how to select the right cms
TRANSCRIPT
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Agenda
• Facing content management challenges
• Managing creative and editorial processes
• Content delivery opportunities
• Weaving content into a digital ecosystem
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Two Questions
• What is the right CMS for your organization?
• How (& when) does content add business value?
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
• What is content?
– Static, largely textual
– Rich media
– A dynamic environment
Web Content Management Is a Moving Target
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Web Content Management Is a Moving Target
• What is the web anyway?
– A single web site
– A collection of web sites
– Native or web mobile apps
• What needs to be managed?
– Changes on web pages
– Site-wide look/feel, navigation, or purpose
– Total digital experience
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Content Management SolutionsGen1 1992 – 2010-ish
• Predefined pages
• Shared file system
• Single web site
Gen2 2001-ish - present• Component web pages
& templates
• Shared repository
• Microsites
Gen3 2010-ish - future• Accommodate mobile
• Personalized & ‘smart’
• An ecosystem for digital
experiences
Richness of content
and user experience
increases over time
Gen1 Gen2 Gen3
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Three CMS Choice Points
• Contributing content
• Delivering content
• Sustaining the digital ecosystem
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Contributing Content
• LoB adds/modifies content on a site
– IT develops/manages the site
• LoB manages multiple sites
– IT creates & maintains the enabling WCM platform
• LoB focuses on a business purpose –
– IT provides the purpose-built tools & other supporting services
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Contributing Content
• Library services
– Separates a CMS from a file share
• Editorial workflow
– Great in theory
– Difficult to implement
• Beyond static text & images
– Managing rich media & multiple content types
• Descriptive metadata
• Assembling content from multiple sources
• Multilingual capabilities
• Administrative dashboards
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Delivering Content
• Publishing information – Pushing information to
an audience
– Implicit pub/sub distribution model
• A task-oriented, interactive environment – Enterprise portal
– Ecommerce site
– Franchise network
• Producing digital experiences– Relevant for both
tethered & mobile
– Adapts to current context such as location-awareness
– Personalized, visual, &“smart”
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Delivering Content
• From static pages to dynamic assembly
– Templates
– WYSIWYG
– Rich media objects
– Smart chunks
• Support for mobility
– Native vs. web apps
– Responsive website design
– Contextual
• Personalization
– Registration
– Cookies
– Audience targeting
• Tracking results
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Weaving the Digital Ecosystem
• SEO tagging
– Descriptive metadata
– Google knowledge graph
– Schema.org tag sets
• Communities & social channels
– Facebook & LinkedIn feeds
• E-commerce syndication
– Single source of authoritative information
– Synchronizing metadata with partner channels
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Sustaining the Ecosystem
• SEO best practices
• Content onboarding
• Link strategies
• Headless WCM
– Well defined APIs
– Web-wide good citizenship
• Developer community
• Prospects for serendipity
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Towards a CMS Roadmap
• Focus on key business drivers and technology trade-offs surrounding the complete content lifecycle
• LoB can envision results and requirements, and quantify the business benefits
• Recognize the set of IT tasks and activities for powering competitive web sites, and separate them from those that rightfully belong to non-technical staffers
• Truly an IT-LoB partnership
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
1. Support the business
– Have a seat at the table for the business conversations
– Invest the time to contribute to the business planning activities
– Develop a content strategy
– Define an information architecture
– Determine CM roles and responsibilities
2. Be sure to clarify the business purpose for the CMS investment
– Publishing
– Marketing and sales enablement
– Operational tasks
A Decision Guide for IT Leaders
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
3. Lead the technical conversation:
– Web development
– Mobile/digital experiences
• Responsive web site design & beyond
• User identification
• Personalization
– Administration
• User management
• Taxonomy management
• Multi-site
– Customer engagement
– Community management
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
4. Set & maintain both technical,
security, and operational governance requirements
– Work with CISO and LoB leaders to identify risk profile
– Plan staffing commitments
5. Ensure integration with various services & applications within the enterprise ecosystem
– Emphasize extensibility & flexibility and scalability
– Exploit the environment
6. Invest in operational smarts
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right Choice for your Organization
• Rarely starting with a blank slate
– Capture the legacy learning
• What’s working, what’s not working • What needs to be fixed
– Existing IT environment & enterprise architecture
• Technology platform & IT skill set• Infrastructure: How cloudy?
• Assess usability to determine requirements
– Content audit and information architecture
– Describe problem-solution pairs
– Personas, journey mapping, content modeling, etc. are useful UX design
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right Choice for your Organization• Develop technology checklist
– Prioritize IT requirements
– Optimize for best long-term fit
– Track ‘new stuff’ that matters
• Remain agile & ready to adapt
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Thank You!
Geoffrey Bock, Principal
THE RIGHT CMSHOW TO SELECT
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