Lock with chainWeb content management (WCM) is in the midst of an enormous shift. In days gone by, IT were the only ones with the knowledge, mandate, or frankly the passion to understand and choose the application that the enterprise used to edit and publish content.

IT must now share ownership of this duty with the people who will use the website the most. This is not a free for all; IT should focus on ensuring that users understand the constraints of the use case to the WCM choice. IT must embrace the notion that it is no longer the primary owner of the website. Marketing is taking ownership of the content delivery and website management.

The good news is that, overall, the quality of the content editing and managing capabilities of all eleven vendors in Info-Tech’s WCM Vendor Landscape are very high; many of the vendors scored very high marks for their products. There was very little discrimination between DotNetNuke, CoreMedia, EPiServer, Kentico, Drupal and Joomla! in the core features of content editing and management. The key difference with these vendors was the kind of website they were best positioned to service.

The four champions – Ektron, Adobe, OpenText, and SiteCore – had solutions that would address many of the paradigm shifts in worker habits and consumer behavior. There are many drivers of these shifts: consumer devices, user savviness, and the changing ways in which people work today. For IT managers wondering how to manage their websites, none of the drivers really matter. What matters is – can the product help IT respond to this changed landscape?

Any of the WCM products in this landscape can be part of the answer. Even SharePoint, which scored low on advanced features, can be successfully used as a WCM. The onus has moved from the quality of the product to the use case. The WCM market is fragmenting based on the web experience enterprises need to deliver. For example, a new entrant to the WCM vendor landscape, CoreMedia, is exceptionally strong at multimedia delivery, but not ideally positioned for more mundane purposes.

As web content management moves from a full product to a table stakes feature of web experience management strategy, the business case will become an important aspect of choosing a vendor. Enterprises need to carefully evaluate not only the vendor’s current offering, but also its roadmap, to ensure a smooth website experience for their customers.

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