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How to raise your content management system's ROI

Calling all content, web and intranet managers! A CMS is a major investment. How can you get best value for your ICT budget? We tell you how. And we have a special offer just for you.

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How to raise your content management system's ROI

  1. 1. How to raise your content management system’s ROI Calling all content, web and intranet managers! A CMS is a major investment. How can you get best value for your ICT budget?
  2. 2. Hi! We’re Alice and Rachel from If you’re a content, web or intranet manager, we know the challenges you face. Read on and see how we can help. Watch out for a special offer: we only mention it once! Rachel McAlpine , BA (Hons), Dip.Ed, ITCP: author, teacher, web content consultant. Alice Hearnshaw , LLB (Hons): business analyst, usability expert and web project manager. Special offer
  3. 3. A customer’s view of Contented’s courses Over 1,000 learners in 20 countries have signed up for our courses, and now we offer a 10-course Diploma. S Fernandes, government worker, says: 'Just to confirm that I have completed the Contented course and found it very cleverly designed, enjoyable to do and really enlightening. It has really changed my thinking & approach to my business writing and I am looking forward to using all the tips and guidelines that have been provided.'
  4. 4. Your shiny new content management system It’s magic. Or is it?
  5. 5. A great CMS enables staff to do so much! <ul><li>Create, edit and review web documents. </li></ul><ul><li>Share and publish documents. </li></ul><ul><li>Track and manage different versions of documents. </li></ul><ul><li>File, store and retrieve documents. </li></ul><ul><li>Search huge numbers of documents. </li></ul>
  6. 6. But software can’t write content There’s one thing that a content management system can’t do: write! People write! And your software can only work properly when the content is correctly written.
  7. 7. Is content a poor little Cinderella? No glamour. No budget.
  8. 8. Or a monster in the meeting room? The problems of content can seem so huge, so awful, so unmanageable, that we try to ignore them.
  9. 9. Typical content management budget? $20,000 + Annual CMS licence fee $485,000 + TOTAL $5,000 + Initial training for 20 web editors $30,000 + IA, usability tests, extra functionality $30,000 + Template design $8,000 + Content audit $30,000 + Business analysis $150,000+ Software installation/customization $200,000+ Software purchase
  10. 10. Does that budget make sense? Is content a poor insignificant little Cinderella or what? If so, CMS software is obviously King. $485,000 TOTAL $5,000 Typical one-off training for 20 web editors $480,000 Buy and set up a CMS
  11. 11. Depressing: the content audit <ul><li>(That won’t happen again… you hope!) </li></ul>
  12. 12. Here’s what goes on the new web site <ul><li>agenda articles audits briefs charts descriptions discussion documents instructions forms graphs help legislation lectures lesson plans letters marketing plans marketing copy media releases memos manuals minutes mission statements model answers newsletters policy procedures presentations reports Requests for Tenders proposals schedules specifications style guides teacher resources templates tenders timetables tips training material QA audit of documentation & documentation of audit… and more… more… more </li></ul>
  13. 13. Here’s what starts to happen again Oh no! Not again! Our new content is ROT (redundant, out-of-date or trivial)!
  14. 14. Our customers love Contented’s courses 'I enjoyed the course and the skills I've gained will improve my writing. I'll use what I've learnt in my everyday work. I found the last module 9 with checklists and questions before writing very useful.' S Aitkenson of New Zealand says: J Russell of Australia says: 'I found the Contented online product to be very valuable, not only for web authors but also for everyday writing skills.'
  15. 15. Even the best CMS triggers new problems <ul><li>Suddenly many more staff are writing content. </li></ul><ul><li>Every business unit publishes its own content. </li></ul><ul><li>Every initiative, project, and application has its own web site. </li></ul><ul><li>Staff don’t know how to write for the web (or intranet). </li></ul><ul><li>Staff don’t know how to write titles, headlines and summaries that the CMS requires. </li></ul>The problems: wordy, woolly, unprofessional, unmanageable content. The answer: specialised training in the core skills of web content writing. At that’s exactly what we provide.
