Is your content having an identity crisis? Does it know what it is?
When elements of content become individual entities, separate from the environment in which they are presented (which is the whole point of a CMS, but that’s another story), the need for awareness of these dependencies becomes critical to the “management” part of the CMS.
Most vendors will tell you that their systems are aware of content dependencies: if you create a new page, with an image in it, publishing the page will also publish the image. Hey, the page is aware of what its dependencies are; what more could you want? Read more of this post
“When you have a hammer, everything looks like a nail.” For the last fifteen years or so, we have all been living this proverb. It seems like every second problem business has come across in the last sesquidecade has been that nail, and the hammer has been computers.
The following is a tale of a client, who approached me for some integration information for a new system they are having built. It covers what I tried to explain to them. To my knowledge, while the person I was talking to understood and agreed with me (and had the same ideas) they are still going ahead with the project.
The client is a commodities association. Every few years, they host a major industry event: a dinner. Association members book tables, then invite guests. The client, intent on making this event prestigious, prints fancy invitations, place-settings and a guest list.
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Content management, if done right, bears parallels with quantum physics. (Please stick with me: I will keep this high-level, and only maintain the analogy for a paragraph.)
The principles of quantum physics are confusing. Basically, though, they relate to the smallest elements that can be described, which have a subtle property: their actual state (where they are and what they are doing) can only be determined – is, in fact, only realised – by the presence, the contextual forces, of the elements around them; those they interact with. A single particle can be in multiple places at once, in different phases, until something needs to react to its presence (e.g. it is observed).
When developing (or customising) content systems, we need to give our information structures the granularity of quantum particles, and the flexibility of uncertainty.
Why quantum content?
One of the base principles of any CMS worthy of the name is that content is separated from its presentation. An element of content is reusable. In order to achieve proper reusability, elements of content need to be the smallest that can be formed whilst maintaining identity. Read more of this post
Businesses have a problem: there is a disconnect between the people with knowledge, and those in customer-facing roles. Whether the communication is pre- or post-sale, those charged with providing customer interaction are, by and large, operating half-blind. The salesman lives in the sales silo; the customer service rep lives in the service silo; the technician with the answers lives in a dark cellar.
So what? We know our message.
“Marketing departments know the customers, they have product spec-sheets to educate them; they can craft appropriate messages.” “Service centres have customer profiles, case histories, and Q&A filtering methods that allow monkeys to find the right answer; what more does the customer want?” Somehow, this model is still hanging on. Read more of this post