Web content management strategy must adapt for mobile

Mobile devices have changed Web content management strategy to better reflect consumer expectations.

Mobile is a key component of Web content management strategy, but it's also important to understand how smaller screen sizes and remote Web access are changing user expectations. How is WCM strategy adapting to accommodate mobile?

From one perspective, mobile devices do little to change your WCM strategy. After all, WCM focuses on publishing processes, allowing line-of-business staffers such as marketers, editors and other creative folk to create and manage content without IT support.

That said, Web publishers do need to accommodate a wider variety of screen sizes. Traditionally WCM systems include sets of templates for presenting content on full-screen browsers, which primarily access the Web through Wi-Fi networks. Mobile devices have smaller and more varied screen sizes and, at a minimum, that requires different presentation capabilities. Responsive design is a popular approach for multichannel, because it can detect the viewer's screen size and adjust according, ensuring that the same content looks good and is easily browsed on smartphones, tablets and full-screen Web browsers.

From another perspective, mobile devices add a new dimension of contextual management to WCM strategy. Content needs to be short, pithy and very granular. Content should be published in ways that help mobile users solve specific work-related tasks, untethered from fixed locations.

Moreover, mobile devices can capture a wide range of device-specific information -- such as location, camera images, and various kinds of sensor data. This contextual information also needs to be incorporated into your WCM strategy to deliver task-oriented, personalized experiences.

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