A content management apparatus includes a content storage section configured to store a piece of content together with a content unique identifier; a content transmitter configured to transmit the piece of content together with the content unique identifier to a Web server; an intra-server management identifier receiver configured to receive an intra-server management identifier corresponding to the content unique identifier from the Web server; a management table for storing the content unique identifier and the intra-server management identifier; a content information updating message receiver configured to receive content information on the piece of content and a content information updating message containing the intra-server management identifier from the Web server; an identifier converter configured to convert the intra-server management identifier contained in the content information updating message into the content unique identifier; and a content management section configured to allow the content storage section to store the content information.