The whole world often seems full
of unfathomable jargon, and no one tops the information technology
industry for its love of the Three Letter Acronym (TLA). Two TLAs that
cause much confusion in our industry are CMS and ECM. Although there
are similarities between the two, there are crucial differences that
should be cleared up.
Despite what your web content management system (CMS) vendor may tell
you about their ‘enterprise’ capabilities, rest assured that there is a
huge difference between having an ‘enterprise content management’ (ECM)
strategy
and implementing a CMS. Unfortunately, despite considerable vendor and
analyst literature on the subject, it appears that many CIO’s, CTO’s and
IT Directors dive straight into CMS procurement without considering the
bigger picture.
Definitions
Let us start of with some definitions before we head into a more in depth examination:
CMS Content Management System
Software used to create, edit, manage, and publish content in a
consistently organized fashion.
ECM Enterprise Content Management
The technologies used to capture, manage, store, preserve, and deliver
content and documents related to organizational processes. ECM tools
and strategies allow the management of an organization's unstructured
information, wherever that information exists.
The first obvious difference we see here is that the CMS definition
explicitly mentions software; it’s a software system (or systems) for a
specific use (managing and publishing content – whatever that is!). On
the other hand, the ECM definition mentions both
strategies and
tools. So let us take a look at the roots and history of our two TLA’s.
Etymology and history
CMS as a term has been around longer, and its use is generally
considered to address a system which manages content that requires
publishing ‘to the web,’ be that the public Internet, or an internal
company intranet. So in this context, ‘content’ can refer to news
items, marketing collateral, employee handbooks, etc. Usually (but not
always) this web publishing role means that the content is in
web-focused formats, such as HTML, XHTML, etc., although as the web
evolves, audio and video formats are becoming more prevalent.
A CMS can possibly provide many different features and tools, mostly
around the ‘management’ part of the equation, but we will return to this
later. More recently, the term
Web Content Management System (WCMS) has been used to differentiate these systems from the other CMSs, but more on that later too.
ECM as a term is much younger, but it has a more convoluted history. As we have seen from the
AIIM
definition, ECM is as much about strategy as software, and you can have
a strategy that addresses the creation (or capture), storage,
management, preservation, and delivery of your content and documents
without having a particular software system (or systems) to help you do
it.
Notice that the AIIM definition also explicitly states ‘
documents’
as well as content. This is where the history comes into play, as many
of the big ECM vendors have their roots in document capture (scanning)
and document management rather than web content.
Content or documents?
Although this is really semantics, most experts would suggest that
within the overall heading of ‘information’ the term ‘content’ usually
applies to any form of ‘unstructured’ information ( as opposed to
structured information which is the stuff held in nicely ordered rows
and columns in a database). So to apply some hierarchy to this the
following can be seen as ‘sub-types’ of content:
- Web content (HTML / XHTML / DHTML / Flash files)
- XML (of various flavors, including its pre-cursor SGML)
- Documents (MS Office, PDF, etc.)
- Records (as in official documents, not old fashioned vinyl!)
- Digital assets (audio, video files)
But of course all of these definitions are just meant to help us
categorize our ‘stuff’ and are interchangeable to one extent or another.
For example MS Office can save files in an XML format which can be
‘published’ on a web site or in print.
ECM and CMS similarities and differences
Let us look at some of the similarities between a CMS and an
enterprise content management system (ECMS): They will both provide
facilities generally termed ‘library services’ (i.e., check in/out,
version control, workflow etc.) so let us use the categories from the
AIIM definition:
AIIM category
|
CMS
|
ECMS
|
Capture / Create
|
Built in editors and integration with MS Office
|
Built in editors and integration with MS Office, plus integrated scanning or imaging
|
Manage
|
Library services and metadata management, approval or editorial workflows
|
Library services and metadata management, plus records retention
and disposal. Complex workflow as part of Business Process Management
|
Store
|
Work in progress, staging and ‘live’ environments may all hold copies of same version
|
Sophisticated storage management including integration with storage
hardware plus ‘single instance’ storage or other de-duplication
technologies
|
Preserve
|
Snapshots of websites and content
|
Long term archiving and digital preservation, more integrated with storage
|
Deliver
|
To the web including mobile devices
|
To the web, to the desktop client, to other software and systems, to print, etc.
|
So, as we can see, generally a CMS provides features to manage web
content, and an ECMS will take these features and facilities further by
extending them into different areas such as:
- Document imaging
- Document management
- Records management
- Digital asset management
- Workflow management / Business process management
- Web content management
- Knowledge management
- Collaboration
You will note that there are point solutions that each major on
managing a single one of these content types, whereas an EMCS is a
‘suite’ of software aiming to manage them all. One of the major
differences between a CMS and an ECMS is in the area of Business Process
Management (or BPM) or ‘workflow’. While a web-focused CMS may have
workflows ranging from simple to quite complex based around editorial
processes and authorization of what reaches the live web site, an ECMS
is likely to have a full visual workflow design tool and a much heavier
weight feature set for designing whole business processes.
Finally, on the Web 2.0 / enterprise 2.0 / social media front, a CMS
might offer you the ability to build such features into a site, whereas
an ECM system usually offers web or ‘fat’ clients to allow users to
collaborate around the content in the ECM repository.
Summary and conclusions
In the end it all comes down to your particular context, and what
your business requirements are. If you’re a small to medium company
manufacturing widgets and you want a better website to sell more
widgets, and a better intranet to improve employee communications, then
your probably in the market for a CMS.
If you’re a medium to large enterprise, and most of your staff come
under the heading of ‘knowledge workers,’ and terms such as Enterprise
Information Management, or Information Lifecycle Management are not
completely alien to you, then you probably need a ECM
strategy as part of your wider information management efforts
– you
may buy a an ECM suite from one of the big vendors, or you may
implement your strategy using multiple ‘best of breed’ products (some of
which you may already have), including a CMS. However, all content
management requires planning; see the article by Toby Ward,
Content Management Proves Costly Without Planning for some more information on that topic.
The main point here is to think holistically about your requirements.
If you think you need a new CMS, check around and see if other
departments need a document management solution, and ask your legal and
compliance people if they are investigating records management. Think
strategically about information management and cast a wide net. This
does not mean you have to ‘bite it all off’ in one go and have a
massively complex implementation. ‘Think globally, act locally’ is a
good analogy; a phased implementation with pilot projects is established
good practice.
In conclusion, implementing ECM is more about strategy, it will
require more work than implementing a point solution using a CMS, but in
the long run its ‘more pain, for more gain’ – in this digital age,
competitive advantage awaits those organizations which realize
information is a key asset, and manage it accordingly.
Whichever journey you’re on, Prescient Digital Media has the
expertise and experience to help you to both understand your
requirements and fulfill them. See our
CMS Blueprint for some more information on our services.