How to Select the Right CMS

1. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Agenda • Facing content management challenges • Managing creative and editorial processes • Content delivery opportunities • Weaving content into a digital ecosystem

3. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility • What is content? – Static, largely textual – Rich media – A dynamic environment Web Content Management Is a Moving Target

4. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Web Content Management Is a Moving Target • What is the web anyway? – A single web site – A collection of web sites – Native or web mobile apps • What needs to be managed? – Changes on web pages – Site-wide look/feel, navigation, or purpose – Total digital experience

5. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Content Management Solutions Gen1 1992 – 2010-ish • Predefined pages • Shared file system • Single web site Gen2 2001-ish - present • Component web pages & templates • Shared repository • Microsites Gen3 2010-ish - future • Accommodate mobile • Personalized & ‘smart’ • An ecosystem for digital experiences Richness of content and user experience increases over time Gen1 Gen2 Gen3

7. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Contributing Content • LoB adds/modifies content on a site – IT develops/manages the site • LoB manages multiple sites – IT creates & maintains the enabling WCM platform • LoB focuses on a business purpose – – IT provides the purpose-built tools & other supporting services

8. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Tools for Contributing Content • Library services – Separates a CMS from a file share • Editorial workflow – Great in theory – Difficult to implement • Beyond static text & images – Managing rich media & multiple content types • Descriptive metadata • Assembling content from multiple sources • Multilingual capabilities • Administrative dashboards

9. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Delivering Content • Publishing information – Pushing information to an audience – Implicit pub/sub distribution model • A task-oriented, interactive environment – Enterprise portal – Ecommerce site – Franchise network • Producing digital experiences – Relevant for both tethered & mobile – Adapts to current context such as location- awareness – Personalized, visual, &“smart”

10. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Tools for Delivering Content • From static pages to dynamic assembly – Templates – WYSIWYG – Rich media objects – Smart chunks • Support for mobility – Native vs. web apps – Responsive website design – Contextual • Personalization – Registration – Cookies – Audience targeting • Tracking results

11. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Weaving the Digital Ecosystem • SEO tagging – Descriptive metadata – Google knowledge graph – Schema.org tag sets • Communities & social channels – Facebook & LinkedIn feeds • E-commerce syndication – Single source of authoritative information – Synchronizing metadata with partner channels

12. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Sustaining the Ecosystem • SEO best practices • Content onboarding • Link strategies • Headless WCM – Well defined APIs – Web-wide good citizenship • Developer community • Prospects for serendipity

13. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Towards a CMS Roadmap • Focus on key business drivers and technology trade-offs surrounding the complete content lifecycle • LoB can envision results and requirements, and quantify the business benefits • Recognize the set of IT tasks and activities for powering competitive web sites, and separate them from those that rightfully belong to non-technical staffers • Truly an IT-LoB partnership

14. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility 1. Support the business – Have a seat at the table for the business conversations – Invest the time to contribute to the business planning activities – Develop a content strategy – Define an information architecture – Determine CM roles and responsibilities 2. Be sure to clarify the business purpose for the CMS investment – Publishing – Marketing and sales enablement – Operational tasks A Decision Guide for IT Leaders

15. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility A Decision Guide for IT Leaders 3. Lead the technical conversation: – Web development – Mobile/digital experiences • Responsive web site design & beyond • User identification • Personalization – Administration • User management • Taxonomy management • Multi-site – Customer engagement – Community management

16. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility A Decision Guide for IT Leaders 4. Set & maintain both technical, security, and operational governance requirements – Work with CISO and LoB leaders to identify risk profile – Plan staffing commitments 5. Ensure integration with various services & applications within the enterprise ecosystem – Emphasize extensibility & flexibility and scalability – Exploit the environment 6. Invest in operational smarts

17. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Making the Right Choice for your Organization • Rarely starting with a blank slate – Capture the legacy learning • What’s working, what’s not working • What needs to be fixed – Existing IT environment & enterprise architecture • Technology platform & IT skill set • Infrastructure: How cloudy? • Assess usability to determine requirements – Content audit and information architecture – Describe problem-solution pairs – Personas, journey mapping, content modeling, etc. are useful UX design

18. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Making the Right Choice for your Organization • Develop technology checklist – Prioritize IT requirements – Optimize for best long-term fit – Track ‘new stuff’ that matters • Remain agile & ready to adapt

20. THE RIGHT CMS HOW TO SELECT For information on DNN’s Evoq CMS: Product page for Evoq Content