Más contenido relacionado La actualidad más candente (20) Similar a How to Select the Right CMS (20) How to Select the Right CMS2. © 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
3. © 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?
4. © 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
5. © 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
6. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Content Management Solutions
Gen1 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
7. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Three CMS Choice Points
• Contributing content
• Delivering content
• Sustaining the digital
ecosystem
8. © 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
9. © 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
10. © 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”
11. © 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
12. © 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
13. © 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
14. © 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
15. © 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
16. © 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
17. © 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
18. © 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
19. © 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
20. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Thank You!
Geoffrey Bock, Principal
geoffbock@gmail.com
21. THE RIGHT CMS
HOW TO SELECT
For information on DNN’s
Evoq CMS:
Product page for Evoq
Content