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THE FUTURE OF CONTENT
MANAGEMENT
(ACCORDING TO NEOS)
Daniel Hinderink
Brand and strategy consulting @dpoolmuc
Rasmus Skjoldan
Content Strategy and UX consulting @rasmusskjoldan
FEATURING:
TIM WALTERS / DIGITAL CLARITY GROUP J. BOYE CMS EXPERTS EUROPETHE WEMI STANDARD COMMITTEE AT OASIS LEISA REICHELT KAREN MCGRANE SARA REDIN RELLY ANNETT-BAKER CHRISTOPH LÜSCHER FROM IA …AND MANY MORE
THE PLOT1. THE STATE OF THE CMS MARKET
2. STRATEGIC OPTIONS
3. TWO MAJOR TRENDS
4. VISION FOR NEOS
5. NEXT STEPS
THE STATE OF THE CMS MARKET
STRATEGIC OPTIONS
ME-TOO PRODUCT
CREATE A NICHE PRODUCT
PIGGYBACK TO MARKET
PIGGYBACK TO MARKET
PIGGYBACK TO MARKET
MOBILE
PERSONALIZATION
HOW TO PRIORITIZE?
me-too niche product piggyback product
piggyback trend
Constraints cost/time niche 404 dependency cost/time
Differentiation fail groovy meh meh
Growth Potential meh limited by design limited by design depends on the trend’s scope
Risk very high very high medium low
TWOMAJOR
TRENDS
PERSONALIZATION &
COPE
COPE
CREATE ONCE, PUBLISH
EVERYWHERE
WHAT IF YOUR FRIDGE NEEDS YOUR
CONTENT?
WHAT IF CONTENT NEEDS
TO WORK BEYOND YOUR CONTROL?
THE RACE TO KEEP ALL
CHANNELS UP-TO-DATE
$
PERSONALIZATION
CONTENT FOR THE INDIVIDUAL
PERSONALIZATION IS NOT:
DIFFERENTIATED CONTENT FOR
PERSONAS
THAT’S WHY:
CURATED BY THE COMPUTER
WHAT’S NEEDED FOR PERSONALIZATION?
THE DATA—THROUGH PROFILING OR LOGGED-IN USERS
THE RULES
THE CONTENT VARIATIONS
MORE RELEVANT EXPERIENCES
COPE VS. PERSONALIZATION
FOCUS ON PERSONALIZATION
SITECORE
ACQUIA LIFT
ADOBE WEM
HIPPO CMS
FOCUS ON COPE
CONTENTFUL
PRISMIC.IO
GATHERCONTENT
WOODWING CONTENT STATION
DO WE WANT TO FOCUS ON AUTOMATION
OR CONTENT?
IT’S ALL ABOUT PRIORITIES
TARGETING GETS BETTER THROUGH
PERSONALIZATION…
BUT
…VALUE IS CREATED BY HUMANS
—THROUGH CONTENT
COPE OVER PERSONALIZATION
SINGLE SOURCE PUBLISHING, S1000D, DATABASE PUBLISHING, MULTI-CHANNEL PUBLISHING, CONTENT REUSE, TRANSCLUSION, DITA, SINGLE-SOURCE AUTHORING, CAPE, WOPE, DRY, OMNI CHANNEL, PANGALACTIC GARGLEBLASTER...
WHAT MAKES COPE MORE RELEVANT TODAY THAN IT’S PREDECESSORS?
DIGITAL MARKETING HAS JUST STARTED TO THINK ABOUT AUTOMATION
CONTENT AND COMMUNICATION HAS ALREADY CENTERED ON THE WEB
CHANNELS ARE PROLIFERATING FURTHER, DRIVING THE NEED FOR SYNCHRONICITY AND CONTROL
VISION FOR NEOS
COPE AND NEOS AS THE CONTENT
MIXDECK
THE NEOS VERSION OF COPE
THE CONTENT MIXDECK
THE MIXDECK
INPUT OUTPUT
VIDEOTEXT
AUDIORECIPES
STRUCTURED FORM-BASED
CONTENT
IMAGES
INTERNET OF THINGS
WEB
APPS
IN-CAR SYSTEMINTRANETS
LOUD SPEAKERS
RSS
PRODUCT DATA
DOCUMENTATION
SOCIAL MEDIAEMAIL
PRESS RELEASESREVIEWS
FREE-FORM UNSTRUCTURED CONTENT
NEWS
NOTIFICATIONS
WATCHES
THE MIXDECK FOR ALL TYPES OF CONTENT, STRUCTURED OR NOT, TO BE PUBLISHEDEVERYWHERE
CONSIDER 3 THINGS…
1. WHERE DOES YOUR CONTENT
COME FROM?
2. WHERE DOES YOUR CONTENT GO?
3. WHAT VARIANTS DO YOU NEED?
A COPE CMS IS…
…BOTH CREATION AND CURATION
CONTENT CREATION
CONTENT CURATION
NEXT STEPS
DEVELOP A COPE-ORIENTED BACKLOG
WITH THE CORE TEAM
MAKE PRODUCT STRATEGY AN INTEGRAL
PART OF THE SPRINTS
WHERE SHOULD NEOS BE IN ONE YEAR?
CONTENT API CONTENT MODELLING STRUCTURED EDITING
CURATION TOOLS
PUBLIC BETA
COPEMANIFESTO.ORG