Charting the Digital Course: Strategies to Success in Content Management Selection
Saibal Bhattacharjee
Director of Product Marketing & Business Strategy - Digital Advertising, Learning & Publishing BU @ Adobe
“All can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” – Sun Tzu
In today’s fast-paced market, the ability to adapt swiftly is crucial for business leaders. However, disjointed or sluggish content processes can severely hinder customer satisfaction and overall success. Let’s explore strategic best practices that lead to true victory, in this case defined as success, in content management.
Highlighting discussions with clients and business leaders, let’s address the complex landscape of content management, highlight critical challenges and best practices to foster trust, and identify the best strategic practices that lead to success.
Let’s move beyond the typical “top 10” lists to instead focus content management on success by delivering:
What is core to true success in content management? Let’s move past the tactical and look at the strategic thoughts to consider for long term success.
1. Get Executive Alignment and Buy-in: Ensures the leadership team is actively involved, securing commitment and support crucial for successful CCMS implementation.
Sebastian Fuhrer (Director of Content Engineering & Operations at Mayo Clinic) ensures that senior leadership are fully aware of their project, actively work with the teams, and even use the tools. They have been “all in” since the earliest discussions! A senior level champion is great; equally important is a shared vision. An engaged C-suite means every team is working towards the same corporate objectives and goals. All stakeholders are engaged in promoting a comprehensive understanding and commitment to the success of content management transformation. Mayo Clinic can deliver customized content to doctors, practitioners, nurses, and patients from a trusted source of professionally sourced and vetted content across all of its delivery channels. Digital first, as well as PDF and print across the globe in dozens of languages.
2. Qualify Vendors With Experience and History: Leverages the track record of vendors, ensuring reliability through a history of successful implementations.
Bernard Aschwanden (co-author of this article) recalls “working with government agencies is an interesting way to deep dive into how to qualify vendors. Success means finding a vendor with a proven track record. One who can address deeply technical questions, focus on specific business requirements, or share long term plans for their solution.” A partner shouldn’t just talk about success but showcase it. Aschwanden continues, “for years the free online Adobe DITAWORLD?sessions showcased success in partnership with companies like Mayo Clinic, Broadcom, Cisco, Ernst & Young, Gulfstream, Workday, and others in part due to the strategic partnership built by bringing Adobe to the table.” These companies must meet regulatory requirements, maintain their brand integrity, deliver in multiple languages around the world, and continue to do so due, in part, to their selection of a strong content management partner!
3. Align Your Needs and Tool Capabilities: Evaluates technical aspects and platform compatibility, emphasizing the importance of aligning content management with operational and regulatory needs.
Bruce Sanchez (Senior Electrical Engineer, FAA) knew the FAA “must change our approach to document development” and showed how important it was to align needs and tools. FAA knew then (2021) what remains true today: success comes from knowing your needs, and THEN finding the tool that fits them. In their case, the need for data security and compliance meant a tool that safeguards sensitive information and meets regulatory standards.
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4.?Execute a Proof of Concept (POC) Including Targeted Training and Support: Goes beyond functionality testing, emphasizing the importance of hands-on experience, training, and support for workforce readiness.
Michael Porter (Bishop William Lawrence University Professor at Harvard Business School) said "The essence of strategy is choosing what not to do" and, following that advice, your POC, training, and support plan should identify what can (and cannot) and should (and should not) be done. Give participants a safe environment to test and learn – ideally using your content, scenarios, and keeping specific needs in mind – thereby supporting the long term successful implementation of a solution. The result is improved efficiency, faster time to market, and managed risk.
5.?Explore Emerging Trends (AI anyone?) and Future-Proof Your Solution: Ensures organizations stay ahead by anticipating and incorporating emerging technological trends for a future-proof content management solution. Word files? HTML for the web? Dynamic PDF that goes beyond print? XML and DITA under the hood? Feed the AI a quality diet of approved company content?
Bill Gates, in 1996 (yikes!?!) said “content is king” but, like a king under the Magna Carta?(1215!!!) content must be subject to and not above?the rule of law. Structure IS that law. Content is subject to structure, but can then be organized, classified, repurposed and personalized. Structure is what enables seamless delivery across channels, maximizing relevance – and revenue – as well as personalization and impact.
Strategically selecting the right partner can transform your content management approach, driving increased revenue, mitigating risks, and enhancing customer satisfaction. Grow your partnership with Adobe, and consider exploring AEM Guides as a strategic asset in your content strategy.
Ready to take the next step? Join us at Adobe DITAWORLD 2024?on June 11-13. Register today for free and hear directly from our experts, partners, and clients. Mayo Clinic, Ernst & Young, Cisco, Workday, and others will be there to discuss and share the strategies they used and the tactics they implemented to succeed in content management.
TELL US MORE
Are you, or your company, engaged in a content management project? What other ways do you define success in your project? What have you done strategically to help a project succeed? What other content challenges are at the heart of what you are facing today? Please, add your thoughts to the discussion!
ABOUT THE AUTHORS
Bernard Aschwanden , CEO and Principal AEM Guides Technologist at CCMS Kickstart, has a rich history in business leadership, technical communication and content strategy. For over two decades he has helped Fortune 500 organizations streamline documentation processes, enhance efficiency and drive growth and profitability. Known for an engaging speaking style, Bernard frequently shares his passion for transforming content into a strategic asset at industry conferences like STC Summit, LavaCon, and Adobe DITAWORLD.
Saibal Bhattacharjee , Director of Product Marketing & Business Strategy - Digital Advertising, Learning & Publishing at Adobe, is a seasoned B2B/B2C tech expert with 20+ years of experience navigating the intersection of technology innovation and go-to-market strategy. As GTM and Business Strategy lead at Adobe, he steers a large product portfolio, merging customer-centricity with cutting-edge martech. Saibal's expertise spans global GTM strategy, marketing automation, and transformative customer experiences - giving him a broad range of experiences in delivering enterprise solutions.
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5 个月I'm curious to hear which points resonate the most with readers. Or, if there are additional points on the strategic value of content and content management, or strategically driven decision making on which ccms to select, input would be great.
So true!!