Web Content Management Gleanster Research CheatSheet

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What is web content management
Definitions of common jargon and acronyms associated with WCM
Common out-of-the-box features in web content marketing (WCM) tools
How to justify investments in web content management (WCM)
How much WCM solutions typically cost
Essential pre-purchase tips and tricks to maximize an investment in WCM

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Web Content Management Gleanster Research CheatSheet

  1. 1. Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Technology Cheat Sheet What’s a CheatSheet? Gleanster Research produces two types of CheatSheats: ÆÆ Concept CheatSheats: Explaining the nuances of a key concept. ÆÆ Technology CheatSheats: A comprehensive guide to a technology. CheatSheats offer a quick and consumable overview of a key concept or technology. Our analysts develop these with one goal in mind; explain the concept or technology as if you were talking to your grandmother. It’s the quickest way to get acclimated to emerging business terms and impress your colleagues and your boss with practical insights at your next meeting. Inside a Concept CheatSheet The Technology, Defined What’s does it do? Industry Jargon Acronyms Features Functions Pricing Justifying the Investment Before You Buy Compliments of: This CheatSheet is made available compliments of: Gleanster is a new breed of market research and advisory services firm. Its analyst reports highlight the experiences of Top Performing organizations; why they invest in technology, how they overcome challenges, and how they maximize the value of their investments. Web Content Management The Technology, Defined A web content management system (WCMS) is a software system that provideswebsiteauthoring,collaboration, and administration tools designed to allow users with little knowledge of web programming languages or markup languages to create and manage website content with relative ease. What Does It Do? A robust WCMS provides the foundation for collaboration, offering users the ability to manage documents and output for multiple author editing and participation. WCMS gives business users (Marketing, Product Marketing, Product Management, Operations, Service and Support, Agencies, etc.) to update a web property without having to rely on IT or technical resources to code web assets. The tools also support brand consistency and a better user experience because they allow organizations to templatize the website and expose role based access to text, graphics, menu changes, etc. These tools are particularly critical for large enterprise brands with globalized operations and more than one web property. Additionally, in many cases internal resources alone are not the only source of updates to web properties, WCMS tools can also give agencies and third-party suppliers access to web updates. Workflow and approval processes built into the tools ensure sufficient checks and balances are happening before content is pushed live on the website. Core benefits include: • A user-friendly graphical interface. Usually WCMS can be accesses via the web, client software or a combination of both. Today, many new releases include tablet and mobile optimized access. • Web based templates for brand consistency and an optimal web experience. • Built in link checking and spell checking. • Access to multi-channel content (text, images, rich media) and conversion into web-appropriate formats. • Version management on changes and audit capabilities (useful for highly regulated industries). Industry Jargon Acronyms Content Management System (CMS): A CMS is a computer program that allows publishing, editing and modifying content as well as maintenance from a central interface; that definition holistically defines a variety of different classifications of technologies. CMS is a very liberally used term that is often used as a category term that encompasses web content management (WCM), digital asset management (DAM), enterprise content management (ECM), media management, content curation, blog platforms, and custom developed apps from agencies or print providers. Responsive Design: An approach to web page creation that makes use of flexible layouts, flexible images, and cascading style sheet media queries to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly. Responsive designs will dynamically adjust the user experience on a website based on the screen size or device (smartphone or tablet).
  2. 2. Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Technology CheatSheet: Web Content Management 2 COMPLIMENTS OF:   Features and Functions Access control: Some WCMS systems support user groups and role based security. User groups allow you to control how registered users interact with the site. A page on the site can be restricted to one or more groups. This means an anonymous user (someone not logged on), or a logged on user who is not a member of the group a page is restricted to, will be denied access to the page. Analytics: WCM generally isn’t a substitute for a third-party web analytics platform.ButsomeWCMtoolshaveunique reporting capabilities that provide insights about user logins, asset utilization, and aggregate workflow/approval statistics. Automated templates: Create standardized templates (usually HTML and XML) that can be automatically applied to new and existing content, allowing the appearance of all content to be changed from one central place. Collaboration: WCM software may act as a collaboration platform allowing content to be retrieved and worked on by one or many authorized users. Changes can be tracked and authorized for publication or ignored reverting to old versions. Other advanced forms of collaboration allow multiple users to modify (or comment on) a page at the same time in a collaboration session. Content revision: Once content is separated from the visual presentation of a site, it usually becomes much easier and quicker to edit and manipulate. Most WCMS software includes WYSIWYG (What You See Is What You Get) editing tools allowing non-technical users to create and edit content. Content syndication to social media: Built in integration with social media properties to push and promote web properties in social channels. Content syndication: WCM software often assists in content distribution by generating RSS (Real Simple Syndication) and Atom data feeds (another common feed type) to other systems. They may also e-mail users when updates are available as part of the workflow process. Content virtualization: WCM software may provide a means of allowing users to work within a virtual copy of the entire web site, document set, and/or code base. This enables changes to multiple interdependent resources to be viewed and/or executed in-context prior to submission. Delegation: Some WCM software allows for various user groups to have limited privileges over specific content on the website, spreading out the responsibility of content management. Document management: WCM software may provide a means of collaboratively managing the life cycle of a document from initial creation time, through revisions, publication, archive, and