A few years ago I would have said ‘content’ as soon as I saw your question Bob. Today, I would say ‘process’. I believe, and we have had some small success to back-up the belief that we can generate managed content out of a well-designed process, almost as a by-product.

If people are asked to add content management tasks to an existing process, the perception is often that we are asking them to do more work, to benefit others. If we concentrate on improving, or at least accommodating the entire process, the perception is that we are trying to make their lives easier. It’s really still content management; we’re just pushing the starting point back a lot further in the process.

Dan

I'd go with whichever had the higher probability of successful adoption & overall benefit to the org.