WCM – Web Content Management

Gilbane Conference resources and coverage

Gilbane conference logoMisty has been collecting posts about this year’s Gilbane Conference. If you see any we are missing please let us know via comment or email. You can also check tweets at #gilbane, or via Topsy, find conference presentations at http://gilbaneconference.com/Presentations.aspx, and see speaker spotlights.

Media Sponsors

CMS Myth
• http://www.cmsmyth.com/2013/12/best-bets-at-gilbane-2013-which-sessions-ill-be-attending/
• http://www.cmsmyth.com/2013/12/when-will-end-users-overwhelming-love-their-cms/
• http://www.cmsmyth.com/2013/12/how-marriott-is-rethinking-content-delivery-across-70-countries-and-3800-hotels/
• added 12/17/13: http://www.cmsmyth.com/2013/12/redefining-success-for-web-cms-project-teams/

CMS Wire
• http://www.cmswire.com/cms/web-cms/5-ways-marketers-can-improve-the-cms-experience-023410.php
• http://www.cmswire.com/cms/information-management/should-cios-report-to-marketing-ridiculous-its-beginning-to-happen-023396.php
• http://www.cmswire.com/cms/customer-experience/notes-from-gilbane-business-model-first-customer-experience-second-023388.php
• http://www.cmswire.com/cms/customer-experience/forrester-4-things-about-customer-experience-management-gilbane-023373.php
• http://www.cmswire.com/cms/customer-experience/sap-says-link-revenue-to-social-media-to-show-roi-gilbane-023362.php
• http://www.cmswire.com/cms/customer-experience/cio-reports-to-cmo-technology-under-marketing-gilbane-023356.php
• added 12/20/13:  http://www.cmswire.com/cms/customer-experience/tips-from-an-industry-user-on-making-web-cms-work-023587.php
• added 3/4/14:  http://www.cmswire.com/cms/social-business/should-the-cio-report-to-the-cmo-024370.php

eContent
• http://www.econtentmag.com/Articles/News/News-Item/Context-at-Gilbane-93598.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Strategists-vs.-the-CMS-at-Gilbane-93615.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Management-and-Your-Mobile-Strategy-at-Gilbane-93637.htm
• http://www.econtentmag.com/Articles/News/News-Item/The-Internet-of-Things-Comes-to-Life-at-Gilbane-93641.htm
• added 1/13/14: http://www.econtentmag.com/Articles/Column/Content-Throwdown/The-Rise-of-the-Marketing-Technologist-93907.htm

Fierce Content Management
• http://www.fiercecontentmanagement.com/story/marketing-technologist-could-act-bridge-between-cmo-cio/2013-12-03
• http://www.fiercecontentmanagement.com/story/multichannel-delivery-means-its-time-separate-content-creation-presentation/2013-12-03

Blogs

4 hoteliers
• http://www.4hoteliers.com/features/article/8056?awsb_c=rss&awsb_k=xfeed

Accidental Taxonomist
• http://accidental-taxonomist.blogspot.com/2013/12/taxonomy-governance.html

Bluebill Advisors
• added 1/9/14: http://bluebillinc.com/2014/01/findability-issues-impact-everything-work-related/
• http://bluebillinc.com/2013/12/beyond-customer-experience-management/

Chief Marketing Technologist
• http://chiefmartec.com/2013/12/marketing-technologist-neo-marketing-matrix/

Citeworld
• http://www.citeworld.com/social/22751/sap-social-media-streamlined
• http://www.citeworld.com/consumerization/22747/customer-attention-challenge

Creative Virtual
• http://www.creativevirtual.com/blog/?p=821

Curata
• http://www.curata.com/blog/content-marketing-event-gilbane-conference-2013-wrap-up/
• http://www.curata.com/blog/content-marketing-technology-wrap-up-gilbane-2013-video/

Globalization Partners
• added 12/19/13: http://blog.globalizationpartners.com/insights-into-gilbane-conference.aspx

Engaging Times
• http://engagingtimes.com/battle-ready-offer-global-customer-experience-notes-gilbane-frontline/

