Automated Content Workflow


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Readers are crossing the digital divide, moving from printed materials to electronic content and e-books. How content gets created, distributed and consumed is vastly different than it was even a decade ago.

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Automated Content Workflow

  1. 1. Close the Book on Manual Processes:Automated Content Workflow Takes Publishingto the Next Level Author: Shivaji Sengupta, Vice President of Content Solutions SourceHOV
  2. 2. CLOSE THE BOOK ON MANUAL PROCESSES:AUTOMATED CONTENT WORKFLOW TAKES PUBLISHING TO THE NEXT LEVEL 1Technology has altered how business gets At Issue: Process Inefficiencies anddone and the publishing sector is no exception. Increased Costs The biggest impediments of manual processes are thatIndependent book stores have given way to they hinder publishers from executing their strategiessuperstores and more recently to online and and responding quickly as business needs change. Theydigital retailers. Merger and acquisition activity also inhibit the ability to share content across propertieshas changed the structure of the industry with and optimize revenue.smaller publishing houses disappearing and a Publishing houses have typically grown throughfew major publishers now dominating different acquisition of products or companies. While the impetusindustry segments. Readers are crossing the was often to bring broader content, additional propertiesdigital divide, moving from printed materials or advanced functionality and services to readers, multiple independent workflows have contributed toto electronic content and e-books. How complexity, redundancies, legacy applications and othercontent gets created, distributed and inefficiencies.consumed is vastly different than it waseven a decade ago. Publishing workflow is complex and efficiency can make or break the organization. Most large-scale publishersWhile the industry has been rife with change, many produce several newspapers and magazines, manage apublishing houses are mired in a “that’s the way variety of Web sites and might possibly be involved inthings get done” mindset, electing to stay with manual radio or television broadcast. In an ideal world, everyprocesses for content management. Manual processes editorial team would work together to share informationcontribute to a tremendous waste of financial resources and assets, including photos, articles, audio and videos.and inefficiencies, especially when the flow of However, with manual processes, synchronizing contentinformation is curtailed as a result of an across multiple properties is not that easy.unorganized system. Publishers need to aggregate information from a widePublishers with outdated manual processes will be at a variety of sources such as authors, third-party contentdisadvantage, operating with tactical inefficiencies at providers, syndicated services, scholarly journals andbest or leaving significant money on the table at worst. others. Without a standardized workflow process,Effective document management and workflow can gathering content, editing and publishing is challenging,reengineer processes, resulting in improvements in error prone and often sidelined with productivity, customer service and profitability. Much like print books have given way to e-books,As the pace of publishing continues to dramatically manual processes belong to an earlier era. An automatedincrease, and as digital content outpaces traditional workflow can streamline business processes, reduceprint, publishers need to rethink their business models errors, ease the process of gathering, editing andand improve the way publishing and content publishing content while providing greater governancemanagement processes are executed to remain and cost reduction.competitive. Working with the right contentmanagement partner can streamline workflow, reduce Turning the Page on Manual Processescosts and increase efficiencies across the entire Manual processes at every stage of the publishingcontent supply chain. lifecycle contribute to inefficiencies and revenue leakage. An automated system can improve all parts of the publishing workflow process including 1.800.497.9527
  3. 3. CLOSE THE BOOK ON MANUAL PROCESSES:AUTOMATED CONTENT WORKFLOW TAKES PUBLISHING TO THE NEXT LEVEL 2aggregation, authoring and publishing. Companies Automated Content Management: The Next Chapterseeking to streamline relationships with advertising Automated content management and enterprise-wideagencies, writers and editors, freelance art directors, workflow removes the bottlenecks in existing workflowsprinters and other suppliers can enhance and offers additional functionality unobtainable throughcommunications and add speed to their publishing pace. manual processes. Rather than every publication operating in a silo and having independent editorialA paper-based method for aggregating information workflow production tools, everything is streamlined in aelongates the time it takes to get information from start consolidated finish in the publishing process and increases the rateof error. Information may come in on paper, electronically With electronic workflow, content is efficiently managedor via the Web, but paper processes can be costly. between internal and external stakeholders. EditorialData entry needs to be done manually before content