“When Content Matters”, you need EMC Documentum
This white paper had an element of guerrilla marketing. Competitors had started pushing “basic” content management services that were far cheaper than our client’s, and we needed to counter by establishing that “when content matters”, you really need the best.
Our strategy was to aim the copy at an IT content director who’s trying to sell a system to their CFO… with the assumption that when they show how great the ROI can be on a system like Documentum’s, it will be easier to get funding and any interest in saving through a cut-rate “basic” system will become a non-issue. Through case history snapshots and a listing of all the things that a content management system should achieve, they’re left with the conclusion they need Documentum.