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Knowledge Management Versus Content Management

Content management is focused on publishing and delivering content to various endpoints.

While knowledge management often includes content management capabilities, it is focused on enabling customers and agents to easily solve customer problems by finding relevant answers.


While content management has a “producer” perspective, knowledge has a “consumer” perspective, whether the consumer is a contact center agent or the end customer in the context of customer self-service.


Knowledge management ensures that compliant knowledge is being delivered at every touchpoint. For KM, compliance is non-negotiable. Compliance isn’t a core responsibility of content management.


Knowledge management is proactive. Preempting customer need is an attribute of knowledge management. Content management is not concerned about delivery of knowledge.


AI and ML (Artificial Intelligence and Machine Learning) are now an integral part of the modern knowledge management.


Content management is mostly concerned with the Web channel, while knowledge management is omnichannel.


A most recent and relevant Gartner report says, “The rapid creation and retrieval of relevant content and knowledge is critical to improving the overall customer experience.” (Kraus, et al. 2021 “Delivering Relevant Content and Knowledge to Customers is Key to Great Customer Service.” Gartner, Inc.)

When content management and knowledge management work together, and they do quite often, they can make customer engagement more effective and easier.