In summary, this paper: “Effective Web Content Management: Empowering the Business User While IT Maintains Control” has presented the:
 

1.       Process of implementing a CM solution

2.       Benefits offered from CM solutions.

3.       CM Market overview

4.       User needs

5.       Cost considerations

This section outlines critical questions to ask and features to look for in an effective CM solution for small and mid-sized companies and organizations.

Critical questions companies considering a CM solution should ask:

·         Who will be the content contributors?

·         Who will be the content approver(s)?

·         Who will be the release manager?

·         What type of workflow is needed?

·         What security measures are needed?

·         What are the Web publishing requirements? 

·         What are the one-time implementation and on-going costs?

·         What format does the organization prefer (e.g., layout, font, size, color)?

·         What are the guidelines and rules for making changes?

Recommended “must-have” features for a CM solution:

§         Versatile Web application platform, such as Allaire’s ColdFusion^TM.

§         Content authoring/management is separate from format/style.

§         Version control to allow roll back of specific Web pages to previous versions.

§          “Anywhere anytime” access through a Web browser interface.

§         Easy-to-use, familiar Windows^TM-like toolbar.

§         Workflow and document management functions (see figure 4).

§         Security and authentication (see figure 4).

§         Workgroup creation (see figure 4).

Recommend specific features to look for when selecting a content management solution:

þ Robust Web content management:

§         Check-in/check-out feature which eliminates editing conflicts

§         Flexible content approval process

§         Customized work area giving content contributors and content approvers a unique view of their work in process

§         Document version control enabling recovery of previous edits

§         Scheduling of content using “go live” and “expire” dates allowing for posting of date-sensitive content which appears only when relevant

þ Workflow control:

§         Creation of user and group roles

§         Authorization of user and group permission/security levels

§         Creation of content groups for limiting contributor access to appropriate pages

§         Change notification via e-mail (if desired) with optional HTML attachment of Web page

þ Control and consistency:

§         Enforcement of Web site standards (e.g., fonts, colors, navigation, graphics, layout) through use of pre-designed templates

§         Image and file upload (e.g., .PDF, .DOC, .PPT, .XLS, .AVI)

§         Hyperlink pull-down menu system

§         Built-in content editor toolbar with customization ability

þ Minimized support and training issues:

§         Transparent installation and upgrade of software via Web browser

§         Automatic assignment of document date, author, and status

§         Reduction in time to train business users

§         Prior version restoring functionality

§         Virtual staging server capability eliminating the need for separate production and staging servers

þ Increased flexibility:

§         Partial or full-site integration ability

§         XHTML compliant (i.e., well-formed HTML)

§         XML tag support (allows insertion of tag via JavaScript pop-up box or by copying and pasting)

§         User-programmable meta data support

þ Ease of integration and implementation:

§         No client software for business users to load

§         Sample page layout templates

§         Automatic installation utility for quick server installation

þ Simplified Web authoring and publishing as part of the CM solution:

§         Built-in HTML editor accessed via Web browser interface allows for worldwide Web authoring and publishing

§         Full HTML table support including creation of nested tables

§         Image support (upload images, preview images, image library)

§         Copy and paste with formatting from any Windows^TM-based application

§         Hyperlinks and bookmarks, hyperlink validation

§         Produces well-formed HTML or XHTML

§         Helpful content editing with “spell check as you type” feature

§         Familiar Windows^TM-like editing toolbar to minimize training

Conclusion

Businesses and organizations currently using a dynamic Web site (or planning to upgrade their static site to dynamic) should consider implementing a CM solution. With an appropriate solution in place, employees (and sometimes vendors) are empowered to contribute content while IT and Web professionals maintain control over a site’s look and feel.

The ultimate objective is to provide a process whereby timely and engaging Web site content encourages site visitors to stay longer and make frequent repeat visits. When up-to-date and relevant Web content becomes a reality, the customer experience is greatly improved—translating into increased customer (or employee) satisfaction and loyalty.

Always remember... on the Web, a good customer experience brings higher revenues, more customer retention, and better branding.
     – Mark Hurst, Creative Good, Inc.

Whatever revenue model a site is based upon, companies and organization can directly increase their bottom-line metrics with an affordable and simple Web content management solution in place.

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

Copyright 2001, All Rights Reserved, Ektron, Inc.
No material herein may be copied or duplicated without the permission of the copyright holder.

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