Web Content Management Features

Micro-Site – Maxi-Impact: Optimizing and advertising your microsite

Saturday, March 13, 2010 by Sonja Keerl

The coolest microsite is not of much use if nobody finds it in the first place. Similarly, if visitors are not driven to your key call to action, your campaign will not be successful.

SEO related tasks

Don’t forget to analyze customer care words before you create content for the microsite, to ensure that your site speaks your audience’s language. Optimizing content for your keyword strategy is just as essential for microsite content as it is for corporate content. Make sure you also spend time on your metadata, especially for your main pages.

Navigational SEO tasks should be covered by the Web Content Management System at large, but make sure you do not forget to generate an XML Sitemap and make it known to search engines. Similarly, a RSS feed helps to bring you up in the search rankings. With SDL Tridion 2009, topics like friendly and localized URLs are done automatically, but with other systems you might have to watch out for this one too. Don’t forget to put up a banner on your corporate sites as well!

Social Media

Activating Social Bookmarking will make it easy for your visitors to share your interesting content with their peers and drive traffic to your microsite. But don’t forget to promote your content yourself via social channels, such as twitter, facebook, linkedin etc. Status alerts - especially to premium content, webinars and downloads – will direct a constant stream of visitors to your microsite.

SEM and Third Party Websites

Don’t forget to set up SEM campaigns and ads on third party websites to ensure consistent traffic over the lifetime of your microsite. This can also mean featured articles, interviews or blog contributions on those sites that are frequented by your target audience. If your budget is low, try to think outside the box.

Cross Channel Thoughts

If you have a newsletter, customer or prospect email list, don’t forget to send them a mailing about the launch of your site. The more personalized and targeted you make a mailing, the better your click-through rates will be. Any additional events, such as webinars, should be coupled with personal invitations to your known audience to spread the word.
If your microsite is part of a large cross channel campaign, which is also advertised on radio, TV and print, you can use different entry points to monitor the success ratio of each media in your analytics solution.

Analytics & Testing

Do not forget to continuously monitor the performance of your website and where your visitors are coming from, so you know which levers you have to pull to optimize your campaigns. Monitor clickstreams and conversion rates and test with A/B versions or multi variate testing, if you are unsure about best practice approaches.

So much for my thoughts on successful microsite projects. The list above is not intended to be exhaustive, but it covers the essentials.

When I set up my microsite, I could see clearly that the magic bullet was SDL’s unique BluePrinting technology. The concept of inheriting functionality, content and layout makes it incredibly simple to just pick and chose the right bits for your new site. Having the integrated Email Marketing Solution as part of the SDL Online Marketing Suite, made sending out mailings to our customers and prospects a walk in the park.

Micro-Site – Maxi-Impact: Flexible Wireframe

Friday, March 12, 2010 by Sonja Keerl

If you intend to roll-out microsites more often, it is smart to create a wireframe for it. This contains a set of features and functionality that you can then pick-and-chose in your actual sites.

Functionality Switches
Make sure, you can switch functionality on and off on site level. Some handy functionalities to have triggers for are:
- Show Navigation
- Show Breadcrumb
- Show Language Selector
- Show Search
- Show Social Bookmarking
- Generate XML Sitemap
- Generate RSS Feed
- Direct feed into CRM System
Configurable Elements
Make sure you can configure a number of elements yourself without having to involve your IT department. If you are using our Web Content Management System, you can easily define items such as:
- The analytics IDs for your microsite
- Where your form actions go
- Campaign IDs for your CRM for downloads and registrations
- Design elements
- Redirects
Layout Considerations

Last but surely not least: Micro-Site – Maxi-Impact: Optimizing and advertising your microsite

Seven Sins of Website Translation

Friday, December 18, 2009 by Sonja Keerl

Today, I had to do some research on the web. As I surfed in this sea of information, I put on my consumer glasses and had a closer look at the translation features of these sites. Working for a global Web Content Management vendor, I was surprised by what I saw. And because I did not get far with my intended research, I decided to at least share with you what to me are the Seven Sins of website translation:

Sin One: Don’t translate at all
If you want to go global, you must translate your website, especially if your native language is not English. If you want to reach minorities in your country, you have to translate at least the relevant parts of your content. Looking at latest research, there is no doubt about it: Visitors prefer being addressed in their mother tongue. And not only that – it makes them see that you care and will most definately lead to increasing conversion rates. In addition to that, you will also do a lot for your Search Engine Optimization, because people tend to search for their native language terms. Managing online content is not difficult anymore, even when it is multilingual.

