How to Select the Right CMS
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The document discusses the evolution and strategies of content management systems (CMS), highlighting the necessity for organizations to choose the right CMS that aligns with their business goals. It covers the different generations of CMS, tools for content contribution and delivery, and emphasizes the importance of sustaining a digital ecosystem through effective management and integration. Key points include the collaboration between IT and business leaders in developing a content strategy and governance for successful digital experiences.
How to Select the Right CMS
- 2. © 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 [email protected]
- 21. THE RIGHT CMS HOW TO SELECT For information on DNN’s Evoq CMS: Product page for Evoq Content