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CS/IT: Where Content and Technology Meet
                        Content Strategy Consortium
                                         March 19, 2009

                                          Laura Melcher
                    National Association of REALTORS®
CS and IT
• Where do CS and IT meet?

• How to align IT/CS

• Why is this important?




                                                  2
                    Content Strategy Consortium
Where do CS and IT meet?
Content features/functions
• Page-level and site-level features and functions (new navigation menus,
drop-downs, etc.)
• Dynamic content delivery options

Content management system functionality
• Authoring (user) permissions and configuration
• Authoring templates – interface, taxonomy support, etc.
• Presentation-to-authoring template ratio/strategy
• Workflow capability (incl. e-mail notification, archiving/removal)
• Folder/site section structure to support tagging/analytics efforts

Metadata/SEO “tagging”
• Input fields available within content repositories

Analytics
• Reporting capabilities based on departmental needs


                                                                            3
                            Content Strategy Consortium
Where else do CS and IT meet?
Site support/communications
• Communications to authors about system functionality, upgrades,
outages, etc.
• Communications to site users about planned outages, new features, etc.

Content publisher training
• CMS documentation – user guide and specific “how-to” information
• Training sessions – classroom, online, etc.




                                                                           4
                          Content Strategy Consortium
How to align IT and CS
Shared goals
• Align strategy for content management/delivery and IT strategy for
software and hardware.
• Develop (together) shared goals that are clear, documented, measurable,
mutually beneficial, and for which there is an incentive.

Reporting structure/accountability
• If possible, develop a reporting structure to ensure that IT and content
groups do not operate completely independently.
• Develop an oversight board or body to which both content and IT
functions are accountable.

Communication
• Define a protocol for communicating.
• Address issues related to roles/responsibilities, if they exist, and get
support from higher-ups in both areas.




                                                                             5
                            Content Strategy Consortium
Why is this important?
Examples:

• Content inventory project
• New search engine implementation
• Recent CMS implementation and requirements definition




                                                          6
                       Content Strategy Consortium
Questions/discussion
For more information, contact:

   Laura Melcher, manager, editorial development
   National Association of REALTORS ®
   Phone: 312-329-8572
   E-mail: lmelcher@realtors.org




                                                    7
                      Content Strategy Consortium

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CS/IT: Where Content and Technology Meet

  • 1. CS/IT: Where Content and Technology Meet Content Strategy Consortium March 19, 2009 Laura Melcher National Association of REALTORS®
  • 2. CS and IT • Where do CS and IT meet? • How to align IT/CS • Why is this important? 2 Content Strategy Consortium
  • 3. Where do CS and IT meet? Content features/functions • Page-level and site-level features and functions (new navigation menus, drop-downs, etc.) • Dynamic content delivery options Content management system functionality • Authoring (user) permissions and configuration • Authoring templates – interface, taxonomy support, etc. • Presentation-to-authoring template ratio/strategy • Workflow capability (incl. e-mail notification, archiving/removal) • Folder/site section structure to support tagging/analytics efforts Metadata/SEO “tagging” • Input fields available within content repositories Analytics • Reporting capabilities based on departmental needs 3 Content Strategy Consortium
  • 4. Where else do CS and IT meet? Site support/communications • Communications to authors about system functionality, upgrades, outages, etc. • Communications to site users about planned outages, new features, etc. Content publisher training • CMS documentation – user guide and specific “how-to” information • Training sessions – classroom, online, etc. 4 Content Strategy Consortium
  • 5. How to align IT and CS Shared goals • Align strategy for content management/delivery and IT strategy for software and hardware. • Develop (together) shared goals that are clear, documented, measurable, mutually beneficial, and for which there is an incentive. Reporting structure/accountability • If possible, develop a reporting structure to ensure that IT and content groups do not operate completely independently. • Develop an oversight board or body to which both content and IT functions are accountable. Communication • Define a protocol for communicating. • Address issues related to roles/responsibilities, if they exist, and get support from higher-ups in both areas. 5 Content Strategy Consortium
  • 6. Why is this important? Examples: • Content inventory project • New search engine implementation • Recent CMS implementation and requirements definition 6 Content Strategy Consortium
  • 7. Questions/discussion For more information, contact: Laura Melcher, manager, editorial development National Association of REALTORS ® Phone: 312-329-8572 E-mail: lmelcher@realtors.org 7 Content Strategy Consortium