When Content Management Needs a Content Strategy

What does content strategy mean to the well-established field of content management?


About This Presentation

What Is This?

I was invited to speak at Gilbane Boston 2009 last week on the following topic:

Getting ready for a redesign? Overhauling the CMS? Technology is one hurdle, but the real hurt comes in the huddle: how can technology, marketing and the business all communicate and collaborate? Get set for effective project results by establishing your content strategy first.

In 2009, content strategy–a small, decade-old field of practice hatched within the web design community–exploded into newfound prominence. This session will provide you with an instructive account of how and why content is increasingly dominating the conversation there, and what it means to the content management community at large.

Combining the principles of user experience design, content management and product development, content strategy plans for all aspects of the content lifecycle, from concept to modeling and production to reuse. A leading content strategist will demonstrate with clear examples how effective content management for your organization or clients starts with a sound content strategy.


Credits

Many thanks to Scott Liewehr and Joan Lasselle, with whom I shared the session, for the great post-presentation discussion.


Further Reading on Content Management

In this complex domain I find myself continually returning to the wisdom of Seth Gottlieb, the insight of David Hobbs, and the contrarianism of The CMS Myth. Read them closely and frequently.

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2 Responses to “When Content Management Needs a Content Strategy”

  1. [...] vendors will start bolting on interfaces targeting content strategists Partly because they watched this presentation and saw it was good. I’ve got some more specific thoughts about this, but hey, I don’t [...]

  2. [...] “When Content Management Needs a Content Strategy” – Predicate, LLC, presentation from Gilbane Boston 2009 [...]

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  • “ He developed the strategy [...] and then implemented it not just efficiently but also to a very, very high standard[.] ”

Notes on Content

A running report on must-read news, analysis and resources from the content landscape. Updated frequently. »

I say again, let us pay. Make the process as easy as possible. Make it invisible and transparent. Make us register once and once only. Walls are not the way forward, but walls are not the same thing as payment, and without some form of payment, the press will not be here in five years’ time. I hope one of the big organisations is working on this idea or something like it, because for print newspapers, the clock isn’t just ticking, it’s ticking louder and faster.

LRB · John Lanchester · Let Us Pay.

09.02.11 | Advertising & Marketing, Business Strategy, Industry Shift, Products & Services, Theory & Practice

SMM Tour from salty snack studios on Vimeo, via Submishmash: Submission Manager.

09.01.11 | Editorial & Programming, Organizational Dynamics, Products & Services, Technologies

via Flowing DataFormat and clean your data with Google Refine.

08.31.11 | Analytics & Search, Content Management, Launch/Relaunch, Products & Services

[M]ake a distinction between “formats” and “forms.” A hardback, a paperback, an audiobook, and many an ebook simply represent different forms of the same work. New formats, on the other hand, represent deeper changes in how authors develop content and readers consume it. The graphic novel is a recent format innovation in the West (albeit one with deep antecedents), as are the cell phone novels that have become popular in Japan.

via Tim O’Reilly, What lies ahead: Publishing – O’Reilly Radar.

08.30.11 | Emerging Media, Products & Services

 

Scarcity is not a viable business model on the Internet.

Fred Wilson, via Mathew Ingram, If an App Is Your Content Strategy, You Are Doomed: Tech News and Analysis «.

08.29.11 | Business Strategy, Content Strategy, Platforms & Channels, Social Media

The real loser here is the middle take. This is what the weeklies like Time and Newsweek have historically offered: reportage and essays produced a few days after major events, with a bit of analysis sprinkled on top. They’re neither fast enough to be conversational nor slow enough to be truly deep. The Internet has essentially demonstrated how unsatisfying that sort of thinking can be.

Clive Thompson on How Tweets and Texts Nurture In-Depth Analysis | Magazine.

08.26.11 | Editorial & Programming, Industry Shift, Social Media

via Suzanne, iPhone & iPad UX Reviews » Blog Archive » iPad UX Review: Flipboard vs. Pulse.

User Experience: Flipboard V Pulse

08.25.11 | Interaction Design & UX, Platforms & Channels, Products & Services

Some of this metadata is shared between both the collections management system and the DAM, but not all of it is in both. Each system has their own specific types of metadata. This sharing can even include the collections management system linking to the images in the DAM and not just data and vice versa (data to the images).

Content Technologies: DAM, CMS and Collections Management Systems – What’s the big dif? « Leala Abbott.

08.24.11 | Content Management, Technical Architecture, Technologies

Podcasting is an often overlooked corner of the media world [....] The iTunes store from Apple, where about 75 percent of the audience for podcasts looks for fresh material, contains about 150,000 regular shows featuring has-been and up-and-coming comics and sex talk, as well as mainstream fare like NPR and CNN broadcasts. Edison Research estimates that a quarter of all Americans over the age of 12 have listened to or watched at least one.

via Jon Kalish, Leo Laporte Builds Empire With ‘This Week in Tech’ – NYTimes.com.

08.23.11 | Content Specialists, Enterprise, Organizational Dynamics, Platforms & Channels

 

I would say that three elements of content strategy are essential: analysis, editorial, and architecture.

via Andrew Maier, Questioning Authority: Our interview with Colleen Jones, author of Clout | UX Booth.

08.22.11 | Content Specialists, Content Strategy

We have the ability to predict the performance of an article on the front page into the future—and empowered with that information we generate real-time recommendations on what articles to place where on the front page,” [Visual Revenue] CEO Dennis Mortensen wrote in a blog post.

Following Visual Revenue’s recommendations resulted in a 29 percent traffic boost for its nine beta publishers in November, Mortensen said in an email. If readers were reading an average of three stories on the homepage, for example, they started reading four.

via Adrianne Jeffries, Forget Real-Time, NY Startup Predicts Pageviews 15 Min Into the Future | The New York Observer.

08.19.11 | Analytics & Search, Editorial & Programming, Products & Services, Technologies

I think the thing that attracts me most to Vanilla is its simplicity and elegance. Sure, it is incredibly powerful however this is not at the expense of usability. The admin interface is beautifully designed and intuitive to use. You can add categories, manage users, send out announcements and indeed do everything else you would expect without any documentation or training. It’s just obvious.

via Paul BoagThe forum is dead, long live Vanilla « Boagworld.

08.18.11 | Interaction Design & UX, Products & Services, Resources

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