(Web) Content Management with InterRed
The evolution of content management
In the course of its rapidly increasing acceptance and use, the internet has developed to a strategic factor of highest priority for all industries within a very short time. In particular, the popularity amongst end consumers, but also the advantages for B2B activities confirm this importance. Along with the new possibilities, as for example regarding "Web 2.0" or "Community", and the "limitless" data storage capacities, the demand for information by the consumer has also increased.
Furthermore, the consumer does no longer want to be supplied with single pieces of information, but wants or has to acquire a compact knowledge. At the same time, the new internet market entails an increase of new competitors who specialize on the options of information presentation and offer, and try to replace the present market-dominating classical providers.
Content management of the first generation
Under these conditions, specialized content management systems of the first generation have developed into central technologies in all companies of all industries. Specialists serve different areas, as for example the publication for the internet (web content management) or the management of company data und communication (enterprise content management). Both usually work separated from each other and also from the third area, the print content management systems, though they manage and process the same data. The parallel operation of these isolated technologies results in the data management being slow, complex and prone to errors. Beside the mere management of information, it is of increasing importance to know about the information needs of the customers. The sooner and more detailed these are known, the better a company can satisfy needs, attract customers and improve customer loyalty. This information branch is not covert by content management systems of the first generation, but by independent specialized reporting software.
Content management of the second generation
Content management of the second generation stands for the convergence of different lines of communication and different media output forms in one system. Often web and enterprise content management systems, and rarely also web and print content management systems, are combined. Further essential and assisting application fields are still left out of consideration.
Intelligent content management of the third generation
Content management of the third generation moves on from the mere management and production of content, and becomes an integrated, assistant-supported system that supports the customer in all concerns in a target-oriented manner. This intelligent support stretches from the linkage of the content into a knowledge web to an automated and autonomously optimized delivery into various media channels.
Intelligent content management made by InterRed
InterRed does not only manage the entire content lifecycle, but supports the publication into nearly all media channels, as the data are consistently stored in a media-neutral way. In this process, information is not just stored in a database, but also linked with each other on a semantic layer. This knowledge web enables the user of the system to quickly and easily filter and utilize related information from the bulk of data. But also for website visitor the semantic analysis creates direct added value: For example, articles with related content can directly be recommended to readers. Read more about this under Knowledge Management.
The entire content production for printed and digital media takes place out of the central content management system InterRed. Output-independent workflows can be integrated and media disruptions can be prevented. This results in an increased quality of information, as well as in an increase in the speed of production and density of the integrated brand communication. More about this can be found in the section Editorial System.
The basis of all product innovations and developments are the demands of the consumers. To rapidly apprehend and serve these is a central market advantage. This does not only comprise the creation of new products and information for the areas in demand, but also the combination of already existing ones. For this, the intelligence of InterRed does contain an own analysis entity that analyses the behavior of website users and provides important feedback regarding their needs (e.g. referring to read articles, product descriptions, search requests etc.). Beside this significant element, InterRed furthermore enables the active use and implicit survey of customer needs (A/B testing). Read more details about this in the section Web Reporting.
InterRed combines central, media-neutral content management with intelligent assistants, thereby creating a superior system that efficiently manages data and coordinates their output into various media. Multi Channel Publishing becomes reality. This multilayered integration is the fundamental basis for company success, which is confirmed by the many successful InterRed customers. They are therefore not bound to a certain "first" strategy, but can decide for each individual content whether it should be used "digital first", "print first", "mobile first" etc.