Curated for content, computing, data, information, and digital experience professionals

Category: Content management & strategy (Page 107 of 480)

This category includes editorial and news blog posts related to content management and content strategy. For older, long form reports, papers, and research on these topics see our Resources page.

Content management is a broad topic that refers to the management of unstructured or semi-structured content as a standalone system or a component of another system. Varieties of content management systems (CMS) include: web content management (WCM), enterprise content management (ECM), component content management (CCM), and digital asset management (DAM) systems. Content management systems are also now widely marketed as Digital Experience Management (DEM or DXM, DXP), and Customer Experience Management (CEM or CXM) systems or platforms, and may include additional marketing technology functions.

Content strategy topics include information architecture, content and information models, content globalization, and localization.

For some historical perspective see:

https://gilbane.com/gilbane-report-vol-8-num-8-what-is-content-management/

How to Manage Multichannel Content Marketing

Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.

C4. How to Manage Multichannel Content Marketing

Join us Wednesday, December, 3: 8:30 a.m. – 9:30 a.m. at the Gilbane Conference to learn more.

Moderator:
Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst

Speakers:
Patrick Cassidy, Head of Global Digital Brand Marketing, New Balance, and Pete Strutt, Creative Director, Almighty
The Content-Powered Organization
Keith Guyett, VP of Marketing & Communication, Builder Homesite
Pitch Perfect: How a Content Hub Can Harmonize Your Marketing

Harvard Business Review and WGBH transforming digital engagement

Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!

Update: The new HBR.org site launched a couple of weeks ago. Check it out and meet the HBR.org development team; Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit will join Kevin Newman at this session.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement

Moderator:
Marc Strohlein, Principal, Agile Business Logic and Principal, Agile Business Logic

Speakers:
Kevin Newman, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review

Cate Twohill, Director, Technical Product Development, WGBH Educational Foundation, and George Corugedo, CTO and Co-founder, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse

See the complete conference schedule.

Speaker Spotlight: Mobile forces simplicity and succinctness

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Pawan Deshpande, Founder & CEO, Curata. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Pawan Deshpande | Gilbane conferencePawan Deshpande

Founder & CEO, Curata

Follow Pawan @TweetsFromPawan

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Mobile forces simplicity and succinctness, for two reasons, limited screen real estate and limited attention spans, because content is often consumed in a casual setting with other interruptions. It’s forcing us to boil our content, and messages down to the minimum and shed all the excess.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

There is so much discussion about technology for marketing these days because marketing in many ways is the last one to resist technology. Other disciplines have already learned and rely heavily on technology. For example, sales has salesforce, customer support has well-adopted ticketing systems, engineering has source control and bug tracking systems. All of these provide in-depth accountability, management transparency and organization. Marketing is still, however, struggling to adopt CMSs and marketing automation largely because of diverse needs, and the resulting vendor fragmentation. If anything, marketing can learn about technology adoption from other disciplines.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content marketing and content strategy are different but often overlap. My diagram below is my perspective on where the responsibilities differ and are shared.

Content strategy and content marketing

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Working in B2B setting, it does not have an immediate impact on us. Just like we are setting website personalization have the first impact on B2C, I expect it to trickle down to B2B companies from a content standpoint years from now.

Catch up with Pawan at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Pawan and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Align delivery to appropriate channels

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Tom Alexander, Founder and CEO, PK4 Media, Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Organizations should definitely align their content delivery priorities to reach their target audiences not only on desktop, but also on mobile and tablet devices. Marketers need to be cognizant of which platforms their audience uses to interact with their content. Aligning the content strategy to ensure they are connecting with their target audience in an appropriate manner is very important. Many technologies silo content delivery to specific platforms, however, audiences typically jump between multiple devices and screens. Using a true cross-platform technology that can optimize delivery to the best performing placements will be a more efficient and cost-effective way to reach the target audience no matter what device they are using.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

Technology allows processes to be automated and it also provides marketers with an extensive pool of information data. This data allows other departments in an organization to learn more about their target audiences. As the information gathered about their behavior online, across tablets and mobile devices and offline behavior becomes more apparent, other departments can create new and different ways to interact with customers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content strategy and content marketing should always be aligned. In order to make the greatest impact with your content, there needs to be a specific strategy in regards to where the content will appear. At the same time, specific pieces of content need to be created to meet the needs of the audience viewing them. Strategy and marketing must work hand-in-hand to be most effective.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

PK4 Media, being a technology company, is in tune to the latest and greatest connectivity options, so the Internet of Things could definitely come into play for our infrastructure in the future.

