Get your cms to hit the targets you wantDocument Transcript
Get Your CMS To Hit The Targets You WantBy Bob RoseWith more than a thousand Content Management System (CMS) vendors, organizations face toughchoices navigating the tricky waters of technology. A CMS solution that is perfect for a large companymay be ineffective for an SMB as it has no use for features that are used extensively by a largerenterprise.Buying a CMS is similar to buying Enterprise Resource Planning (ERP) solutions - you need to clearlyevaluate your organizations needs and then map them to make an informed choice. Once you succeedin identifying a CMS solution, how will you ensure that it simplifies your work as promised? Whatmeasures will you use to show your leadership team that the CMS will provide good ROI?Before beginning a CMS implementation, it is extremely important to identify the key business goalsthat must be achieved. Without this clear vision of the objective, CMS implementations are almost sureto fail. In this context, it is not surprising to find that most CMS implementations often overshootbudgets and timelines, and over their lifetime consume far more time, energy, and resources just to stayfunctional that you ever imagined.Organizational goals are diverse - but we can take a look at some common business objectives that mustfigure on your checklist before a CMS implementation.Goal #1: Improve Business ResponsivenessIn an intensely competitive world, organizations must be able to quickly update their Websites as soonas a new product or service is launched. In this scenario, organizations need the capability to acceleratecontent publishing, and provide subject matter experts (SMEs) with tools that are simple to use. Contentspecialists must be able to focus more on creating content - and not let content control them.For example, consider the marketing arm of a technology services firm that has just found out from itssales team that -
1. there is a big SAP implementation services contract coming up2. the company awarding the contract is checking vendor Websites to evaluate capabilities beforedrawing up a shortlistIn normal circumstances, the marketing team would have hurriedly asked the developers to put up afew links to SAP whitepapers (usually hidden inside the site) on the home page. If the same companyhad a Web content management system, the SMEs could have created a microsite with content tailoredto showcase SAP capabilities. The ease of uploading content will also allow the same team to put upmore recently created whitepapers on this microsite. In situations like this where time is of the essence,a user friendly CMS is invaluable.Similarly, if SMEs feel that a particular content - such as a whitepaper on the Website - must captureemail addresses of the people who download it, they can easily create a form using the contentmanagement tool, and ensure collection of this data. The email addresses can then become part of alead generation exercise, used by the organization to sell specific services to users according to the typeof whitepaper downloaded. Further, if a marketing person feels the need to run a campaign showcasingRFID capabilities, he can easily create a microsite within the main Website, and provide an in-depthoverview of his companys capabilities. It is clear, therefore, that ease of use in this scenario can actuallydrive business efficiencies and opportunities.Goal# 2: Improve BrandingAn organizations image in the marketplace is a combination of multiple factors, out of which--theWebsite--is clearly one of the most influential. A simple mistake such as a non-existent link on acompany Website can mean a missed business opportunity. The chosen Website CMS must enable theorganization to maintain link integrity - thereby significantly reducing the chance of users reporting amissing link.The CMS must also give the organization the capability to maintain consistency across all pages of itsWebsite (with style sheets, templates, etc.) so that branding and design are controlled to the leveldesired, regardless of who is responsible for the actual content.As a result, visitors can have a consistent and professional experience on a Website managed through aneffective CMS.
Goal # 3: Improve Quality of InformationThe CMS must enhance the organizations ability to improve the quality of information by giving it thecapability to deliver content that is updated, comprehensive and validated by SMEs. A Website CMSmust have intelligent workflow automation, and ensure that content passes through appropriate qualitygates before being published. For instance, ensuring that files can be given a full document lifecycle,including check-in, check-out, versioning, rollback, approvals, and scheduling.The CMS should support configurable workflows that enable organizations to assign tasks to any person,and escalate in case defined thresholds are crossed. For example, the CMS must automatically sendemail alerts to content owners of specific sections on a Website, if these sections are not updated aftera specific time period.Goal # 4: Reuse contentIn a digital world where content can be creatively used in a variety of forms such as whitepapers,podcasts or articles, effectively managing and using this content is critical for competitive advantage.However, the same content present in multiple mediums, across different business units can create silosof unmanageable information - and increase maintenance costs.Organizations must encourage content reuse by reducing duplicate content and storing each kernel ofcontent only once. An efficient CMS can help find and tag content assets from a single point of control.This centralized control medium also means that the organization can effectively measure the success ofits various online marketing initiatives.Goal # 5: Take Advantage of New Communication MediaThe Web 2.0 audience demands an interface that is functionally rich, easy to use, and publishes contentquickly. You would not want to frustrate an audience that is used to sites such as Flickr or Blogger.Adding complex content posting rules on your companys blog will only alienate your would-be listeners.Further, different forms of metadata such as rating or tagging by voters introduce new layers ofcomplexity in managing content.Additional challenges in content management arise due to multiple device types. Organizations thatfollow a manual content updating style, or have a CMS that tightly binds content and structure, will beat a distinct disadvantage when publishing content to different formats. Hence, organizations must lookto a CMS that enables and facilitates easy creation of content that caters to multiple mediums andaudiences from a single source, for example; publishing of digital assets like audio and video files, andsimplify the process of publishing the XML associated with the Podcast RSS feed.
Goal # 6: Improve ProductivityTo improve productivity of key content specialists or SMEs, choose a CMS that allows even non-technicalusers to contribute and update content on a Website from anywhere, using just an Internet connection.Choose a CMS that encourages SMEs to experiment with the presentation of their content. For instance,enforcing design with, navigation schemes, and the presentation of content through standardizedpresentation templates. These templates ensure that the content presentation, titling and linking arearranged in a way that enables even non-technical staff to easily update content.Productivity can also be enhanced by giving SMEs the ability to search and quickly identify digital assetsthat are present in the organization. Content owners can thus save valuable time in creating contentthat is already present.ConclusionLike sails driving a ship, goals are vital for content management. Using the right metrics can add furthercontrol and boost effectiveness. For example, business responsiveness can be measured by theorganizations ability to quickly update its Website as soon as new products or services are launched.Other metrics used to gauge success of CMS goals can include Web usage statistics, turnaround time forpublishing new material or implementing changes, customer satisfaction, development time for newpages, and cost of training. Having a clear vision of what the CMS has to achieve can turn the directionof change in an organizations favor, and make it better equipped to maximize CMS potential.envisage CMS is a fully feature packed CMS, designed to be a true WYSIWYG website editor.The content management software is accessed via any browser, wherever you are in the world, allowingyou to manage your website with no technical knowledge of HTML or any other languages.For more info visit : www.envisagecms.co.uk