Web Content Management (WCM) is a set of processes and technology that assist organizations in managing the creation, modification, and publishing of digital content for websites. It helps businesses with content production, publishing, and management processes while improving the efficiency and effectiveness of digital marketing and communication. It is composed of a content authoring and editing system, a content repository publishing engine, and a set of collaboration tools. The content editing system provides a user-friendly interface to create and modify the content. The publishing engine delivers the content to channels such as websites social media platforms and mobile apps and the collaboration tools enable the users to work on the same content. Digital marketing and communication strategy enables organizations to create high-quality, relevant, and engaging content for the audience in multiple channels.
Industry Overview and Developments
The global WCM market is predicted to grow at an average CAGR of 14.2% over the forecast period. It is mostly attributed to increased Internet usage and smartphones. The need for online and data-driven digital approaches to successfully satisfy consumer objectives will boost the demand for WCM solutions. The increasing shift towards cloud-based SaaS (Software-as-a-Service) content management systems for enhancing digital experiences is expected to create opportunities for WCM vendors. It may share material across various sites and is an excellent marketing tool for businesses. The technological advancements and the introduction of cloud-based web content solutions have contributed significantly to the revenue growth for various businesses, by improving productivity and providing easy access to digital content. The huge volume of data has led to the development of several web content solutions that are expected to have a favorable impact on market growth.
The major companies serving the global web content management market include Acquia Inc., Adobe Inc., Episerver AB, IBM Corp., Laserfiche, Microsoft Corp., Open Text Corp., Oracle Corp., SDL PLC, Sitecore, Unisys Corp., and others. Stiff competitiveness amongst key players, coupled with new product launches, collaborations, acquisitions, and partnerships, surges the demand for web content management.
For Instance, in May 2024 IBM and SAP plan to expand collaboration to help clients become next-generation enterprises with generative AI. New value generation partnership initiative focused on delivering greater client productivity and innovation with new generative AI capabilities and industry-specific cloud solutions. This expanded partnership will help more of our joint customers reach new heights by innovating through the cloud, data, and business AI to grow and transform their businesses. Additionally, in November 2023 the Microsoft power platform with a Microsoft Azure SQL back end has enabled both citizen and pro developers to accelerate their work. End-to-end content management has become significantly easier for the Microsoft team owing to the Microsoft power platform.
Technological development and digitalism sessions are developing the economics and expanding the consumer's shift towards video-based content an OTT (Over-The-Top) platform leading to a widespread adoption of content management. The increase in digitalization of services accelerates reserves of the market and the deployment of WCB in businesses such as education and telecommunication, which promotes content management market growth. The adoption of smart technologies such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) increases the market demand. It helps in tracking relationships between content and users, analyzing patterns, and making interference and personalized delivery. It improves digital presence and attracts a client base increasing sales and accelerating the market demand. People are emerging with various solutions such as managing work rules live and on-demand videos, maintenance-free WordPress protection, cloud-based SDKs, and API integration for WCM.
The voice content management features are being introduced to CMS (Content Management System) with the growing popularity of voice-enabled devices and virtual assistants. CMS enables content producers to enhance their voice search and speech interactions by developing, managing, and voice-based content.
The increasing demand for digital marketing solutions influences businesses to adopt various solutions including web analytics and social media integration. This will lead to an increase in the integration of customer experience to different websites. It requires web content management solutions to supplement digital marketing activities. The increasing demand for digital marketing is driving the WCM market. For instance, in July 2024 Notion introduces a new tool for website publishing. Users can build a page from scratch or use one of the many newly launched templates. Publishing the page online only takes a single click, and users get to customize it or connect to a personalized domain. Notion also offers custom SEO settings and Google Analytics integration, Notion enables users to track the usage of their site directly from the platform.
Conquering the Challenges Ahead
Scalability may become the biggest problem when the business expands and the content management requirements have changed. The CMS could have trouble supporting high traffic levels or handling a high volume of materials necessitating infrastructure development or platform changes. For instance, in January 2024 Technopark launched its refurbished web portal and a new mobile app, offering a host of features that will enhance and elevate the experience of users with a global appeal. The portal has features such as a custom CMS, modular components, document management, role-based access, security, space request queue, facility for booking, and job listing for Technopark companies.
Managing client content is a challenge that involves communication, organization, and consistency. Effective communication is crucial to understanding the expectations of clients and delivering content to meet their needs. It may be difficult to ensure the clarity and alignment between both the parties. An organization with the sheer volume and variety of content requires a robust system for tracking and managing assets. Maintaining consistency with client content is a significant challenge, it requires adherence to brand guidelines and quality standards while accommodating the unique requirements of clients.
Securing and protecting content is a challenge for the market. It ensures that the confidential content is secured and protected from unauthorized access. It includes implementing security measures such as passport protection, encryption, content hotlinking prevention, and control to protect sensitive content from unauthorized access.
In a nutshell, the WCM market is rapidly evolving and driven by technological advancements and the growing need for effective digital marketing and communication strategies. The market is shifting towards cloud-based solutions with the integration of AI and ML, and the increasing adoption of mobile devices and IoT are the factors that lead to the market growth. The major players in the industry are continuously innovating through collaborations and new product launches. However, challenges such as scalability, managing client content, and ensuring content security remain critical in the market. Addressing these challenges by leveraging emerging technologies is the strategy in the market.