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The Future is in Delivery       Deane Barker      Blend Interactive
The PointThere is a difference between contentmanagement and content deliveryContent MANAGEMENT is something of asolved pr...
Content Management is Dead
J. Boye is not a contentmanagement conference.
The Big Umbrella                Content Management                                              MetadataVersioning        ...
The Content Lifecycle             Publish  Content              ContentManagement             Delivery
Most of the new development inthe past 2-3 years has been in            delivery
A/B Testing
Campaign Management and       Integration
User-generated Content
Multi-Channel Delivery
Visitor Segmentation5/28/2012                          13
The Common Theme:      All of these things happen after                 publication.5/28/2012                             ...
The Content Lifecycle             Publish  Content              ContentManagement             Delivery
Inversion of Effort            Management            Delivery5/28/2012                                    16
Inversion of Effort Management              Delivery5/28/2012                           17
“Launch day is not the finish line,      but rather is the starting line.”5/28/2012                                 18
Management is the Training       Montage
Delivery is the Main Event
Could content MANAGEMENT    be a solved problem?
Could MANAGEMENT become a        commodity?
Will the real market differentiator      of the future be content            DELIVERY?
Are we entering the “POST-MANAGEMENT” era of content       management?
Do we really work in the field  of content DELIVERY?
“Content management is largely     a solved problem. Almost all of       the advances in the field are             happeni...
All seven agreed.5/28/2012                       27
“Development on our repository is strictly to support our delivery services.” “The majority of our development effort is f...
“The „money shot‟ of a content management    solution is no longer „here‟s how you edit a    page of content.‟”    “…how m...
CMS sales demos are more likely to start with delivery features,    rather than management             features.
In many commercial products,      the delivery tier licenses for 2-3         times the management tier.5/28/2012          ...
Content delivery features areincreasingly going to drive CMS             sales.
Inversion of Sales Focus                      ??
Inversion of Sales Focus??
The delivery tier is becoming aframework that binds content at          request time.
Standardization of APIs willdrive delivery technologies.
“Web ExperienceManagement is aredefinition or evolutionof Web ContentManagement. WhereWCM provides thefoundation forcollab...
A CMS vendor may spin off theirmanagement suite and provide   interoperability with other           systems.
Why?
The current state of contentMANAGEMENT provides very little room for differentiation.
The Rise of Content Strategy
The Rise of Content Strategy    More thought is going into the production of    content – what happens before publish.    ...
The catch?
For once, customers are playing    catch-up to the vendors.
The Marketing Technologist
The Marketing Technologist                        “A talent gap is growing                        between the skills that ...
The Marketing Technologist                “The U.S. alone faces a                shortage of 140,000 to                190...
The Sad Truth:       Very few CMS customers have       the skills to exploit the current       wave of delivery technologi...
Core Belief:    Content serves no purpose other     than that of a marketing tool. If       content doesn‟t perform, it   ...
Deane Barker              Blend Interactive            http://gadgetopia.com                @gadgetopia5/28/2012          ...
"The Future is in Delivery" by Deane Barker, JBoye12
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Transcript of ""The Future is in Delivery" by Deane Barker, JBoye12"

  1. 1. The Future is in Delivery Deane Barker Blend Interactive
  2. 2. The PointThere is a difference between contentmanagement and content deliveryContent MANAGEMENT is something of asolved problem; we‟re rapidly entering the“post-management era”The most significant industry trend rightnow is the push into DELIVERY
  3. 3. Content Management is Dead
  4. 4. J. Boye is not a contentmanagement conference.
  5. 5. The Big Umbrella Content Management MetadataVersioning Permissions Languages Production Templating Workflow Audit Modeling Authentication Archiving Taxonomy Retention Collaboration
  6. 6. The Content Lifecycle Publish Content ContentManagement Delivery
  7. 7. Most of the new development inthe past 2-3 years has been in delivery
  8. 8. A/B Testing
  9. 9. Campaign Management and Integration
  10. 10. User-generated Content
  11. 11. Multi-Channel Delivery
  12. 12. Visitor Segmentation5/28/2012 13
  13. 13. The Common Theme: All of these things happen after publication.5/28/2012 14
  14. 14. The Content Lifecycle Publish Content ContentManagement Delivery
  15. 15. Inversion of Effort Management Delivery5/28/2012 16
  16. 16. Inversion of Effort Management Delivery5/28/2012 17
  17. 17. “Launch day is not the finish line, but rather is the starting line.”5/28/2012 18
  18. 18. Management is the Training Montage
  19. 19. Delivery is the Main Event
  20. 20. Could content MANAGEMENT be a solved problem?
  21. 21. Could MANAGEMENT become a commodity?
  22. 22. Will the real market differentiator of the future be content DELIVERY?
  23. 23. Are we entering the “POST-MANAGEMENT” era of content management?
  24. 24. Do we really work in the field of content DELIVERY?
  25. 25. “Content management is largely a solved problem. Almost all of the advances in the field are happening in the delivery/marketing space.”5/28/2012 26
  26. 26. All seven agreed.5/28/2012 27
  27. 27. “Development on our repository is strictly to support our delivery services.” “The majority of our development effort is focused outside our core management product.” “Content management was commoditized as soon as open-source solutions reached sufficient competency at a no-cost price point.” “The focus on the management side is now on strictly reducing implementation costs.”5/28/2012 28
  28. 28. “The „money shot‟ of a content management solution is no longer „here‟s how you edit a page of content.‟” “…how many different ways can you demo core content management?” “We build our product 100% for marketers. The idea of a „content editor‟ is an antiquated notion.”5/28/2012 Presenter: Florian Röllig SLIDE 29
  29. 29. CMS sales demos are more likely to start with delivery features, rather than management features.
  30. 30. In many commercial products, the delivery tier licenses for 2-3 times the management tier.5/28/2012 SLIDE 32
  31. 31. Content delivery features areincreasingly going to drive CMS sales.
  32. 32. Inversion of Sales Focus ??
  33. 33. Inversion of Sales Focus??
  34. 34. The delivery tier is becoming aframework that binds content at request time.
  35. 35. Standardization of APIs willdrive delivery technologies.
  36. 36. “Web ExperienceManagement is aredefinition or evolutionof Web ContentManagement. WhereWCM provides thefoundation forcollaboration byoffering users theability to managecontent, WEMemphasizes theimportance of thedelivery of theaggregated contentinto a total WebExperience.” 38
  37. 37. A CMS vendor may spin off theirmanagement suite and provide interoperability with other systems.
  38. 38. Why?
  39. 39. The current state of contentMANAGEMENT provides very little room for differentiation.
  40. 40. The Rise of Content Strategy
  41. 41. The Rise of Content Strategy More thought is going into the production of content – what happens before publish. This thought process is bleeding over into what happens after publish. When thought is put into how content must perform before it is created, inevitably structures will arise to ensure or document this performance after it is published.5/28/2012 43
  42. 42. The catch?
  43. 43. For once, customers are playing catch-up to the vendors.
  44. 44. The Marketing Technologist
  45. 45. The Marketing Technologist “A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, […] is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.”5/28/2012 47
  46. 46. The Marketing Technologist “The U.S. alone faces a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts to analyze big data and make decisions based on their findings.”
  47. 47. The Sad Truth: Very few CMS customers have the skills to exploit the current wave of delivery technologies.5/28/2012 50
  48. 48. Core Belief: Content serves no purpose other than that of a marketing tool. If content doesn‟t perform, it shouldn‟t exist.5/28/2012 51
  49. 49. Deane Barker Blend Interactive http://gadgetopia.com @gadgetopia5/28/2012 52
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