Designing a truly effective WCM system is about much more than choosing the right tool. The overarching goal is to deliver the right content to the right audience at the right time. As the turnover of online information speeds up, building a successful WCM system requires a solid grasp of specific business goals and ongoing observation of customer experience.
When you lay out a Web content management architecture, consider the trends that are shaping the way we consume online information. The volume of content on the Web is growing at a rapid rate -- not just text, but rich media like images and video that must be managed differently. And while plenty of people still use laptops and even desktops, chances are they also want to access content through their mobile devices. The mobile trend is only gathering power, so companies need to be prepared with responsive design, and possibly a mobile-first mind-set for Web content.
All this ties into the growing importance of customer experience management as a way to create authentic relationships with website visitors and promote the company's brand. At a time when we are drowning in information on the Web, companies with a keen understanding of customers' experience with their websites and an ability to tailor Web content accordingly will have a better chance at survival.
How WCM is changing shape
A WCM system needs to do more than deliver a single version of content to a single channel. As mobility takes hold and the implications of the Internet of Things (IoT) loom on the horizon, WCM architecture must become more flexible and scalable in order to provide a positive experience to website visitors.
Expert advice on architecting WCM
The most important aspect of designing a WCM system is aligning the architecture with business goals and content strategy, which typically center on getting the right information to an audience as painlessly as possible. With an understanding of your audience's needs -- such as the devices they use, their locations and languages, and the types of information they seek -- other elements start to fall into place. Then it's time to build taxonomies and tagging systems that structure content in a way that makes sense for your audience.
To design a WCM system that works, put plenty of thought into the underlying structures that will make content easy to navigate. Continue Reading
As with any Web content management system, SharePoint WCM must be designed with business goals and audience needs in mind. Continue Reading
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Tips for evaluating WCM tools
Once companies have a handle on the major trends that are driving Web content today and have outlined a WCM strategy supported by specific business goals, they might find it's time to select a new Web content management system or to add tools. Here are some final considerations companies should make before they decide to buy a WCM system.
Take your time when you're deciding on a WCM system to avoid snags like hidden costs and limited scalability. Continue Reading
Terms related to WCM architecture
Check out the definitions below to learn more about commonly used terms related to designing and architecting WCM.