  16. 16. Contented solves your training problems <ul><li>So much content — train staff to delete more & write less. </li></ul><ul><li>Huge number of staff writers — we can train them all. </li></ul><ul><li>Where and when — train staff anywhere, any time. </li></ul><ul><li>Cost — a fraction of the cost of traditional training. </li></ul><ul><li>What to teach — core skills needed by all content authors. </li></ul><ul><li>How to teach — online, self-paced, automatically tested. </li></ul><ul><li>Whose budget? — sorry, your problem! </li></ul>
  17. 17. How to double your web site’s usability <ul><li>Jakob Nielsen and John Morkes and researchers at Strathclyde University have repeatedly proved the following: </li></ul>Correct editing makes content concise, scannable and objective . At we know exactly how to do that! When you edit web content correctly, the usability of the site improves by 100% and frequently by much, much more.
  18. 18. Another happy customer Almost every day, we are thrilled to get emails from ‘contented’ customers: K. Brannan, government worker, says: 'I enjoyed the course. It was interesting and fun to do and will definitely help me with writing some clear Web Guidelines for our organisation! I just wish that everyone in the organisation was able to do this course!!! Many thanks for all the tips and advice.'
  19. 19. Typical results of Contented training <ul><li>Usability doubles because content is concise, scannable and objective. </li></ul><ul><li>Your CMS works effectively because content has appropriate, keyword-rich headlines and summaries. </li></ul><ul><li>Search engines find content easily and show sensible results. </li></ul>
  20. 20. How do you train a knowledge worker? <ul><li>We know who we’re training. We treat your staff with respect! </li></ul><ul><li>They’re experts in their field. </li></ul><ul><li>They already know how to write. </li></ul><ul><li>They are extremely busy. </li></ul><ul><li>They include the CEO. </li></ul>
  21. 21. CONTENTED Diploma in Web Content: Core Skills <ul><li>Gorgeous to look at, entertaining to do! </li></ul><ul><li>Online, always on tap, just-in-time or at-your-leisure. </li></ul><ul><li>No limit on numbers. </li></ul><ul><li>Standards-compliant courses. </li></ul><ul><li>Self-paced. </li></ul><ul><li>Theory, examples, ‘Try this’ exercises, tests. </li></ul><ul><li>Extremely cost-effective. </li></ul>
  22. 22. How to make your CMS stumble and fail <ul><li>Focus mainly on the CMS technology project, not the content. </li></ul><ul><li>Only provide CMS training, but no content training. </li></ul><ul><li>Train only a few writers. </li></ul><ul><li>Rely entirely on professional writers. </li></ul><ul><li>Isolate web writing from ‘normal’ business writing </li></ul><ul><li>Overload the web team with content publishing. </li></ul><ul><li>Regard content as a Cinderella. </li></ul>
  23. 23. How to produce content worthy of your CMS <ul><li>Teach core skills. </li></ul><ul><li>Train all writers (66% of salaried staff). </li></ul><ul><li>Make plain language the norm in your organization. </li></ul><ul><li>Web-proof all documents, even in Word or PDF. </li></ul><ul><li>Make training essential for promotion. </li></ul><ul><li>Support your content writers. </li></ul>
  24. 24. Change the culture, not the individual Reach a tipping point by training 200 people to change just a few bad writing habits.
  25. 25. Cinderella marries King CMS
  26. 26. And the monster turns into a kitten
  27. 27. Raise ROI, double usability, fix the CMS! <ul><li>With all these benefits, why hesitate? </li></ul><ul><li>Buy the Diploma in Web Content: Core Skills </li></ul><ul><li>It costs a tiny fraction of your CMS investment. </li></ul><ul><li>It’s unique. And it’s exactly what you need. </li></ul>Click to view special offer for you!
  28. 28. Time limit on our special offer! <ul><li>Contact us about the special Slideshare offer for group bookings. </li></ul><ul><li>Thanks for reading to the end! </li></ul><ul><li>Alice Hearnshaw: [email_address] </li></ul><ul><li>Chat with Alice — Skype name: alicehearnshaw </li></ul><ul><li>Rachel McAlpine: [email_address] </li></ul><ul><li>Twitter: </li></ul><ul><li>Blog: </li></ul>