Content Management: What Is It and Why Should You Care?

 Introduction  Content Management Market Dynamics  What Is Content Management  Enterprise Web Architecture  Questions Agenda

Content Management Market Dynamics

 2.7 trillion public Web pages in 2001, up from 45 million in 1995  1.5 Exabytes of content are created annually  64% of organizations have at least 20 Web sites  A typical executive spends 2.5 hours per week, and clerical staff spend up to 30% of their time, looking for missing documents Growth of Worldwide Intranet Pages (CAGR=55%) Forrester, July 2001 Guardian, April 2002 Forrester, July 2001 Guardian, April 2002 Growth and Breadth of Content Makes it Difficult

Content Management As Enterprise Software

Independent Systems = Complexity

Complexity = Hard to do Business

The Business Challenge The right information To the right person At the right place At the right time… To help them make an informed decision

Smart, Active Content

AMR Online Commerce Report 2001 Smart, Active Content Multichannel customers spend three to five times as much as single channel customers.

InfoWorld, Looking Inside, January 2002 Smart, Active Content  Knowledge workers spend 2.5 hours/day searching for information. A 1000 person enterprise wastes $2.5 billion per year in lost productivity

The Content Lifecycle Goals Solving Enterprise Content Complexity  Maximum use of every electronic asset  Maximum leverage of existing technologies  Minimize develop- ment deployment and maintenance costs Satisfying Web Users’ Demands  Understanding information needs  Understanding business objectives  Timely response  High availability  Convenience  Simplicity of interaction

The Content Lifecycle Goals Content Management that reduces complexity and costs, and understands the value of content Web Applications that are smart enough to understand and exceed user expectations

What Is Content Management

What is Content? Information on a web site that is of value or interest to the site visitor.  Text  Graphics  Files  Links  Audio  Video  Marketing  Feeds

Web Content Management Software for contributing, collaborating on, and controlling Web content – from text and code to multimedia. Enterprise Content Management An integrated approach to managing documents, Web content, and digital assets across the enterprise. What is Content Management?

What Is Content Management Content Management Sales / Mktg. Legal HR Mfg. Eng. / R&D Cust. Svc. Customers Investors Employees Suppliers Partners Media AuthoringPublishing Who? What? How?

Authoring Content Management Templates Content Authoring Author

Content Management html Content Publishing Server Author Templates AuthoringPublishing User

Content Management html Interface Standards Server Author Templates AuthoringPublishing UI Designer UI Styles User

Content Management html Workflow & Security Server Templates AuthoringPublishing UI Designer Editor Approver Publisher Creator UI Styles User

Content Management html Version Control Server Templates AuthoringPublishing UI Designer Editor Approver Publisher Creator v1v2 X UI Styles User

Content Management html Personalization & Globalization Server Templates AuthoringPublishing UI Designer Editor Approver Publisher Creator v1v2 User A User B A B UI Styles

Content Management html Content Repurposing Server Templates AuthoringPublishing UI Designer Editor Approver Publisher Creator v1v2 User A User B A B XML, WAP Other Web Sites UI Styles

Business Value Lower Maintenance Costs - Automate manual hand-offs - Remove IT bottleneck - Reuse, not recreate content  Workflow & Security  Publishing  Version Control  Repurposing Increase Information Value - Ease of use for business authors - Leads to fresher, more accurate content - Targeted & more relevant for end users  Authoring Templates  Personalization  Globalization Enhance Brand Image - Uniform look-and-feel  Interface Standards Minimize TCO - Long term platform flexibility - Responsiveness to change  Integration into Enterprise Architecture  Dynamic mgmt. of Who?, What?, How?

Enterprise Web Architecture

Publishing B2B WWW Printed Medium WAP Enterprise Web Architecture LDAPLegacy ERP / CRM Client Apps Legacy Systems Documents Template s Authoring Aggregation Data Warehouse Meta-Data Repository & Legacy Repository Versioning Usage & Interests Cartography Data Management Mid/Business Tier Business Logic SecurityWorkflow

Content Management (CM) Publishing B2B WWW Printed Medium WAP LDAPLegacy ERP / CRM Client Apps Legacy Systems Documents Template s Authoring Aggregation Data Warehouse Meta-Data Repository & Legacy Repository Versioning Usage & Interests Cartography Data Management Mid/Business Tier Business Logic SecurityWorkflow Core Features -Content Authoring -Content Publishing -Workflow -Version Control -Search -Personalization -Globalization

Enterprise Information Portal (EIP) Publishing B2B WWW Printed Medium WAP LDAPLegacy ERP / CRM Client Apps Legacy Systems Documents Template s Authoring Aggregation Data Warehouse Meta - Data Repository & Legacy Repository Versioning Usage & Interests Cartography Data Management Mid/Business Tier Business Logic SecurityWorkflow Core Features -Single Point of Access -Security -Search -Personalization -Collaboration -Globalization

Knowledge Management (KM) Publishing B2B WWW Printed Medium WAP LDAPLegacy ERP / CRM Client Apps Legacy Systems Documents Template s Authoring Aggregation Data Warehouse Meta - Data Repository & Legacy Repository Versioning Usage & Interests Cartography Data Management Mid/Business Tier Business Logic SecurityWorkflow Core Features -Classification -Usage Analysis -Search -Collaboration

Enterprise Application Integration (EAI) Publishing B2B WWW Printed Medium WAP LDAPLegacy ERP / CRM Client Apps Legacy Systems Documents Template s Authoring Aggregation Data Warehouse Meta - Data Repository & Legacy Repository Versioning Usage & Interests Cartography Data Management Mid/Business Tier Business Logic SecurityWorkflow Core Features -Application Integration -Ease of Administration -Security -Scalability -Modularity, Flexibility

Q&A