Archive for content management

Gilbane Advisor 4-13-18 — GDPR, AI and content management, Chrome referrals

GDPR – a big deal for small publishers

“… think about this in relation to a new visitor. Someone that you have no prior relationship with… What data can you actually collect and use for that person? The answer is … nothing! … a first time visitor hasn’t done anything that could be considered consent, so you have nothing to work with.”

And you can’t use third-party plugins like ad partner scripts or social widgets that collect data. GDPR is complicated and how much of it will be interpreted is unknown.

Google forcing consent for GDPR
Thomas Baekdal explains why, and how, all publishers need to get started. Read More

The top 25 AI use cases for content management

What we used to call “unstructured data” is the raw material of content management, and this same raw material is where machine learning will have the largest impact. Kashyap Kompella has put together a list of use cases you’ll want to look at. Read More

Chrome’s Articles for You a major new referral source

Google Chrome’s Articles for You is an under-publicized feature of Chrome on both Android and iOS that is now the fourth most prominent referrer in the Chartbeat network (behind Google Search, Facebook, and Twitter). Even though Chartbeat is currently only tracking Articles for You referrals from Android and not from iOS, its Android referrals alone are now about two-thirds the size of all of Twitter (desktop, Android, iOS) in terms of the volume of traffic sent… Articles for You traffic grew a shocking 2,100 percent in 2017 — from driving 15 million visits per month to publishers using Chartbeat to 341 million visits per month.

There are lots of questions about how this works. Josh Schwartz reports on what he’s been able to find out. Read More

It’s time to rebuild the web

Most of what is written about this topic assumes radical decentralization and blockchain. But this won’t happen quickly even though there are lots of blockchain applications already popping up. The general problem is just too big, the user experience changes alone are daunting, and there are still technical challenges. Mike Loukides takes a thoughtful look at a simpler path. Read More

Also…

The Gilbane Advisor curates content for content, computing, and digital experience professionals. We focus on strategic technologies. We publish more or less twice a month except for August and December. See all issues

First three Gilbane Conference workshops posted

Gilbane conference lightbulb logo
We’ll be posting the complete program for this years’ Gilbane Conference over the next 4-5 weeks on the main conference website. The first three of the six planned workshops are below.

Workshop A. Insiders Guide to Building Digital Marketing Technology Toolkit

Speaker: Theresa Regli, Principal Analyst and Managing Partner, Real Story Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Marketing practitioners multitask just about every minute of every day. There are ongoing email, web, mobile, and marketing strategies to organize, plan and execute. Each of these areas used to include a range of technologies that was purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. Now, there are new suites of tools that can manage all of these processes. But how do you select the right one that will help you to accomplish your marketing objectives?

Specifically, the session will provide a methodology for mapping business needs to technology alternatives, as well as a road map for evaluating digital marketing technology vendors.  We will provide critical and hard-hitting reviews of the available digital marketing technologies. Don’t be surprised after-the-fact. Find out the real strengths and weaknesses of these tools before you purchase them.

Key Takeaways:

  • Digital marketing trends and emerging architectures
  • Hints and tips on selecting a digital marketing product for your organization
  • Overcoming the daunting prospect of selection – how to narrow down your list of vendors to evaluate.
  • A critical, high-level overview of digital marketing solution providers

Workshop B. Foundations for Best-Fit WCM Service Provider Selections

Speaker: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of implementing the right solutions with the right technology and service partners. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case,
  • Identifying the stakeholder landscape,
  • Managing requirements gatherings, and
  • Developing realistic budgets.

We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” solution for your organization’s needs. And finding that fit is about way more than just matching features to requirements. Armed with the outcomes of this workshop, you will be ready to move forward with confidence.

Workshop C. Successful Social Intranets

Speaker: Rebecca Rodgers, Senior Consultant, Step Two Designs

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Modern intranets are steadily becoming more “social” and “collaborative”, but this can mean many things. Some recent intranets put social at the heart of everything (including the homepage), while others supplement existing sites with simpler features, such as commenting. While this is still a rapidly evolving space, intranet teams in the real world need to make concrete decisions with confidence.

