1. A Publishers’ Overview of Content
Management
May 28, 2003
Presented to:
Society for Scholarly Publishing
Annual Conference
Steve Sieck, EPS-USA LLC

2. Content Management Overview
Agenda
Background
Vendor / implementation overview
STM publishing and CM
Making the ROI case
Future directions
Resources / Contacts

3. Content Management Overview
What is it?
CM Definitions
A set of coordinated technologies and processes that allow
the quick and efficient acquisition, update, storage,
retrieval, re-purposing and re-use of the digital assets…
owned by an enterprise and…essential to its business.
• “Content Management Demystified” – EPS Ltd.
An overall process for collecting, managing, and publishing
content to any outlet.
• Content Management Bible – Bob Boiko

4. Content Management Overview
Where did it come from?
In the beginning, there were publishing systems designed
to create print publications. For electronic delivery, the files
these systems generated were converted to formats used
by online services such as information aggregators.
With the advent of the Web, the term “content
management” emerged to describe processes and systems
for publishing content on a web site.
Over time, publishers have become more interested in a
using a single publishing process for delivery to multiple
channels and formats.

5. Content Management Overview
What is it good for?
Organizing files
Form vs. content
Automating routine tasks
Enabling more sophisticated offerings

6. Content Management Overview
What does it do?
“Basic” Content Management functions include:
Creating content (authoring)
Describing it (metadata tagging)
Letting several people edit together (collaboration)
Letting the right people do the right things to it (workflow)
Stopping the wrong people from doing bad things (security)
Keeping track of how it has changed (version control)
Deciding when to display it (scheduling)
Displaying it in the right standard format (templating)
Allowing it to be displayed by others (syndication)
Allowing it to be displayed differently to different visitors
(personalization)

7. Content Management Overview
CMS vendor overview
Web-centric Genre-specific (e.g.
• Enterprise level Reference)
 Interwoven, Vignette, • Progressive Information
Documentum Technologies’ Vasont
• Midrange
 Microsoft Content Server ASP
• Departmental • Atomz, CrownPeak
 Adobe GoLive, Microsoft Technology
FrontPage
Open Source
XML-based
• Red Hat, Covalent, Zope
• XyEnterprise’s Content@ Corporation
• Empolis’ SigmaLink
• Arbortext Enterprise Content
Integration
Digital Asset Management
(DAM) • Context Media, Venetica,
Agari MediaWare
• Artesia’s TEAMS
• Quark DMS

8. Content Management Overview
Current CM technology challenges
The CMS industry remains immature and can be frustrating
• 200+ CMS vendors
• Poorly defined product categories
• Incomplete products
• Incompatible vendor solutions
Cross-media publishing is still evolving
• Editorial tools tied to output types
• “Contextless” authoring environments
• Inability to “preview” multiple media formats
• Different degrees of XML implementation

9. Content Management Overview
XML and metadata
XML: Basic building block of network publishing
• Most metadata solutions are XML-driven
Core metadata: most schemas are Dublin Core-derived
Secondary metadata: often reflecting required
granularity or document behaviour (versioning,
updating)
Tertiary metadata: often reflecting domain interest
(SCORM-IMS, education; DNF, mapping location)
Content identification (DOI – digital object identifier)
Taxonomy, thesaurus development, hierarchical
structures (some solutions include topic maps, subject
clustering and visualisation techniques)

10. Content Management Overview
Implementation balancing act
Manage Human Dynamics
• Stakeholder requirements Gain Business Process Benefits
• Competing mandates • Adopt best practices
• Existing workflows • Abandon previous behaviors
• Authoring interface usability • Capture time / efficiency gains
• Drive business strategy

11. Content Management Overview
Technology enabled process improvement
— Current Workflow — — Target Workflow —

12. Content Management Overview
Questions publishers should ask themselves
Can our existing methodologies accommodate change or
are they already struggling?
How much change do we anticipate regarding our content
sources?
Will the number of channels we use to deliver our content
increase?
Can our editorial/product people manipulate content the
way they want to and cope with changing needs?
Are we overly dependent on key staff and/or outside
suppliers?
How flexible are we to innovate in response to new
opportunities?

