The 5 layers of Digital Content Management

Richard July 15th 2016

Whether your focus is collecting, using or analysing information, its useful to understand where your current interests lay in the general flow of data used by the majority of businesses today. To appreciate how information is acquired and where it is heading at any one point, its helpful to break the process down into 5 key layers. Each of these layers represents a major step in the movement of data.


If your keen on improving your workflow processes and achieving maximum efficiency in your business, you should think about addressing each of these key stages for performance and ensure there are no bottle necks in your technology integration.


We’ve produced a handy infographic to help explain the layer structure and published a simplified version in this post. See below for an explanation of each layer.



1/ Data Collection

An integrated approach should consider all sources of information as an opportunity. Collecting new business leads, understanding the characteristics of target markets, and shaping customer experiences all start with research or data collection; therefore, it should be considered the primary step for managing digital content.

2/ Information Management

Information management is the core of any digital strategy. With the number of customer facing channels growing and adapting constantly, it’s important to use a system that can consolidate and deliver business-critical data, no matter what the technology requirements.

3/ Workflow Management

Workflow provides a structured, orchestrated set of steps that maintain and improve data quality. An effective workflow should coordinate human and system interaction with master data, to ensure it is served in an organised manner. Systems incorporating workflow should also respond to data driven events, and enforce policies according to business logic.


4/ Omnichannel Output

It is important to choose an information management system that can achieve multi-channel publishing, additionally supporting continuity of experience between those channels; channels being cross-platform or cross technology. A true omni-channel experience can only be achieved with an integrated data strategy.

5/ Analytics & Data Visualisation

Data is multifaceted by nature; it is important that we view it from different perspectives in order to gain a better understanding. Data visualisation plays a unique role in reporting to management and investors, and provides a creative framework for discovering hidden statistical relationships that can help improve decision making.

To receive a copy of the full print ready infographic which includes additional tips and warnings for managing your digital content, get in contact.

Author Richard Creative Director

Richard is a designer, whiskey drinker, music lover and Creative Director. After an early career in publishing saw him oversee the production of a range of global titles he turned his eye to digital, managing several design teams in UK agencies before founding Gather with fellow director Paul.