This interactive workshop will cover four key steps for social intranets:

  • Explore the opportunities. Looking at social intranet examples around the globe, we will explore the reasons, benefits and business cases for social.
  • Understand your organisational landscape. Every organisation is different, and this has a big impact on the what, where, when and how of social intranets.
  • Choose what to launch. Where to start, what to launch and for who: there are multiple options to choose from, depending on your strategy and organisational context.
  • Make social a success. There are a growing list of best practices to draw on, relating to design, launch, adoption and governance.

This inspirational and practical workshop will mix plenty of screenshots and examples with discussions and workshop activities. While not every question will be answered, participants will walk away with a greater sense of confidence and knowledge about social intranets.

Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

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

Pawan Deshpande | Gilbane Conference speaker

Speaker Spotlight: Pawan Deshpande

Founder and CEO

Curata

 

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

There is no doubt that marketing technology is here to stay.  Some analyst firms have even predicted that marketing’s technology budget will one day outpace that of the IT department. (i.e., Forrester)  In order to manage the increased adoption and leverage of technology across the marketing organization, as well as integration with other functions, CMOs will need to put in place a marketing technologist role.  Two questions may come to mind when reading this recommendation:

      1. Isn’t that the role of marketing operations?; and
      2. Isn’t that the role of the IT department?

The marketing operations (MO) role first developed approximately 8-10 years ago, as covered by IDC’s CMO Advisory Service, (i.e., Rise of the Marketing Operations Function). The MO role was developed in response to the need for a process-oriented marketer who would be able to apply greater rigor to marketing’s investment management, demand generation process, performance measurement process, and overall technology. Although this role proved highly valuable in the short-term for change management, the rapid growth of marketing technology and the need for greater marketing accountability proved too much to bear for one function. More importantly, each marketing area needed to have its own level of expertise and rigor in process and technology.

Some marketing organizations attempted to increase their dependence on the IT department. However, this strategy proved detrimental since marketing technology was rarely a priority for IT teams, and IT lacks the in depth understanding of the marketing process. Better organizations tapped into the power of SaaS solutions to bypass IT, however, this still left a very disjointed marketing technology strategy. Enter the marketing technologist.

Marketing technology touches every part of marketing’s “supply chain”; from awareness building (e.g., social media, content marketing) to demand generation (e.g., lead processing, lead nurturing) to sales enablement (e.g., content management and delivery to sales and partners). Having a marketing technologist in larger organizations provides the opportunity to develop and deploy a more connected marketing strategy across the organization. This individual/team will be responsible for managing the technology associated with the different elements of marketing, as well as collaborating with the following teams: marketing-dedicated folks within IT, sales operations, and finance. (i.e., at global, regional and business unit levels). Specific examples where this role could add value include:

  • Developing a marketing technology roadmap across all functional areas (current, 1 year and 3 year plan);
  • Continuing to refine the demand management process (e.g., integration of marketing automation with sales’ pipeline process/technology); and
  • Taking on the new challenge of supporting content marketing from a technology perspective. (e.g., content creation, content curation, content lifecycle management).

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

If you ask any large company CMO about their content inventory, they will quickly tell you that they have too much content. A conversation with the same company’s digital marketing team (i.e., the team that delivers content to blogs, microsites, newsletters, web sites and social media channels) will reveal that they don’t have enough content. Herein lies the greatest challenge for delivering digital content: Putting the process and technology in place for disparate parts of an organization to collaborate on developing relevant and high quality for their audience; and getting this content to them in the right time, place, and format to drive greater engagement. Addressing this challenge will require the development of two new roles in marketing: a senior level marketing strategist to develop and deploy a content management process (e.g., VP Content Strategy) and a marketing technologist.

Catch Up with Pawan at Gilbane

Track C: Content, Marketing, and the Customer Experience


Wednesday, December 4:  2:00 p.m. – 3:20 p.m.

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

Be sure to follow Pawan @TweetsFromPawan

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Gilbane Complimentary Technology Showcase Pass

Gilbane technology showcase ticket

 

Can’t make all three days of the Gilbane Conference?  We’ve got plenty going on in the technology showcase too. Take advantage of our complimentary showcase pass today.

