Manage Interactive Content with Video Content Management

Author: David Mario Smith
Date: March 28, 2014
Topic: Content Management
Research Note Number: 2014-11


Issue: How will content management evolve to support new technologies such as video?

Summary: Business units in sales, marketing, training and corporate communication create large quantities of interactive content such as videos, webinars and interactive presentations. These important intellectual property assets need to be managed.


Prediction: By YE 2016, interactive presentations and video documents will be accepted formats for basic knowledge transfer.

Prediction: By YE 2018, video documents will replace text documents as the leading form of digital content.


Interactive content and other rich media assets that are produced in marketing webinars, webcasts, training, sales communications and other interactions are growing at explosive rates. When these interactions include video footage, enterprises face network impacts and content management issues that require a strategy with both policy and technology components. In this research note, we will discuss the use of video content management (VCM) platforms to manage and deliver interactive content and other rich media assets.

The Many Sources Of Rich Media Content

We often hear from business leaders that because the tools to create interactive and rich media content are so easy to access, their creation has gone beyond the means to manage them, ensure their quality and make them searchable. For example, one media manager from a broadcast media firm says that users capture content via webcams and mobile devices to explain their work processes with how-to tutorials that are often very low in quality. These assets also are stored on desktops without any central way to search or access them.

With the proliferation of mobile devices that can capture high-quality still images and video, content creation by consumers and businesses has exploded. Much of this content is video. Organizations need to develop policies that ensure consistent creation and use of these assets to protect the corporate brand.


Note: This research note is part of Aragon’s archived research.
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