Sin Two: Machine translation
Although I must admit that I am impressed with the latest automated translations, they are still nowhere near human translations. Especially when you have language rich content, such as articles, you want to make sure that you do not end up with literal translations, but with contextually correct ones. Or do you know what “Morning hour has gold in its mouth” is trying to tell you?

Even more important than idioms and context however is the tone of voice and the message you want to bring across. No machine translation can do that for you, because there is no “conservative” vs. “cheeky” translation alternative. So, make sure every piece of content you care about is really translated by a human translator. Ideally one, who is aware of cultural differences and keeps a consistent brand image. Machine translation by itself is

Sin Three: Translating half of the story
The other day I tried to figure out a train connection in the Netherlands and found myself faced with a websites that had literally half Dutch half English content. Unfortunately, in case of the FAQs, the questions were in English but the answers in Dutch. The contact form had Dutch labels and English tool tips… it was just plain annoying. If you want to do it, do it right.

Sin Four: Auto routing based on location
There are a couple of ways to find out a preferred language for a visitor. The simplest way is to ask them directly upon their first visit and store the information, for instance in a cookie. If you want to go a bit more sophisticated, you can read out the system language automatically.

And then there is the option to check based on location. Oh, how I hate that! I am an expat living in the Netherlands and by now one in three websites decides I must be Dutch. What do I do? I go to the competition and hope they try to be less smart.

This gets even worse when you are travelling though. Earlier this year I was in Japan on business and I tell you, trying to find your way around a Japanese website IS a challenge… which leads me directly to the next sin…

Sin Five: Translating the language options
So, I am on this Japanese website, I detect the usual language switch dropdown (at least I assumed, cause it was in the upper right corner… not that it actually indicated so)… and then… well, a lot of kanji that leave me puzzled. Who would do such a thing? Unfortunately, most of the websites! You want to give your audience the opportunity to find their own language, because they might not understand yours… and the you do not translate the option itself? That does not work :)
There are two valid options online today:

Leave everything in English. Even if your visitor does not speak English, the words “language” and their local language most people have learned by now.
Even better: use the local language. So, English is English and German is Deutsch and French is Française, no matter which version you are on.

Both options make sense, help your audience and save you translation cost too. Don’t forget: Localizing and translation are two very different things.

Sin Six: Inconsistent translation
A very confusing phenomenon is when you browse through a translated website and same terms are translated differently where ever you go. The German word “Untersuchung” has for instance over 20 different translations in English – and it does make a difference if you translate it into “inquisition” or “exploration” when meaning “research”. (“Our latest inquisition has shown that…” might just not put your organization in the right light.)

There are a number of solutions out there today to prevent such inconsistencies by utilizing a Translation Memory System. Briefly what it does is that any translation you have approved will be stored in a Memory System. Whenever the same or a similar translation is requested afterwards, the previous approved translation will be given to the translator as a suggestion. This means, you can keep your choice of terms consistent. Also, it will allow you to work with different translators without getting different tones of voice or messages into your content, because the style of your translation will become clear from the suggestions already. Of course, translation memories can be used organization wide, so that you can make use of the cost and time savings for all your channels, not only online.

Sin Seven: Forgetting other channels
So, you took care of all the above and give me the option to read your content in my native language. I am happy and engaged and decide to register on your website. Eagerly I await the confirmation link email and find it in... English. Just as the following newsletter and reminder to get my 20% off coupon. My initial joy is met by an equally high disappointment. Reusing content across multiple channels and reusing the translations for all channels is no rocket science with a proper multichannel marketing system.

