Don’t Be a Tool - Content Management Strategy

Don’t be a Tool: Content Management Strategy
July 24th, 2011
John Eckman
jeckman@isitedesign.com
@jeckman
http://www.openparenthesis.org/

Hemingway’s Typewriter
“I’ve said this a lot lately, so I wanted to blog it: No one ever asked Hemingway which pencils he used to write his books.
The tools aren’t the thing. The effort and the content and the promotion and the connection and the networking and the building value are the thing.”
- Chris Brogan
http://www.chrisbrogan.com/hemingways-pencils/

Hemingway’s Typewriter
This typewriter was the source of some of the greatest pieces in American literary history. The typewriter, a Halda, was made in Sweden and is in excellent condition with the ribbon and keys intact. It is fully functional, in its original leather case with somewhat tattered transportation stickers from both the American Export Line and the French Line. Both have crucial identification in another hand signed " Hemingway ", . . .
http://www.youtube.com/watch?v=7NVi0C4pHRM

WordPress is a Powerful Tool
http://www.flickr.com/photos/ajc1/4663140532/in/photostream/

Getting Even More Powerful
http://www.flickr.com/photos/jesse_sneed/2383953694/in/photostream/

But Tools are Not Strategy , and . . .
http://www.flickr.com/photos/ben_watson/5491287034/in/photostream/

Your Digital Presence is Not a Project
http://www.flickr.com/photos/mightyohm/2729474646/in/photostream/

The old CMS: Content Management System
http://www.isitedesign.com/insight-blog/10_11/cms-pain-assessment

The New CMS
Content Management
System
Strategy
http://www.flickr.com/photos/vissago/476068574/in/photostream/

What is Content Management Strategy?

Business Strategy
Mission Statement / Value Proposition
Audiences / Markets
User and business goals for each audience
Acquisition strategy
“What are we trying
to make happen?”
http://www.flickr.com/photos/mightyohm/2729474646/in/photostream/

Business Strategy
http://en.wikipedia.org/wiki/Gnomes_(South_Park)

Technology Strategy
Open Source / Proprietary / Custom
In house / outsourced / mixed
Skillset, Budget, Cost
“Which tools will
best serve our
business strategy
over the long run?”
http://just-thinkin.net/2010/07/i-need-a-flying-car/

“Free as in Puppies”
Free / Open Source Software is:
Free as in Beer
Free as in Speech (or Free as in Freedom)
Free as in Puppies
All of the above
The “free as in puppies” meme captures accurately that open source software still requires “care and feeding” – but so do proprietary platforms!
http://www.flickr.com/photos/96447062@N00/3802609079

Content Strategy
What is our brand promise, message hierarchy? What is our voice?
How will we create and/or curate content in a way that serves both our audience’s needs and our goals?
“How will
content help
us deliver on our
mission?”
http://icanhascheezburger.com/2011/06/28/funny-pictures-you-realize-its-just-the-same/

Content Strategy
http://www.ted.com/

Engagement Strategy
How will we engage with our audiences?
What platforms will we invest time and money in? Where will we hold back?
“How do we acquire and maintain the interest of the audiences we want to engage with us?”
http://www.flickr.com/photos/findyoursearch/4838567687/in/photostream/

Engage!
http://iruntheinternet.com/0809

Optimization Strategy
How do we plan to continuously improve our digital platform?
What measurements / KPIs can we baseline and test against to ensure we’re making real progress?
http://www.flickr.com/photos/allspaw/2095439645/in/photostream/

Optimization
http://52weeksofux.com/post/694598769/the-local-maximum

What Generally Drives Platform Selection
Agency preference
Technology team experience
Random:
My cousin said WordPress is only good for blogs
My last company used Sharepoint and we liked it
This one is used by _____ and we like their site
I’ve always wanted to do a project in ___.

What Drives “Enterprise” Platform Selection
Long, complex RFP process
Feature Matrices
TCO/ ROI calculations
Multiple vendors
Selection committees representing all stakeholders
“Blind” submission of Q&A shared with all participants
Look, Squirrel!
http://www.flickr.com/photos/sompops/166288241/in/photostream/

What should drive platform selection?
Business strategy
Technology strategy
Content strategy
Engagement strategy
Optimization strategy
Content
Management
Strategy!
http://www.flickr.com/photos/senoranderson/5135232752/

Planning for the Long Haul
Governance model
Content creation & curation
Social media policies
Support model
Authors, editors
New page templates
New content types
Measurement
Goals & Metrics
Ongoing
http://www.flickr.com/photos/buro9/298998542/in/photostream/

Bad strategy trumps good execution, just aspoor execution can trump good strategy

Don’t be a tool!
http://www.ehow.com/how_6019260_use-boring-tool.html

Thanks
John Eckman
jeckman@isitedesign.com
http://www.openparenthesis.org/
http://www.cmsmyth.com/
@jeckman

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Don’t Be a Tool - Content Management Strategy

by John Eckman on Jul 25, 2011

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