 

Your Showcase Pass Includes Access to:

  • Six Keynote Presentations
  • All Product Labs
  • Technology Showcase Area
  • Sponsor Networking Reception

Register for your free pass now

Opening Keynotes – December 3: 8:30 a.m. – 10:00 a.m.

Moderator:
Frank Gilbane, CEO, Bluebill Advisors Inc and Founder & Chair, Gilbane Conferences

Speakers:
Gerry Moran, Head of Social Media, North America, SAP
How to Make Yourself a Content Stop on the New Buyer Journey
Meghan Walsh, Senior Director, eCommerce Platform System Management, Marriott International
Rethinking Content Delivery: Moving beyond a Traditional Web Content Management Approach
Scott Brinker, Founder & CTO, ion interactive, inc. and Author, Chief Marketing Technologist Blog
What is a Marketing Technologist?

Opening Keynotes – December 3: 11:00 a.m. – 12:00 p.m.

Moderator:
Frank Gilbane, CEO, Bluebill Advisors Inc and Founder & Chair, Gilbane Conferences

Speakers:
Jake Sorofman, Research Director, Marketing Leaders Research Team, Gartner
Move Over Big Data – Here Comes Big Content
Stephen Powers, Vice President and Research Director, Forrester Research
The Context Conundrum?
Tony Byrne, Founder, Real Story Group
ShakesPoint: What the Bard Could Teach Us About SharePoint – And The Digital World

Product Labs

The Product Labs are open to conference attendees and visitors to the technology showcase free of charge, and are moderated and presented by conference sponsors. While the presentations are meant to be educational, they are typically focused on product technologies or customer case studies. They provide a good opportunity to learn more about specific products or vendors. See the schedule here.

Exhibitors

The Technology Showcase provides attendees with a central meeting place and the ability to speak one-on-one with industry-leading exhibitors while learning more about their products and services. See the exhibitors here.

Showcase Hours:

Tuesday, December 3          10:00 a.m. – 6:00 p.m.
Networking Reception         5:00 p.m. – 6:00 p.m.
Wednesday, December 4    10:00 a.m. – 2:00 p.m.

You can also still register for the full conference:

Register today and save $100. Plus, get a free Google Nexus 7 with your ConferencePlus pass

 

PLATINUM SPONSOR             GOLD SPONSORS Alfresco Software Crafter Software
Adobe e-Spirit Inc. HP Autonomy SDL Sitecore

Speaker Spotlight: Pamela Kostur – Do you have a content control problem?

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pamela Kostur, Partner at Parallax Communications. We’ve included her answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pamela Kostur | Gilbane conference | best strategy

Speaker Spotlight: Pamela Kostur

Partner

Parallax Communications

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

For me, it’s always content first. Content should serve its audiences, yet too often, organizations put themselves first, basing their messaging on what they want to tell customers instead of on what customers want to know. So, regardless of the delivery mechanism—web, blog, video, webinar, tweet—I always start with the following questions:

  • What are you trying to say? To whom?
  • Why? What do you want them to know? What do you want them to do?
  • What content and delivery method will best serve audiences’ needs, based on your answers to these questions?

The biggest challenge I see in many of the organizations I work with is definitely content control. Many organizations don’t think beyond individual departments. So, Marketing may “own” one component of the content, but Customer Support owns another version that is different, and possibly inconsistent. I’ve even found inconsistent product descriptions throughout companies’ websites, saying different things about the same products, and providing inconsistent types of information about similar products.

Further adding to the content control problem is that many organizations don’t know what content they have, so instead of modifying/retiring existing content, they add new content to the mix, introducing more inconsistencies. A content strategy should consider all iterations of content, for all outputs, for all users, and bring them together into a unified message that serves the audience and promotes brand consistency.

Catch Up with Pamela at Gilbane

Track C: Content, Marketing, and the Customer Experience

C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Pamela on Twitter – @Pamela_Kostur.

[button link=”http://gilbaneconference.com/program” variation=”red”]Complete Program[/button] [button link=”http://gilbaneconference.com/schedule” variation=”red”]Conference Schedule[/button] [button link=”http://gilbaneconference.com/registration” variation=”red”]Register Today[/button]

Gilbane Conference Program Posted

The Gilbane Conference program has been posted.

