Before you can consider a new CMS, you need to know your content—and your communication goals.
We’ll discuss the key steps of a core content strategy process to audit your content and determine what you really need in a CMS.
If you’re considering a new CMS, stop. Before you can determine the fields and tags and functionality you need in technology, think about the content you need to support. How should it surface and what’s the message it needs to send? Enter brand-driven content strategy. We’d discuss the value of a message architecture to align your organization around specific content types and guide a content audit—then dig into how a content audit can inform your content model. There’s so much to do before you choose or implement a CMS, so c’mon! Let’s get started!
Presented at CMS Expo 2013, #CMSExpo and #CMSX, on May 14, 2013, in Chicago.
11. fails to meet needs
different labels
unexpected steps
12. fails to meet needs
different labels
unexpected steps
too many fields
13. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
14. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
15. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
16. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespaces
17. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
18. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough types
19. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough typesContent model
20. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough typesContent model
Mapping of types
21. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough typesContent model
Mapping of types
namespacesunexpexcted tags
Mapping of typesnot enough types
namespacesunexpexcted tagsnamespaces
22. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough typesContent model
Mapping of types
namespacesunexpexcted tags
Mapping of typesnot enough types
namespacesunexpexcted tagsnamespaces
unexpexcted tagsnamespacesunexpexcted tagsnamespaces
unexpexcted tagsunexpexcted tagsnamespacesunexpexcted tags
unexpexcted tagsunexpexcted tagsunexpexcted tags
unexpexcted tags
23. fails to meet needs
different labels
unexpected steps
too many fields
wrong fields
not enough fields
too few tags
namespacesunexpexcted tags
different fieldsunexpexcted tags
not enough typesContent model
Mapping of types
namespacesunexpexcted tags
Mapping of typesnot enough types
namespacesunexpexcted tagsnamespaces
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unexpexcted tagsunexpexcted tagsunexpexcted tags
unexpexcted tagsFRUSTRATION
30. Sustainable content is content you can
create—and maintain—without going
broke, without lowering quality in ways
that make the content suck, and without
working employees into nervous
breakdowns.
Erin Kissane,
The Elements of Content Strategy
31. If you don’t know what
you need to communicate,
how will you know if you
succeed?