The document discusses the shifting focus in content management from production and management to delivery. It argues that content management is now a solved problem, while the most important innovations are occurring in content delivery, such as personalization, analytics, and multi-channel distribution. This division has increased over the past few years as the delivery side has become more dynamic and fractured across different channels. As a result, customers now care more about what happens to content after it is published rather than before.

1. The Future is in Delivery

2. About Me
Deane Barker
Content Management Practice Director
Blend Interactive
17 people in the U.S. Midwest.
Working with eZ publish since 2004
Work both sides of the platform divide:
Microsoft .Net
LAMP
PRESENTER: DEANE BARKER 2/14/2012 2

3. PRESENTER: DEANE BARKER 2/14/2012 SLIDE 3

4. 2/14/2012 5

5. Content Management is Dead
2/14/2012 7

6. The Future is in Delivery
There is a difference between content management and content delivery.
This division has widened in the last few years.
Content management is something of a solved problem.
Most of the new features in the commercial CMS space are happening on the delivery
side.
Open-source is slow to adopt this trend…
…but customers are slower.

7. A cultural disclaimer…
2/14/2012 9

8. Management vs Delivery
2/14/2012 10

9. “Management” has become an abused word in
this industry.
2/14/2012 11

10. The Content Lifecycle
2/14/2012 12

11. The Content Lifecycle
Content Management

12. The Content Lifecycle
Publish
Content Content Content
Production Management Delivery

13. The Content Lifecycle
Content Content Content
Production Management Delivery

14. Content Production
The process of creating or modifying content.
2/14/2012 16

15. Content Production
Content Modeling
Definition of content types
Definition of attributes
Development of custom datatypes
Content Production
Editing of content
Organization/relating of content
Content Collaboration
Workflow
Task management

16. Content Management
The process of managing existing content.

17. Content Management
Repository Services
Versioning
Differencing
Archiving
Governance Services
Permissions
Workflow
Organization Services
Metadata
Search

18. Content Delivery
The process of enhancing content in the delivery tier, after it has
been published.

19. Content Delivery
Integrated Analytics
Multi-Variate Testing
Conversion Tracking
Inbound Campaign Management
KPI Management and Tracking
Traditional Personalization
Anonymous Personalization
Demographic Segmentation
Behavior Segmentation
User-Generated Content

20. A/B Testing
Serving different versions of content to random selections of users

21. Campaign Management and Integration
Binding site entry back to specific campaigns

22. Analytics Integration
Combining the anonymity of third-party analytics with the repository

23. User-generated Content
Commenting
Rating
“Liking”
Sharing

24. Multi-Channel Delivery
Traditional Web Page
RSS
Mobile Devices
Facebook Pages
Twitter

25. Visitor Segmentation
Segmenting visitors into groups to deliver customized content to them.
2/14/2012 27

26. Visitor Segmentation
2/14/2012 28

27. The Common Theme:
All of these things happen after publication.
2/14/2012 29

28. Management is about CONTROL

29. Delivery is about EFFECTIVENESS

30. Management belongs to DEVELOPERS,
EDITORS, and ADMINISTRATORS.

31. Delivery belongs to MARKETERS.

32. Management is the Training Montage

33. Delivery is the Main Event

34. Inversion of Effort
Production / Management Delivery
2/14/2012 36

35. Inversion of Effort
P/M Delivery
2/14/2012 37

36. Launch day is not the finish line, but rather is
the starting line.
2/14/2012 38

37. What’s in a name?
2/14/2012 39

38. What’s in a name?
“Web Experience Management” / WEM (2,150,000)
“Customer Experience Management” / CXM (1,050,000)
“Customer Engagement Management” (468,000)
“Web Engagement Management” (239,000)
“Marketing Automation” (2,540,000)
2/14/2012 40

39. WEMI
“Web Experience Management
is a redefinition or evolution of
Web Content Management.
Where WCM provides the
foundation for collaboration by
offering users the ability to
manage content, WEM
emphasizes the importance of
the delivery of the aggregated
content into a total Web
Experience.”
2/14/2012 41

40. Forrester
“These solutions promise to enable
businesses to manage and optimize the
customer experience across customer
touchpoints through a combination of content
management, search, customer targeting,
analytics, personalization, and optimization
capabilities.”
2/14/2012 42

41. Is Management Solved?

42. Could content MANAGEMENT be a solved
problem?
Could it become a commodity?
Will the real market differentiator of the future be
content DELIVERY?

