Adding content engineering need not disrupt years of careful process development and optimization; it augments and enhances existing processes.
However, skipping content engineering
effectively removes the scaffolding for every implementation stage within an effective CEM initiative.
It takes simple changes to existing standard workflows to integrate content engineering. So, adding in content engineering simply adds a role, minor process additions, and some deliverables to existing processes. Moving from static wireframes to interactive prototypes (using Axure or other interactive prototyping tools) is indispensable for CEM. The prototypes are a meeting place for content strategy, IA/UX, content engineering
, design, and development to meet and collaborate.
Without a content model, UX designers and CMS developers both guess at what content elements will be reused, how, and when, which often results in broken and inconsistent content types.
Content authors get stuck working with static chunks, taxing the authoring process and locking content up into unwieldy containers.
Without a taxonomy and metadata model, the CMS configuration offers no related content organization outside a hierarchical set of content folders, essentially trapping content in an isolated location.
Without identification and incorporation of schemas and content standards into the implementation, content cannot syndicate across the internet or be consumed and presented richly by important search engines.
For advanced content marketing, content engineering is not nice-to-have or optional. For effective customer experience management, it’s essential.
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