Choosing a Web
Content Management System
How do you choose a CMS that hits a home run
with both Marketing and IT?


F R E ...
Content Management System




» Web Content Management System. This is the technology system that companies use to
 manage...
Introduction

» Historically, IT has managed technology decisions and budget
» More and more, Marketing and the business a...
Introduction

» Historically, IT has managed technology decisions and budget
» More and more, Marketing and the business a...
The Question


How do you choose a Web
CMS that hits a home run with
Marketing and IT?
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Price/Performance


Watch out for that new car smell
» The more features you add, the more expensive the CMS is likely to ...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Return On Investment (ROI)


Make sure there is light at the end of the tunnel
» Implementing a CMS can be a significant i...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Search Engine Optimization


A website without visitors isn’t much of a website
» Editable Page Title and Metadata
» SEO-F...
SEO: Editable Page Title and Metadata

» Page Titles are one of the most important pieces of SEO
» Search Engines place co...
SEO: SEO-Friendly URL Stems

» Important factor in engines understanding page relevancy
» Page URLs are a great area to po...
SEO: Sitemaps (XML)

» XML Sitemaps are standardized files that search engines utilize to better understand
 pages on your...
SEO: 301 Permanent Redirect
 Automation
  Nikon Digital Cameras | Acme Liquidators
  Shop Acme Liquidators for Closeout Pr...
SEO: 301 Permanent Redirect
 Automation
  Nikon Digital Cameras | Acme Liquidators
  Shop Acme Liquidators for Closeout Pr...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Ease of Use


It should be so easy, a caveman can use it
» Without an easy to use system, you won’t get adoption of the sy...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Grows With Your Business


A CMS should adapt to your evolving business
» What if you need an online store? A CMS should o...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Integrates With Analytics


Web Analytics should be smarter than you
» Any CMS can integrate with 3rd party analytics tool...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Technology Platform


Make sure the club you’re joining isn’t too exclusive
» Many CMS are closed proprietary platforms an...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Flexible Licensing


Don’t let the hosting environment limit your options
» The CMS vendor should offer users their choice...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Application Integration


It’s important that everyone can get along
» Ask the vendor how easily their CMS can be integrat...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Implementation

The relationship shouldn’t end when you sign the purchase order
» Does the CMS vendor’s involvement end wh...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Scalability


A CMS should be able to accommodate your growth
» Look for a flexible infrastructure that allows you to plac...
Factors to Consider

» Price/Performance
» Return On Investment (ROI)
» Search Engine Optimization
           g     p
» Ea...
Infrastructure Compatibility


More than likely, you’re not starting from zero
» The CMS must work with existing hardware ...
About Bridgeline Digital

 About Bridgeline Digital
 » A developer of powerful web application management software and awa...
Over 1,000 Success Stories and Counting…
Thank You For Reading!

» You can revisit this presentation on Bridgeline’s slideshare account:
     » http://www.slidesha...
Upcoming SlideShare
Loading in...5
×

Choosing a Web Content Management System

869

Published on

But how do you choose a Web CMS that hits a home run with Marketing and IT?

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
869
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Choosing a Web Content Management System"

