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Andy Swindler and Lora Templeton discuss how new Content Management Systems help increase productivity, efficiency, and increase sales. Learn about Webany, Wiley's choice for CMS and why they consider it an invaluable tool.
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www.astekweb.com © 2012 Astek Consul6ng LLC
Using Content Management
Systems for Increased Sales
and New Products
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
This is not your product
www.astekweb.com © 2012 Astek Consul6ng LLC
This is your product
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
Reverse Your Workflow
! Go from this:
! To this:
Content Crea6on -‐> Layout -‐> Mul6ple Formats
Content Crea6on -‐> CMS -‐> Mul6ple Formats/Layout
www.astekweb.com © 2012 Astek Consul6ng LLC
Make New Products ! Centralized content model
! Mix and match exis6ng content to create new products
www.astekweb.com © 2012 Astek Consul6ng LLC
Marke6ng & Editorial & Produc6on ! Must work together
! Who makes content decisions? ! Who buys technology? ! Who pushes the final bu`on?
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley’s Experience – Pain Points ! 27 Professional Trade Journals
! Received an angry email from customer
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley’s Experience ! Federal Grants & Contracts Why this pub first?
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley’s Experience ! How do we improve the customer experience?
! In 2010, 27 micro-‐sites were created on Webany CMS for marke6ng
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Uses Webany CMS ! Search Engine Op6miza6on (SEO)
On-‐the-‐fly by editors
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Communica6on ! Authors & editors communicate from ar6cle interface
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Users ! Custom permission types
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Tasks
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Bundling ! Bundling interface
Shows cri6cal info like word count & grant due dates
Easily group together print issue content from Web content
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Bundling
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Workflow – Mul6-‐channel ! Mul6-‐Channel Publishing
Export to Adobe InDesign
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley Web to Print & E-‐reader
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley’s Experience – Results ! Happier Customers
! Publish faster InDesign Print Composi6on 2 hours -‐> 45 min.
ePub Conversion 45 min. -‐> 16 min.
! Include more grants
www.astekweb.com © 2012 Astek Consul6ng LLC
Wiley’s Experience – Web Stats
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
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!
www.astekweb.com © 2012 Astek Consul6ng LLC
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
www.astekweb.com © 2012 Astek Consul6ng LLC
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/
www.astekweb.com © 2012 Astek Consul6ng LLC
Wordpress CMS to Social Media ! Twi`er Plugins
WP to Twi`er Tweet Old Post WP About Author
! Facebook for Wordpress Plugin
www.astekweb.com © 2012 Astek Consul6ng LLC
Wordpress CMS to Mobile ! Many great responsive themes available
! Plugins for addi6onal features
www.astekweb.com © 2012 Astek Consul6ng LLC
Wordpress CMS Communi6es ! BuddyPress is a powerful plugin
! Custom private communi6es
www.astekweb.com © 2012 Astek Consul6ng LLC
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