Web Content Management Support by rzf12195


Web Content Management Support document sample

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									Web Content Management

        Week 8
Sites are Big and Getting Bigger
• “We index 315 million sites on the Web
  and sell 25 million articles, customized
  reports, and news feeds to our
  subscribers. It’s impossible to predict
  growth, but one thing is certain: As we
  leverage new partnerships and expand
  syndication to over even more sources,
  the volume will continue to mushroom.”
• “We manage 10,000 pages today, but
  that number will triple within 18 months
  because our product line is so complex.
  There are a dozen unique product
  categories and each product within
  those categories gets promoted,
  assembled, sold, delivered and
  supported differently. To properly
  accommodate all those variables, we’ll
  add more authors, text, and graphics.”
• “Currently we handle 36 million pages
  distributed throughout the six regions
  we serve in North America. Most of this
  content is news gathered from a
  number of field correspondents and
  essayists located throughout the
  By next year, we expect to manage
  around 48 million pages.” ( publisher)
          Evolution of WCM
• In 1991, when the Web was the realm of
  research labs and universities, a few dozen
  sites received perhaps a few thousand
  accesses, or “hits” per day.
• Less than a decade later there are millions of
  Web sites, many of them receiving thousands
  of hits per hour. With this growth, the
  challenge of providing acceptable service
  levels to thousands of users preoccupies IT
• Adequate bandwidth and hardware have
  become significant concerns for large
  organizations that depend on the Web as a
        Strategic Importance
• As the strategic importance of corporate
  Web sites has grown, managing critical
  business content efficiently has become
  a major organizational headache.
            Early Solutions
• Early solutions for managing content were
  often organizational -- one Webmaster soon
  became a Web designer, developer, and
   As people discovered how time-consuming
  and difficult it was to update content or
  automate publishing, many companies
  developed custom programs (using CGI’s,
  perl scripts, or custom
  application-server programs) to address these
 Content Management Products
• Later, commercial content management
  products entered the market to replace
  these homegrown solutions with more
  reliable and scalable systems..
            Best Practices
• Best practices are identified for
  managing Web Content.
• By using these practices, any
  organization can increase the success
  and positive business results generated
  by their e-business initiatives.
• These practices fall into three high level
           Best Practices
1. Content management is about people
   – not just content
2. Automate costly, time-consuming
3. Leverage existing assets and skills
   1. Content management is
     about people – not just
• Content has no value unless people are
  viewing it, understanding it, and using it to
  fulfill a business goal.
• At the same time, content will become out of
  date, inaccurate, and of little value without
  active involvement by the people who "own"
  the content.
• Therefore, focusing on people, and their role
  in creating, managing, and using content is
  critical to success.
 Execute an Audience Driven
 • A Web site should be designed to
enable its target audiences to obtain the
  information they are looking for, and
   execute transactions, as easily as
• One of the key opportunities presented by the
  Web is its ability to recognize and classify the
  audiences who interact with the information it
  holds. Once these key audiences have been
  identified, the next step for a company is to
  associate business goals for each audience.
• For example, should it cross-sell and up-sell
  to existing customers? Build new revenue
  sources from certain prospects? Or assist the
  sales organization with better competitive
• By leveraging knowledge about viewer
  behavior and organization, content creators
  can immediately take advantage of flexible
  business rules that determine the most
  effective way to
   deliver a certain set of information.
• Web sites can take advantage of these rules
  by dynamically tailoring navigation, content
  displays and application programs to channel
  individual users towards the business results
  that are desired.
Unified Management
                       Web Content
•   This content asset concept addresses all attributes of Web content,
•   The information itself -- for example, the text of a press release, the
    data included in a product specification.
•   The presentation -- that is, how the content should appear on the site,
    the visual style requirements, the graphical look and feel of the Web
•   The viewing rules -- how this content looks different to different
    audiences; for example, should prospects and existing customers view
    different versions of the product overview page?
•   The editing rules -- what is involved in creating this content, who has
    the authority to put it into the site, and what workflow process will be
    followed to approve and publish it
•   By taking this life-cycle view of content assets, the entire management
    process is obvious to all involved parties and increases the value of the
    Implement non-technical
      content management
• The key to eliminating bottlenecks and
  improving information quality is empowering
   people to create and modify the content for
  which they are responsible. This is most
   accomplished by enabling different content
  contributors to use their tools of choice for
  creating that content.
   2. Automate costly, time-
    consuming processes
• A content management system should
  make managing Web content simpler,
  not more complex, and provide a unified
  environment for managing multiple
  types of content. It should also support
  non-technical business people in the
  creation and development of content, as
  well as in the application of business
• A content management system should
  make managing Web content simpler,
  not more complex,and provide a unified
  environment for managing multiple
  types of content. It should also support
  non-technical business people in the
  creation and development of content, as
  well as in the application of business
           Important Slide
• A PR manager should be able to
  manage press releases, for example,
  but cannot add position papers or
  similar content to the site without
  involving Webmasters or designers to
  create templates and navigation hooks -
  - and suffering the delays such projects
• An effective content management
  system should significantly reduce the
  technical skill set people need to
  develop templates that implement new
  types of content.
• The benefits include better time-to-
  market, faster response to change, and
  greater access to resources within the
             Business Rules
• Business rules are subject to similar
  requirements. Just as time-to-market can be
  negatively impacted when template creation
  becomes a technical process, the quality of
  the Web site can be affected when business
  rule and work flow management can't rapidly
  respond to change.
• The content management system should put
  management of the business rules -- access,
  creation and editing rights, approval -- within
  the reach of the business user.
  Harmonize management of
  template-driven and ad hoc
• As content management systems have
  grown, most Web sites of significant
  size have become a mix of manually
  created and template-driven content.
  For many organizations, this has
  resulted in a mixture of inconsistent
  tools and multiple management
• Many companies have found
  themselves in a situation where each
  type of content goes through its own
  separate workflow process. This also
  runs counter to the ideal of leveraging
  current skills and lowering the costs of
  content management.
• Unified management makes for a more
  consistent Web site, with all content
  moving through the same work
  processes and approvals, and
  accessible through a single, consistent
  set of business rules.
     Use metadata to automate
           management and
    Metadata is the “information about
  information” within a site. Examples of
  metadata include the
   author of a piece of content, its creation date,
  its access control properties, the category the
  content is classified in, or a even a functional
  description of a page.
• Once metadata is associated with a particular
  type of content, it can be leveraged as a
  powerful management tool to generate
  automated directories and listings of content,
  assist in site measurement, or drive the
• Metadata can be used to automate many
  parts of
   managing a site. For example, many sites
  feature a directory page that lists press
  releases,which must be updated every time a
  new release is added.
• If a press release is removed from the site,
  someone must also remember to delete it
  from the directory, or it results in a broken
• The problem is multiplied further if there are
  multiple directories or methods of linking to
  3. Leverage existing assets
           and skills
• Companies need to take advantage of
  knowledge that already exists within their
  organization and
   build toward corporate goals. At its simplest,
  this means letting people apply tools –
  whether they are programming languages or
  word processors – and existing knowledge to
  the tasks of managing Web content. It also
  means integrating with other corporate
  systems to facilitate the re-use and exchange
  of information that can be found in those
    Support quality, brand
  consistency, and corporate
• A content management system should make
  a major contribution to the quality of a Web
  site. The visual consistency provided by
  templates and the reuse of design elements
  has obvious benefits for
  enforcing a site's design and branding

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