The content management vendor landscape is like a subway on game day: crowded, noisy, and confusing. Lots of people seem to be getting to their destination, but it's also easy to get lost. Platform vendors and implementors promise ease of use, low cost of ownership, and the opportunity to provide ROI to stakeholders while engaging audiences from prospective students (and their parents) to alumni, from undergraduates to research lab directors and development offices. The reality, of course, is far more complex. While technical platforms certainly form a key part of any content management strategy—and every organization will find some platforms a better fit than others—the real challenges are far more human. Choosing an adequate or suitable platform is necessary but by no means sufficient for long-term success. We'll explore some of the key myths of content management as they apply to higher education and uncover the realities those myths obscure.