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.
Speaker Spotlight: Pete Sheinbaum
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
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