The development of content management

In the course of rapidly increasing acceptance and use, the internet has developed into a strategic factor of the highest priority in all sectors within a very short space of time. The popularity among end consumers in particular, but also the advantages in the B2B sector, are proof of this importance. With the new possibilities, such as "web 2.0" or "community" and the "infinitely" large storage space, the consumer's need for information has also increased. In addition, consumers increasingly no longer just want or need to be provided with individual pieces of information, but want or need to build up compact knowledge. At the same time, the new Internet market is bringing with it new competitors who are specializing in the new ways of presenting information and who are trying to displace the traditional providers who have dominated the market up to now. Web content management also plays a decisive role in this.

First-generation content management

In this environment, specialized content management systems of the first generation have developed into a central technology in all companies in all sectors. Specialists serve different areas, such as publication on the Internet (web content management) or management of company data and communication (enterprise content management). Although they view and process the same data, both are generally separate from each other and from the third group of production or print editorial systems. The parallel use of these isolated technologies means that data management is slow, error-prone and time-consuming. In addition to the pure management of information, knowledge of the customer's information requirements is becoming increasingly important. The faster and more detailed these are known, the better a company can satisfy these needs, win new customers and retain existing ones. This branch of information is not served by first-generation content management systems, but is covered by independent, specialized reporting software.

Second-generation content management

Second-generation content management means that different information channels and different media output forms converge in one system. Often, either web and enterprise content management systems or, in exceptional cases, print and web content management are combined. However, other essential and simultaneously supporting areas of application remain unconsidered.

Intelligent content management of the third generation

Third-generation content management leaves behind the pure administration and production of content and becomes an integrated, assistant-supported system that provides customers with targeted support in all areas. This intelligent support ranges from the networking of content into a knowledge network to automated and independently optimized delivery to a wide variety of media channels.

Intelligent content management made by InterRed

InterRed not only manages the entire content lifecycle, it also supports publication in almost all common media, as storage is consistently media-neutral. Information is not only stored in a database, but also networked with each other on a semantic level. This knowledge network enables the user of the system to filter and utilize related information very easily and quickly from the mass of data. Semantic analysis also provides direct added value for the user: for example, related articles can be directly recommended to the reader of a text. Read more about this under Knowledge Management.

The entire content production for printed and digital media is carried out from the central content management system InterRed. Output-independent workflows can be integrated and media breaks avoided. This increases the quality of information on the one hand and the production speed and density of integrated brand communication on the other. Read more about this in the Editorial system section.

Every product development and further development starts with the consumer's needs. Being able to identify and meet these needs quickly is a key market advantage. It is not only a matter of creating new products and information on popular areas, but also of presenting existing ones in context. The intelligence of InterRed contains its own analysis instance for this purpose, which evaluates consumer behavior and can provide the customer with important feedback on their needs (e.g. on articles read or product descriptions, search queries, etc.). If the collection of analysis data is already exciting, InterRed also enables the active use and implicit questioning of consumer needs.

InterRed combines centralized, media-neutral content management with intelligent assistants, creating a superior system with a modern and ergonomic user interface (GUI) that not only manages data efficiently but also coordinates its output in a wide variety of media. Genuine multi-channel publishing thus becomes a reality. The numerous successful InterRed customers prove that this multi-layered integration at all levels is the fundamental basis for the company's success. This means that they are not tied to a specific "first" strategy, but can decide for each individual piece of content whether it should be used "digital first", "print first", "mobile first", etc.