Bob Boiko, author of The Content Management Bible gave this morning’s opening keynote at International Online, kicking off a day of CM talks at the conference.
Pacing the stage, and at times walking right up to the edge, Boiko gave a talk that rang true.
He spoke of Content Management (CM) in holistic terms. He spoke not of users but of audiences, not of content imput-ers but of authors and contributors.
Authors care about applications (the stuff that helps them do their work), but audiences do not. Audiences expect content to be in the form of publications, and they will judge your system’s content against books and other media they know and use.
Some Dos and Don’ts from Boiko’s Talk
Want to get your project funded? Don’t sell your CM initiative to management as a way to be more efficient in, say, Web publishing. Sell it instead, as providing the organization with flexibility going forward to utilize information in meeting critical goals.
Want to get the job done? Don’t worry about all the content your organization possesses. That’s too monumental. Only focus on the critical stuff, the stuff that key people need to make key decisions.
Want to have your system accepted? Get to know your “audience.” Quit thinking of them as system “users.” The difference being?
“Audiences,” said Boiko” have the power to applaud or walk out.
Though Boiko spoke for a good 75-minutes, no one left the auditorium early this morning. And thus Boiko passed his own acid test for audience approval.
In my job as a content manager, I personally found his remarks both insightful and useful.
V.P, Content, Information Today, Inc.