I-Cubed
• added 12/17/13: http://wem.i-cubed.com/blog/content-marketing-cq-technology-gilbane

Jeff Cutler
• http://jeffcutler.com/social-media-blogs/gilbane-conference-2013-content-marketing-track-qa-session-review/#.UqdJXvRDs8w
• http://www.youtube.com/watch?v=F6HyjzloD3U

Marketing Think
• http://marketingthink.com/sap-got-social-media-act-together/

The Parallax View – Winter 2014
•  added 3/4/14:  http://www.parallax.ca/?page_id=4665

Zia Consulting
• http://www.ziaconsulting.com/blog/gilbane-conference-2013-recap/

Other

Seen.co
• added 12/17/13: http://seen.co/event/gilbane-conference-2013-boston-ma-2013-527/

 

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Speaker Spotlight: Pete Sheinbaum – Not “web content management” but “digital content management”

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pete Sheinbaum, CEO of LinkSmart. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pete Sheinbaum | Digital Content Management | Gilbane Conference

Speaker Spotlight: Pete Sheinbaum

CEO

LinkSmart

 

Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center?

I strongly disagree that web content management should be the hub of experience management implementations. The reason I feel strongly about this is that the “web” may or may not be the hub of the digital “user” experience.

When creating a new role, job function or area of responsibility around the digital experience, it’s important for publishers to identify and carefully map the user experience to see where its hub actually lies. It may or not be web centric.

For example, where does the hub for a digital experience for cooking live? What about the hub for exercising, travel or shopping? In each of these digital experiences, the hub is far away from the web and more so mobile (although yes, people can access the web from a mobile device, but the user experience on a mobile device should be much different than a lean-forward desktop experience).

As such, I wouldn’t give the name “web content management” to the role, but I would offer an alternate with the term “digital content management.” And the owner should be well versed in how digital content and experiences should be delivered on multiple devices, in different geo locations, at different times of day. By focusing on the digital user experience, and less on the web content experience, the center and focus of this role should be clear.

Catch Up with Pete at Gilbane

Track P: Digital Strategies for Publishing and Media

P3. Content Optimization for Publishers – Two Under-appreciated Approaches
Tuesday, December 3:  4:00 p.m. – 5:00 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Pete and LinkSmart on Twitter @sheinbaum and @linksmart

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Arjé Cahn – What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

In another installment of Speaker Spotlight, we posed one of our frequently asked questions to speaker Arjé Cahn, CTO at Hippo. We’ve included his answer that question here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Arje Cahn headshot

Speaker Spotlight: Arjé Cahn

CTO

Hippo

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge?

One of the biggest challenges for delivering multichannel content is getting the people inside your organization to look past modes of distribution and think instead in terms of target audiences.  It’s important to remember that ultimately, it’s the customer choosing the channel—be it web, mobile or any upcoming digital channel. You’ve got to abstract from the idea that you’re “managing a website” and think instead of managing content, and make sure the content created makes for an optimal experience for every channel.

The challenge, in other words, is understanding your audiences. It’s important to remember that they are plural and varied. You’ve got to know who they are, what their background is, what they want—and respond accordingly, with the best personalized content. This is a business challenge that Hippo helps to solve. We help discover and understand audiences—and engage these different audiences in an understandable fashion. Hippo provides real time visitor analysis—allowing you to monitor who is experiencing your site, and keep track of the content they engage with.  With this analysis, you can see patterns over time, and turn them into personas. There’s no need to rush into targeting by applying preconceived personas to visitors. Hippo supports you in the process, providing the tools and analysis to discover personas and audiences that you might be missing out on. We help you discover and understand your audiences in an organic way—the first step to creating optimal content and customer experience.

Catch Up with Arjé at Gilbane

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Arjé on Twitter - @arjecahn.

Complete Program Conference Schedule Register Today

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Up-to-Speed Reading for Gilbane Boston: Recent Publications

Looking to make the most of your experience at Gilbane Boston 2011? Want to be current on the latest content trends and technologies? Download our recent papers, some of which you may have missed.

Smart Approaches to Managing Mobile Learning Content. Just published! Why a content strategy rather than a project mentality is the only way to take full advantage of the business performance benefits and productivity gains that are possible with mobile learning. Listen to the webinar.

