This document discusses content management and provides an overview of key concepts. It begins by outlining some of the promises of content management, such as consistency, accuracy, and efficiency. However, it notes that content management initiatives often fail due to a lack of focus on requirements and design. The document then discusses different types of content management systems, including document management, digital asset management, enterprise content management, web content management, and component content management. It emphasizes that content management is primarily a business process rather than just a technological solution. The document also outlines the key stages of the content lifecycle.

1. Content Management:
No Mystery!
Mollye Barrett
The Global Communication Conference
September, 2012

2. Getting Clear: Goals
• Promises
• Demystification
• Types of content management
• Focus on CCM
• Content Lifecycle
• What really happens in Content Management?

4. Content Management
Promises
More Less
• Consistency • Risk
• Accuracy • Handling
• Speed • Staffing
• Reliability • Information overload
• Efficiency
• Revision control
• Customization
• Content

5. Ready for
Content
Management?

6. Not in Kansas Anymore
• What do people think of when they think of content
management?
– Tools and technology
• What is the number one mistake made by companies
embarking on a content management process?
– Buying the tool first
• Why do more than 30% of content management initiatives
fail?
– Organizations does not work from requirements and
design a solution to meet their real needs
• Content management is:
– 10% technology, 40% process control and 50%
governance

7. What is CM?
The real core of CM is an organized way of creating, collecting,
managing and delivering content. This is a business process to
support business goals. Based on your requirements, software
is a part of the solution not the foundation.
Technical communicators look for systems:
• Content defined by location
• Extensive content reuse
• Focuses on creation and editing (workflow)
• Tight integration between authoring and the repository
• Powerful, automated publishing engine (templates,
scripting, etc)
• Single sourcing application (one to many)

8. Known Content
Management Systems
• People
• Notebooks
• Encyclopedia
• Card catalog
• Computer Aided Translation (CAT)

9. Document Management
Document Management (DMS) is a technology developed to
manage huge numbers of documents in organizations. Mature and
well-tested, document management systems:
• Focus on managing documents (PDF, Word)
• Chunks of content (document) are fairly large, and self-
contained
• Supports few, if any, links between documents
• Limited integration with repository (check-in/check-out)
• Focuses on storage and archiving
• Includes workflow
• Stores and presents documents (usually) in their native format
Enterprise: Alfresco, Documentum, FileNet, HP-Autonomy: iManage WorkSite,
Interwoven's Worksite, KnowledgeTree, Laserfiche, Nuxeo, OpenText , Oracle's
WebCenter Content, SharePoint, Teamwork, Xerox Docushare

10. Digital Asset Management
Digital Asset Management (DAM) is the technologies used to
import, annotate, catalog, store and retrieve digital assets that
include:
• Digital photographs
• Animations
• Videos
• Music
Enterprise: EMC (Documentum), Interwoven (MediaBin), ClearStory
(ActiveMedia), IBM FileNet (Ancept)
Middle: WAVE (MediaBank), Canto (Cumulus), Widen (Media Collective)
Light: Microsoft (SharePoint), Oracle (Universal Content Management),
Niche: Chuckwalla

11. Enterprise Content
Management
Enterprise Content Management (ECM) is the technologies, tools,
and methods used to capture, manage, store, preserve, and
deliver content across an enterprise.
• Tools and strategies allow management of an organization's
unstructured information, wherever that information exists
• ECM capabilities manage traditional content types (images,
office documents, graphics, drawings, and print streams) as
well as the new electronic objects (Web pages and content,
email, video, and rich media assets) throughout the lifecycle of
that content
Enterprise: EMC (Documentum), Open Text (Livelink), Vignette (V7)
Mid-range: EVER (EverSuite), SpringCM (SpringCM)

12. Web Content Management
Web Content Management (WCM) is the technology and methods
used to manage a web site
• Internet
• Intranet
• Extranet
Enterprise: HP-Autonomy: Interwoven TeamSite, IBM Web Content Manager,
Vignette - OpenText
Upper: Adobe CQ5, Alfresco: Alfresco WCM, CoreMedia CMS, Oracle: FatWire,
Percussion: CM System, SDLTridion, Sitecore
Middle: CrownPeak CMS, e-Spirit: FirstSpirit, Ektron: CMS, Enonic CMS, eZ
publish, Hannon Hill: Cascade Server, Ingeniux Content Management System,
Limelight Networks: Dynamic Site Platform, Magnolia CMS
Simple: DotNetNuke, Joomla!, Kentico CMS, OU Campus, OpenCms, Telerik:
Sitefinity CMS, Terminalfour: Site Manager, WordPress

