What’s the right Content Management System (CMS) for your business? As an IT leader influencing line-of-business decision-makers, how do you select a CMS that meets your organization’s needs? In this presentation, Geoffrey Bock, a noted industry analyst, identifies the essential capabilities for managing web content and links them to business benefits. Bock highlights the shifting set of IT tasks for managing websites, and details those that rightfully belong to non-technical users. In addition, Bock provides a roadmap for linking the IT and business requirements of your organization to the relevant capabilities of a modern CMS platform.

2. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Agenda
• Facing content
management challenges
• Managing creative and
editorial processes
• Content delivery
opportunities
• Weaving content into a
digital ecosystem

3. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Two Questions
• What is the right CMS for
your organization?
• How (& when) does
content add business
value?

4. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
• What is content?
– Static, largely textual
– Rich media
– A dynamic environment
Web Content
Management
Is a Moving
Target

5. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Web Content
Management
Is a Moving
Target
• What is the web anyway?
– A single web site
– A collection of web sites
– Native or web mobile apps
• What needs to be managed?
– Changes on web pages
– Site-wide look/feel,
navigation, or purpose
– Total digital experience

6. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Content Management Solutions
Gen1 1992 – 2010-ish
• Predefined pages
• Shared file system
• Single web site
Gen2 2001-ish - present
• Component web pages
& templates
• Shared repository
• Microsites
Gen3 2010-ish - future
• Accommodate mobile
• Personalized & ‘smart’
• An ecosystem for digital
experiences
Richness of content
and user experience
increases over time
Gen1 Gen2 Gen3

7. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Three CMS Choice Points
• Contributing content
• Delivering content
• Sustaining the digital
ecosystem

8. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Contributing
Content
• LoB adds/modifies
content on a site
– IT develops/manages
the site
• LoB manages
multiple sites
– IT creates & maintains
the enabling WCM
platform
• LoB focuses on a
business purpose –
– IT provides the
purpose-built tools &
other supporting
services

9. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Contributing
Content
• Library services
– Separates a CMS from
a file share
• Editorial workflow
– Great in theory
– Difficult to implement
• Beyond static text &
images
– Managing rich media &
multiple content types
• Descriptive metadata
• Assembling content from
multiple sources
• Multilingual capabilities
• Administrative dashboards

10. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Delivering Content
• Publishing information
– Pushing information to
an audience
– Implicit pub/sub
distribution model
• A task-oriented,
interactive environment
– Enterprise portal
– Ecommerce site
– Franchise network
• Producing digital
experiences
– Relevant for both
tethered & mobile
– Adapts to current
context such as location-
awareness
– Personalized, visual,
&“smart”

11. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Tools for Delivering Content
• From static pages to
dynamic assembly
– Templates
– WYSIWYG
– Rich media objects
– Smart chunks
• Support for mobility
– Native vs. web apps
– Responsive website
design
– Contextual
• Personalization
– Registration
– Cookies
– Audience targeting
• Tracking results

12. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Weaving the Digital Ecosystem
• SEO tagging
– Descriptive metadata
– Google knowledge graph
– Schema.org tag sets
• Communities & social channels
– Facebook & LinkedIn feeds
• E-commerce syndication
– Single source of
authoritative information
– Synchronizing metadata
with partner channels

13. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Sustaining the Ecosystem
• SEO best practices
• Content onboarding
• Link strategies
• Headless WCM
– Well defined APIs
– Web-wide good citizenship
• Developer community
• Prospects for
serendipity

14. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Towards a CMS Roadmap
• Focus on key business drivers and technology trade-offs
surrounding the complete content lifecycle
• LoB can envision results and requirements, and quantify
the business benefits
• Recognize the set of IT tasks and activities for powering
competitive web sites, and separate them from those that
rightfully belong to non-technical staffers
• Truly an IT-LoB partnership

15. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
1. Support the business
– Have a seat at the table for the
business conversations
– Invest the time to contribute to the
business planning activities
– Develop a content strategy
– Define an information architecture
– Determine CM roles and
responsibilities
2. Be sure to clarify the business purpose
for the CMS investment
– Publishing
– Marketing and sales enablement
– Operational tasks
A Decision Guide for IT Leaders

16. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
3. Lead the technical conversation:
– Web development
– Mobile/digital experiences
• Responsive web site design &
beyond
• User identification
• Personalization
– Administration
• User management
• Taxonomy management
• Multi-site
– Customer engagement
– Community management

17. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
A Decision Guide for IT Leaders
4. Set & maintain both technical,
security, and operational governance
requirements
– Work with CISO and LoB leaders to
identify risk profile
– Plan staffing commitments
5. Ensure integration with various
services & applications within the
enterprise ecosystem
– Emphasize extensibility & flexibility
and scalability
– Exploit the environment
6. Invest in operational smarts

18. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right Choice for
your Organization
• Rarely starting with a blank slate
– Capture the legacy learning
• What’s working, what’s not working
• What needs to be fixed
– Existing IT environment & enterprise
architecture
• Technology platform & IT skill set
• Infrastructure: How cloudy?
• Assess usability to determine
requirements
– Content audit and information
architecture
– Describe problem-solution pairs
– Personas, journey mapping, content
modeling, etc. are useful UX design

19. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Making the Right
Choice for your
Organization
• Develop technology checklist
– Prioritize IT requirements
– Optimize for best long-term
fit
– Track ‘new stuff’ that
matters
• Remain agile & ready to
adapt

20. © 2016 Geoffrey Bock
Bock & Company Digital Strategies for Content and Mobility
Thank You!
Geoffrey Bock, Principal
geoffbock@gmail.com

21. THE RIGHT CMS
HOW TO SELECT
For information on DNN’s
Evoq CMS:
Product page for Evoq
Content