(P.S. “Morning hour has gold in its mouth” is the German equivalent of "The early bird catches the worm")

WCM Allows Company To Provide Ideal User Experience On Global Scale

Friday, November 13, 2009 by Brad Davis

As a general practice, we don't post press releases to the SDL Tridion Blogosphere. The IHS story is an exception becuse it is a perfect example of a company moving beyond basic online content management and selecting a next generation web content management system as the foundation for their online marketing strategy.

IHS To Implement World-Class Web Sites With SDL Tridion

IHS, a leading global source of critical information and insight, has selected the SDL Tridion enterprise Web Content Management system (WCMS) to manage its global network of websites. With full implementation planned for the second quarter of 2010, IHS is undergoing a massive online overhaul that will merge 45 business unit-specific sites and domains into a single enterprise-level Web experience.

"We've had several substantial acquisitions at IHS in recent years," says Kevin Spiller, director of Web development and strategy at IHS. "This created a difficult situation for getting people to the right information or demonstrate the full value of IHS. We knew that it was integral to reorganize our Web content in a system that helps to maintain a robust global presence. Starting with 14 different WCM systems, we whittled the selection down to three. SDL Tridion was the best fit for a company like ours with a wide range of customers."

The IHS Web site reaches users and customers across a diverse array of business units. From engineering, geology and oil prospecting to supply chains, military, security and financial analysis, its goal is to provide potential users from many industries with an ideal experience across the site. IHS plans to accomplish this by using SDL Tridion's workflow, translation management and website personalization features. As Spiller explains it, IHS wants to implicitly understand where users are coming from and what they are seeking.

"We're planning on using SDL Tridion to ensure that our Web experience flows seamlessly across all channels," says Spiller. "Whether we are providing data or taking more of an advisory role, it becomes important that users and customers understand the breadth and diversity of our business solutions. SDL Tridion provides a personalized user experience that will accomplish that goal while protecting our brand and localizing updates. This allows more flexibility on a bigger Web site that meets all of our governance needs."

"SDL Tridion is very pleased to welcome IHS as a customer," says Jan Jaap Kolleman, CEO of SDL Tridion. "In many ways, the IHS site is an exemplary case that demonstrates the scalability of our enterprise web content management system. Our software will help them streamline their Web presence by transforming marketing sites into a large, global Web presence that reinforces the IHS brand. Now, a subject matter expert in Europe can update content directly for local users in a specific industry while sharing design, layout and branding elements with the rest of the Web site. For a company that's rapidly expanding such as IHS, this capability becomes an invaluable tool for growth over multiple years."

About IHS (www.ihs.com)
IHS is a leading global source of critical information and insight dedicated to providing the most complete and trusted information and expertise. IHS product and service solutions span four areas of information that encompass the most important concerns facing global business today: Energy, Product Lifecycle, Security, and Environment, all supported by Macroeconomics.

An Introduction to Web Content Management (WCM) Strategic Planning

Monday, November 9, 2009 by Brad Davis

Strategy without tactics is inertia.
Tactics without strategy is chaos.

3 Questions to Ask Before Starting a New Web CMS Project

Sometimes it's a good idea to return to the basics. Here are three fundamental questions I have found most helpful when tasked with developing a strategic plan, web content management or otherwise:

1. Where are we now?
2. Where do we want to go?
3. How are we going to get there?

Sounds simple, right? Maybe, but these three questions can form the foundation of a very complex web content management plan.

Where Are We Now?
Assess the current situation

Conduct a comprehensive assessment of your online marketing operations from your website design to methodology for managing online content. Start by asking the right questions, worry about answering them later.

How are our websites performing with respect to traffic and conversions?
What is the flow of content from creation to delivery?
What are the WCM roles of business, marketing, and IT?
What are the strengths and weaknesses of our online channel?
How long does it take to roll out a new online campaign?
How is content translated and localized?
How is consistency of brand and message maintained across multiple channels?
What is the web experience of our online visitors?

If you know exactly where you are, it's much easier to get to where you want to be.

Where Do We Want To Go?
Set well defined objectives

Sure, you want a cool looking website that does really cool things. More importantly, however, I bet you want a website that will help you achieve online marketing objectives, like increasing conversion rates. Be as specific as possible.