13. Component Content
Management
Component Content Management (CCM) is a recent technology
and methods used to manage small, interconnected units of
structured content for multi-channel delivery (paper, web,
wireless)
• Content is defined by location
• Extensive content reuse
• Focuses on creation and editing
• Provides tight integration between authoring and the
repository
• Provides a powerful, automated publishing engine
(templates, scripting, etc)
EMC (Documentum Technical), DocZone, Vasont, SiberLogic (SiberSafe),
PTC (Arbortext Content Manager), IXIASOFT (DITA CMS), Author-it

14. CCM for the Technical
Communication Lifecycle
• Repository
• Roles-based access control for check-in, check-out
• Management of both content and metadata
• Reuse at any level
• Linking, Link Integrity and Management
• Components managed through all kinds of links
• Automated consistency checks
• Content and Document History, Versioning
• All content components versioned and complete history tracked
• Any individual component or collection of components (document) at any version
can be reproduced
• Workflow
• Task Management
• Role Based
• Automated, Conditional Publishing
• Templating and publishing
• Publish variant versions of content based on variables, schema constructs, abstract
links
• Localization support and integration

15. Get Your Team Ready!

16. The Content Lifecycle
Authoring, Repository, Assembly, Delivery, Archive
Ann Rockley
Capture, Manage, Deliver, Store, Preserve
AIIM
Authoring, Repository, Assembly/Linking, Publishing
JoAnn Hackos
Collect, Manage, Publish
Bob Boiko
Creation, Editing, Publishing
Gerry McGovern
Production, Delivery
Tony Byrne

17. Bob Boiko Content Lifecycle

18. AIIM Content Lifecycle

19. CM Pros Content Lifecycle

20. Focus on the Lifecycle
• More than authoring and
publishing
• Stumble with structure, fail
with publishing
• Frame business process with
the content lifecycle, not
software functionality
• Integration is 70%-80% of
production cost

21. Changes
Some work stays the same, some changes
• Writers write, editors edit, illustrators illustrate and
publishers publish
• Automation requires a different approach and new skills
• Parallel activities require collaboration
• Writers and editors find a single, consistent voice for
many small units of content
• Illustrators and publishers produce graphic content
without the benefit of a constant visual page
• Content combines with stylesheets to render a page
automatically: no GUI for formatting
• New roles: managers and CMS administrators
• Workflow pushes content without human intervention
• When the system works well, everything is faster!

22. Let’s talk
about your
content
management
needs!

23. Language of CM
• Not everyone is speaking the same language
• Engineers design CMS and often create the GUI,
document the system, create the help and
provide the training
• Industry terms are not well standardized and add
to mystification
• Consultants may over-complicate issues to
justify work, pre-conceived bias, relationships
• Ann Rockley’s book helped provide us with a
standard language to talk about CM
• Get clear on terms, relate to content lifecycle

24. Production,
Usability,
Dependability

25. CM Products Maturing
• CM is a fairly new technology
• Products are evolving and maturing
• Technical Publication solutions not tailored for
specific industries
• Once primarily focused on functionality, now
improving usability
• Every content management system uses it’s own
terminology, acronyms and language
• Tighter integration with authoring and localization
• Some systems are adding DAM-like features

26. Behind the
CM Curtain

27. One System Configuration
Internet *Publishing: Stylesheet Processing
Document
Type
Definition
DTD Fonts
XML Structure
SVG
JAVA Client
XALAN
CMS Dashboard
Admin
Database Console
Web Server
Windows 2003
XML Editor Email Server
TOMCAT
*Publishing: Stylesheet Processing
+ = + =
XML XSLT XSL-FO XSLT
XALAN Antenna House
Structured – XML
DocBook DTD

28. When You’re Ready
• Map out end-to-end
requirements and projected
process
• Define content lifecycle
• Perform a content analysis
• Identify software needs
based on the outcome of
the process and content
analysis
• Find a good guide

29. Q&A
Mollye Barrett
ClearPath, LLC
mollye@clearpath.cc