product which only does the tasks you need it to. This could mean you end up paying over the odds for functionality you will never use.
The market is still maturing so it is worth seeking out as much advice as possible. You should always choose with the future in mind, but this is complex as companies are jostling to become market leaders and consolidation is expected over the next few years.
One way around this problem is to look at open source software. Open source has gained respectability over the last few years and now provides a credible alternative to commercial products.
The advantage of open source applications is they are often more secure and reliable than commercial offerings.
As the source code is freely available, it is constantly being developed, so you don’t need to worry about getting stuck with a product you cannot use.
Always seek professional advice before making a decision and always tie in a real business goal. As companies and products disappear, it is vital that any system is able to grow as your firm does. 19.05.2004, Colin McFarlane
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