Content: Where does it all come from?

A typical organization has multiple content creation groups who design, create, manage, and distribute information. Virtually every department within an organization touches content in some way. For example, marketing and sales produces information designed to convince both prospects and existing customers to purchase their products and services. They create most of the customer-facing content for the Web, including a wide variety of sales and promotional collateral (newsletters, brochures, white papers) as well as other types of content, including press releases, annual reports, and content destined for use on social networks.

Technical publications is another area where a great deal of customer content is created, managed, delivered, and stored. Technical publications departments create content that assists customers with using products and services, including guides, help, and other reference materials. They also contribute to online customer support centers.