A Guide To Evaluating Web Content Management Systems (CMS)

A Guide To Evaluating Web Content Management Systems

Ben Adams – Director of Digital Marketing

Luke Michel – Content Strategist

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Our Speakers

Ben AdamsDirector of Digital [email protected]

Luke MichelContent [email protected]

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• Do you need a Web CMS?• 5 Key Strategic CMS Considerations• The CMS Marketplace• Q & A

Our Outline

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Do you need a Web CMS?Discussion:

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Thinking that a CMS will solve your content problems is like thinking that a fully equipped kitchen will cook for you.

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What a Web CMS can help you do

Create and manage online content (i.e., articles, blogs, news, events, etc.)

Align marketing and communication teams Deliver consistent, branded messaging Manage content across regions and languages Conform to regulatory and compliance guidelines Leverage intellectual property Deliver personalized experiences

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Your choice is more likely to be determined and validated by your organization than by your content.

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Organizational Factors

Yin Yang

Menagerie

PHP

Proprietary

Developer-friendly

Hierarchy

.NET

Open Source

Author-ready

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Hierarchy or Menagerie?

Content Everywhere: Strategy and Structure for Future-Ready Content Sara Wachter-Boettcher Rosenfeld Media

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5 Key Strategic Capabilities

Discussion:

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Ease of Customization

Extensibility: Third-party plug-ins or programmatic development Time to launch: Design first vs. design-as-you-go Resources: design and development

Internal experience and expertise External resources: vendors and partners

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Personalization & Conversion Optimization Serve up specific content to specific audiences Ability to create, segment, and rank user profiles in the CMS

Up-front user research, user stories, customer journeys, persona development, etc.

Garbage in/garbage out CMS should serve up content based on the right…

Time Place Device Need

Engagement and refinement A/B and multivariate testing Conversion rate optimization

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Accountability and Support

Governance and workflow capabilities Roles, responsibilities, relationships, rules, review Essential for public companies and heavily regulated

companies Reliability and currency of CMS updates and plug-ins Accountability and responsiveness

“One throat to choke” or amorphous community Proprietary systems have vibrant communities, too Open-source solution providers (e.g., Acquia)

Training and documentation

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Third-Party Integration

CMS

CRM

ERP

E-comm

Marketing Automation

AnalyticsTranslation Services

Blog

HR/Careers

Financial/IR

News/Wire Content and

presentation managed in CMS

External sources/sites Content Data Services

What to keep/what to migrate to CMS

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Translation and Localization

Corporate

North America

U.S. Canada

EMEAUK Fra

nceSpain

Germany

APACChina Japan

American

English

CanadianEnglis

h

Canadian

French

UKEnglish

French Castilian

Catalan

German

Polish

Mandarin

Japanese

LocalizedContent

RegionalContent

GlobalContent

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The CMS Marketplace

Discussion:

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CMS Options:

SMB Instant gratification; set up

and go Most widely-used CMS Not ideal for enterprise-level

localization or heavily regulated organizations

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CMS Options:

SMB, some enterprise Popular in the education space Community of developers support

it, so capabilities are extensive Emerging partner support options

(e.g., Acquia)

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CMS Options:

SMB, some enterprise 18,000 websites use

them Extensible via modules Author-ready solution

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CMS Options:

Mid-size to enterprise Core e-commerce

component Listed as ‘Visionary’ in

Gartner Magic Quadrant for five straight years

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CMS Options:

Mid-size to enterprise Developer-friendly Extensible at a global scale Extensive digital marketing

suite High level of integration

capabilities

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Recommended Reading Content Everywhere: Strategy and Structure

for Future-Ready Content Sara Wachter-Boettcher Rosenfeld Media

© 2014 PixelMEDIA. Confidential & Proprietary

Q & ADiscussion:

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