Sprawl Content literally means expanded and dispersed content, therefore inefficient, expensive and difficult to redirect and manage. It is a term taken from urban planning: cities that grow, occupying more and more surface area, altering the balance between center and periphery, and fragmenting them in a very marked way. In a parallel, the published content is excessive, does not contribute to the main corporate objectives and is produced in isolated teams. It is, ultimately, a problem. At the beginning, each communicative action has its logic, time and place, but it degenerates without it being easy to notice. Expanded and dispersed content occurs in any channel of medium and large organizations. It can be detected on corporate websites.
If the same website fulfills different functionalities—such as e-commerce and corporate communication—at the same time, it is also very possible that the sprawl phenomenon will occur . Marketing departments are invading responsibilities of the corporate communication area and deviating from the main objectives. It seems that the company's message is dissonant with the marketing message, which has taken its own direction. Situations that lead to expanded Special Data dispersed content The causes are diverse, but they can be summarized in a serious problem of governance of corporate communication through content. The different teams have gotten out of hand and produce messages that respond only to some interested parties in the organization, without any communicative coordination.
Some circumstances fuel this phenomenon: Non-existent control . Publication policies, standards, procedures and guidelines have not been defined or are not applied . Non-standard technology . Each department or content team uses different tools or instruments; sometimes incompatible. Remote work . There is a permanent loss of contact between teleworkers. The direction of teamwork is lost. Deep automation . It costs a lot to alter the parameters of the abundant automated marketing content. Free criteria . Production is accelerated or slowed down, topics are changed, by order of a manager, without prior and logical reasoning. Freedom for UGC . On extranets and intranets, users are allowed to create content as they wish, according to their personal needs. Legacy practices .