Magazines at a Digital Crossroads: eCommerce and New Models for the Future. Makes the case for a growing need for contemporary eCommerce platforms to support publishers as they experiment, win, iterate, and drive their businesses into the future. Listen to the webinar.

Content, Audience, and Targeted Messaging: The Virtuous Circle of Customer Engagement. Presenting marketing messages and advertisements that are relevant at the right moment to create the tipping point from engagement to conversion.

A Fresh Look at Web Content Management: Mastering the Core Capabilities of Contemporary Platforms. The core aspects of today’s WCM systems for anyone evaluating, or reevaluating, the WCM needs of their organizations. Listen to the webinar.

Addressing Digital Product Development Risks: Best Practics for Creating Strategic Outsourcing Relationships. Digital products fail for all kinds of reasons. Poor development does not have to be one of them.

Understanding Best Practices for Profiling, Personalizing, and Targeting Next-Generation Engagment. Develop a new appreciation for the power and value of contemporary personalization, and gain an understanding of how to realize its benefits within your organization.

Global Digital Engagement: Leveragng Opportunities to Increase Impact and Reduce Complexity. How to remove the mystery and anxiety of delivering high-value interactions that lead to engagement by improving the dynamics of each.

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Video: Molding the Customer Experience

Here is one of the promised videos from our most recent conference, this session being E7 Molding the Customer Experience with Melissa Casburn & Darren Guaranccia .

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What’s Next with Smart Content?

Over the past few weeks, since publishing Smart Content in the Enterprise, I’ve had several fascinating lunchtime conversations with colleagues concerned about content technologies. Our exchanges wind up with a familiar refrain that goes something like this. “Geoffrey, you have great insights about smart content but what am I supposed to do with all this information?” Ah, it’s the damning with faint praise gambit that often signals an analysis paralysis conundrum for decision-making.

Let me make one thing perfectly clear — I do not have an out-of-the-box prescription for a solution. It’s not simply a matter of focusing on your customer experience, optimizing your content for search, investing in a component content management platform, or adopting DITA – although, depending on the situation, I may recommend some combination of these items as part of a smart content strategy.

For me, smart content remains a work in progress. I expect to develop the prescriptive road map in the months ahead. Here’s a quick take on where I am right now.

  • For publishers, it’s all about transforming the publishing paradigm through content enrichment – defining the appropriate level of granularity and then adding the semantic metadata for automated processing.
  • For application developers, it’s all about getting the information architecture right and ensuring that it’s extensible. There needs to be sensible storage, the right editing and management tools, multiple methods for organizing content, as well as a flexible rendering and production environment.
  • For business leaders and decision makers, there needs to be an upfront investment in the right set of content technologies that will increase profits, reduce operating costs, and mitigate risks. No, I am not talking about rocket science. But you do need a technology strategy and a business plan.

As highlighted by the case studies included in the report, I can point to multiple examples where organizations have done the right things to produce notable results. Dale and I will continue the smart content discussions at the Gilbane Boston conference right after Thanksgiving, both through our preconference workshop, and at a conference session “Smart Content in the Real World: Case Studies and Real Results.”

We are also launching a Smart Content Readiness Service, where we will engage with organizations on a consulting basis to identify:

  • The business drivers where smart content will ensure competitive advantage when distributing business information to customers and stakeholders
  • The technologies, tools, and skills required to componentized content, and target distribution to various audiences using multiple devices
  • The operational roles and governance needed to support smart content development and deployment across an organization
  • The implementation planning strategies and challenges to upgrade content and creation and delivery environments

Please contact me if you are interested in learning more.

In short, to answer my lunchtime colleagues, I cannot (yet) prescribe a fully baked solution. It’s too early for the recipes and the cookbook. But I do believe that the business opportunities and benefits are readily at hand. At this point, I would invite you to join the discussion by letting me know what you expect, what approaches you’ve tried, where you’ve wound up, what you think needs to come next – and how we might help you.

