Enterprise Content Management has a long history of helping companies fully leverage their information assets. But the form that information takes has evolved over time, requiring corporations to adapt their infrastructure in order to keep up. At certain points of time, significant innovation is needed. We are now at one of those points.
Then: from structured to unstructured content
Looking back, a key transition occurred a few decades ago: the addition of unstructured content to content repositories. Unstructured content had to be organized and leveraged as effectively as structured content. Compared to traditional databases and records, unstructured data was a new animal: more dynamic, less predictable, packaged in a broader variety of formats. The industry responded, new tools were created, and organizations were able to meet this need.
Now: from inanimate to animate content
The societal shift to Social and Mobile is driving significant changes in how enterprises communicate and collaborate. These new business habits are surfacing a new class of content that needs to be brought into the content management fold. Sometimes called rich content or multimedia content, this information is alive. Its value comes from interacting with it, rather than just looking at a static page of words or images.
Video is the most intuitive example: with file sizes much larger than documents, videos are “moving pictures” – watched, not read. This makes video a very different animal than traditional inanimate content and requires new capabilities to create, store, deliver, and search.
Video assets are rapidly growing in enterprises. Employees are recording video blogs and using them to share best practices; executives are increasingly communicating to their widespread teams with streamed webcasts; teleconferences are being recorded and archived.
But rarely today is video being treated as the valuable knowledge asset that it is. Video is typically not integrated with companies’ other content repositories. This is a growing, glaring gap in knowledge management that – much like adding unstructured data management decades ago – is driving change in today’s content management platforms.