Manage your Digital Content Lifecycle

These days the amount of digital content being created and stored daily is just exploding, and companies are not immune to the practice of collecting heaps of information about their customers. We live in a world where knowledge and information is key to future potential sales.  This is the reason that  companies strive to know everything about their customers in the hope that they can personalize the customer experience to create a loyal customer.

All this content should be subject to a lifecycle, unfortunately often only the first phases of the lifecycle are used, resulting in increased costs and difficulty in organising and managing the information effectively.

Phase 1:  Create/Capture Content

The first phase of the content lifecycle, the create/capture stage is where companies have been focused for a long time.

Capture/collect Content– Almost all companies collect personal information about their customers including identity, our earnings, our bank information, where we stay, where we work etc.

Creating Content – Companies also generate their own such as contracts, statements, newsletters, emails etc. for internal and external use.

Customer contact methods

Phase 2:  Manage Content

All of this content that is being created needs to be managed.  Managing includes understanding the value of the content, and then extracting and maximizing that value.  Businesses often have complex workflows and business processes to achieve this.

Managing also involved organizing the content, creating structure, avoiding duplication and enhancing findability.

Companies are finding ways to drive customers to self-service channels enabling the do-it-yourself mindset and the opportunity to keep information current and relevant.

Provide talent management direction with a coach

Phase 3:  Publish/Deliver Content

Content that is created by a company needs to be published or delivered to a process or person. Content will often get massaged to be able to be used through various channels, most notably email and mobile, by various processes and people. Consumers have also come to expect the ability to access content from any device, at any time.

Phase 4:  Store, preserve and archive

The way we store all that content is also important, you need to ensure that it cannot be maliciously altered or deleted; companies also need to ensure that they have backups in the event of failures. It is also extremely important to ensure that the format of the information stays current, and that the content will be accessible as the formats and compression changes through

ECM drawing

Phase 5:  Deleting Content

The Part of the content lifecycle that is hardly ever achieved is the deletion of content but with the introduction of PoPi (Protection of personal information) it has become essential that companies delete information that is no longer part of the business contract with the customer.

In South Africa, it’s also important that you know the type of personal information you’re collecting and the applicable retention requirements defined in the various acts, including POPI (Protection of personal information)


If the last ten years are any guide, the amount of content that businesses need to manage will only increase as more companies adopt digital business strategies.  The challenge will be integrating content across technologies, platform and devices; managing content through its entire lifecycle and providing secure access to it.

Today’s businesses face threats, such as high costs, unnecessary legal risks, and poor productivity, when their corporate content is unstructured and disorganized.  In the current enterprise environment, business continuity and efficiency rely on organized and manageable corporate data.

For more information about how we can help you with your content lifecycle, click here

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Metatrans is a digital business services company, with consultants who have many years experience in implementing content management solutions in both small and large companies, subscribe to our newsletter or to contact us, please click on one of the buttons below.

By |2017-11-11T16:14:32+00:00July 25th, 2015|
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