Online-Content ersetzt Print in Unternehmen
In der Regel geben Unternehmen viel Geld für Content aus. Laut einer Studie des Beratungshauses Outsell lagen die Ausgaben der Mitarbeiter amerikanischer Firmen im Jahr 2000 bei rund $11 Milliarden für Abonnements, Bücher und Forschungsberichte. Zählt man außerdem noch Content-Ausgaben von Bibliotheken, Marketing- und Forschungsabteilungen hinzu, ergibt sich eine Summe von $46.5 Milliarden.
Eine aktuelle Studie von Outsell hat ergeben, dass inzwischen eine neue Gruppe von Content-Bezieher an Bedeutung gewinnt: die Portal Manager. Sie verändert die Art und Weise, wie in den Unternehmen mit Content umgegangen wird.
"They may be in competitive intelligence, training, intranet management, and even knowledge management (a title that was hot, cooled way off, and is re-heating again.) Some are former librarians, some are webmasters, some are CIOs, some are VP marketing, you name it. On average they spend $2.5 million on content and related technology, systems and services per year for their department or company as a whole. 36% of the spend - almost one million - is for content. Highly granular information on competitors and products is the most popular buy." (marketingsherpa)
An die Stelle von Print- treten Online-Produkte. Sie eignen sich sehr viel besser für die Bedürfnisse eines Unternehmens, da sie leichter archiviert und für Recherchen genutzt werden können. Das eröffnet neue Perspektiven für die Content-Vermarktung.
"According to Corcoran (Outsell) only about 10% of companies have the internal resources to integrate your content stream into their intranet in a significant way. That number will grow over time. In the meantime, you can offer a hotlink and possibly and RSS-feed for their intranet.
"Corcoran says this isn't something to fear as much from the new buyers. Their mandate is to get useful content out to as many people in the company as possible. They're aware that perhaps only 30% of the people who could benefit from your content actually see it now. So they may ask you if they can spend the same money (or even a bit more) but add many more seats - make the content available globally." (marketingsherpa)
>> MarketingSherpa: How to Sell Online Content to the Dramatically Changing $46.5 Billion US Corporate Market
>> Outsell Inc.
>> DCI's Portals Collaboration & Content Management Conference - (March 16-18 in SF)
