Cleve Gibbon

content management, content modelling, digital ecosystems, technology evangelist.

Simple Site for Authors

This entry is part 2 of 2 in the series CMS Build Project Paths

An on-going challenge for CMS build projects is that they are pre-dominantly design led with the primary focus set on publishing content. With less attention paid to users in content producing roles, editorial needs are rarely catered.  The new solution goes live and “The CMS” quickly becomes a dirty word because it has not been deployed to effectively create, understand and manage content.  Sound familiar?

Content producers do a lot of things – Create content, Find content, Re-use content, Value content, Review content, Tag content. The CMS also pulls its weight with content: storing, indexing, auto tagging, displaying, recommending, publishing and workflow. This requires us to think really hard about how we intelligently structure content. And that’s where the battle is waged today for both time and effort to do editorial thinking on CMS build projects.

Read the rest of this entry »

CMS Build Project Paths

This entry is part 1 of 2 in the series CMS Build Project Paths

The importance of digital content to an organisation is growing year on year. At all levels, we’re hearing people asking for better ways to manage their content. Not as fast as we hoped, but this has led to advances in the way content management projects are run. The reality is that the success of content management projects depends heavily upon a company’s digital and content maturity, and the degree to which they are amenable to organisational change within that project’s timeframe. As an expert, consultant and/or supplier brought in to help deliver a content management project, the chosen build path is somewhat pre-determined.

This post is the first in a series short posts that looks at some of the common build paths content management projects take when delivering web sites. Not every project is the same but they do tend to follow a set of common delivery patterns. Let’s start at the beginning with the simple site.

Read the rest of this entry »

Online CXM Solutions – CMS In The Middle

A recently published Forrester Wave report on Web Content Management for Online Customer Experience evaluates the strengths and weaknesses of some of the leading WCM vendors, observing that:

  1. The WCM market is growing rapidly to accommodate Customer Experience Management needs (CXM).
  2. The most effective way to do this is for WCM to integrate with a large array of CXM technologies.

What is an Online CXM Solution?

online-cxm-solutions

A set of solutions that enable the management and delivery of dynamic, targeted, consistent content, offers, products, and services interactions across digitally enabled consumer touchpoints – Forrester Wave

WCM, Analytics and Commerce are converging. Marketing Automation, Search and Customer Service Management are the latest technologies making up the online CXM ecosystem.  Forrester clearly positions WCM as a key technology that all the others within the CXM ecosystem need to better integrate with.

Earlier this year I gave a presentation on Building a Marketing Technology Platform to Engage with Global Brands at the Adobe Solutions Partner Conference in Barcelona.  It too positioned content management at the centre of any progressive marketing technology platform.

cms-in-the-middleWhy is the CMS in the middle?  Well, people engage with companies through relevant and useful content.  The CMS ties all this together. However, delivering enchanting online customer experiences still presents mind numbing content challenges.  Mind numbing! Today, creating, managing and publishing up-to-date, engaging and relevant content is too much like hard work.  Yet the key to customer loyalty is by making CXM seriously low effort.   That makes CMS both front and centre in online CXM solutions.

Strategy needs Execution (and vice-versa)

Tactics without strategy is the noise before defeat. – Sun Tzu

If you fast forward to the end of the presentation I had time for one question.  It came from Ed Van Siclen, VP of Technology and Partner Solutions at Adobe, who asked the following about the CMS-In-The-Middle slide above:

What drops into the middle next?

Ed, six months on here’s my evolution of that slide:
cs-in-the-middle

Content Strategy is the glaring omission.  Content strategy is required both to guide and course correct execution (and execution to validate the strategy).  Whilst all these tectonic shifts are taking place within marketing technology and online CXM solutions, similar kinds and possible even more disruptive forces are at play within the content strategy community.

Aligning both content strategy and online CXM execution is like walking through treacle. Maddening difficult but align them we must. Content strategists are the ones with both hands in your client’s content. Shaping it.  Adapting it.  Managing it. Everyday.  They are an ideal source of requirements (e.g. a content audit tool) for CXM solution professionals.  They are also the early adopters / refuters / seeders for future CXM technologies.

Make, Manage, Mobilise and Measure CXM Solutions

Forrester broke CXM Solutions down into three categories:

  1. Process-based solutions enable businesses users to create experiences (Make).
  2. Delivery solutions bring interactive experiences to customers. (Manage & Mobilise).
  3. Customer intelligence solutions enable businesses to gauge the success of experiences (Measure).

