Web content management is much more than content strategy or which content management system you will deploy. Web content management has one variable that you can never fully predict. You can only plan for it and try to put it together to execute the strategy at its fullest potential. I’m talking about your team.
A solid team can propel web content management to a level of success but that same team can drag web content management down into the bowels of despair just as quickly. How is this possible?
A well-rounded team has many moving parts. All these parts work in unison similar to a clock. Your project managers, information architects, content strategists, developers, marketers and stakeholders all have roles to bring a project to success or to ruin.
Web content management systems are only as powerful as their users.
Most of the effort put into deploying a content management system should be in the early stages: inventory and analysis. A proper information architecture should be designed, and an even more important step is empowering content authors with the proper training to continue the successful implementation. Web content management is a never-ending process.
The team’s communication is paramount.
The left hand must know what the right is doing. Consistent communication amongst the team has a very positive effect on content management. There are many moving parts included: marketing URLs, SEO considerations, business objectives, content strategy and much more. Without constant communication one of the “pillars” to your content management strategy could fall.
Content doesn’t create itself.
It’s sad but true. Who is prepared to develop content on your team? Content can consist of text, images, video and more. Content can rest in your content management system and social media channels. Even user-generated content requires (human) users to develop the content and a member of your team to manage and review it.
Do you have a strong team? Is your team persistent on your business objectives? Is everyone communicating successes, failures and everything in between? Web content management is not just about content management systems, social media and content strategy. It’s also about the people behind the scenes working together to execute. Taking inventory and analyzing your needs for systems is only a part of your process. Take inventory of your team and be sure your team can accomplish the most important goal – your business objectives.
