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1—Introduction:

The purpose of this paper is to educate and inform all stakeholders involved with deploying content onto a Web site about effective content management processes. Individuals who will benefit from this paper are those who are responsible for creating, approving, and/or posting content to the site, plus technical staffers who are responsible for managing and supporting the updating process. Typical stakeholders include:

§         content contributors (product managers, marketing manager, public relations, human resources, writers, editors, cross-functional administration)

§         mid- and executive-level personnel (directors, CEOs, CIOs, CFOs, presidents, owners, middle-managers)

§         technical/creative related staff (Web developers, webmasters, creative content developers, site administrators, IT, technical support).

This paper describes the process of implementing a CM solution at typical small and mid-sized companies and organizations, as well as the benefits derived from using CM solutions. A market overview, user needs analysis, and cost considerations will also be explored. The conclusions and recommendation section provides a list of specific features to look for when selecting a content management solution.

In the reference section, readers will find information on Ektron’s CM products, a glossary of related terms used throughout this paper, and relevant sources and articles to further assist in the understanding of Web content management.

What is Web Content Management?

Often a Web site is a visitor’s first and sometimes only exposure to a company or organization. If the information is incomplete, out-of-date, or just plain boring, visitors may go to a competitor’s Web site.

Many Web sites have out-of-date content because it is too time-consuming, complicated, or expensive to change. Perhaps their Webmaster is too busy. Perhaps they have exhausted this year’s budget. Companies need an affordable and user-friendly CM solution to be successful online.

At many companies the demand for Web content has increased exponentially. While organizations once used the Web to post basic information (i.e., brochure-ware), they are now using the Web to publish different types of content for many different types of visitors. For example, customers want product information, partners want the latest marketing information, and employees want 401k-plan information. Solutions are now available, however:

Web content management solutions help companies maintain and manage Web sites to allow IT, Web developers, marketing, customer support, human resources, and others to add or modify content in a secure, controlled way. Content contributors are empowered to
regularly update Web content without compromising Web site quality.

—William Rogers, CEO, Ektron

Managing Web Sites

Managing a Web site with today’s increased content demand is challenging. The fact that companies may have to rely on non-technical staff to add and update content compounds this challenge. Unfortunately most Web tools are designed for technical people, not average “Joes,” reported Forrester Research in June 1999.

The problem of managing Web content will continue to escalate because of the high visibility of Web sites, the increasing numbers of Web authors, the increasing number of published Web pages, the growing number of visitors, and the growing complexity of Java and other tools that people use with the Web. Another factor is the growing need to integrate new and existing content to keep people interested in coming back. This is especially true with today’s complex sites where “content” may refer not only to text but also to graphics, audio, or video. From human resource information to product information to press releases—content must be current and compelling.

Cost-effective and Affordable Solutions

Content management solutions can help companies achieve their corporate and organizational objectives for three types of networks: Internet, Intranets, and corporate portals [see glossary for definitions]. By offering timelier, and therefore more valuable content, companies increase the number of repeat visitors and ultimately increase revenues.

Affordable CM solutions that offer Web authoring, editing, and publishing capabilities to non-technical staff are now available. These CM solutions are designed to help with Web creation and to assist with planning, coordinating, and tracking site changes.

Appropriate Centralization vs. Decentralization of Tasks

With the correct CM solution in place, companies can centralize tasks that need centralizing and decentralize tasks that need decentralizing by giving the Web developer, systems integrator, or Web site administrator the ability to:

¨       Consolidate the storage of data (e.g., all Web site data stored in a database): A consulting company can build a central database of best practices drawn from its global staff.

¨       Decentralize the management of information: Product development managers can easily provide their sales organization and customers with product information.

¨       Restrict access to some types of knowledge/information: Human resources can limit access to employee performance information just to those who “need to know.”

¨       Permit widespread access to other types of information: All employees can have access to sick leave policies, messages from the CEO, company newsletters, and similar information.

Benefits of Using a Content Management Solution

Anytime, anywhere Web publishing: Dynamic Web sites with CM solutions let employees and other contributors change content whenever and wherever necessary, and in most cases, while using a standard Web browser. In contrast, static Web sites without CM solutions tend to change infrequently. Coordinating a manual updating process is difficult when contributors and Web professionals work at different locations with different schedules.

Faster updating: Updating content is faster on a dynamic Web site than on a static site for two reasons: First, non-technical business users can add or modify content without waiting for “frazzled” Web professionals to get around to it. This common bottleneck disappears because employees in all departments can create new material and then update Web content themselves. Second, business users don’t have to learn HTML or other Web scripting languages. They only have to be familiar with a Windows^TM-like toolbar and a common Web browser interface.

Audit trail and user authentication: CM solutions should create audit trails of Web site content changes made and also include a user authentication function (e.g., restricting the editing of investor information to the finance department).

Efficient workflow management: With a CM solution in place, companies have a mechanism to control authoring, workflow, publishing, and document management functions (See Figure 1—Process Flow of Web Content below). New content comes from both content contributors (e.g., content professionals, information publishers, departments, routine updaters, executive messaging, outside sources) and existing corporate databases.

Eliminate content bottlenecks: A good content management solution extends the responsibility for updating Web site content to business users. As a result, new content is no longer piled up for Web professionals to publish, thus eliminating an often overwhelming content bottleneck.

More valuable content: Use of a CM solution encourages closer relationships with customers, partners, vendors, and especially employees. These groups find that their Web site content has become more valuable since it addresses their special needs. Section 3 discusses benefits in greater detail, while Section 6 covers cost considerations.

Table of Contents

Index
1—Introduction
2—Implementing a Content Management Solution
3—Benefits of using a Content Management Solution
4—Market Overview
5—Keeping User Needs in Mind
6—Cost Considerations
7—Recommendations and Conclusions
8—Reference
9—Glossary
10—Sources

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