Catch up with Tom at the Gilbane Conference:

Track P: Digital Strategies for Publishing and Media

P5: The Future of Advertising Panel
Wednesday, December 3: 9:40 a.m. – 10:40 a.m.

Register now to hear more from Tom and all of our speakers.

See our complete conference program for more details.

Gilbane Advisor 11.12.14 – The CEM Imperative, Customer Experience in the Age of the Empowered Consumer

Gilbane Conference

Use your special subscriber $200 discount

Join us in Boston December 2-4 for our conference and learn how your peers are building next-generation digital experiences for customers and employees. Register today using your special Bluebill priority code: BB200.

Sponsored

The CEM Imperative

Customer Experience in the Age of the Empowered Consumer

Engage your colleagues and stakeholders in a conversation about avoiding the dangers of the unmanaged customer experience. Digital Clarity Group outlines the issues in a new blog post and in a report.

Why Your Brain Loves Good Storytelling

Many business people have already discovered the power of storytelling in a practical sense – they have observed how compelling a well-constructed narrative can be. But recent scientific work is putting a much finer point on just how stories change our attitudes, beliefs, and behaviors. Read more

IDC: marketing technology $20B and growing

Sensible categories.

This forecast includes a wide range of solutions in four broad categories: interaction management, content production and management, data and analytics, and marketing management and administration. Read more

A STEAM engine to create marketing technologists

… science, technology, engineering and math are on one end of the spectrum — while art, design, intuition, and creativity are on the opposite end. Right? Surely there are few who are capable of bridging these two disparate worlds, right? … Increasingly, of course, we know that’s bunk. Read more

Mobile is eating the world

Benedict Evans’ presentation and audio from the WSJD conference and the a16z Tech Summit is a clear, compelling look at the fundamentals that every organization needs to be aware of. Read more

Understanding the Global Mobile Web

This is why the “light web” is a reality for the next billion users. Whether by lighter/more efficient native apps or, as I believe, web apps, the light web is better positioned for the next billion. Interestingly, even Uber has a robust web app. It is possible the powerful cloud and light, thin client computing paradigm is destined for emerging markets. Read more

Google renders CSS & JavaScript

and you should let them…

We recently announced that our indexing system has been rendering web pages more like a typical modern browser, with CSS and JavaScript turned on. Today, we’re updating one of our technical Webmaster Guidelines in light of this announcement. Read more

Crowd @ gigabit

This is another fine mesh we’re getting into

Fun and future …

It’s 2017 and this year’s riot is in San Diego. It involves pandas, profit-driven zoo executives, and a Weight Watchers sponsorship. Doesn’t matter. People are massing in the streets and it’s heading toward a confrontation. Read more

Speaker Spotlight – Content creation a “multi-dimensional” role

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. Today we’re spotlighting Frederick Faulkner, Director, Marketing & Digital Strategist, ICF Interactive. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Fred Faulkner | Gilbane ConferenceSpeaker Spotlight: Frederick Faulkner

Director, Marketing & Digital Strategist

ICF Interactive

Follow Fred: @fredfaulkneriv

 

 

 Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Mobile is certainly a game changer for how we now perform tasks and consume content in our digital lives. For organizations that have a growing mobile audience, it comes down to a few key factors.

First, what experience do you want your audience to have on a mobile device? What is the “top job” for a mobile setting? Chances are it will likely not be the same as the “top job” for your desktop site. So organizations will have to decide how they will effectively separate the content delivery for both settings.

