Download the full report: http://www.gleanster.com/reports/reports/web-content-management Organizations today are engaging with customers, partners and employees in more ways than ever before. This is particularly true in the online world where the explosion of social media tools and mobile applications has enabled website owners to adopt a multichannel approach to user engagement. Against this backdrop, website users have become more demanding. Not only do they expect high performance from websites, they seek an increasingly compelling and immersive user experience. Yet many Web marketers and content providers struggle to provide fresh, dynamic, and compelling experiences. The challenge lies not so much in developing new content, but, rather, in delivering relevant content in context.

1. Q2 2012
Gleansight
Web Content Management
Content Organizations today are engaging with customers, partners and employees
Part 1: Topic Overview in more ways than ever before. This is particularly true in the online
Part 2: Reasons to Implement world where the explosion of social media tools and mobile applications
Part 3: Value Drivers has enabled website owners to adopt a multichannel approach to user
Part 4: Challenges engagement. Against this backdrop, website users have become more
Part 5: Performance Metrics
demanding. Not only do they expect high performance from websites,
Part 6: Success Story
Part 7: Vendor Landscape they seek an increasingly compelling and immersive user experience.
Yet many Web marketers and content providers struggle to provide fresh,
dynamic, and compelling experiences. The challenge lies not so much in
Sidebars
developing new content, but, rather, in delivering relevant content in context.
Survey Stats
Benchmark KPIs
Core Technologies
Gleanster Numbers
Vendor Quick Reference Guide
Organizations must adopt a systematic approach to providing channel-appropriate
content to end-users and optimizing the content for that channel. For example,
mobile device users typically require simplified and streamlined tools while
desktop users will more often wait a few extra seconds in exchange for a rich,
immersive application. To consistently deliver content in context, organizations
must understand and respond to such elements as user location, device type, and
the forum type in which the user is engaging the organization. To achieve this,
organizations must evolve their Web Content Management (WCM) strategy and
enabling technologies. Their WCM solution must transform from a publishing tool
to a multi-channel engagement tool. This Gleansight benchmark report explores
the reasons to implement the next generation of WCM solutions, the ways in which
Note: This document is intended for individual WCM helps to optimize the end-user experience across multiple channels, and the
use. Electronic distribution via email or by post-
ing on a personal website is in violation of the challenges associated with implementing a WCM solution.
terms of use.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.

2. Gleansight: Web Content Management 2
Survey Stats
The research findings featured in this
Part 1: Topic Overview
Gleansight benchmark report are
derived from the Q2 2011 Gleanster Until recently, Web Content Management (WCM) solutions focused
survey on Web Content Management.
almost entirely on publishing content to the Web. Content types included
• Total survey responses: 309 static text and graphics, audio, video, and simple code to incorporate
customized content elements based on end-user profiles. Traditionally,
• Qualified survey responses: 285
WCM’s main value proposition has been enabling non-technical
• Company size: <$1M (2%); $1 personnel ― particularly marketers ― to create, manage, and post
- 10M (19%); $10-100M (35%); content onto websites without relying on help from the IT department.
$100M - $1B (36%); >$1B (8%)
Over time, WCM solutions evolved as website strategies began to
• Geography: North America focus on the end-user experience across multiple channels.
(84%); Europe (12%); Other (4%)
To accommodate multi-channel suggest that Top Performers are
• Industries: Consumer Goods
strategies, today’s leading WCM still utilizing a wide variety of tools
(15%); Entertainment (9%);
eCommerce (7%); Manufacturing solutions provide functionality that goes and capabilities (in fact, only 42% of
(6%); Software (6%); Financial
far beyond Web content publishing and Top Performers currently use WCM
Services (4%); Non-Profit (4%)
control. They now include functionality
solutions). The 42% figure makes sense
• Job levels: C-level (5%); SVP/ for managing multi-lingual content
VP (25%); Director (31%); given that, according to Gleanster
Manager & Staff (39%) across multiple sites, aggregating
research, only 43% of Top Performers
and syndicating content, leveraging
rely heavily on dynamic or frequently-
social media and user-generated
Sample survey respondents: changing content in their Web content
content, analyzing end-user behavior
strategy. Despite
“
Director, Hitachi (both on-site
Manager, Canon and off-site), and Web content the majority of Top
Director, Hyatt
publishing content management Performers’ lack of
to a wide variety solutions must dynamic content
VP of Marketing, Merrill Lynch
of device types, transform from usage, 71% of
Manager, Tiburon, Inc. such as iPads publishing tools them indicate that
VP of Marketing, GlaxoSmithKline and smartphones. to multichannel their marketing
Director, Nordstrom Many of the more engagement department is
sophisticated platforms.
Director, Dell responsible
solutions have
for managing
started to add a
website content. As marketers in these
contextualization functionality to allow
organizations increasingly recognize
users to deliver more personalized
experiences and engage with their the need to deliver content in context
visitors on a one-to-one basis. Despite to end-users, one can expect Top
Note: This document is intended for individual Performers to incorporate an approach
use. Electronic distribution via email or by post-
the new standard capabilities in WCM
ing on a personal website is in violation of the
terms of use. solutions, Gleanster survey results that includes more dynamic content.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.

