target audience: TECH SUPPLIER  Publication date: Dec 2022 - Document type: Market Perspective - Doc  Document number: # US49880522

The Unified Content Model — A Modern Approach for the Digital-First Business


  • Marci Maddox Loading
  • Holly Muscolino Loading


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This IDC Market Perspective covers the evolving market of business and persuasive content in enterprises. It offers a new approach to the content supply chain — the Unified Content Model — for enterprises to optimize how content is created, managed, and delivered in context of jobs to be done. It also includes guidance to technology vendors to address the evolving content services ecosystem and the challenges that buyers face today in an escalating need for dynamic and experience-driven content.

"With the advancement of cloud, artificial intelligence (AI), and new services-based architectures, legacy categories of content-based applications have become obsolete. Digital-first businesses need a new category of technology solutions for managing content in the future that supports a common set of content-related services and is shared by all content applications for better interoperability and independent control," says Marci Maddox, research vice president, Digital Experience Strategies at IDC.


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