The Gilbane Conference on Content and the Digital Experience will be held at the Westin Boston Waterfront, December 3-5, 2013. Join the content managers, marketers, marketing technologists, technology and executive strategists, and other industry thought leaders who are defining and building next generation digital experiences.

The conference includes 80+ speakers, 6 keynote presentations, 30 breakout sessions, and 6 half-day in-depth workshops. Also, in addition to the technology showcase there are 11 Product Lab or Case Study sessions open to all visitors.

You can also download a PDF of the advance program, just remember the website is more up-to-date with all the latest additions to the event.

Gilbane Conference Speaker Acceptance Notices

We have just sent out a batch of acceptance notices to those who submitted a proposal to speak at our conference in Boston this year. As we mentioned in a recent post, we had a record number of proposals this year and are only going to be able to include about 20% of them.

It will be another week or two before all acceptance notices are sent.

We will be emailing everyone who wanted to speak whether we can fit you in or not, but will be holding off until we are pretty sure about everyone’s status.

Thanks for your patience!

Press Release: Gilbane Conference Announces Dates for the 2013 Event in Boston and Partnership with Information Today, Inc.

Gilbane Conference 2013, Banner, Content and the Digital ExperienceThis premier industry event was created to help enterprises build agile, sustainable digital experiences through the use of compelling content

Boston, Mass. (June 18, 2013 – BUSINESS WIRE – The Gilbane Conference 2013 (http://gilbaneconference.com) is set to take place December 3–5 at the Westin Boston Waterfront.

Now in its 12th year, the Gilbane Conference recently announced a partnership with leading publisher and technology conference organizer, Information Today, Inc. “We were thrilled to be approached by Frank Gilbane about partnering on this event,” said Information Today, Inc. president, Tom Hogan, Sr. “As publishers of a number of magazines covering web content management, content marketing, and customer experience management, we’ve admired the Gilbane Conference for years. We’re very excited to be a part of it this December.”

“We believe the synergies between the Gilbane Conference and Information Today, Inc. will assist us in quickly growing the brand by reaching out to an even larger audience of potential attendees,” added Gilbane Conference founder and chair, Frank Gilbane.

This year’s event will focus on educating enterprises on how to maintain competitiveness, grow market share, and support new models and products through the use of compelling content that enhances customer, employee, and partner digital experiences. “Now more than ever, enterprises need to make the connection between the information they’re providing and the needs of the customer in order to create an ideal customer experience,” Gilbane noted.

To speak at this event, submit your abstract by June 30 at http://gilbaneconference.com.

Gilbane Conference’s Technology Showcase will once again provide attendees with the opportunity to meet face-to-face with industry-leading companies on the show floor. Sponsorship opportunities are now available on the site.

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About Bluebill Advisors and Gilbane.com
Gilbane.com was launched in 1996 by Frank Gilbane and is a Bluebill Advisors Inc. site and the home for Gilbane conferences, seminars, and related activities. Bluebill Advisors, Inc. is a technology analyst firm focused on disruptive information technologies and their potential for strategic application. The firm has advised hundreds of organizations representing a wide range of industries, including government and other nonprofits, technology, manufacturing, publishing, financial services, investment, software, and pharmaceutical, and has helped executives responsible for a variety of functions including corporate strategy, marketing, investment, product development and support, engineering, and publishing. Bluebill complements services from firms that provide technology acquisition or market research services. Bluebill has created the program and chaired the Gilbane Conferences since their inception in 2002. Bluebill also operated as The Gilbane Group until 2010. https://gilbane.com, http://bluebillinc.com.

About Information Today, Inc.
Information Today, Inc., (www.infotoday.com) is a leading publisher and conference organizer in the field of technology and technology applications in today’s enterprise. In addition to producing the KMWorld, CRM Evolution, and Customer Service Experience conferences, Information Today, Inc. publishes KMWorld magazine, EContent magazine, CRM magazine, and their corresponding websites (www.destinationCRM.com, www.econtentmag.com, and www.kmworld.com). The company also publishes Streaming Media magazine and Speech Technology magazine and organizes several other technology conferences.

Contact:

Information Today
Misty Simms, 859-278-2223
msimms@infotoday.com