How Are We Going To Get There?
Develop a plan

Before looking at web content management vendors and technology, craft a step by step plan that will take you from where you are to where you want to be. Standard elements of a strategic plan include:

Strategy
Tactics
Timeline
Budget
Metrics

When the time comes to look at web content management products and solutions, consider how well they will integrate with your strategic plan. Give more weight to WCM features and functionalities that will best help you achieve your defined objectives.

The selection of an enterprise web content management system and vendor should be a very deliberate process. The WCM industry is currently undergoing rapid change, from both technology and vendor landscape perspectives.

For more information about WCM planning and solutions, please feel free to contact SDL Tridion. SDL Tridion is provider of best-in-class enterprise web content management systems. Positioned as a "Leader" by both Forrester and Gartner, SDL Tridion ushers in next generation web content management by integrating a suite of ROI focused online marketing tools.

The Future of Web Content Management: Evolution or Extinction

Tuesday, November 3, 2009 by JanJaap Kolleman

"The rumors of my death have been greatly exaggerated."
- Mark Twain

What will a future enterprise web content management system (WCMS) look like? What kind of features will it have? What business solutions will it offer? Or will web content management go the way of the Dodo bird and the dinosaur, doomed to extinction?

I think it's pretty safe to say...as goes the web, so goes web content management. So what will the web look like in 5, 25, 50, or 100 years from now? To even begin to explore this question, we must first look at what the web is made of: Content. Content is the life blood, the very essence of the web. And one thing I am quite certain of is that Content will never become extinct. That is, as long as human beings continue to exist.

My crystal ball tells me that the web and web content management (WCM) will not become extinct. Rather, they will evolve into new creatures that look completely different than their predecessors. What won't change, however, is the concept of Content. Content will always need to be created, delivered, managed, and leveraged to achieve business objectives.

To Much of a Good Thing?

There was, of course, Content long before the web. Lot's of it. But the world wide web of the Internet let the genie out of the bottle and Content has gone viral, growing at an exponential rate. Today virtually everyone, consumers and business alike, are creating and publishing content to the web. With the meteoric rise of easy-to-use web content management systems, Web 2.0, user generated content, and social media, the quantity of Content is growing faster than the national debt.

The shear volume of "noise" emanating from the web poses significant challenges to business trying to market their products or services... and the noise is only going to get louder.

(Relevant) Content Is Still King

In both B2B and B2C marketing, Content is what we use to convince our target audiences to buy what we are selling. Success requires that we filter the noise and be heard. To be effective, Content must be A. Persuasive, and, B. Consumed by those most likely to purchase our products and services. These are two very real business needs driving the evolution of web content management.

Two basic tenets of the theory of evolution are "Adaptation" and "Survival of the Fittest". What makes a web content management vendor fit? Many factors beyond basic financial stability, including the ability to align enterprise web content management solutions with business needs and drivers. Web content management vendors who fail to evolve and stay fit are doomed to extinction.

The Art of Persuasion

Best-in-class enterprise web content management systems will provide tools that increase the persuasiveness of Content. An example would be functionality for website personalization. Personalization of online content is a surefire way to get more members of your target audience doing exactly what you want them to do. It breaks through the noise and makes them feel like you're speaking directly to their needs.

Marketing to your Target Audience(s)

Target audience marketing is delivering persuasive content to those most likely to purchase your product or service. But first you have to find them and secondly you must get to know them. Enterprise web content management systems at the top of the evolutionary chain are well prepared to assist with these tasks by providing a platform that includes a suite online marketing capabilities. Examples include search engine optimization (SEO) and interactive marketing tools, an integrated email marketing solution, and functionality for gathering visitor intelligence.

Next Generation Web Content Management

Best-in-class web content management systems are evolving into online marketing platforms with the ability to deliver content across multiple channels. The good news is that you don't have to wait for a next generation web content management system, they exist today. Evolution is an ongoing process, so be sure to select a WCM solution that is fully scalable and "future proof", meaning a system with the genetics to adapt and evolve with your changing business needs.

