"The Future is in Delivery" by Deane Barker, JBoye12
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The Future is in Delivery Deane Barker Blend Interactive
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Transcript of "The Future is in Delivery" by Deane Barker, JBoye12
The Future is in Delivery
Deane BarkerBlend Interactive
The Point
There is a difference between content management and content delivery
Content MANAGEMENT is something of a solved problem; we’re rapidly entering the “post-management era”
The most significant industry trend right now is the push into DELIVERY
Content Management is Dead
J. Boye is not a content management conference.
The Big UmbrellaContent Management
Production Workflow
Permissions
Templating
LanguagesVersioning
Audit ModelingAuthenticati
on
CollaborationArchiving Taxonomy
Metadata
Retention
The Content Lifecycle
Content Manageme
nt
Content Delivery
Publish
Most of the new development in the past 2-3 years has been in delivery
A/B Testing
Campaign Management and Integration
User-generated Content
Multi-Channel Delivery
04/11/2023 13
Visitor Segmentation
04/11/2023 14
The Common Theme:All of these things happen after
publication.
The Content Lifecycle
Content Manageme
nt
Content Delivery
Publish
04/11/2023 16
Inversion of Effort
Management Delivery
04/11/2023 17
Inversion of Effort
DeliveryManageme
nt
04/11/2023 18
“Launch day is not the finish line, but rather is the starting line.”
Management is the Training Montage
Delivery is the Main Event
Could content MANAGEMENT be a solved problem?
Could MANAGEMENT become a commodity?
Will the real market differentiator of the future be content DELIVERY?
Are we entering the “POST-MANAGEMENT” era of content management?
Do we really work in the field of content DELIVERY?
04/11/2023 26
“Content management is largely a solved problem. Almost all of the advances in the field are happening in the delivery/marketing space.”
04/11/2023 27
All seven agreed.
04/11/2023 SLIDE 28
“Development on our repository is strictly to support our delivery services.”
“The majority of our development effort is focused outside our core management product.”
“Content management was commoditized as soon as open-source solutions reached sufficient competency at a no-cost price point.”
“The focus on the management side is now on strictly reducing implementation costs.”
04/11/2023 Presenter: Florian Röllig
“The ‘money shot’ of a content management solution is no longer ‘here’s how you edit a page of content.’”
“…how many different ways can you demo core content management?”
“We build our product 100% for marketers. The idea of a ‘content editor’ is an antiquated notion.”
SLIDE 29
CMS sales demos are more likely to start with delivery features, rather
than management features.
04/11/2023
In many commercial products, the delivery tier licenses for 2-3 times the
management tier.
SLIDE 32
Content delivery features are increasingly going to drive CMS sales.
Inversion of Sales Focus
??
Inversion of Sales Focus
??
The delivery tier is becoming a framework that binds content at
request time.
Standardization of APIs will drive delivery technologies.
38
“Web Experience Management is a redefinition or evolution of Web Content Management. Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience.”
A CMS vendor may spin off their management suite and provide
interoperability with other systems.
Why?
The current state of content MANAGEMENT provides very little
room for differentiation.
The Rise of Content Strategy
04/11/2023 43
The Rise of Content Strategy
More thought is going into the production of content – what happens before publish.
This thought process is bleeding over into what happens after publish.
When thought is put into how content must perform before it is created, inevitably structures will arise to ensure or document this performance after it is published.
The catch?
For once, customers are playing catch-up to the vendors.
The Marketing Technologist
04/11/2023 47
The Marketing Technologist
“A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, […] is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.”
The Marketing Technologist
“The U.S. alone faces a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts to analyze big data and make decisions based on their findings.”
04/11/2023 50
The Sad Truth:Very few CMS customers have the skills to exploit
the current wave of delivery technologies.
04/11/2023 51
Core Belief:Content serves no purpose other than that of a marketing tool. If content doesn’t perform, it
shouldn’t exist.
04/11/2023 52
Deane BarkerBlend Interactive
http://gadgetopia.com
@gadgetopia