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The Pull of Content Value

Traditionally, publishing is a pushy process. When I have something to say, I write it down. Perhaps I revise it, check with colleagues, and verify my facts with appropriate authorities. Then I publish it, and move on to the next thing – without directly interacting with my audience and stakeholders. Whether I distribute the content electronically or in a hard copy format, I leave it to my readers to determine the value of whatever I publish.

However, as we describe in our recently completed report Smart Content in the Enterprise, XML applications can transform this conventional publishing paradigm. By smart content, we mean content that is granular at the appropriate level, semantically rich, useful across applications, and meaningful for collaborative interaction.

From a business perspective, smart content adds value to published information in new and compelling ways. Let’s consider the experiences of NetApp and Warrior Gateway, two of the organizations featured in our report.

NetApp
As a provider of storage and data management solutions, NetApp has invested a lot of time and effort embracing DITA and restructuring its technical documentation. By systematically tagging and managing content components, and by focusing on the underlying content development processes, writers and editors can keep up with the pace of product releases.

But there is more to this publishing process orientation. Beyond simply producing product information faster and cheaper, NetApp is poised to make publishing better. The company can now easily support its reseller partners by providing them with the DITA tagged content that they can directly incorporate into their own OEM solutions. Resellers’ customers get just the information they need, directly from the source. With its XML application, NetApp incorporates its partners and stakeholders into its information value chain.

Warrior Gateway
As a content aggregator, Warrior Gateway collects, organizes, enriches, and redistributes content about a wide range of health, welfare, and veteran-related services to soldiers, veterans, and their families. Rather than simply compiling an online catalog of service providers’ listings, Warrior Gateway restructures the content that government, military, and local organizations produce, and enriches it by adding veteran-related categories and other information. Furthermore, Warrior Gateway adds a social dimension by encouraging contributions from veterans and family members.

Once stored within the XML application powering Warrior Gateway, the content is easily reorganized and reclassified to provide the veterans’ perspective about areas of interest and importance. Volunteers working with Warrior Gateway can add new categories when necessary. Service providers can claim their profile and improve their own data details. Even the public users can contribute to content to the gateway, a crowd sourcing strategy to efficiently collect feedback from users. With contributions from multiple stakeholders, the published listings can be enriched over time without requiring a large internal staff to add the extra information.

Capturing New Business Value
There’s a lot more detail about how the XML applications work in our case studies – I recommend that you check them out.

What I find intriguing is the range of promising and potentially profitable business models engendered by smart content.  Enterprise publishers have new options and can go beyond simply pushing content through a publishing process. Now they can build on their investments, and capture the pull of content value.

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Gilbane Launches Conference on Content Technologies for Government June 13-15, 2006 in Washington DC – Registration Open

The Gilbane Group and Lighthouse Seminars in cooperation with CMS Watch, announced that the inaugural Gilbane Conference on Content Technologies for Government will take place June 13-15 at the Ronald Reagan Building in Washington DC.

The official Federal government media sponsor is Post-Newsweek Media, represented by Government Computer News and Washington Technology. For complete event information and registration, visit: http://gilbane.com/gilbane-conference-washington-dc-2006/.

The conference program is divided into three tracks: Enterprise Content Management, Web Content Management and Enterprise Search & Discovery. Within these three tracks, the following topics will be addressed: Enterprise Content Management technologies, business applications, and solutions; How to get your Content Management project funded; Best practices in content governance and web operations management; Content technologies and 508 compliance; New standards in content interoperability; Enterprise Architecture and Enterprise Content Management; Latest Search and text-mining technologies: beyond the hype; Comparative approaches for using XML to manage authoritative content; How different agencies have successfully implemented records management solutions; Comparative approaches to e-mail archiving; Role of new media technologies – blogs, wikis, and RSS – in public agencies; and The future of the federal government web.

There are also a number of tutorial sessions, including: A Manager’s Guide to XML; Enterprise Portals: A Primer; and Enterprise Search – Principles, Players, Practices & Pitfalls. In addition to the conference program, attendees can meet with vendors in the exhibitor showcase to see the latest content management offerings. The exhibitor showcase is free to attend.

http://www.cmswatch.com, http://gilbane.com

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