13. Content Management Overview
Scholarly publishers and CM
Scholarly, and especially STM, publishers have led the way
• The Web was originally created for exchange of scientific papers
• Authors’ and readers’ need for speed
• Unique economics of scholarly publishing
• Early SGML and/or XML adoption
• DOI adoption via CrossRef
• Electronic delivery becoming the dominant form of distribution
Nearly all have implemented a CMS in some form

14. Content Management Overview
Today’s publishing environment – and tomorrow’s
Scholarly Publishing Supply Chain
Institutional
Publishers Aggregators Customers
Content Packaging Distribution Usage
“Authors” Gather / Secure Organize / Host / Search Procure / “Readers”
/ Create / Edit Add Value / Analyze Deploy
Change Integration of publishing Publishers must continue Concentration of both Library focus shifting
Drivers: within knowledge to add value beyond supply- and demand- from collection to
creation process basic publication side participants assisting navigation
Metadata, e.g.
DCMI Taxonomies Collaboration
e.g. ACP
Key OAI DRM
vision
Technologies: Data mining Linking
XML/RDF

15. Content Management Overview
CM benefits – STM publishing
The perceived benefits of content management in STM publishing
depend largely on where you sit:
Editors view implementing a content management solution as a way to
improve process efficiency and their ability to compete effectively
Production and new media managers and executives are more likely to
view implementation as a way to lessen the time and expense of bringing
new products to market
Executives tend to have more confidence that a CMS can lead to increased
revenues
IT directors look for CMS to deliver a reduction in expenses
Overall, most agree that efficiency and quicker time to market are driving
factors
Source: Really Strategies / NYU Center for Publishing

16. Content Management Overview
Scope of implementation
Most STM publishers view Content Management as encompassing
products on the Web and in print, with a single system or solution
Primary Need for Content Management
70
61.1
60
% of Respondents
50
40
Series1
30 25.9
20
9.3
10
0
Web & print - single Web & print separate Web or other
system or solution process & solutions electronic products
only
Source: Really Strategies / NYU Center for Publishing

17. Content Management Overview
Buy vs. build
Based on experience, most STM publishers prefer an architectural
approach emphasizing selection and integration of different components
CMS Technical Approach
50
44.0
% of Respondents
45
40 37.7 37.7
35 Approach Taken
30 24.5 24.0 24.0
25
20 Approach Would Take
15 Today
10
5
0
Select product Select & Develop
& build integrate custom
solution components solution
around it
Source: Really Strategies / NYU Center for Publishing

18. Content Management Overview
What it costs
Most STM publishers have spent over $100,000 to implement CMS,
and expenditures over $500,000 are not uncommon
Cost to Implement CMS, Excluding Staff Costs
30
24.5
% of Respondents
24.5
25
18.9
20
15.1
15 Series1
10
5.7
5
0
Almost Less than $100,000 - $250,000 - More than
nothing $100,000 $250,000 $500,000 $500,000
Spending
Source: Really Strategies / NYU Center for Publishing

19. Content Management Overview
Making the case for investment
— Business Case Elements —
Increased Revenues Decreased Costs Strategic Advantages
Greater flexibility to Savings in staff time to Refocusing resources on
repurpose assets for retrieve assets for re-use more strategic projects
licensing and resale Reduced legal support to Consistent metadata across
validate rights and the enterprise, enabling
Creation of new products
permissions content and distribution
derived from existing assets synergies
Elimination of needless
Faster product recreation of assets Improved work experience
development for creative teams
Savings in material
More effective marketing distribution costs (via Centralized asset
communications digital delivery) repository enabling rapid
response to new
Better coordination with Streamlining of manual opportunities and
supply chain partners processes and workflow challenges
bottlenecks)

20. CIS ROI Drivers
Content Management Overview
Content Management ROI drivers: Revenue Enhancement
OBJECTIVE AREA OF CMS IMPACT BENEFITS KSF’S
Workflow functionality enables Customer growth Translation memory
ACQUIRE NEW efficient localization to serve new No redundant translation
CUSTOMERS geographic markets Effective localization
Revenue Workflow coordination
GROW More timely and better targeted
Campaign yields Include marketing mat’s
Enhancement marketing campaigns & promotions
REVENUE in CMS
Content automation enables faster Link CMS to other
Market share
speed to market systems
KEEP EXISTING Fresher, more complete and better- Renewal rates Integrate content w/
targeted content increases customer personalization tools
CUSTOMERS satisfaction
Customer lifetime value
Better management of content resources
enables better collaboration with B2B Empower creators
Frequency / length of
customers (and supply chain partners) Reuse content
visits
Create once, publish
Ability to leverage content across everywhere
multiple media channels increases Relationship exit Streamlined processes
Maximize
Maximize mindshare / utility for customers barriers
ROI
ROI Integrate content w/
Fresher, more compelling content and
INCREASE CUSTOMER Conversion rates personalization tools
better targeting encourages more
SPEND transactions Empower creators
Ability to personalize tagged, databased Reuse content
content facilitates cross-selling Average order size Create once, publish
everywhere
Ability to redeploy editorial, marketing & Streamlined processes
IT staff due to CMS-enabled efficiencies New product revenue
facilitates new product development and streams System standards &
increased marketing capability integration
LEVERAGE EXISTING Overall content & Scalable architecture
Greater overall online effectiveness technology ROI Plan to support future
IT & CONTENT target markets
Cost INVESTMENTS Central management of content ensures
consistency of marketing and branding Intangible enterprise Centralized templating /
Reduction value design standards and
Improved overall quality of Web offering content architecture
INCREASE “BRAND Ablity to support higher
Improved customer satisfaction and Content synchronization
EQUITY” pricing levels & consistency by design
positive word-of-mouth