About SDL Tridion: SDL Tridion is provider of best-in-class enetrprise web content management systems. Positioned as a "Leader" by both Forrester and Gartner, SDL Tridion ushers in next generation web content management by integrating a suite of ROI focused online marketing tools.

Forrester Reviews Top Web Content Management Vendors and Systems

Wednesday, October 21, 2009 by Brad Davis

Searching for an Enterprise Web Content Management System? Start Here.

In an earlier blog post, I suggested that you begin the web content management vendor selection process by doing some research and developing a "short list" of vendors to evaluate. If you're like most organizations, you will probably begin with a Google search using phrases like:

Web Content Management Reviews
Web Content Management Vendors
Enterprise Web Content Management System
Global Web Content Management
Best Web Content Management

Search on a WCM related phrase and you'll get a mind blowing number of results-over 184,000,000. And most of these will be from WCM companies who want to sell you their wares. Of course that includes your friends at SDL Tridion :)

Want Factual, Unbiased WCM Research? Go Straight to Forrester.

Forrester Research, a renowned web content management industry analyst, publishes a report that evaluates leading enterprise-class web content management vendors and their solutions. Their latest report is "The Forrester Wave™: Web Content Management for External Sites, Q-2 2009". The detailed report is used by many organizations to develop their "short list".

About the Forrester Report

Forrester evaluates 10 web content management vendors across approximately 115 criteria, which they grouped into three primary categories:

Current offering
Strategy
Market presence

Results are summarized in a clear concise manner with easy to read charts, diagrams and tables. If you are looking for a best-in-class enterprise web content management system from a leading web content management vendor, this report is definitely a "Must Read".

Download the Forrester Report for Free

Click here to download the web content management reviewed report by Forrester, compliments of SDL Tridion, a leader in enterprise web content management and online marketing solutions.

Selecting the Best Web Content Management System

There are hundreds of web content management products, systems, and solutions on the market today from hundreds of different vendors. Hopefully, you will find the Forrester report helpful in narrowing the playing field and developing a short list of enterprise web content management vendors to evaluate.

Which enterprise web content management system is right for you and which vendor should you select? This depends upon the specific needs of your organization. In any case, be sure to select a financially strong company with the ability to provide excellent web content management support and service.

Beyond Web Content Management

In addition to looking at the features and benefits of different web content management systems, I would also suggest that you take a look at how they will help you achieve your online marketing objectives, such as increasing conversion rates. Look for web content management software tools that will assist with online brand management, target audience marketing, email campaigns, and website personalization.

The bottom line: Top web content management vendors will help you do much more than basic online content management. They will help you realize the many benefits of web content management, the most important of which is ROI.

10 Features a Best-In-Class Web Content Management System Should Have

Tuesday, October 20, 2009 by Brad Davis

Features versus Benefits

Yeah, I know. People (and organizations) buy benefits not features. And, of course, the benefits that a top rated enterprise web content management system can deliver are far more important than a collection of whistles and bells. That said, it is features that deliver benefits and properly employed functionalities that help achieve online business objectives.

"Must Have" Features & Functionalities

So, your an enterprise-class organization shopping for a best-in-class web content management system. What key WCM features should you be evaluating on the solutions being offered by the vendors lucky enough to make your short list? Here's a list of ten, that, according to my research, many WCM & CMS experts feel are mission critical:

1. Content Creation & Publishing Tools

Functionalities for tempalting, creating content components, and managing changes. It should be simple to build new websites, web pages, micro sites, and templates. The system should also make it easy to share and reuse content across multiple websites, and ideally, across multiple channels.

2. Editing Tools
A set of tools for editing content that are easy to use, including a WYSIWYG editor.

3. Automated Workflow & Approval Process
The ability to manage the content creation process from start to finish with an automated workflow and approval process.

4. Content Preview
The ability to preview content and check for errors prior to publishing to the live website(s).

5. Centralized Content Repository
The content repository should make it easy to upload, store, manage, and deliver different types of content, files, and digital assets.

6. Enterprise Ready Technology
Web content management software should be scalable and upgradeable with minimal effort. Modules that add additional functionalities and updates should be easy to install.

7. Check-in & Check-out
Secure library-type tools that allow for easy check-in and check-out of items with version control.

