March 17, 2021

Content management and Scatter’s WMS

content management

Content creation happens with the coming together of multiple parties, each of whom brings their unique stake and contribution. There’s the client who identifies the need and outlines the requirement along with the marketer, the latter giving this need the shape of a project or task. Once a pipeline of deliverables is created, there’s the content creator who submits the work that is scrutinized by the content management team before the final approval of the client. All of this requires regular correspondence and exchange of documents between those involved. Digging through old emails and looking for important details related to work can be a tedious exercise, particularly if you handle multiple assignments, projects, and clients. So, many content creation companies are opting to seek help from software solutions to streamline this arrangement.

Workflow Management System: Simplifying content management 

Any well-administrated content management company would want to avoid confusion and miscommunication over roles and responsibilities. A workflow management system maps out a process and automates it. With the activities taking place within the system, there is a trail of the work done that users can check whenever required.

In the absence of a content management system, the commonly faced problems in any process include undefined portions of a task, confusion on the allocation of tasks, absence of milestones of completion, etc. But when a workflow management system is installed into a process, it weeds out all of these.

Automation of workflow defines the stages of a process and the endpoint for each of them. Responsibilities are assigned to the appropriate stakeholder, and often there are notifications in place to remind them. The series of steps are well defined and demarcated, making it impossible to skip any step in between.

For content marketing companies, workflow management systems have improved the efficiency of content creation and management. Scatter, for instance, uses its in-house Workflow Management System (WMS) as the single platform through which service is provided to hundreds of clients while coordinating the content creators’ service delivery.

What makes Scatter’s content management system a huge success?

  • Dashboard: This web-based WMS can be accessed by visiting its URL. Once you log into the portal using your login credentials, it gives a snapshot of the dashboard, which showcases pending tasks and upcoming deadlines. This approach increases the promptness of the stakeholder and improves the speed of delivery. WMS also provides a snapshot of the workload, using which one can quickly get an idea of the bandwidth available. This is particularly helpful while deciding to take up new work.
  • Content Plan: The Content Plan is the engine room of the content management activity that happens through the WMS. Depending on the user, it provides various buckets like titles awaiting creation, titles awaiting rework, titles up for review by Scatter’s internal team, titles sent for client approval, and titles approved or rejected. The ownership of a particular order is demarcated based on these buckets.
  • Feedback: During the creation of content orders, the WMS provides the option of adding feedback and running a quality check against a particular piece of content. The content creator can redo the content pieces based on feedback from the in-house team or client.
  • Compare Versions: To make sure that the differences in the various versions of an order can be easily identified, the WMS allows you to compare the different versions and go through the changes made.
  • Event Calendar: Features such as Publishing Calendar and Upcoming Events further streamline content delivery. The latter acts as a ready reckoner to create more relevant and engaging content for the client and the marketer. One can look up content ideas by searching for relevant keywords in this section.
  • Recommendation Engine: The WMS has a Recommendation Engine that populates relevant conversation opportunities based on the market trends and the client’s brand identity. Anything from social media trends, holidays, hot topics, etc. appears as recommendations, which you can use to win the internet by picking hot content ideas.
  • Scatter Recommends: Forming the foundation of the recommendation engine is the Scatter Recommends feature. Scatter curates relevant topics from social media, online publications and print newspapers. Each topic is allotted a tentative title, category, and duration of relevance, making it a tailor-made fit based on a client’s consumer persona.
  • Payment Summary: WMS incorporates the financial aspect of a content marketing campaign as well. The Payment Summary snapshot provides a campaign-based payment processing status.

Scatter’s content management system summarized

Content creation, which is the lifeblood of content management and marketing companies, is given a frictionless assembly line by a workflow management platform. Scatter’s WMS goes beyond the automation of content creation and provides an agile and intuitive platform for stakeholders to reap maximum benefits from content ideas and trends.


Contributors: Saurabh Saxena, Sanchea D’Souza and Swapnil Adsul