Gartner Research

Content Management for the Digital Era: Rethinking Strategies Beyond 2016

Published: 16 September 2016

ID: G00302851

Analyst(s): Karen Hobert , Hanns Koehler-Kruener , Karen M. Shegda


Content fuels digital business processes, yet organizations focus on managing rather than exploiting it. IT leaders responsible for defining content strategies and selecting tools must support the business need to both manage content and use it to promote productivity, efficiency and business value.

Table Of Contents
  • Impacts


  • New Ways of Working
  • A New Position
  • Advancing Use Cases
  • A Shift to Solutions and Purpose-Built Offerings

Impacts and Recommendations

  • The "institutional" view and the employees' view of content management continue to diverge, causing IT leaders to re-evaluate their approaches and strategies
  • The distributed and diverse nature of content and its use for multiple purposes means IT leaders can no longer meet enterprise needs with a single monolithic solution
  • The demand to make content more useful is forcing IT leaders to expand the conversation from "how we control" to "how we create, find, use, share, analyze and transform" content
  • Content is becoming more fluid and temporal, placing the burden on IT leaders for content management projects to focus more on understanding how and where content is used and by whom

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