Rob Tarkoff, SVP of Digital Enterprise Solutions, another Adobe guy, described by Ed as wickedly smart, first recognised that we need to:

Make, Manage, Measure and Mobilise CXM solutions.

Forrester’s second category, Delivery, combines both Manage and Mobilise, but these are really two very distinct activities.  Manage focuses upon the curation, staging and governance of content, where Mobilise is more about the execution of planned and ready-to-go marketing activities.  It is not uncommon for Manage and Mobilise to have different yet collaborating teams of people.

So, what lies ahead?

There are number of players in the CXM market at the moment:

  • ECM vendors (Microsoft, IBM, Oracle)
  • CXM Stack Providers (Adobe, Autonomy, IBM)
  • WCM Specialists (Sitecore, Clickability)
  • Open source offerings (Alfresco, Drupal)

Yet, no one player or product has all the online CXM pieces.  Truth be told, neither should there be.  Would you put/transfer all their technology eggs into one vendor basket?  Unlikely.  Instead, the practical route to an online CXM solution lies through integration.

At the moment, the key areas of integration activity are with CRM, Web Analytics and Digital Asset Management.   Which makes sense when you consider that the focus at the moment is to Make, Manage and Measure customer experiences across the enterprise.  When that’s figured out, the Mobilise (Execution) piece and its smart connections with rich marketing automation solutions will be next interesting story to play out.

Baked in Analytics

The old adage, you can’t control what you can’t measure, resonates loud and clear with marketers. If you don’t measure, you just don’t know, and businesses today cannot afford to be ignorant of their customer needs.

Technology has played a vital role in removing barriers to online measurement. Web analytics enable marketers to better measure and monitor digital campaigns. However, as marketing strives to reach more diverse audiences at the moments that most influence their decisions, the challenge is for businesses to have immediate access to ‘A’ class data (automated, accurate, aggregated, accessible, auditable, available) at every digital touchpoint along the consumer decision journey. That challenge is made even more difficult by the disconnect between those responsible for creating campaign content and those interested in measuring digital success. So what steps are being taken to close this gap?

Read the rest of this entry »

Fix WCM? But what’s broken?

I’ve been delivering web content management solutions for a while now and like a lot of folks out there I still find it extremely challenging. It’s never a walk in the park. No two are the same. And the results lie between the two extremes of weird and wonderful. The bigger the customer, the more intriguing the experience. Customers definitely come with baggage, others with wild expectations. So when a couple weeks back, at the Janus Boye Conference Jon Marks crowd sourced opinions using the twitter hashtag fixwcm on the “How to Fix WCM” track I followed with keen interest. Firstly because I didn’t think for one moment that WCM was broken. And secondly, I thought it was just a distraction from the underlying fact that we are broken!

Read the rest of this entry »

From Web Sites to Digital Solutions

Web sites are easy

When I start a new project, particularly with a new customer, I pay close attention to how they use the term web site. Customers arrive wanting a web site. They walk out with a digital solution. The web site is the easy bit. The hard part is defining, creating and rolling out a digital solution specifically for them.

marauders-mapSo what is a digital solution? For me, its a dynamic map that continually adapts as you journey through a project. A bit like Harry Potter’s Marauders Map. Sometimes it actually feels like we’re using the map to guide our customers through the project pitfalls but without the protection of the invisibility cloak. So to be clear, a digital solution takes a customer from what they want to what they need. And for me, this is the key differentiators between happy and unhappy customers.

Read the rest of this entry »

Delivering Content is Hard – Where’s my Content Strategy?

There are projects, and then there are content management projects. The latter are the ones that keep me awake at night. The challenges seem to have no bounds. There don’t seem to be any knowledge ceilings in sight. You are constantly learning (which is good), sharpening your tools and/or adding new ones to your content toolbox to successfully deliver these kinds of projects. So why are content management projects so damned hard then?

Now I agree with the folks back at CMS Myth when they say:

“CMS is a technology, while content management is a discipline.”

Read the rest of this entry »

Get In Touch

About Cleve Gibbon



I'm Cleve Gibbon, CTO at Cognifide where we are passionate about digital content.

My sort of up-to-date cv tells you my past, linked in shows you my professional network and on twitter you can find out what I'm currently doing.

This year I plan attend a number of events. Hopefully I'll see you there. I'm easy to find as I'm always laughing. Find out more about me and get in touch!
Cleve GooglePlus