Why Apsiva Manages Content in Granular Detail
What does it mean when content is ‘granular’ in nature, and how much is enough? If all copy for a given product were to be stored as one large blob of text, it might be fine for display on a website, but it would be unwieldy when it came to print copy. Storing this content instead at a more granular level: for instance, breaking down copy into a headline, sub head, main copy, and features makes the same text far more useful. In this form, we can now pick and choose which elements are best suited for a particular channel; at the same time, we can easily update a specific element such as Price and have it instantly available to all channels, without updating it in multiple places.
Almost as bad as “not granular enough”, however, is “too granular”. Yes, it is entirely possible to get carried away and break content down into too many elements to the point where it stops being useful and instead becomes a maintenance chore.
Finding the right balance when it comes to content granularity is key. We recommend that content should be broken down to the extent necessary but only to the detail we can get away with. There are no hard set rules, and it’s going to be different for every company. The challenge is in understanding the pros and cons, and striking the right balance.