8. Integration & Connectivity
An enterprise web content management system should "play nice with others". Meaning that it should easily integrate with other technology and platforms, like, for example, CRM systems, Web 2.0, and social media applications.

9. Online Marketing Tools
Web content management is evolving and "next generation" web content management systems will offer integrated online marketing capabilities that will help users achieve online marketing objectives, such as increased traffic and conversion rates. Examples include website personalization for target audience marketing, interactive marketing, and online brand management.

10. A Solid Company Behind the WCM Solution
Web content management vendors should be evaluated very carefully and due diligence given to your finalists. Will your selected company be around for the next three to five years to provide service and support?

To be sure, there are other features and functionalities that you will want in an enterprise web content management system. Indeed, considering the number of solutions on the market, you will have, quite literally, thousands of features to choose from. Therefore, you might want to consider having three categories of features as you evaluate WCM solutions and vendors:

Must have features
Important features
Nice to have features

One final thought: Enough about web content management features. Don't forget about the benefits!

Sample RFI Template for Web Content Management Vendor Selection

Friday, October 16, 2009 by Brad Davis

Selecting An Enterprise Web Content Management System

To state the obvious, selecting an enterprise web content management system begins with selecting an enterprise web content management vendor. While there is no set process for doing so, it’s definitely wise to begin by doing a little research to come up with a “Short List” of similar vendors most likely to meet your specific needs.

Assuming that you have:

Done your research
Set project objectives
Made a plan
Received executive approval
Established a budget
Assembled a team
Decided on some basic "must have" web content management features

it's time to do an RFI (request for information) from your short list of web content management vendors. Generally, the enterprise web content management system RFI is used to gather enough information about the vendors themselves and their proposed solutions so you can trim the list to only those from whom you want a demonstration.

Download Your Free Sample RFI Template Here

To help you select the best web content management system for your needs, SDL Tridion has developed a vendor neutral template to get you started. Please feel free to modify and use it however you like. Here is the link to where you can download:

Enterprise Web Content Management RFI Template

Other Considerations

A word of advise: Choose your web content management vendor very, very carefully. Even if a solution has a lot of fancy whistles and bells that you absolutely "must have", you want to be pretty sure that the providing vendor will be around for the next 3-5 years with the ability to provide support.

I also suggest that you give more weight to the benefits of web content management than you give to the features of a particular system. In the end, it's about results and ROI- especially in today's economic climate. So when evaluating WCM solutions, you might want to determine which one will best help you achieve business objectives such as increased conversion rates and improved online brand management.

Managing Global Websites

Wednesday, October 14, 2009 by Brad Davis

Global Web Content Management

Organizations face many challenges when creating a network of global websites. They need to maintain brand consistency while allowing for variations that reflect local cultures. Creating truly localized websites can be a daunting process in which corporate and local marketing teams need to collaborate to provide relevant information to different target audiences.

BluePrinting™: A Unique Web Content Management Feature

BluePrinting is a unique technology from SDL Tridion that allows organizations to manage their networks of websites. The separation of content, layout and other website elements enables organizations to adapt these elements separately to match the needs of local audiences.

Organizations can manage localization by cost effectively using an inheritance model that allows multiple Web sites to use consistent structure, branding and content while allowing for localization of content, as needed.

Free Website Globalization Resource

SDL Tridion has produced an excellent whitepaper to assist companies who are seeking to improve their global online content management. It provides examples of how organizations can use BluePrinting technology to achieve a smooth, global Web operation- and how they can combine enterprise web content management with translation technology for even greater efficiency. Click this link to download free of charge:

http://www.sdltridion.com/downloads/white_papers/managing_global_websites.asp

Beyond Web Content Management

Successful global target audience marketing requires more than web content management and localization of content. It requires a global marketing solution with tools for interactive marketing, multichannel marketing, email campaigns, and online brand management.

Global Web Content Management Vendor Selection

If your in the market to globalize your websites and purchase a new global web content management system, carefully review each vendor's offering and look beyond basic features and technology. Your best bet is to select a vendor that best meets your needs by offering a fully integrated global marketing solution.