group members can share information and assets andis scanned and digitized, taking resources away from understand in real-time what other members of themore strategic activities. group are working on. The right technology adds speed and clarity to the publishing process, helping to controlWithout a centralized content repository, manual costs and optimize information flow.authoring also contributes to inefficiencies and errors.Key challenges include synchronizing content and version A content management system can also eliminatecontrol. While some organizations may have “home manual processes and duplication of effort. With agrown” or legacy systems in place, these are typically system in place, publishers can better execute cross-cumbersome, outdated or expensive to maintain. media strategies and electronically share content across its properties. This increases efficiencies, cuts costs,Manual processes also prohibit publishers from having enhances productivity and frees resources to work onvisibility across the entire publishing lifecycle. When more strategic areas of business.content is centralized, editors can view all activity suchas when copy is transmitted to the production As publishers explore new publishing formats and createdepartment, which editors or writers are working on content across multiple mediums, including print, Web,what stories and where they are in the review and mobile and electronic devices, an automated contentapproval process or if jackets have been proofread before management platform brings significant scalability tothey go to press. content operations. Large publishing houses create an enormous quantity of content, and as the organization orSuccessful publishing operations require careful amount of content grows, tracking different versions ofcoordination between internal and external constituents, documents, accessing multiple documents related to aincluding authors, freelancers, editorial staff, advertising specific project or locating specific content becomesagencies, production departments, graphic designers, increasingly challenging – especially when there arefinance professionals, legal counsel and others. Without hundreds of thousands of documents in a dataa unified workflow, publishers need additional resources repository. An electronic workflow that is tailored to theto manage processes and ensure production schedules organization’s requirements can support large quantitiesare executed on time to control costs – and may risk of content and a high volume of users, increasingpaying unnecessary overtime to meet deadlines. capacity and visibility.With needs evolving rapidly and changing publishing The right content management partner also helpsmodels, organizations need to look at automated alleviate the need for additional infrastructure andstrategies that improve workflow. The right content operational management. A unified workflowmanagement partner and electronic workflow can deliver automatically routes content to the right individuals andnew ways of providing information and streamline the departments and provides visibility into the entirepublishing process. process. Organizations are able to be nimble and flexible, 1.800.497.9527
  4. 4. CLOSE THE BOOK ON MANUAL PROCESSES:AUTOMATED CONTENT WORKFLOW TAKES PUBLISHING TO THE NEXT LEVEL 3especially as they adapt to new consumption patterns By closing the book on manual processes, publishersand explore new publishing formats. can meet today’s editorial challenges, transform their operations and leverage best practices to maximizeA unified workflow provides better governance, their efforts.tracking and cost control while enabling publishers tostandardize processes for every project. A centralized About the Author - Shivaji Sengupta is the Vice President of Content Solutions for SourceHOV. Sengupta has more thanapproach enables organizations to maximize cost seventeen years experience leading large scale technology-savings by helping teams avoid duplicating efforts enabled content driven programs and products for multinationaland streamline content development and distribution. corporations in the publishing, manufacturing, food, retail, energy and consumer business industries. He has worked in NorthAn end-to-end unified content management platform America, Europe and Asia extensively to provide Informationcan also potentially increase revenue by enabling Technology and Content Enabled Solutions to Fortune 100enterprise-level use of content for marketing, customers. SourceHOV is one of the largest end-to-end Business Process Solutions companies, providing healthcare, finance andpromotional and production purposes. accounting, e-content management, document lifecycle, presentment, HR Assist and strategic consulting services acrossMoving away from silos and stand-alone systems is a key verticals such as BFSI, healthcare, government, publishing,necessity for publishers that want to survive, thrive and retail, commercial and industrial manufacturing industries. For more information, email orkeep pace with emerging publishing channels. visit among departments and media propertiesvia a unified workflow and content management systemcan improve processes, control costs and ensure rapidtime-to-market for content and competitive advantage.Working with the right content management partner canincrease productivity, enhance revenue and reduce 1.800.497.9527