  1. 1. Choosing a Web Content Management System How do you choose a CMS that hits a home run with both Marketing and IT? F R E E e B O O K
  2. 2. Content Management System » Web Content Management System. This is the technology system that companies use to manage all of their websites’ content (text, photos, videos, PDFs). » Content Management Systems (CMS) are extremely popular; allow internal teams to manage their own web properties. » This helps foster efficiency, speed, and accuracy.
  3. 3. Introduction » Historically, IT has managed technology decisions and budget » More and more, Marketing and the business areas are driving interactive technology initiatives and overall spend » A CMS is a critical need for interactive technology initiatives » Marketing is the primary user of a Web CMS in activities around: » building brand awareness » launching email marketing campaigns » driving personalized web experiences » increasing lead generation
  4. 4. Introduction » Historically, IT has managed technology decisions and budget » More and more, Marketing and the business areas are driving interactive technology initiatives and overall spend » A CMS is a critical need for interactive technology initiatives » Marketing is the primary user of a Web CMS in activities around: » building brand awareness » launching email marketing campaigns » driving personalized web experiences » increasing lead generation So So…
  5. 5. The Question How do you choose a Web CMS that hits a home run with Marketing and IT?
  6. 6. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  7. 7. Price/Performance Watch out for that new car smell » The more features you add, the more expensive the CMS is likely to be (this is true with most software). » Make sure you don’t get oversold on a lot of bells and whistles your users won’t need » Don’t neglect annual maintenance fees (typically range from 18% to 20% of the base price). » Another cost to consider is IT labor. Programmers have to write hooks to loosely connect the CMS with other applications – and that incurs charges for IT labor.
  8. 8. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  9. 9. Return On Investment (ROI) Make sure there is light at the end of the tunnel » Implementing a CMS can be a significant investment. According to Forrester Research, organizations should be spending 75% of their online budgets on content and 25% on content management. » But a CMS can more than pay for itself in both improved Website performance and increased SEO as well as time savings for content authors, reviewers, and approvers. » Ideally, the ROI from your investment in a CMS should pay back the cost of implementation in 2 years or sooner.
  10. 10. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  11. 11. Search Engine Optimization A website without visitors isn’t much of a website » Editable Page Title and Metadata » SEO-Friendly URL stems » XML Sitemaps » 301 Permanent Redirect Automation
  12. 12. SEO: Editable Page Title and Metadata » Page Titles are one of the most important pieces of SEO » Search Engines place considerable weight; UX effect as well » While meta keywords have gone extinct, meta descriptions are still important y g , p p » Ability to edit these is imperative
  13. 13. SEO: SEO-Friendly URL Stems » Important factor in engines understanding page relevancy » Page URLs are a great area to populate target keywords » Easier on site users; more memorable than a random string ; g » CMS should have intelligent, automated method to generate SEO-Friendly URLs www.acme.com/products/red-oven-mitts www.acme.com/prodinfo.asp?number=PC-11122
  14. 14. SEO: Sitemaps (XML) » XML Sitemaps are standardized files that search engines utilize to better understand pages on your website » They are not required for your website to be crawled » Very helpful for new websites and those with dynamic content » CMS should automatically generate XML Sitemaps
  15. 15. SEO: 301 Permanent Redirect Automation Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/electronics/nikon-12-1-digital-camera-1a.aspx g p » Let’s say this is your webpage. Search engines have ranked this webpage for “Nikon Digital Camera”. Camera » The engines have given this page a certain rank or “weight”.
  16. 16. SEO: 301 Permanent Redirect Automation Nikon Digital Cameras | Acme Liquidators Shop Acme Liquidators for Closeout Prices on Digital Cameras. Popular Brands Include Nikon, Canon, and More… www.acme.com/electronics/nikon-12-1-digital-camera-1a.aspx g p » Let’s say this is your webpage. Search engines have ranked this webpage for “Nikon Digital Camera”. » Th engines h The i have given this page a certain rank or “ i h ” i hi i k “weight”. » After the redesign, the page name changed, but search engines are trying to reach the page from the link above » Engines will drop you for your lucrative “Nikon Digital Camera” phrase Nikon Digital Cameras | Acme Liquidators Shop Acme Li id t Sh A Liquidators f Cl for Closeout P i t Prices on Di it l Cameras. P Digital C Popular B d l Brands Include Nikon, Canon, and More… www.acme.com/prods/closeout-elec/nikon-camera-1674a.cfm
  17. 17. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  18. 18. Ease of Use It should be so easy, a caveman can use it » Without an easy to use system, you won’t get adoption of the system by your most critical stakeholder groups: Website and content administrators. » CMS must be simple to use and contain a set of tools and functionalities empowering users to easily perform content authoring, approval, and posting tasks. » Users should be able to access the CMS from any computer (Windows or Mac) via a familiar web browser. » Ideally text can be entered, formatted, and previewed in a manner similar word processing software – no HTML knowledge should be required.
