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

PRINT

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