What is the value proposition of CMS/WCM?

by Matthew Johnson

I just wanted to provide a brief reply to this basic question I get from various clients. Why should I use a CMS? Many clients who are new to CMS/WCM, view the solution as just another repository or database.  I continually get this response, why can’t we just put the content in Oracle, or SQL Server etc… well you can… but that is not the primary objective of a CMS and it will not get you the economies of scale in content management.  A CMS is supposed to enable a “Management System” which involves:

  • Operations Management & Governance: (Strategy, Policies, Roles, Responsibilities, Workflow, etc)
  • Content Development: (Content Editing, Reuse, Search Engine Optimization, Channel Agnostic and Specialization)
  • Content Repository: (Content Storage, Source Code Storage)
  • Content Distribution: (Cross Channel / Cross Infrastructure Deployment, Integration Services, Transformation/Template Services)

Many companies jump right into repository and integration mindset.  AKA, how do I store some content and get it onto the site.  Well this is a great idea, but to get value out of a CMS, you must set up the operational infrastructure and governance model to sustain a CMS.  If you focus on repository/integration, you are only solving specific technical problems for most often one defined channel like one web site, not larger scale and business specific operational needs.  Most often this approach involves a reduced set of resources that know how to store and integrate the content for a specific channel.  The result is a CMS that can be leveraged by only a certain subset of resources and then limits the reuse of content.  I do not know how many times I have seen a multi million-dollar CMS implementation that only can be used by 4-5 people and only use 30% of a CMS’s capabilities.

A CMS is supposed to empower your Content Management Model to allow more people to participate in the content process, whether its content production, viewing, reuse, and deployment.  A properly deployed CMS solution will also enhance a short time to market for content integration/distribution into new channels.

Key questions to ask yourself before you begin big CMS projects are:

  • Who participates in CMS requirements? (It should not be controlled by IT only)
  • Have you developed your Content Types and Content Hierarchies?
  • Have you defined your roles and responsibilities (Who are editors, content contributors, QA, support)
  • Have do defined your existing workflows and how they can be mapped to a CMS?
  • Is you content semantic and portable?
  • Are you planning to transform your content so it can be used cross channel?
  • Do leverage in context view of content?
  • Do you use Data Capture and Presentation layer template technology?
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