CMS Selection: the “C” is for “Content” by Anne Casson
Goal: head for lunch with a better understanding of content requirements that go into choosing a CMS.
A basic approach:
- Define the requirements
- Vendor shortlist
- Vendor evaluation (with a scorecard and checklist)
We’ll focus on: defining the CMS requirements
- Define and document the content needs into a process flow
- What do I do with content today?
- Who is involved?
- What roles do they play?
- What do I want to change/what do I need to do with content?
- Organize those needs into categories
- Formulate questions designed to determine the impact of a CMS on those needs
What are all the things you do/want to do with content today?
- Create an article
- Select photography
- Create an infographic
- Enter into CMS
- Edit, review, revise, preview, approve
- Tag (SEO keywords, performance measurement, and related product content)
- Create a FB post and tweet
- Create a related video
- Create captions and transcript
- Repurpose as a series of blog posts
- Archive or decommision
**Bonus! Think about the content owners and roles for each step in this process.
Categorize requirements so that they’re easier to ask about.
Typical categories of requirements:
- Category: Content management
- Examples: content authoring, rich media, preview, site design, testing, tagging
- Question: Does CMS allow for centrally managed assets?
- Question: Can I upload files in bulk?
- Question: Can I tag or export in bulk?
- Question: Does CMS support user-generated content?
- Category: Page templates
- Example: landing pages
- Question: How flexible are layout and landing page templates?
- Category: Publishing
- Examples: content versioning, preview, caching, multi-channel delivery, scheduling
- Question: Is there support for content versioning and content caching?
- Question: Is there support for preview?
- Is there support for multi-channel delivery?
- Can I do scheduled/time-based publishing?
- Category: Localization
- Examples: multi-lingual content, sharing
- Question: Does the CMS enable translation?
- Question: Does CMS support content reuse on multiple pages/sites/screens/channels?
- Question: Can I designate nodes of content as “shared/you can edit” and “corporate/no edits”?
- Question: Can content items and page templates be shared between sites?
- Category: Personalization
- Examples: geo-location, pages visited, referrer, tags, time of day, customer profile
- Question: Does CMS support content meta information (page types, media types, product types)
- Question: Do I have the ability to identify content dependencies and relationships?
- Category: Workflow
- Examples: user management, authorization, manage review process, approvals, queues
- Question To what level do I have role-based access control?
- Question: Can workflow trigger external tasks?
- Question: What level of workflow capability comes out of the box?
- Question: Can I customize the workflow?
- Examples: metadata fields
- Question: How does the CMS help me create search-engine friendly content? (i.e. metadata fields)
- Question: Does the CMS analyze my content and provide recommendations and best practices to improve my search engine placement?
- Category: Search (inside the CMS)
- Examples: author, user group, time stamp, text search
- Question: Does it allow for text-based content search?
- Question: Does it allow for advanced search based on content meta information?
- Question: Foes it allow for search based on author or user group?
- Category: Integration
- Examples: content creation platforms, eCommerce, multi-channel distribution, social media interaction
- Category: Product support
- Examples: Training, services, resources
- Category: Reporting
- Example: analytics