Learning to Love your CMS

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Presented by Jeff Cram, ISITE Design & CMS Myth at Confab 2011

Overview:
Content management systems won’t win many popularity contests among content folks. They can be clunky, obtuse and plain old frustrating to use. Yet, they are responsible for managing and delivering almost all of your content across websites and mobile devices. As a content strategist, you can’t afford to leave CMS just to the tech folks. It’s simply too important to your job and to your organization. We’ll drop the geek speak in this session and explore what a content strategist really needs to know about CMS.

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Learning to Love your CMS

  1. 1. Learning to love your CMS<br />Confab 2011<br />Jeff Cram<br />CMS Myth & ISITE Design<br />@jeffcram<br />#cmslove<br />#confab<br />Source: Zazzle.com<br />
  2. 2. First, a confession<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6. http://www.cmsmyth.com/2010/03/the-ultimate-cms-mix-tape/<br />
  7. 7. http://research.isitedesign.com/cms-wisdom-report/<br />
  8. 8. “Content needs to be the central focus to a CMS strategy. Without content, and a coordinated strategy, the most powerful CMS will do nothing for you.”<br />Source: CMS Wisdom Report<br />
  9. 9. Things we love<br />
  10. 10. http://www.flickr.com/photos/firepile/120392136<br />
  11. 11. http://www.flickr.com/photos/35958533@N08/5224577291/<br />http://www.flickr.com/photos/firepile/120392136<br />
  12. 12. http://www.flickr.com/photos/riptidessportsgrill/5690670506<br />http://www.flickr.com/photos/35958533@N08/5224577291/<br />http://www.flickr.com/photos/firepile/120392136<br />
  13. 13. And then we have CMS<br />
  14. 14.
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19. Navigating the CMS landscape<br />
  20. 20.
  21. 21. Why I CMS <br />
  22. 22. Content management can enable great customer experiences<br />
  23. 23. What is the primary business driver for <br />content management initiatives?<br />Web content management enables customer experiences<br />
  24. 24. Dynamic contentdelivery<br />Multivariate Testing<br />Behavioral Targeting<br />Mobile & devices<br />Content Delivery<br />Onsite Search<br />Social Media<br />Website<br />Content Management<br />Workflow<br />Multi-lingual support<br />Taxonomy<br />Security<br />WYSIWYG<br />Custom Meta Data<br />Site Replication<br />
  25. 25.
  26. 26. Source: Adobe<br />
  27. 27. Source: Adobe<br />
  28. 28. Source: Adobe<br />
  29. 29.
  30. 30. Why you should CMS <br />
  31. 31. http://www.flickr.com/photos/tonetonetone/1138382304<br />
  32. 32. http://www.flickr.com/photos/seantubridy/5704148700/<br />
  33. 33. Source:skillset.org<br />
  34. 34. Storm the castle<br />
  35. 35. http://www.flickr.com/photos/billward/3394074922<br />
  36. 36. Who should use the CMS?<br />
  37. 37.
  38. 38.
  39. 39.
  40. 40. The workflow myth<br />
  41. 41.
  42. 42. Content modeling matters<br />
  43. 43.
  44. 44. From web pages<br />To content objects<br />data<br />data<br />data<br />data<br />data<br />
  45. 45. Building more relevant experiences<br />
  46. 46. Segmentation & content targeting<br />Source: Canterris<br />
  47. 47. Persuasive site architecture<br />What can we do?<br />Behavioral targeting<br />Product merchandising<br />Specialoffers<br />Saved shopping carts<br />Targeted landing pages<br />Contextual content features<br />Customer type targeting<br />Custom targeting rules<br />What do we know?<br />Geography / Location<br />Companyaffiliation (via IP)<br />New vs. repeat visitor<br />Customer or prospect<br />Content interest<br />Existing customer<br />Organic search term<br />Campaign origin<br />
  48. 48. Beyond wireframes<br />
  49. 49. Beyond wireframes<br />
  50. 50. Your website is not a project<br />
  51. 51. Keeping <br />momentum<br />http://www.flickr.com/photos/nj-simrick/5355444057<br />
  52. 52.
  53. 53. BEST PAIRING<br />SINCE CHOCOLATE<br />AND PEANUT BUTTER?<br />______ AND ______<br />CS<br />CMS<br />
  54. 54. Thank you<br />Jeff Cram<br />ISITE Design<br />617-401-2295<br />jcram@isitedesign.com<br />On Twitter: @jeffcram<br />Blogging at: www.cmsmyth.com<br />

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