43. “Content management is largely a solved
problem. Almost all of the advances in the field
are happening in the delivery/marketing space.”
2/14/2012 45

44. All seven agreed. Some regretfully.
2/14/2012 46

45. “Development on our repository is strictly to support our delivery services.”
“The majority of our development effort is focused outside our core management
product.”
“Content management was commoditized as soon as open-source solutions reached
sufficient competency at a no-cost price point.”
“The focus on the management side is now on strictly reducing implementation
costs.”
2/14/2012 47

46. “The ‘money shot’ of a content management solution is no longer ‘here’s how you edit
a page of content.’”
“…how many different ways can you demo core content management?”
“We build our product 100% for marketers. The idea of a ‘content editor’ is an
antiquated notion.”
PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 48

47. In many commercial products, the delivery tier
licenses for 2-3 times the management tier.
2/14/2012 SLIDE 49

48. What has caused this division?
2/14/2012 55

49. Management technology has gotten ahead of the
customer

50. The delivery tier is now much more dynamic

51. 2/14/2012 58

52. The delivery tier is now much more fractured

53. 2/14/2012 60

54. The post-publish life of content is the most
complicated phase in its lifecycle.
PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 61

55. The Rise of Content Strategy

56. The Rise of Content Strategy
More thought is going into the production of content – what happens before publish.
This thought process is bleeding over into what happens after publish.
When thought is put into how content must perform before it is created, inevitably
structures will arise to ensure or document this performance after it is published.
2/14/2012 63

57. The delivery tier is becoming a framework that
binds content at request time.

58. It’s like music…

59. The Marketing Technologist
The Marketing Technologist

60. The Marketing Technologist

61. Recruiting the Marketing Technologist
“A talent gap is growing
between the skills that many
new advertising jobs require
and the number of people who
have those skills. The dilemma,
[…] is particularly acute for jobs
that require hard-core
quantitative, mathematical and
technical skills.”
2/14/2012 69

62. Skills Required of the Marketing Technologist
Basic understand of web technologies (HTML, CSS, Javascript, HTTP, Ajax, etc.)
Basic understanding of quantitative analysis and data visualization
Ability to recognize and understand patterns
Thorough understanding of web usability and interface design
Thorough understanding of web analytics
Understanding of and commitment to a primarily experimental methodology
Commitment to a never-ending incremental improvement process
“Mashable software fluency”
2/14/2012 70

63. “They have to be fascinated with their topic. There
needs to be a way to develop this fascination from
either side.”
─ Michael Fischler, Markitek
2/14/2012 71

64. The Sad Truth:
Very few clients have the skills the exploit the
current wave of delivery technologies.
2/14/2012 72

65. What does this mean to me?
2/14/2012 77

66. 1.
Customers will approach CMS purchasing
decisions from what happens after publish, not
before.

67. 2.
CMS demos that concentrate on commoditized
services will not compete.
2/14/2012 79

68. 3.
Selling CMS will require a clear understanding of
CXM services, both in general and in terms of
market providers.
2/14/2012 80

69. 4.
CMS customers may bring their own CXM suite
to the selling process and demand
interoperability.
2/14/2012 81

70. Core Belief:
Content serves no purpose other than that of a
marketing tool. If content doesn’t perform, it
shouldn’t exist.
2/14/2012 82

71. “The developers looked at me like I was crazy, like
they couldn’t understand why I wanted to betray their
open-source ideals with something as trivial as
marketing.”
─ Anonymous Drupal User
2/14/2012 83

72. Deane Barker
Blend Interactive
http://gadgetopia.com
@gadgetopia
2/14/2012 84