"The Future is in Delivery" by Deane Barker, JBoye12
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The document discusses how the focus in content management is shifting from content management to content delivery. It argues that content management is becoming a solved problem and a commodity, while the real differentiators and growth areas are in content delivery features like A/B testing, campaign management, user-generated content, and multi-channel delivery. These delivery features are increasingly driving CMS sales and receiving more development effort from vendors. The document suggests we are entering a "post-management" era where content delivery will be the main focus and driver of the industry.
![The Marketing Technologist
“A talent gap is growing
between the skills that
many new advertising jobs
require and the number of
people who have those
skills. The dilemma, […] is
particularly acute for jobs
that require hard-core
quantitative, mathematical
and technical skills.”
5/28/2012 47](https://image.slidesharecdn.com/thefutureisindeliveryedit-120528062101-phpapp02/85/quot-The-Future-is-in-Delivery-quot-by-Deane-Barker-JBoye12-46-320.jpg)
"The Future is in Delivery" by Deane Barker, JBoye12
- 1. The Future is in Delivery Deane Barker Blend Interactive
- 2. The Point There is a difference between content management and content delivery Content MANAGEMENT is something of a solved problem; we‟re rapidly entering the “post-management era” The most significant industry trend right now is the push into DELIVERY
- 3. Content Management is Dead
- 4. J. Boye is not a content management conference.
- 5. The Big Umbrella Content Management Metadata Versioning Permissions Languages Production Templating Workflow Audit Modeling Authentication Archiving Taxonomy Retention Collaboration
- 6. The Content Lifecycle Publish Content Content Management Delivery
- 7. Most of the new development in the past 2-3 years has been in delivery
- 8. A/B Testing
- 9. Campaign Management and Integration
- 13. The Common Theme: All of these things happen after publication. 5/28/2012 14
- 14. The Content Lifecycle Publish Content Content Management Delivery
- 15. Inversion of Effort Management Delivery 5/28/2012 16
- 16. Inversion of Effort Management Delivery 5/28/2012 17
- 17. “Launch day is not the finish line, but rather is the starting line.” 5/28/2012 18
- 18. Management is the Training Montage
- 19. Delivery is the Main Event
- 20. Could content MANAGEMENT be a solved problem?
- 21. Could MANAGEMENT become a commodity?
- 22. Will the real market differentiator of the future be content DELIVERY?
- 23. Are we entering the “POST- MANAGEMENT” era of content management?
- 24. Do we really work in the field of content DELIVERY?
- 25. “Content management is largely a solved problem. Almost all of the advances in the field are happening in the delivery/marketing space.” 5/28/2012 26
- 26. All seven agreed. 5/28/2012 27
- 27. “Development on our repository is strictly to support our delivery services.” “The majority of our development effort is focused outside our core management product.” “Content management was commoditized as soon as open-source solutions reached sufficient competency at a no-cost price point.” “The focus on the management side is now on strictly reducing implementation costs.” 5/28/2012 28
- 28. “The „money shot‟ of a content management solution is no longer „here‟s how you edit a page of content.‟” “…how many different ways can you demo core content management?” “We build our product 100% for marketers. The idea of a „content editor‟ is an antiquated notion.” 5/28/2012 Presenter: Florian Röllig SLIDE 29
- 29. CMS sales demos are more likely to start with delivery features, rather than management features.
- 31. In many commercial products, the delivery tier licenses for 2-3 times the management tier. 5/28/2012 SLIDE 32
- 32. Content delivery features are increasingly going to drive CMS sales.
- 33. Inversion of Sales Focus ??
- 34. Inversion of Sales Focus ??
- 35. The delivery tier is becoming a framework that binds content at request time.
- 36. Standardization of APIs will drive delivery technologies.
- 37. “Web Experience Management is a redefinition or evolution of Web Content Management. Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience.” 38
- 38. A CMS vendor may spin off their management suite and provide interoperability with other systems.
- 39. Why?
- 40. The current state of content MANAGEMENT provides very little room for differentiation.
- 41. The Rise of Content Strategy
- 42. The Rise of Content Strategy More thought is going into the production of content – what happens before publish. This thought process is bleeding over into what happens after publish. When thought is put into how content must perform before it is created, inevitably structures will arise to ensure or document this performance after it is published. 5/28/2012 43
- 43. The catch?
- 44. For once, customers are playing catch-up to the vendors.
- 46. The Marketing Technologist “A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, […] is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.” 5/28/2012 47
- 47. The Marketing Technologist “The U.S. alone faces a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts to analyze big data and make decisions based on their findings.”
- 48. The Sad Truth: Very few CMS customers have the skills to exploit the current wave of delivery technologies. 5/28/2012 50
- 49. Core Belief: Content serves no purpose other than that of a marketing tool. If content doesn‟t perform, it shouldn‟t exist. 5/28/2012 51
- 50. Deane Barker Blend Interactive http://gadgetopia.com @gadgetopia 5/28/2012 52