Content Engineering
Our Featured Insights:
The Content Maturity Model
It is no secret that content is currency for today’s marketer. But is your content doing the heavy lifting required to optimize return on investment? With Kanban’s Content Maturity Model, we show you how to combine content strategy and content engineering to get the most out of your assets and turn browsers into buyers.
CMS Implementations
Content and web experience management systems (CMS/WEM) are getting a lot of attention these days. And rightfully so. With content increasing in value, the number of systems that support the content lifecycle increases as well, making implementation and integration of these systems more complex. Page speed and performance can suffer if not properly implemented. As brands expand globally, multi-site management, content authoring capabilities, and usability must be fine-tuned to drive system adoption and efficiency.
Componentization
Componentization—breaking down your content and web interface into well-structured components—is essential for creating and delivering robust digital experiences. Componentized content allows for more efficient language translation and reuse. Flexible content enriched with metadata can be programmatically localized and delivered in context across channels. That same component model is extended to your interfaces and templates, which creates the possibility of seamless application and system integration as well as personalization of experiences.
Omnichannel Delivery
B2C and B2B audiences expect consistent experiences. Today, that includes PCs, tablets, smartphones, internet TVs, and digital signage. It spans paid, owned, and earned platforms. Tomorrow, that will include the Internet of Things; the connected home, the connected car, and wearable devices. How will you prepare your content assets to support these new customer touch points? In-context editing for desktop and mobile sites must now take a back seat to omnichannel enablement, including content componentization, reuse, tagging, and transformation.
Digital Asset / Video Management
Video and rich digital assets are the cornerstones of engaging experiences. The related management of these rich media elements, when coupled with copy and personalized based on context, is getting very complicated. Brands must maintain versions of each asset (varied resolutions, file formats, etc) to accommodate a vast array of screen sizes and devices. Users expect fast page loads, putting added pressure on optimization of rich media. The consumption and distribution of these assets requires tight integration with other content and ebusiness systems.
Getting Started:
Content Architecture & Modeling
Content architecture and modeling are great starting points for web enabled business processes. In this engagement, we work with clients through the process of modeling your organization’s content types to support the content strategy, contributors, and distribution channels. Process mapping identifies and documents the content lifecycle from creation to approval, publishing and expiration. Once architectures and processes are defined, we componentize and model the content structure, meta data, and relationships that support the business.
CMS/WEM Modernization
To meet the challenges of today’s technology-centric and content-rich marketing, CMS/WEM platforms must be tuned to run at optimal levels. CMS/WEM platforms must therefore be maintained and optimized over time. In some cases, this may include replatforming or major upgrades. However, to achieve quick-hitting results with limited resources, many organizations are turning to modernization engagements. These engagements are focused to refine and extend parts of enterprise platforms like HP TeamSite and IBM Portal/WCM.
CMS Selection
When selecting technology, IT and Marketing professionals face dozens of options. From simple products to complex enterprise platforms, every system has pros and cons. CMS vendors are experiencing constant change, with acquisitions and market forces impacting product roadmaps, viability and focus. Working with high level requirements, Kanban can help you refine a list of potential vendors, manage the RFP process, define use cases for vendor demos, implement proof-of-concepts, and do implementation planning, setting up your CMS/WEM project for success.
Further Insights:
Digital Asset Management (DAM) for a global organization
The 7 Principles of Unified Content and Commerce