3. Gleansight: Web Content Management 3
Part 2: Reasons to Implement
What would happen if your marketing department discovered a great new
Benchmark KPIs
social media tool or that two-thirds of your target market relied on consumer
Gleanster uses 2-3 key performance
recommendations to make a purchase decision? Would you want to await
indicators (KPIs) to distinguish “Top
Performers” from all other companies IT’s approval to adjust your Web marketing and site content strategy, or
(“Everyone Else”) within a given data would you want your front-line marketing people to seize the moment? Top
set, thereby establishing a basis
performing organizations would choose the latter option every time. Web
for benchmarking best practices.
By definition, Top Performers are Content Management solutions enable organizations to seize such moments
comprised of the top quartile of quickly and easily. WCM combines the necessary hooks and integrations
qualified survey respondents (QSRs).
into back-office systems and company-wide data that enable marketers
The KPIs used for distinguishing to respond quickly to evolving market demands. At the same time, WCM
Top Performers focus on solutions provide content management capabilities so the organization can
performance metrics that speak adhere to the strictest standards of content control and consistency. As
to year-over-year improvement in
relevant, measurable areas. Not such, organizations implementing WCM today can drive online revenue and
all KPIs are weighted equally. ensure online campaigns that present the most relevant marketing messages
to various audiences accessing a website across multiple channels.
The KPIs used for this Gleansight are:
• Revenue Growth
• Increase in Conversion
Rates on Website
• Increase in Unique
Visitors to Website
To learn more about Gleanster’s
research methodology, * According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM
please click here or email
research@gleanster.com.
Increase online revenue and profit. Increase the relevance of marketing
In today’s highly competitive online messages. Customers today have
markets, successful sales largely more power and influence than at
depend on presenting the right any other time in history. They also
information to the right people at the have more channels for sharing
right point in time. WCM’s ability to their brand experiences and related
customize content ― including special sentiments. This makes relevance and
offers and value-added information personalization critical to capturing
― helps organizations cash in on mindshare and share of wallet. Top
the knowledge they gain analyzing Performers are looking for ways to
customer behavior and buying patterns. make marketing messages timely
Not only does this increase revenue, and personalized for local audiences
but WCM’s ability to automate content while simultaneously maintaining
customization means that each brand consistency at a corporate level.
additional dollar of revenue comes with They’re also looking to adapt the online
Note: This document is intended for individual less associated expense. experience to each individual customer
use. Electronic distribution via email or by post-
ing on a personal website is in violation of the or visitor’s needs and situation.
terms of use.
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4. Gleansight: Web Content Management 4
Core WCM Capabilities
Following are core capabilities
to look for when selecting
a WCM technology:
Intuitive User Interface. While the
system look and feel remains one of
the most subjective elements of any
technology purchase, it’s important * According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM
to consider the organizational
culture and technical acumen of the
users who will actually be utilizing
Manage global communications. processes caused by IT approval and
the tool. In many cases, these Organizations serving worldwide workflow. This is especially true within
are non-technical business users, audiences must present a consistent organizations that have reduced IT to
including marketers and product company image. At the same time, the point where it can focus only on a
managers. Every organization they must deliver market-appropriate few key initiatives at a time. To remain
will value different features and messages. To strike such a balance, effective, marketing must tackle the long
functions, but the value of WCM is they need a system that provides tail of content management projects
ultimately empowering non-technical flexible self-service among dispersed on its own. The latest solutions for
users, so it’s important to review marketing teams along with centralized WCM are designed to make it easy for
demos from 3-5 different tools with rules for controlling content themes and organizations to manage content without
the participation of prospective
messages. the help of IT while also providing more
users to take stock of usability
sophisticated tools for developers.
and the general look and feel of Optimize the end-user experience.
the interface with which they’ll The end-user experience can make or Improve brand consistency. As
potentially be spending a lot of time.
break any online campaign. Not only organizations globalize their operations
do speed and performance matter, but and pursue new markets around the
SaaS vs. On-Premise. The decision
consumers now seek an immersive world, they frequently struggle to
to implement a SaaS or on-premise
experience that facilitates a relationship bring in local marketing managers
delivery model is unique for every
organization. Depending on the
with their favorite brands and websites. who customize messages to suit their
size of the organization, security Optimizing the end-user experience unique market needs. Using WCM,
and IT standards may preclude an requires organizations to think about centralized marketing executives can
investment in cloud-based WCM several critical factors: how users are set standards and rules around content
tools. From a feature and function accessing their websites; the location of and messages so regional teams can
standpoint, these tools typically users; the on-site tools they are using; adhere to branding while adding their
have scaled-back features when and the external influences that brought own nuanced version of messaging.
compared to on-premise. The them to the site. Marketers can obtain
tradeoff is that cloud-based WCM such insights from WCM and automate Increase website traffic. Organizations
systems often tend to be a bit easier rules and workflows to respond to users constantly seek new methods for
to use and they also tend to be increasing visitor volume to their
according to each factor.
far more scalable for a distributed websites. More traffic very often means
organization. At the same time, Reduce marketing dependence more revenue. Analysis and reporting
emerging technologies like HTML5 on IT. Today’s market landscapes tools within WCM provide insights
are opening up a whole new level
shift incredibly fast. New technology into the origins of customers. More
of usability and functionality. Some
capabilities, new government importantly, they also provide analysis
SaaS vendors can now deliver
drag-and-drop functionality and
regulations, and fast-spreading venues of the origins of the most profitable
true WYSIWYG website design. for the voice of the customer mean customers. Furthermore, the adherence
organizations must track and respond to search engine-optimized key words
to consumer trends faster than ever. within all website content ensures
Note: This document is intended for individual
use. Electronic distribution via email or by post- Marketing teams simply cannot that Web search engines favor those
ing on a personal website is in violation of the afford to get bogged down by slow websites that have incorporated the
terms of use.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.