  19. 19. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  20. 20. Grows With Your Business A CMS should adapt to your evolving business » What if you need an online store? A CMS should offer eCommerce capabilities or at least have an easy integration path with 3rd party tools. » Will you be able to keep in touch with your customers with an integrated Marketing module? » As your marketing needs evolve, can the CMS support Multi-Channel Marketing? » Will the CMS easily integrate with Web Analytics?
  21. 21. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  22. 22. Integrates With Analytics Web Analytics should be smarter than you » Any CMS can integrate with 3rd party analytics tools – but those frequently put the onus on you to make decisions based on historical data. » Natively integrated Web Analytics can provide actionable intelligence to help drive smart content decisions. » For example, a smart Analytics tool should help guide you with suggestions that can improve conversions on a page » A natively integrated Analytics program can eliminate the need for things like complex page-tagging.
  23. 23. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  24. 24. Technology Platform Make sure the club you’re joining isn’t too exclusive » Many CMS are closed proprietary platforms and can’t be modified by the user, leaving th l i them without any extension possibility. ith t t i ibilit » Look for a CMS built using industry standard platforms, popular databases, and open architectures, so you can modify the CMS inhouse. » Systems built on mature technology platforms are also highly robust and resilient, minimizing downtime. » A CMS should be able to use standard authentication protocols available in the platforms upon which it is built, enhancing control and security. Use of standard protocols also makes it easier to integrate the CMS with external applications or data.
  25. 25. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  26. 26. Flexible Licensing Don’t let the hosting environment limit your options » The CMS vendor should offer users their choice of either a Software as a Service (SaaS) licensing model or a t diti (S S) li i d l traditional perpetual license option. l t l li ti » SaaS allows users to spread their licensing costs over several years. » It also eliminates the responsibilities of supporting the required back-end infrastructure. » A traditional perpetual license permits users to bring the CMS application inhouse if desired.
  27. 27. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  28. 28. Application Integration It’s important that everyone can get along » Ask the vendor how easily their CMS can be integrated with new and existing applications. » The CMS architecture should be based on open standards such (XML and Web Services), with internal programming based on .NET, Java or other industry standard platforms. » You can achieve integration with your other Web applications with prebuilt connectors, custom wrappers or connectors, proprietary APIs, Web Services, or an open or standard development language. » Another option is to implement a CMS that is part of an integrated suite of web applications. Deeply integrated software suites eliminate the time and cost of writing your own connectors.
  29. 29. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  30. 30. Implementation The relationship shouldn’t end when you sign the purchase order » Does the CMS vendor’s involvement end when they sell you a license or will they work with you to get it up and running? » Can the CMS vendor resolve all technical issues? » Does the CMS vendor have strong services capabilities, whether their own or through partners? » Talk to some of their customers to determine whether they have a track record of smooth implementations.
  31. 31. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  32. 32. Scalability A CMS should be able to accommodate your growth » Look for a flexible infrastructure that allows you to place some CMS components, such as administration screens and databases behind your firewall for enhanced databases, security. » A scalable CMS can be load balanced in a server environment, use external storage devices, and h dl d t b t d i d handle database clustering. With d t b l t i database clustering, you h l t i have multiple servers that act as a single server; if one fails, the system keeps running.
  33. 33. Factors to Consider » Price/Performance » Return On Investment (ROI) » Search Engine Optimization g p » Ease of Use » Grows With Your Business »I t Integrates With Analytics t A l ti » Technology Platform » Flexible Licensing » Application Integration » Implementation y » Scalability » Infrastructure Compatibility
  34. 34. Infrastructure Compatibility More than likely, you’re not starting from zero » The CMS must work with existing hardware and software while conserving IT resources. » Content objects should be placed in RAM or on the local drive to cache data, ensuring that dynamic pages assemble and serve rapidly. » Keeping the content separate from the presentation templates allows content to be stored in databases for fast and easy dynamic access.
  35. 35. About Bridgeline Digital About Bridgeline Digital » A developer of powerful web application management software and award winning Interactive Technology Solutions We help organizations achieve or exceed their interactive marketing and business initiatives by leveraging web based technologies » Maximize revenue » Reduce operational and administrative costs » Improve customer service and loyalty » Enhance employee knowledge and productivity Expanding market presence » We have over 700 customers with an expanding geographic presence
  36. 36. Over 1,000 Success Stories and Counting…
  37. 37. Thank You For Reading! » You can revisit this presentation on Bridgeline’s slideshare account: » http://www.slideshare.net/bridgeline » http://www.bridgelinedigital.com » http://twitter.com/bridgeline » 800.603.9936

×