document destruction. WCM tools can also provide access to archived content to simplify access to re-use creative or copy. eCommerce: Some WCM systems offer integrated eCommerce capabilities, or modules at an added cost. In most cases, it’s going to make more sense to use a more robust standalone eCommerce platform and integrate this with your WCM. Surprisingly, turnkey integration with eCommerce platforms isn’t very common in the industry and typically requires considerable amounts of customization. So if you want line of business users to add products, promotions, or update pricing, they will likely do this in a separate system (which may or may not require support from more technical resources). Email marketing: Some WCM tools include packaged email campaign capabilities to drive traffic to a site. End-user customization: Site visitors can actually set preferences about how they choose to interact with a site. Internet applications: The ability to support or create rich content through AJAX, Flash, or Silverlight. Localized websites: The ability to customize local web properties to update content or language based on geographical location. Metadata management: Optimize SEO and metadata on web properties. WCM places added control over search keywords in the hands of business users who have more domain knowledge around topical pages. Mobile access to content: WCM solutions are in the early stages of releasing interfaces for users to interact with the back-in WCMS on mobile devices. Multilingual: Ability to display content in multiple languages. Scalable expansion: The ability to expand a single implementation (one installation on one server) across multiple domains, depending on the server’s settings. WCMS sites may be able to create microsites/web portals within a main site as well. Scalable integration and APIs: Most WCMS software includes plug-ins or modules that can be easily installed to extend an existing site’s functionality. These could include things like rich media presentation or integration with Marketing Automation for call-to-action modules on web properties. Testing and Optimization: Built in A/B and Multivarate testing. User generated content: Some WCM platforms are equipped with built-in
  3. 3. Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Technology CheatSheet: Web Content Management 3 COMPLIMENTS OF:   user-generated reviews, comments, and customer feedback capabilities. Versioning: Like document management systems, WCM software may allow the process of versioning by which pages are checked in or out of the WCMS, allowing authorized editors to retrieve previous versions and to continue work from a selected point. Versioning is useful for content that changes over time and requires updating, but it may be necessary to go back to or reference a previous copy. Video streaming and downloading: WCMS offer different levels of integration with popular video networks like YouTube and Vimeo. The tools also support uploading and downloading videos directly on the website they support. Web standards upgrades: WCMS software usually receives regular updates that include new feature sets and keep the system up to current web standards. Consider the rapid evolution of mobile websites and the demand for responsive design. Responsive design dynamically adapts the web property for consumption on smaller screen sizes such as a smartphone or tablet. Workflow management: workflow is the process of creating cycles of sequential and parallel tasks that must be accomplished in the CMS. For example, one or many content creators can submit a story, but it is not published until the copy editor cleans it up and the editor-in- chief approves it. Pricing There are a wide variety of options for investing in WCM: open-source, on-demand, on-premise, hybrid, etc. Generally, you get what you pay for, so if you need a globally accessible system to manage dozens or hundreds of contributors, workflows, eCommerce integration, etc. your can expect pricing to be on the higher-end of the spectrum to support the website and business requirements. While open-source may seem attractive, remember that it’s not free – there’s no license, but configuring and using the tool will require a sizable investment in most cases., From a license standpoint, most solutions are going to require a minimum 1-year commitment. Pricing ranges from $5k/ year on the low end and upwards of $250k for licenses alone. The decision to invest in a solution should be based on business requirements and desired outcomes from the implementation. Start there, and then back into constraints on budget so that ultimately the decision to move forward with a solution is weighed against the opportunity cost of not using other alternatives. Consulting fees can range from $5k to $800k depending on the quantity of web properties that will need to be migrated into a new system. Expect to take at least 6-9 months from requirements gathering to selection and configuration. It’s not something you want to rush because new systems are likely going to represent significant commitments in the long run after they become established infrastructure in ongoing operations. Customization and integration can suck up a considerable amount of budget if you aren’t careful. Consultants and systems integrators will usually tell you anything is possible, and in most cases they will find a way to do the work. That said, excessive customization can limit your options for version updates in the future. Also, all that customization has to be supported by someone if it has to be changed in the future and chances are internal resources may not have the domain expertise to do it. So keep in mind that customization costs the organization up front and from an ongoing maintenance standpoint. That isn’t to say that customization isn’t critical to making WCM fit with your organization’s unique processes. But you should be mindful of the business justification behind the customization. If processes can be tweaked to support the same outcome with out-of-the-box features, that’s the way to go. Justifying the Investment Historically, WCM investments were largely justified as operational investment in efficiency and productivity (i.e. cost savings). But the transformational shift to digital channels places web properties and the digital customer experience squarely at the heart of an organization’s competitive advantage. That means a better web experience can likely be linked to increase in revenue and customer satisfaction. The problem is that it’s very difficult to measure and allocate increases in revenue to an investment in WCM. So while this may be a potential benefit, it’s usually not something that can be factored into a tangible return on investment argument. That means the investment is largely justified through cost savings. Potential ways to justify the investment: • Increase in revenue (could possibly be measured in an eCommerce environment). • Time savings in publishing content online (hrs spent x hourly rate x number of resources x # of years). • Improved cycle-time on content production. • Improved cycle-time on content approval and review. • Increased cycle-time on localized website support.
