1. The Future is in Delivery
Deane Barker
Blend Interactive

2. The Point
There is a difference between content
management and content delivery
Content MANAGEMENT is something of a
solved problem; we‟re rapidly entering the
“post-management era”
The most significant industry trend right
now is the push into DELIVERY

3. Content Management is Dead

4. J. Boye is not a content
management conference.

5. The Big Umbrella
Content Management
Metadata
Versioning Permissions
Languages
Production Templating
Workflow
Audit Modeling Authentication
Archiving Taxonomy Retention Collaboration

6. The Content Lifecycle
Publish
Content Content
Management Delivery

7. Most of the new development in
the past 2-3 years has been in
delivery

8. A/B Testing

9. Campaign Management and
Integration

10. User-generated Content

11. Multi-Channel Delivery

12. Visitor Segmentation
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13. The Common Theme:
All of these things happen after
publication.
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14. The Content Lifecycle
Publish
Content Content
Management Delivery

15. Inversion of Effort
Management Delivery
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16. Inversion of Effort
Management Delivery
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17. “Launch day is not the finish line,
but rather is the starting line.”
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18. Management is the Training
Montage

19. Delivery is the Main Event

20. Could content MANAGEMENT
be a solved problem?

21. Could MANAGEMENT become a
commodity?

22. Will the real market differentiator
of the future be content
DELIVERY?

23. Are we entering the “POST-
MANAGEMENT” era of content
management?

24. Do we really work in the field
of content DELIVERY?

25. “Content management is largely
a solved problem. Almost all of
the advances in the field are
happening in the
delivery/marketing space.”
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26. All seven agreed.
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27. “Development on our repository is strictly to
support our delivery services.”
“The majority of our development effort is
focused outside our core management
product.”
“Content management was commoditized as
soon as open-source solutions reached
sufficient competency at a no-cost price point.”
“The focus on the management side is now on
strictly reducing implementation costs.”
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28. “The „money shot‟ of a content management
solution is no longer „here‟s how you edit a
page of content.‟”
“…how many different ways can you demo
core content management?”
“We build our product 100% for marketers.
The idea of a „content editor‟ is an antiquated
notion.”
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29. CMS sales demos are more likely
to start with delivery features,
rather than management
features.

31. In many commercial products,
the delivery tier licenses for 2-3
times the management tier.
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32. Content delivery features are
increasingly going to drive CMS
sales.

33. Inversion of Sales Focus
??

34. Inversion of Sales Focus
??

35. The delivery tier is becoming a
framework that binds content at
request time.

36. Standardization of APIs will
drive delivery technologies.

37. “Web Experience
Management is a
redefinition or evolution
of Web Content
Management. Where
WCM provides the
foundation for
collaboration by
offering users the
ability to manage
content, WEM
emphasizes the
importance of the
delivery of the
aggregated content
into a total Web
Experience.”
38

38. A CMS vendor may spin off their
management suite and provide
interoperability with other
systems.

39. Why?

40. The current state of content
MANAGEMENT provides very
little room for differentiation.

41. The Rise of Content Strategy

42. The Rise of Content Strategy
More thought is going into the production of
content – what happens before publish.
This thought process is bleeding over into
what happens after publish.
When thought is put into how content must
perform before it is created, inevitably
structures will arise to ensure or document
this performance after it is published.
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43. The catch?

44. For once, customers are playing
catch-up to the vendors.

45. The Marketing Technologist

46. The Marketing Technologist
“A talent gap is growing
between the skills that
many new advertising jobs
require and the number of
people who have those
skills. The dilemma, […] is
particularly acute for jobs
that require hard-core
quantitative, mathematical
and technical skills.”
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47. The Marketing Technologist
“The U.S. alone faces a
shortage of 140,000 to
190,000 people with deep
analytical skills as well as
1.5 million managers and
analysts to analyze big data
and make decisions based
on their findings.”

48. The Sad Truth:
Very few CMS customers have
the skills to exploit the current
wave of delivery technologies.
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49. Core Belief:
Content serves no purpose other
than that of a marketing tool. If
content doesn‟t perform, it
shouldn‟t exist.
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50. Deane Barker
Blend Interactive
http://gadgetopia.com
@gadgetopia
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