Developing A Content Management Framework May 28, 2001 A presentation to SIP (Toronto) by Toby Ward, Prescient Digital Media © Any unauthorized use or distribution will be subject to legal penalty.

Site Content Management Content management is usually in the context of content management for websites and portals. Principles are equally applicable to Internet, intranet, or extranet.

Content Management (CM) Principles To create and publish content in a timely manner Organize content to support work processes Delineate roles and responsibilities for managing content Develop policies to guide content development

CM vs. KM Knowledge Management (KM) is the way and means that organizations create, store and access (reuse) knowledge to accomplish enterprise goals. KM requires:  organizational processes and rules (taxonomy);  innovative and participatory individuals;  and the appropriate technology to support knowledge sharing.

CM vs. KM Content Management (CM) is only one facet of KM, namely the process by which content is created, published and reused.

Content Management System (CMS) A content management system (CMS) is a technology (software) used to publish and manage content on a site – Internet, intranet or extranet. Content is published using templates or wizards. The CMS consists of two major parts: the content management application (CMA) and the content delivery application (CDA).

CMS Tools User-friendly content authoring, multiple authors Versioning (version & date control/expiration) Content approval workflow (gatekeeping) Database and template creation Database management Dynamic page generation Link management Document conversion Personalization Access control or built-in security Usage analysis

Popular CMS Vendors RedDot Documentum Vignette Open Market Interwoven Broadvision Allaire MS Site Server nCompass Intranet Solutions

CMS Example

RedDot Rather than using templates and wizards, content is ‘intuitively’ managed right in the actual page view by clicking on ‘red dots’ that mark each available piece of content that can be edited

CM Approach Six steps to an effective CM architecture: 1. Assess content types/needs 2. Determine data structures & current CM practices 3. Determine how to measure current delivery system & nav effectiveness 4. Define content storage/retrieval mechanism & review available software (i.e. RedDot, Vignette, Documentum) 5. Define user access/rules (i.e. options for customization/personalization) 6. Define processes/guidelines for content management, review, and development

CM Issues – Assessment & Planning Prior to undertaking a content management strategy and system, the site (portal) should be well planned and supported by the appropriate upfront assessment. Without properly assessing your site’s requirements and discussing the needs and issues of both users and stakeholders, a proper content management plan cannot be developed. User and stakeholder research and interviews must be included.

CM Issues – Assessment & Planning The process should culminate with the delivery of a comprehensive strategic plan A thorough assessment and planning will eliminate a great deal of uncertainty and risk while securing buy-in from multiple stakeholder groups – creating a sound, scaleable and leading-edge model

About Prescient Prescient provides strategic e-business consulting and planning services to all levels of organizations; enabling each to more effectively compete in the new, digital economy. Core competency: working with organizations to assess and measure current environment for creating sound, leading-edge strategic plans. Clients of Toby Ward, Principal, have included: BC TEL (Telus), Manulife, and Nework in Canada; Mastercard, Sprint PCS and Blue Cross Blue Shield (MN) in the USA. Services: Strategic Planning, Content Management, Knowledge Management, etc.

Toby Ward