Questions and Answers

Q. How do I know if I need a Digital Content Management System?

Digital Content Management (DCM) will benefit a company that regularly creates and publishes large volumes of content, or when its publishing process is too time consuming and inefficient. DCM provides the structure that enables a company to create, organize, manager and deliver content quickly and efficiently.

Catalog publishers have to deal with a substantial, ongoing stream of content that comes from multiple contributors and sources. When capturing and sharing this information – problems like delivering information to multiple types of media, making updates faster and easier, and reducing the cost and time to get your catalog to market are some of the pain points you face in publishing your catalog.

The answers to these challenges are found in systems that allow you to create, organize, manage and deliver your catalog content to multiple media through a single, streamlined publishing workflow. As market needs change and as new opportunities are identified – all of which can happen very quickly these days – content has to be updated, quickly and accurately. Plus, the final product may need to be produced in various formats ranging from print to CD-ROM to the Web. As a result, speed, accuracy and the elimination of redundancy become even more important.

Below is a typical Catalog Publishing scenario. If you can identify these issues in your own catalog publishing approach then you could benefit from a DCM solution.

• Content.
  You find yourself responsible for publishing this year's product catalog. You begin the project by figuring out what manufacturers, items and information the catalog will contain. You'll need images, product descriptions and part numbers (skus) assigned for each product you distribute. It is typical for a distributor to have over 20,000 active skus – sometimes many more – so gathering all this information represents a very large challenge.
  
  
• Clearly defined process.
  It is not very likely that all your catalog content is available in print-ready or a Web-enabled format. You'll need to convert manufacturer catalogs – print or electronic – into a publishable format. Often catalog content resides in many different, disconnected systems and formats, all of which need to be converted to a print-ready files for your printer or HTML-ready documents for your web site. For some content you'll have CD's of manufacturers’ content but they typically have too much information so you'll need to edit the copy. For other content you'll have only printed catalogs, it will need to be digitized. Webcom provides a dedicated team of catalog specialists, hands-on experts in designing, creating and editing your catalog content.
  
  
• Simple publishing tools so that non-technical personnel can be productive.
  You have determined what information you want published in the catalog and it has all been digitized – now it needs to be organized. Items (skus) need to be related to product families, similar products need to be grouped together into logical sub-categories and categories. Creating structure to your content makes it easy for your customers search and find the product information they need to make the buying decision. The most effective catalogs are well indexed so that it is easy to find the information. Your customers need the information you're providing in the catalog so a top priority needs to be organized content.
  
  
• Automated publishing processes.
  Your company needs to protect itself from a competitive threat. Your mandate is to get the catalog out in the market as soon as possible. Too often the process of getting the catalog published takes months even years and the time lag has a large negative impact on your business. Your customers may be demanding the same online ordering capabilities that your competitor is offering. A large integrated supply contract is yours to win if you can show the customer how to effectively manage all the purchase orders that will be generated as part of the contract. Now you need more than the printer ready files.
  
  
• Collaborative publishing tools.
  Finally you have a catalog proof to show your colleagues. Are all the products in the catalog, is the information accurate, does the information flow? Each person needs to have his or her input. It is common to spend about 40% of the effort trying to get everyone satisfied with the catalog look and get the catalog approved for printing or publishing to the Web site. About 70% of the changes will be subjective but you need a process to deal with all the input.
  
  

The Bottom Line

It's no longer enough to produce one version of the catalog every year or two; update cycles are now measured in months instead of years. You have to produce the catalog both in print and online. You're under pressure to produce customized versions, and some day you know that you will have to enable your customers to build their own versions. And you have to do all this while facing escalating pressure to deliver the catalog faster while making do with lower budgets and fewer people.

You need to find quicker, better ways to get your job done. You need automation – lots of it, everywhere that it makes sense. Whether its collecting the content from manufacturers, converting existing content to right formats or laying out catalog pages it's all part of the demands in today's fast paced business environment. It’s clear that your challenge as a catalog publisher requires access to specialized catalog publishing tools and a dedicated team of publishing experts in order to respond – that's where Webcom fits as a partner in your publishing plans.

Webcom delivers Catalog Publishing Solutions that make your job easier by helping you create, organize, manage and deliver your catalog content to you marketplace through a wide variety of publishing options. Contact us today to better understand the how our publishing technologies will let you get improved results for your catalog publishing program.

For more information or to share your successful ideas contact Marlin Doner @ marlin.doner@webcomlink.com.