21. CIS ROI Drivers
Content Management Overview
Content Management ROI drivers: Cost Reduction
OBJECTIVE AREA OF CMS IMPACT BENEFITS KSF’S
Web site content updating shifted IT head count Empower creators
INCREASE EMPLOYEE from IT to content creators Reuse content
PRODUCTIVITY Increased output per content creator Editorial costs / unit Create once, publish
Revenue More efficient access to
everywhere
Time searching for info Streamlined processes
Enhancements internal (B2E) content
Shorter marketing campaign cycles Marketing head count Include marketing mat’s
REDUCE CUSTOMER in CMS
ACQUISITION COSTS More timely promotions Link CMS to other
Marcom costs systems
Improved access to marketing mat’ls
REDUCE CUSTOMER (More satisfied current customers) Attrition costs Integrate support
SUPPORT COSTS content w/
Shift to self-service support Support / TSR HC personalization tools
REDUCE SITE Software purchase System vs. building with
Capex parts
IMPLEMENTATION COSTS
Translation costs Translation memory
Maximize Addressing global markets
Adaptation costs No redundant
ROI REDUCE SITE Static page creation translation
Cost / page Effective localization
MAINTENANCE COSTS Static page redesign / redevelopment
Workflow coordination
Software license / support Cost of ownership
System standards &
REDUCE IT CAPITAL Hardware / facilities Redundant facilities integration
COSTS Expansion costs Scalable architecture
Plan to support future
Print production & mailing Prod’n & mailing costs target markets
REDUCE NON-IT GOODS / Content acquisition redundancies Subscription costs
Research costs Identify opportunities to
SERVICES COSTS Consulting & outsourcing shift hard copy info
Content management services
costs delivery and acquisition
Losses from errors activities to Web
Cost Content integrity
REDUCE LOSSES (e.g. wrong prices)
Reduction Site reliability Liability for errors Integrate QA processes
REDUCE REJECTS / Site outages
Market reputation / brand (e.g. faulty content uploads)
ERRORS
Damage to brand

22. Content Management Overview
The Holy Grail: the cycle of optimization
The Media Asset Lifecycle
Create/Acquire Package Distribute Use
CMS / DAM
• Pre-production • Access control • Multi-channel • Display versioning
• Production Management
• Search & retrieval • Interactivity
• Rights management
• Ingestion • Metadata mgmt. • Asset use metrics
• Metatagging • Comprehensive
archiving for reuse
• Digitization
• Versioning
CRM
• Customization • Customer data • Personalization
collection/analysis • Customer experience
• Marketing Optimization
• Customer service • Revenue Realization
Key success factors:
An advanced DAM/CRM approach will:
• Richness of asset identification and meta data
 Build business intelligence and optimize customer • Ability to assess relative value of assets
profitability by leveraging database knowledge • Internal, business partner and customer connectivity
 Improve product development, marketing efficiency, and • Integration of content and customer knowledge management
channel management tools
• Understanding of key business processes impacting customer
experience

23. Content Management Overview
Completing the picture
eGlobalization
Customer
Relationship User
Management Experience
Content

24. Content Management Overview
Industry Forecast: Convergence and Consolidation
CM KM
Collaboration
Document
Web content management Categorization
Search
management / Taxonomies
Editorial
systems Visualization
Collaboration Expert / Mapping
locator
Blogs Digital asset
management Semantic Web

25. Content Management Overview
Resources
CmsWatch.com
The Columbia Guide to Digital Publishing
The Content Management Bible
Seybold Publications
Gilbane Report
Really Strategies / NYU Center For Publishing

26. Content Management Overview
Thank you!
Contact:
Steve Sieck
Managing Partner, EPS-USA
200 East 10th Street
New York, NY 10003
(917) 534-9951 (t)
(646) 246-0379 (m)
(212) 598-4893 (f)
E-mail: steve@epsltd.com