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Content Management 101


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Presentation given at the CASE Communications, Marketing & Technology Conference in Boston on April 16, 2009.

Before you shop for a CMS or redesign your website, you need to understand the basics of content management in higher education. This non-technical session will help you understand how to free your content from the page so it can be re-used, re-purposed and re-packaged in countless ways. You'll leave with a new way of thinking and a vision for a more dynamic, consistent and serendipitous website experience.

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Content Management 101

  1. 1. Content Management 101 J. Todd Bennett Managing Partner decimal152
  2. 2. Remember this?
  3. 3. The evolution of the college website
  4. 4. The evolution of the college website
  5. 6. How do we try to fix it? <ul><li>GET A CMS! </li></ul>
  6. 7. Reasons you get a CMS <ul><li>Ease the burden- more people lending a hand! </li></ul><ul><li>WYSIWYG </li></ul><ul><li>Easier updates, design changes </li></ul><ul><li>More consistency and control </li></ul><ul><li>Do cool stuff without knowing what you’re doing </li></ul>
  7. 8. <ul><li>Beware of features </li></ul><ul><li>Be careful with change </li></ul>
  8. 9. <ul><li>No CMS will fix problems with </li></ul><ul><li>your people or process </li></ul>
  9. 11. Dining Services Student Affairs Math Registrar English Maintenance
  10. 12. How do we harness their expertise for everyone’s benefit?
  11. 13. It’s time to rethink how we create and publish content.
  12. 14.
  13. 15. The long neck and tail Zipf Distribution Page views Content
  14. 16. Freeing content
  15. 18. Bios Videos Images Stories Stats News Events Projects Platform for interacting with content
  16. 20. Content Reuse: the possibilities <ul><li>There are over </li></ul><ul><li>2000 different </li></ul><ul><li>Lego parts in </li></ul><ul><li>55 colors and over </li></ul><ul><li>20 materials </li></ul>
  17. 21. Content Reuse: the possibilities Just 6 (2x4) bricks of the same color combine in 915,000,000 unique ways
  18. 22. Content Reuse <ul><li>A single piece of content is created once and used in multiple formats and contexts </li></ul>
  19. 23. The 3 Rs of Content Reuse
  20. 24. Re-use 1 piece of content, multiple contexts
  21. 25. Re-purpose use parts of a piece of content for different purposes
  22. 26. Re-package multiple documents created in multiple media types
  23. 27. Benefits of Reuse <ul><li>Quick and Easy Updates </li></ul><ul><li>Consistency </li></ul><ul><li>Knowledge Repository </li></ul><ul><li>Extended Reach </li></ul><ul><li>Do more with less (personalization) </li></ul>
  24. 28. Content Reuse: Cautions <ul><li>Context reduces re-usability </li></ul><ul><li>Lack of context requires branding of the content itself </li></ul><ul><li>Decentralization requires consistency in structure, taxonomy, and tagging </li></ul>
  25. 29. What is Structured Content? <ul><li>A way of separating content from presentation </li></ul><ul><li>A way of creating & storing information based on a predefined set of rules </li></ul><ul><li>Content that can be parsed and formatted into just about any other structured (or unstructured) format </li></ul>
  26. 30. What is the alternative? Unstructured Content <ul><li>Traditional HTML </li></ul><ul><li>Static, freeform </li></ul><ul><li>WYSIWYG </li></ul>
  27. 31. <ul><li>Unstructured content is usually the result of an unstructured production process </li></ul>
  28. 32. Problems with unstructured content <ul><li>Difficult to make site-wide changes to content or layout </li></ul><ul><li>Redundancies, inconsistencies, erroneous info </li></ul><ul><li>Presentation often coupled with content </li></ul><ul><li>Difficult to re-use content </li></ul>
  29. 33. Content is the sum of its parts <ul><li>What parts does your content have? </li></ul>
  30. 34. When structuring your content <ul><li>Remember the 3 Rs </li></ul><ul><li>Think beyond your singular purpose </li></ul><ul><li>How granular should your content be? </li></ul><ul><li>How will others find this content? </li></ul>
  31. 35. Use of Metadata <ul><li>Information used to describe & categorize content </li></ul>Album names Artists Song Titles Album Artwork Ratings Last Played Date Genre Playlists
  32. 36. Metadata <ul><li>Structured/controlled metadata </li></ul><ul><ul><li>Categories & Relationships </li></ul></ul><ul><ul><li>Content Fields in the Structure </li></ul></ul><ul><li>Unstructured/ free form metadata </li></ul><ul><ul><li>Tags </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Usage Data </li></ul></ul>
  33. 37. Making it happen <ul><li>Start small </li></ul><ul><li>Eliminate the fear of the technology </li></ul><ul><li>Introduce new tools only after you have developed a culture of content contribution </li></ul>
  34. 38. Questions? Contact me: [email_address] 404-551-3915