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Using Content Management
Systems for Increased Sales
and New Products
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Types of CMS ! Proprietary vs. Open Source
! Cloud vs. Self-‐Hosted ! Key features for publishers
Mobile compa6bility
Custom design Editorial Workflow
SEO compa6bility Integra6ons (Print, Email, Social, App)
Repor6ng
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This is not your product
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This is your product
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Your product is changing ! One-‐size-‐fits-‐all won't cut it anymore ! Your readers will expect you to provide:
What they want When they want it
How they want it
Where they want it
www.astekweb.com © 2012 Astek Consul6ng LLC
Reverse Your Workflow ! Start with digital ! Build content directly into CMS ! Bundle content for publishing to mul6ple channels: Print Mobile
Social Whatever’s next
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Reverse Your Workflow
! Go from this:
! To this:
Content Crea6on -‐> Layout -‐> Mul6ple Formats
Content Crea6on -‐> CMS -‐> Mul6ple Formats/Layout
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Make New Products ! Centralized content model
! Mix and match exis6ng content to create new products
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Marke6ng & Editorial & Produc6on ! Must work together
! Who makes content decisions? ! Who buys technology? ! Who pushes the final bu`on?
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Astek Built Webany CMS ! Webany lives in the cloud
! Mul6-‐channel publishing Export to Adobe InDesign
! Sophis6cated editorial workflow management
! SEO Built-‐in
! Completely customizable content structure & design
! State-‐of-‐the-‐art hos6ng
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Wiley’s Experience – Pain Points ! 27 Professional Trade Journals
! Received an angry email from customer
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Wiley’s Experience ! Federal Grants & Contracts Why this pub first?
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Wiley’s Experience – Pain Points ! Customers had no 6mely access to paid content
! Not enough space in print ! Marke6ng needed the SEO rich content ! Produc6on team needed ability to publish content to print & electronic formats from single, well-‐edited source
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Wiley’s Experience ! How do we improve the customer experience?
! In 2010, 27 micro-‐sites were created on Webany CMS for marke6ng
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Wiley’s Experience ! In 2011, we began conver6ng those sites into digital-‐first publica6ons Improved editorial workflow
Digital Rights Management (DRM) • Integrates with jCore • Paid subscribers get ALL content, even content they can’t get in print or Wiley Library.
• Go from 20 sample ar6cles to hundreds of ar6cles and alerts and growing
• Free ar6cles for SEO & to en6ce new subscribers
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Wiley Uses Webany CMS ! Customizable interface for each ar6cle type
! Styles can be applied directly from Webany interface
! Approved content published immediately. No 24-‐hour wait period
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Wiley Uses Webany CMS ! Search Engine Op6miza6on (SEO)
On-‐the-‐fly by editors
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Wiley Workflow – Communica6on ! Authors & editors communicate from ar6cle interface
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Wiley Workflow – Users ! Custom permission types
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Wiley Workflow – Tasks
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Wiley Workflow – Bundling ! Bundling interface
Shows cri6cal info like word count & grant due dates
Easily group together print issue content from Web content
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Wiley Workflow – Bundling
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Wiley Workflow – Mul6-‐channel ! Mul6-‐Channel Publishing
Export to Adobe InDesign
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Wiley Web to Print & E-‐reader
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Wiley’s Experience – Results ! Happier Customers
! Publish faster InDesign Print Composi6on 2 hours -‐> 45 min.
ePub Conversion 45 min. -‐> 16 min.
! Include more grants
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Wiley’s Experience – Web Stats
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Wiley’s Experience – Results ! Summary of Awesome
Quicker contact with customers More contact and more content Top of mind Leads towards All Wiley, All the Time goal
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Wiley’s Experience – Results ! The Future
People will come to us for all the news for their niche
The site’s archives, over 6me, become deep and wide specialized databases
More subscribers!
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Wordpress CMS ! Open Source
Thousands of developers & plugins
! Used by 55.2% of all the websites whose CMS we know This is 17.5% of all websites. (W3Tech)
! Originally for blogging Somewhat limited content structure
! Integrates with several other systems
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Wordpress CMS to Email ! MailChimp Integra6on
Mul6ple plugin op6ons available Rela6vely easy configura6on
Good support
More info: h`p://fourblogger.com/wordpress-‐mailchimp-‐integra6on-‐plugin/
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Wordpress CMS to Social Media ! Twi`er Plugins
WP to Twi`er Tweet Old Post WP About Author
! Facebook for Wordpress Plugin
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Wordpress CMS to Mobile ! Many great responsive themes available
! Plugins for addi6onal features
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Wordpress CMS Communi6es ! BuddyPress is a powerful plugin
! Custom private communi6es
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Thank You!
Andy Swindler, Astek [email protected] Twi`er.com/aswindler Twi`er.com/AstekWeb
LinkedIn.com/in/AndySwindler
Peter Sanderson, Wiley [email protected]
Lora Templeton, Wiley [email protected]
Twi`er.com/leetempleton