April 1, 2004

Why Content Managment Fails

Adaptive Path's Jeff Veen explains Why Content Management Fails. It comes down to a people problem in his book, which I agree with.

It also comes down to poor initial analysis, poor product choice based on the initial analysis, poor implementation, and trying to solve a people and process problem with technology, which often just compounds the problem.

Also take a look at Peter's comments on Enterprise Content Management. Peter is Jeff's partner and has some great insights that I have experienced also. The framing the issue as a technology problem is one of the common failures and difficulties I have run into in the past seven years dealing with CMS. It did not take me long to figure out it is an information problem, process, and mostly a people problem. I seem to continually deal with people that do not understand the variables in the equation.

In my current role I am always witnessing managers on the client side wanting the glitzy and having little and&047;or poor quality content. Just as a content management technology will not solve content generation problems or turn your ragged tabby cat into a beautiful tiger, having a beautiful site will not solve the lack of good content. Hiring technologists to solve information and people problems is pouring money down a hole. The approach to the problems will not discover the problems as the right questions have not been asked, the right discovery methods have not been used, the right analysis has not been done, the right deliverables are not produced, which does not lead to success.

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