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Merchandising strategy affects content management choices, analyst says







Merchandising strategy affects content
management choices, analyst says

Merchandising strategy affects content
management choices, analyst says
07/16/2004 05:17 PM

InternetRetailer.com Jul 16 2004 9:33PM GMT




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Merchandising strategy affects content management choices, analyst says

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Does Your Company Have a Content Management Problem?: Tony Byrne over at CMS Watch (it's two words, don't you know...) has a little checklist on how to diagnose if you have a content management problem. It's also handy in describing exactly what enterprise content management is.

When I was looking at large scale content management systems in a prior position, my original question was, why get a CMS? What value is it going to bring me? Read this quick list and you'll have 15 reasons, though whether or not they're important to you is a question you need to answer before you embark.

...Web managers need to "roll back" the site to a previous version — perhaps for legal or regulatory reasons — but cannot.

...Content contributors are unable to pre-publish content to appear at a specified later date or time.

...Website managers cannot associate the company's products and services to articles or news on the site (or vice-versa).

After reading this, get some perspective by reading this: Content Management Systems Are Like Relationships.

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Using Wikis for content management... 01/09/2004 10:15 PM

So here's a thought partly inspired by an e-mail from a work colleague and partly by Haughey.com. Creating and editing wiki pages is extremely simple and elegant once you get past the first 30 minute learning curve. And essentially you end up with a page that's got an incredibly simple template, pretty well marked-up code (or at least could do if you used the right Wiki system) and can be edited incredibly quickly. Now, imagine for a moment that the Wiki page itself is nothing but a content management interface and that the Wiki has a separate templating and publishing engine that grabs what you've written on the page, turns it into a nicely designed fully-functioning (uneditable) web-page and publishes it to the world. It could make the creation of small information rich sites enormously quick - particularly if you built in FTP stuff.

Now one of the problems with using Wikis generally is that they don't lend themselves to the creation of clear sectionalised navigation. Nor do they do naturally find it easy to use graphic design, colour or layout differently on separate pages to communicate either your context or the your location in the site. That's not to say that Wikis are broken, of course, just that the particularly networked rather than heirarchical model of navigation that they lend themselves towards isn't suitable for all kinds of public-facing sites (the same could be said of the one-size-fits-all design of the pages). This would clearly be a problem. Wikis sacrifice that kind of functionality on the whole in order to gain advantages in other areas (ie. collaborative site generation and maintainance). Without those advantages, you'd simply be left with an inferior product.

So how to integrate design and architecture into the production of a wiki-CMSed website? Well, it's not a particularly new question with regard to wikis generally - loads of suggestions about how some kinds of heirarchy could be built in have been made and some of them implemented. On the whole they've not been terribly successful as they present a higher level of user-level complexity, and with a lot of potential naive users, publically editable wikis can't really afford complexity. But that's not true if only one person or a small group were to be updating the site. The complexity level could increase a bit and the learing curve would have to be just a little steeper initially.

Here's an example of how you could create heirarchy and utilise different templates at the level of the individual page. First, imagine a templating interface that allowed you to create an outline heirarchy of the various sections of a site (just like you'd produce in the outline view of Word or using something like OmniOutliner). Now, each section of that site-map could have a distinct template attached to it, or inherit a template from the section above. Then all you'd need on the Wiki-page (as content-management interface) would be a drop-down box on the right that allowed you to choose which section the page you'd created would sit under. Given that, you could use the mechanics behind the templating engine automatically generate a variety of different models of heirarchical navigation and breadcrumb trails which you could embed into your templates (you could use a templating mechanism very much like the one used to move content chunks around weblogs using Typepad). And the same part of the Wiki page that you use to decide which section the wiki page should be contained within could also house a .gif thumbnail of the template for that page. And the assigned section of a new page could even default to that of the page from which you created it - forward-link from a page about Troubleshooting (in the section "Help") to create a page about Error Messages, and Error Messages is automatically created inside the "Help" section initially. And all of this could then be 'published', pushing everything out in a lovely stylish elegant and visually rich format to the rest of the world at the push of a button.

Wouldn't that be cool? Blogger-style management for all kinds of other sites... The only things that don't seem obvious to me at the moment is how you make the intra-wiki links not look like Wiki links to the general public while preserving the ease of use that they engender for the person creating the pages... Any thoughts?

Read the comments


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Top 5 Predictions for Content Management and IT in 2004: I really like Ektron, but these "predications" seem a little contrived, especially since all of them play beautifully into Ektron's sweet spot. Wishful thinking, perhaps.

Homegrown Web Content Management Gets Abandoned...Websites - Time for a Redesign...XML Takes Center Stage....Migration to .NET Server Technology...IT Leads the Push for Efficiency...

That said, Ektron is a good company, and I've heard good things about their CMS systems. We first encountered Ektron in late 1999 when they were just a baby company.

In fact, when we first called on them to talk about their ActiveX-based, embeddeble WYSIWYG editor, I think they were running out of someone's basement at the time. I distinctly remember an older woman (mother?) answering the phone "Hello" and then getting a callback from the CEO himself.

Click here to comment on this entry


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