Second, content creation now needs to take on a “multi-dimensional” role, thus content authors need to create content for each dimension. Mobile, and smaller screens means less attention and tolerance for long-form content. Whereas on a desktop, the screen real estate allows you to show more, add additional features, and keep attention possibly longer. Can a content author communicate the same message in less space? Will that table of data translate down to a small screen? Those are some aspects that need to be considered.

Finally, the marketing and technology teams need to work together to build the best delivery solution possible. What technology stack and implementation can support content delivery to multiple devices without the need for the author to duplicate their efforts? Streamline that process and everyone wins.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

I believe the best take away from the discussion about marketing technology and marketing technologists is business departments need to engage and understand their needs and how it works within a technology stack. For example, a marketing team needs to know that some systems play better with others, the integrations, the system support and what their own IT department can maintain. They need to listen to their IT counterparts when they identify risks for the integrations, and be able to justify their needs clearly. At the same time, marketers need to use the tools to deliver ROI. We can’t live in a world where we buy tools and only use them partially, or have three tools that have overlap.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

To me, they both live in the marketing department. Content Marketing is influenced by a Content Strategy. The strategy defines who you want to market to, what the desired outcome would be, and how you grow the audience. Content marketing is a tactical execution of that strategy. Organizations need to see the forest before they can go down into the trees to get where they want to go.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Absolutely! We work with organizations to come up with strategies and solutions to connect customers to companies. The Internet of Things is the next data point that allows organizations to build personalized experiences around their brand and products. We work with major retailers where if they knew a loyal customer was out of a certain type of product because their fridge, closet, pantry told them, a customized message or automatic replenish order could be created for in-store pick-up on their next visit.

Catch up with Fred at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T1: Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges
Tuesday, December 2: 1:30 p.m. – 2:30 p.m.

Register now to hear more from Fred and all of our speakers.

See our complete conference program for more details.

Managing and Monetizing Paid, Owned, and Earned Content

How does your organization manage and value paid, owned, and earned content? Is there a strategy for each of the three types? A budget?

If you are struggling with measuring the value of marketing related content you are certainly not alone – there is just no easy way to do it. In this session, Gerry Moran from SAP talks about the need for brands to manage and scale the three types of content together to engage customers throughout the sales cycle. Randy Woods from nonlinear creations describes a technique in use for modeling content and mapping it to online behaviors to get a better handle on content marketing costs and return.

Join us Wednesday, December, 3: 11:40 a.m. – 12:40 p.m. at the Gilbane Conference to learn more.

C9. Managing and Monetizing Paid, Owned, and Earned Content

Moderator:
Dom Nicastro, Staff Reporter, CMSWire.com

Speakers:
Gerry Moran, Head of Social Media, North America, SAP
Scaling and Monetizing Paid, Owned, and Earned Media in Your Organization
Randy Woods, President, nonlinear creations
Of Metrics and Models: Measuring the ROI of Content Marketing

See the complete conference schedule.

Speaker Spotlight: Jeff Cutler – Don’t try content marketing without content strategy

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Jeff Cutler, Content Specialist, JeffCutler.com. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Jeff Cutler - Gilbane ConferenceSpeaker Spotlight: Jeff Cutler

Content Specialist

JeffCutler.com

Follow Jeff: @jeffcutler

 

 

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Simply put, if you don’t have a content strategy you should not undertake any content marketing. It’s the strategy component that directs smart decisions about to whom; where; and via what technologies your messaging and content will be shared. If you’re trying to connect with people and don’t have a strategy, it’s like trying to sell your services to an empty room. Figure out your audience. Figure out what tools they use to research the products/services they purchase. Determine if you have the capability and capacity to use these tools effectively. If everything clicks, move forward and start having a conversation and sharing content. Content strategy should be organized in brand and mission meetings – or at least discussed. From there it can be fine-tuned and then revisited before embarking on the content marketing campaign. Once approved, use the content strategy to develop a plan – including content calendar, resources, communication vehicles, sites, technology and more – that will help achieve the goals of that strategy.

Catch up with Jeff at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Jeff and all of our speakers.

See our complete conference program for more details.

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