Technology Migration: Start With Content

So, you’re about to embark on that next big technology project. Perhaps its an enterprise-wide new intranet. A digital asset management system. The launch of a new app. Or, a brand new website. As you dream about the efficiencies and savings your new technology will create, don’t forget the one element that can successfully tie […]

So, you’re about to embark on that next big technology project. Perhaps its an enterprise-wide new intranet. A digital asset management system. The launch of a new app. Or, a brand new website.

As you dream about the efficiencies and savings your new technology will create, don’t forget the one element that can successfully tie and integrate all of your efforts: Content.

A recent article from the Content Marketing Institute suggests that before attacking technology, organizations must first address other aspects of content operations, such as:

  • Understand the needs of all members of an organization who influence the buying process for specific-use cases
  • Clearly define the publishing processes; develop the necessary skills and institute governance
  • Architect content so it can be sourced, targeted, distributed, and reused across many programs, channels, and devices

The same article suggests that while numerous vendors may be considered as a technology partner, organizations should choose a separate resource to handle content. One that doesn’t have a technology ‘horse in the race.’

Cohesion is engaged directly by organizations (and sometimes by the technology vendors to those organizations) to work as a value-added resource during the development of technology implementation, upgrades and migration projects.

Our role? Direct and develop the successful articulation and creation of content architecture and messaging/content for these varied technology efforts.

Have a technology project on the horizon? Start with content. Better yet, start with Cohesion.


At Cohesion, we’ve been developing and managing successful positioning, messaging and content efforts for nearly 20 years. Much of our work is focused on complex directional work in the transition of businesses, brands, technologies, services and products.

To learn more about Cohesion, please contact Brian Creath, President, at 314-276-5383, or at bcreath@cohesioncompany.com.

Leave a Reply

Submit