Guest Column: You Can't Manage What You Can't Measure

By Robert Bredlau, e-Spirit

Today's buzzword in the content management arena is "reuse" we must all reuse content to save time — to repurpose what already exists to become more efficient, and to re-publish to ensure message consistency and effectiveness. There are considerable advantages to reusing content in multiple locations on a website or on multiple sites or even to publish the content to different formats.

Content reuse is also one of the key benefits to be gained by implementing a Content Management System (CMS) and is therefore often the main driver of such a project. But, has anyone stopped to think how much content is reused? Do they know if they can measure this reuse of content? And what is classed as reuse anyway when we know in practice that sometimes only parts of the whole content are reused?