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© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Agenda
• Facing content
management challen...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Two Questions
• What is the right CMS for
...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
• What is content?
– Static, largely textu...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Web Content
Management
Is a Moving
Target
...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Content Management Solutions
Gen1 1992 – 2...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Three CMS Choice Points
• Contributing con...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Contributing
Content
• LoB adds/modifies
c...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Contributing
Content
• Library s...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Delivering Content
• Publishing informatio...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Delivering Content
• From static...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Weaving the Digital Ecosystem
• SEO taggin...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Sustaining the Ecosystem
• SEO best practi...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Towards a CMS Roadmap
• Focus on key busin...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
1. Support the business
– Have a seat at t...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
3. Lead th...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
4. Set & m...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right Choice for
your Organizat...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right
Choice for your
Organizat...
© 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Thank You!
Geoffrey Bock, Principal
geoffb...
THE RIGHT CMS
HOW TO SELECT
For information on DNN’s
Evoq CMS:
Product page for Evoq
Content
How to Select the Right CMS
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How to Select the Right CMS

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What’s the right Content Management System (CMS) for your business? As an IT leader influencing line-of-business decision-makers, how do you select a CMS that meets your organization’s needs?

In this presentation, Geoffrey Bock, a noted industry analyst, identifies the essential capabilities for managing web content and links them to business benefits. Bock highlights the shifting set of IT tasks for managing websites, and details those that rightfully belong to non-technical users.

In addition, Bock provides a roadmap for linking the IT and business requirements of your organization to the relevant capabilities of a modern CMS platform.

Published in: Technology
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How to Select the Right CMS

  1. 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
  2. 2. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Two Questions • What is the right CMS for your organization? • How (& when) does content add business value?
  3. 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. 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. 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
  6. 6. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Three CMS Choice Points • Contributing content • Delivering content • Sustaining the digital ecosystem
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
  19. 19. © 2016 Geoffrey Bock Bock & Company Digital Strategies for Content and Mobility Thank You! Geoffrey Bock, Principal geoffbock@gmail.com
  20. 20. THE RIGHT CMS HOW TO SELECT For information on DNN’s Evoq CMS: Product page for Evoq Content

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