It’s the Strategy, Stupid

What do the letters “CMS” mean to you? Do you read them as “cry myself to sleep” because your campus content management implementation has been largely ineffective? If so, where does the problem lie: with the tool, or with the strategy supporting it?

If you let the tool lead the process, you end up ignoring the pressing content needs and concerns that, ideally, should shape both the selection and implementation of a CMS. This is why at last weekend’s Wordcamp Boston, John Eckman of ISITE Design posed a new interpretation of the letters CMS: Content Management Strategy. In his presentation, he laid out the five pillars supporting this approach — business strategy, content strategy, technology strategy, optimization strategy and engagement strategy.

Bad strategy trumps good execution, just as poor execution can trump good strategy.

Source: Don’t Be a Tool – Content Management Strategy by John Eckman, ISITE Design, Wordcamp Boston, July 24, 2011

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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