  4. 4. Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Technology CheatSheet: Web Content Management 4 COMPLIMENTS OF:   • Reduction in cost of supporting local websites. • Improved meta data capture by engaging domain experts in the business. • Improved search results on assets. • Cost savings on existing licenses (systems that will be divested of). • Total cost of developing in- house (do the math – it’s often 3-4x a packaged solution). • Central access to reusable content. • Cost of re-creating existing content. • Cost of finding existing content. • Cost of converting existing content to web formats. • Cost of IT coding websites. • Cost of external resources that support the website (agency or other suppliers). • Redundant spend on licensed content. • Improve customer experiences online. • Increase customer satisfaction. • Increase customer loyalty. • Increase cross-selling and up-selling. • Increase customer advocacy. • Reduction in calls to customer service (website visitors finding what they need). • Improved shopping cart experiences. • Reduction in cost of content translation. • Competitive parity – incorporating rich media and responsive design. Before You Buy With dozens and dozens of different WCM solutions on the market, it’s often difficult to tell which ones are the best fit for your organization. Gleanster is constantly running into businesses that want advice on which providers to choose from, but when OpenText, Ektron, Adobe, Joomla, and Magnolia top a short list of options, it’s a sure sign the organization hasn’t really narrowed down the business case enough. • What are your business objectives? If you don’t know where you are going all roads seem to get you there. Start any WCM initiative with a business requirements exercise that factors in your organization’s key objectives over the next 3-5 years with respect to content management. Business requirements are not the same thing as functional requirements. Business requirements list and categorize objectives for the business; these are actually used to inform which features or functions your organization should prioritize when selecting a provider (the functional requirements). • How do we address these business objectives? Once you understand where you are going you can determine which options exist to get there. For most organizations the decision to invest in packaged WCM will be weighed against the decision to build it in house. In all honesty, there aren’t that many great examples of organizations building in house and achieving stellar outcomes and saving money in the process. But, you should factor in all options, and then start to determine which ones really make sense. As you start the demo process, vendors should be able to bring case studies and benchmark metrics to the table to help you build a business case. If they provide references talk to them, and determine what they considered before investing in a WCM solution. • Develop a phased approach for bridging the gap between current state and future state. It’s very easy to look at a new WCM initiative and think “well shoot, we’ve selected a provider so let’s just roll everything over and we’ll be up and running in a few months.” All too often business leaders have an ill- informed notion of the work that really goes into implementation – especially if multiple web properties are impacted. In many cases, you’ll have to define process standards and taxonomy long before you turn any dials in a technology. Vendors will have partners or internal service offerings that can help with some of the preparation and their expertise and best practices can save considerable time over the internal learning curve. Take the time to uncover critical requirements and then map out a realistic and achievable plan for accomplishing them over 12- 24 months. This will help establish milestone objectives that can be used to champion the next phase.
  5. 5. Entire content © 2014 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction prohibited. Note: This document is intended for individual use. Electronic distribution via email or by posting on a personal website is in violation of the terms of use. Technology CheatSheet: Web Content Management 5 COMPLIMENTS OF:   Headquarters Gleanster, LLC 4695 Chabot Drive Pleasanton, CA 94588 For customer support, please contact support@gleanster.com For sales information, please contact sales@gleanster.com Related Research The Gleanster Web Content Management Research Topic Area features: Gleansight Benchmark Reports with Vendor Rankings Deep Dive Research Reports Vendor Showcases Resources Analyst Commentary Vetted Whitepapers Upcoming Webinars Events The Gleanster website also features carefully vetted white papers on these and other topics as well as Success Stories that bring the research to life with real-world case studies. To download Gleanster content, or to view the future research agenda, please visit www.gleanster.com. Browse Research Resources About Gleanster Gleanster benchmarks best practices in technology-enabled business initiatives, delivering actionable insights that allow companies to make smart business decisions and match their needs with vendor solutions. Gleanster research can be downloaded for free. All of it. For more information, please visit: www.gleanster.com.

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